Snap Inc. has unveiled new research in partnership with MCN media agency brands, revealing that one-to-one visual conversations are rapidly transforming how brands connect with consumers in Saudi Arabia.
Released in Dubai on February 17, 2026, the study titled The Conversation Advantage explores how communication habits in the Kingdom have evolved — and how brands can tap into more personal, expressive and direct formats such as chat to strengthen engagement.
The research points to a clear behavioural shift: communication is moving beyond text toward images, short videos and AI-powered expression. In Saudi Arabia, platforms such as Snapchat are increasingly central to how people interact, share moments and even engage with brands in more meaningful ways.
Visual communication becomes the new norm
According to the study, more than half of social media users in Saudi Arabia consider sending images or videos in private chat as a form of conversation. This signals a broader move toward richer, more expressive exchanges.
Many respondents said visual formats help them communicate emotions more effectively, while AI tools are being used to make everyday interactions more creative and natural. Interestingly, these expressive formats are often reserved for close relationships, underlining how intimacy and trust shape modern digital communication.
Consumers open to brand messages
Despite the personal nature of private chat environments, the study found that consumers in the Kingdom are receptive to direct brand engagement.
As many as 85% of respondents said they are open to receiving brand messages in chat, while 66% reported feeling more positive about a brand after receiving a direct message. Nearly one in three consumers said that when a brand initiates contact, it makes them feel the brand genuinely cares.
The research suggests that when communication is relevant and thoughtfully delivered, direct messaging can strengthen emotional connection and trust rather than appear intrusive.
Sponsored Snaps gain traction
The study also highlights the growing role of Sponsored Snaps, which allow brands to appear within chat conversations in a more native format. These conversational ads are helping brands move beyond traditional advertising and integrate into everyday interactions, particularly among Gen Z and Millennial users in Saudi Arabia.
Through such formats, brands can align more closely with how users naturally communicate on the platform.
Bushair Muhammadunni, Regional Director Digital Investments at MCN, stated: “The study reveals a fundamental shift in how Saudi consumers engage with brand communications – conversational formats have become the catalyst for effective digital strategy in the region. In Saudi Arabia, these formats are not only driving higher engagement, they are creating meaningful shifts in brand perception and performance. Brands that embrace these formats with cultural intelligence and strategic intent are better positioned to build trust and relevance. This isn’t just about adopting new ad formats; it’s about rethinking how brands show up in the day-to-day digital lives of consumers.”
Rasha ElGhoussaini, Head of Agency at Snap Inc. MENA, stated: “Consumers in Saudi Arabia are increasingly communicating through visual and expressive formats, especially in private, one-to-one environments. This research shows that when brands show up in these spaces in a native and intentional way, they can build stronger connections and deliver real impact.”
The findings are based on a Saudi Arabia study commissioned by Snap Inc. and Media Trials and conducted in 2025 through the Media Trials program. The research surveyed social media users in the Kingdom aged 13 to 44.
For advertisers, the message is clear: succeeding in Saudi Arabia increasingly depends on embracing conversational environments, prioritising visual expression and engaging audiences directly — where digital relationships are already taking shape.
