Several social media influencers have recently gone dark on TikTok after posting content promoting Neom, Saudi Arabia’s ambitious futuristic megacity project. Neom, a multiyear development spearheaded by Crown Prince Mohammed bin Salman, aims to create a high-tech, sustainable urban environment. The influencers shared videos that showcased life in Neom, often glamorizing the sterile, industrial-style housing and dining facilities. However, after one video faced widespread mockery on social media for comparing Neom’s facilities to prisons or military bases, at least five influencers either deactivated or made their accounts private.
These influencers, mostly women who are expats or spouses of expats, depicted daily life in Neom through polished vlogs, but their content was criticized for making the megacity seem empty and unappealing. Despite suspicions that the videos were part of a paid marketing campaign, Neom's representatives denied any affiliation with the influencers. The project has faced broader criticism for human rights violations and environmental concerns, and some see the influencer content as an attempt to "whitewash" the challenges of life in Saudi Arabia.
Though Neom promises to be a cutting-edge urban oasis, the reality on the ground, as seen in these videos, appears to be starkly different from the city's glossy marketing materials.
Discussion (1)
Neom is basically a marketing ploy for Saudi to clean up its image. They are using influencers to sell this futuristic dream, but seems like a distraction from the fact that they are still violating human rights and exploiting labor. No influencer is gonna fix that.