DUBAI: “Snapchat is particularly popular in Saudi Arabia,” Snap Inc.’s regional business lead in the Kingdom, Abdulla Alhammadi, told Arab News during a recent interview.
In Saudi Arabia, the app reaches over 90 percent of those aged between 13 and 34, with users opening it over 50 times a day on average.
And it boasts a monthly addressable reach — or the number of Snapchat users who can be reached through ads in a given month — exceeding 22 million.
Its popularity in the Kingdom “is deeply rooted in its ability to fuel and foster real connections within the community amid the evolving social and cultural landscape of the Kingdom,” Alhammadi explained.
Snapchat was always built to be different from other social media platforms, he added.
Unlike other apps, Snapchat does not have a news feed. However, every Snapchat user has a “Snapscore” that is displayed under their profile.
This is described by the company as a “super-secret, special equation” based on the number of Snaps sent and received, Stories posted, and other undisclosed factors.
Still, this score does not affect the popularity of the posts themselves. This is unlike other social media platforms whose algorithms take “likes” and “shares” into account to determine the popularity of posts and their appearance to a user’s friends or followers.
On the contrary, posts on Snapchat are temporary, disappearing after 24 hours — a feature copied by other apps in the form of Stories.
Alhammadi believes these features allow the app’s users “to be — and show — their true, authentic selves.”
This is why Saudi Arabia’s citizens “express their authentic selves on Snapchat twice as often as on other platforms.” This results in Snapchat surpassing “other social connectivity apps” to become “the platform of choice” for citizens, he added.
In order to celebrate the app’s popularity in the Kingdom, Snapchat launched its first Saudi Arabia-focused campaign this May called “Telgana Ala Snap,” which translates to “Find us on Snap.”
The campaign film showcases how audiences in the Kingdom use Snapchat: from a brother imitating his father through the old age lens, to a teenager tucked into bed watching Snap star Naif Hamdan.
For Snap, Alhammadi said, the campaign is a celebration “of the profound role of Snapchat in the daily lives of Saudis.
“We like to say, if it’s happening in the Kingdom, chances are it’s on Snapchat.”
Despite Snapchat’s reach in the Kingdom, “many brands are still not fully harnessing these capabilities to connect with audiences,” he said.
Augmented reality has been shown to enhance the shopping experience leading to a 94 percent higher conversion rate in Saudi Arabia, according to Alhammadi.
But lack of awareness about AR and platforms like Snapchat, as well as challenges in integrating AR into marketing strategies, pose a significant barrier for advertisers.
He advises brands to understand the unique needs of the Saudi Arabia audience and tailor their strategies accordingly, especially as the Kingdom is making big leaps toward integrated digital experiences.
According to a recent study by consulting firm Kearney, a majority of respondents (84 percent) expressed a preference for engaging in at least part of their shopping activities online, with only 16 percent preferring in-store shopping.
And yet, less than 30 percent of consumers see the retail sector as being technologically advanced, the study found.
“There is a lot of work to be done to ensure brands are equipped to thrive in the digital age,” Alhammadi said.
Saudi Arabia’s Vision 2030 and the government’s investments in the digital economy “create an environment conducive to innovation and entrepreneurship, laying a solid foundation for Snap’s growth and business development in the region,” he added.
And Snap is committed to working with local governing bodies to support their goals for the Kingdom, such as the digital transformation agenda, he continued.
The company has partnered with several government bodies on various occasions to create AR lenses, filters, and physical activations.
For example, this February, Snap partnered with the Saudi Tourism Authority to create a campaign for the Kingdom’s Founding Day that included an AR experience, which enabled users to dress up in traditional attire.
The campaign, which was live for one day, reached 15 million Snapchat users. This created a new record of one-day engagements for a single activation on Snapchat and marking a first for the company in the Middle East and North Africa region, Alhammadi explained.
Last year, Snapchat collaborated with Saudi Arabia’s Ministry of Culture and the Saudi Fashion Commission, to launch TASAWAR, an augmented reality exhibition that merged design and technology.
Snapchat created AR showrooms for five Saudi designers — Hekayat, Hindamme, ArAm, Abadia, and KAF by KAF — that allowed visitors to experience virtual runways, dress try-ons, and headpiece selfie lenses during Riyadh Fashion Week.
Going forward, Alhammadi said, Snap is focusing locally on two areas: improving results for advertisers to drive overall demand on Snapchat, and continue showcasing its AR technology.
This “has the power to change the face of every industry, meeting the ambitious digital transformation agendas taking shape in the region.”
He added: “With internet adoption at 100 percent and smartphone penetration at 95 percent (in Saudi Arabia), Saudi consumers are eager to explore new ideas and engage with the latest innovations, driving demand for Snap’s products and services.”
