A new report by TikTok, developed in partnership with Redseer Strategy Consultants, highlights the platform’s growing socio-economic role in Saudi Arabia. The study, titled The TikTok Effect, shows how small and medium businesses (SMBs), creators, and consumers are shaping the Kingdom’s digital economy through TikTok.
Strong Contribution to the Saudi Economy
In 2024, TikTok-enabled SMB activity made a significant impact:
- Added $1.04 billion (SAR 3.9 billion) to Saudi Arabia’s GDP.
- Supported more than 25,000 jobs across the Kingdom.
- Hosted over 1 million creators and more than 170,000 SMBs.
These results align with Vision 2030, which seeks to raise the GDP contribution of SMBs to 35 percent. TikTok is positioning itself as a driver of entrepreneurship, particularly for young people and women.
Enabling Growth for Businesses
The platform’s tools and advertising services are helping SMBs scale more efficiently. The report reveals:
- SAR 3 billion in additional revenue generated for SMBs.
- 61 percent of businesses said TikTok improved their brand visibility.
- 47 percent launched new products or services based on audience insights.
- 42 percent reported saving time on marketing activities.
For many SMBs, TikTok is not just a social media platform but also a cost-effective marketing tool that boosts visibility and customer engagement.
Empowering Creators and Entrepreneurs
TikTok is also shaping new income pathways for creators and entrepreneurs in Saudi Arabia. Survey findings show:
- More than half of creators said the platform helped them reach their audience and generate opportunities.
- 55 percent of SMBs believe TikTok motivates youth to start businesses.
- 23 percent of female entrepreneurs were inspired by TikTok to launch their ventures.
According to Dr. Hatem Samman, Executive Director of Government Relations & Public Policy for Saudi Arabia at TikTok, the platform’s role goes beyond entertainment.
“TikTok’s impact in Saudi Arabia extends well beyond entertainment. The platform is fostering entrepreneurship, enabling job creation, and strengthening cultural identity.”
Shaping Consumer Behavior
TikTok’s influence also extends to consumer spending and cultural discovery. In 2024 alone:
- The platform influenced SAR 110 billion in consumer spending.
- Contributed to SAR 19 billion in potential consumer surplus.
- 42 percent of users discovered new domestic travel destinations.
- Globally, 30 percent of TikTok users said Saudi content encouraged them to consider visiting the Kingdom.
Outlook
TikTok’s growing role in Saudi Arabia demonstrates how digital platforms can accelerate economic transformation. By supporting SMBs, empowering creators, and shaping consumer behavior, TikTok is emerging as a key partner in the Kingdom’s journey toward a diversified, innovation-driven economy.