Dubai, United Arab Emirates – TikTok, in partnership with RedSeer Strategic Consulting, has released its first socioeconomic impact report in Saudi Arabia, titled "The TikTok Effect." The report details how the platform contributes to economic diversification, supports entrepreneurship, and enhances Saudi cultural identity. As the Kingdom continues to work towards achieving the goals of Vision 2030, the platform is increasingly engaged in supporting job creation, small business growth, and digital empowerment across the Kingdom .

TikTok has also become a vital driver of the Kingdom's creative and digital economy, with over one million content creators and more than 170,000 active small and medium-sized enterprises (SMEs) on the platform. In 2024 alone, SMEs on TikTok generated SAR 3.9 billion in revenues to the Kingdom's GDP and created more than 25,000 job opportunities nationwide .

Enabling the digital economy

TikTok's role in Saudi Arabia's economic transformation aligns with Vision 2030's goal of increasing SMEs' contribution to GDP to 35%. By helping businesses expand their reach, increase efficiency, reduce marketing costs, and innovate instantly, the platform is enabling new economic paths for entrepreneurs, content creators, and youth .

The report shows that TikTok's advertising tools and free services have increased SME revenue by SAR 3 billion. Sixty-one percent of Saudi SMEs on TikTok also reported improved brand visibility, and nearly half launched new offers in response to audience feedback. The platform also enhances operational efficiency, with 42% of SMEs reporting that TikTok saves them significant time on marketing .

Content creators turn their passion into a business

TikTok also supports the growth of the content creator economy across the Kingdom. More than half of content creators indicated that TikTok helped them reach their target audience, making it the most effective platform for building and engaging with communities. Many have been able to leverage this reach to create real opportunities for growth and financial independence .

This creator-led momentum is helping foster a culture of entrepreneurship and expanding access to new career paths, particularly among youth and women. The report showed that 55% of SMEs strongly agree that TikTok encourages young people to launch their projects, while 23% of Saudi female entrepreneurs indicated that TikTok inspired them to start their businesses. Dr. Hatem Samman, Executive Director of Government Relations and Public Policy at TikTok in Saudi Arabia, said : “ TikTok’s impact in Saudi Arabia goes beyond entertainment. The platform also supports entrepreneurship, creates jobs, and enhances cultural identity. This is encouraging as we see the rapid growth of content creation and digital innovation in the Kingdom, paving the way for new industries and economic opportunities. As the digital landscape continues to evolve, TikTok remains committed to adapting to and keeping pace with these changes. As Saudi Arabia advances towards achieving the goals of Vision 2030, TikTok is proud to be an active partner in providing opportunities for businesses, content creators, and communities across the Kingdom .

Encouraging consumers to participate and spend

TikTok is shaping the way Saudis access brands, engage with content, and make purchasing decisions . In 2024, the platform's impact on consumer spending reached SAR 110 billion annually, generating a consumer surplus of SAR 19 billion, demonstrating users' appetite for and experience of the platform's services .

This impact reflects the platform's growing role in shaping modern commerce, where content and community intersect to drive demand, loyalty, and innovation .

Promoting Saudi identity and global reach

TikTok's impact isn't limited to the economy alone; the platform also contributes to fostering patriotism, cultural exchange, and global exposure. According to the report, 62% of Saudi citizens praise TikTok for developing their skills, while 88% believe the platform enhances patriotism. Cultural content is increasingly popular, with 39% stating that TikTok helps them talk about their cultural heritage, while 42% say they discover new local travel destinations through the app. The platform also enhances Saudi Arabia's international standing. 30% of global users surveyed said they considered visiting the Kingdom after interacting with Saudi content, while a quarter believe TikTok has created a positive global impression of Saudi Arabia's image in areas such as tourism, sports, and culture .

A strategic partner to achieve Vision 2030

TikTok's expansion into Saudi Arabia demonstrates its commitment to supporting the Kingdom's vision for a more innovative, inclusive, and globally connected economy. By fostering creativity, enabling entrepreneurship, and celebrating Saudi culture, TikTok is contributing to building a vibrant digital ecosystem that benefits individuals, communities, and the nation as a whole. As the Kingdom advances towards achieving Vision 2030, TikTok remains committed to partnering to unlock the full potential of Saudi Arabia's digital future .

About TikTok :

TikTok is the world's leading short-form mobile video platform. Our mission is to inspire and enrich people's lives by empowering them with creative expression and providing them with a rich, fun, and positive experience. TikTok has offices in Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.

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