Snapchat is one of the most widely used social media applications in Saudi Arabia. Here are the key points about its role in Saudi culture:
- Saudis love using Snapchat to stay connected with friends and family
- Over 22 million Saudis use Snapchat every month, including 90% of those aged 13-34
- Snapchat provides a “happy” digital space without social pressures like comments or likes
- Brands can advertise on Snapchat when users are actively engaged, not just scrolling mindlessly
Want to learn more about why Snapchat is such a hit in Saudi Arabia? Keep reading!
Connecting Families and Friends
Abdullah Al-Quwaiz, Snapchat’s Head of Market Growth, says the app’s popularity in Saudi Arabia stems from its ability to help people stay connected despite modern lifestyles, which have spread families out.
“Snapchat tapped into providing a tool where we were able to leverage technology to build connections and scale connections,” Al-Quwaiz explained. “That’s what led to the faster adoption.”
A Digital Safe Space
Unlike social media, which encourages racking up likes and comments, Snapchat provides a “safe digital environment” without those pressures. Users feel free to express themselves genuinely.
“When you go into Snapchat and leave, you leave with a happy feeling because there is none of the social pressure created by likes, comments, etc.,” said Al-Quwaiz.
He noted that when digitally present on Snapchat, “it is as close to your real self as it could be in the digital world.”
Young Saudis Love AR Filters
Many young Saudis play with Snapchat’s augmented reality (AR) lenses and filters. A staggering 85% use AR on the app.
One Saudi mother, Mahad Dostri, taught herself to create custom AR experiences using Snapchat’s free tools. For Saudi National Day, she made special celebratory AR lenses inspired by her daughter and community.
Safe for Parents Too
While Snapchat is hugely popular with Saudi youth, it also has features to give parents peace of mind about what content their kids access.
The app’s new Family Center allows parents to see who their kids chat with and what subjects they engage with using artificial intelligence technology.
“We want to make sure the content shown, particularly for young users, promotes a healthy digital experience,” stated Al-Quwaiz.
Advertising on the “Happiest” Platform
For businesses, Snapchat provides an ideal space to advertise when users are actively engaged, not just passively scrolling. Al-Quwaiz calls it “the happiest place to be online.”
Some brands have seen massive success with immersive ad campaigns combining video, AR lenses, and other interactive elements. Saudi brand Tiffli reached over 9.5 million users in just one day through a comprehensive Snapchat experience.
The Future in Saudi
Looking ahead, Snapchat plans to further nurture its vibrant Saudi creator community through initiatives like the new Riyadh Creator Studio.
There’s also an upcoming “movie” project launching soon that celebrates the creative ways Saudis have integrated Snapchat into expressing themselves and connecting with others.
Snapchat’s resonance in Saudi culture shows no signs of slowing. What kinds of innovative digital experiences might the app enable next in the region?
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Photo credit: Freepik