The Influence of Snapchat's Ads and Spotlight Feature in the MENA Region
By Madeeha Hussain, Marketing Professional
Image Source: Snap
Have you ever been asked to share your Snapchat username or QR code in Dubai? You’re not alone.
Snapchat is one of the leading social media communications platforms for consumers and businesses in the MENA region, with record-high numbers of active users in the UAE. The short-term nature of the app is designed to encourage more organic and natural interaction and is a hit among Arab millennials, Gen Z, and Alpha (ages 35-15)
Data published in snaps advertising resources indicate that Snapchat had 21.15 million users in Saudi Arabia in early 2023. This figure means that Snapchat’s ad reach in Saudi Arabia was equivalent to 57.7 percent of the total population at the start of the year.
Augmented Reality (AR) and Virtual Reality (VR) advertisements are valuable as they allow users to engage interactively and share among friends, family and on stories, while also providing the capability to redirect links to the company's website.
This year during Ramadan Snapchat launched Snap AR Ramadan mall for its third season, offering a digital retail shopping experience for Snapchatters to engage with brands including Givenchy, Ounass, Carolina Herrera, and Toyota. According to Snapchat, 78% of consumers agree that AR helps them shop in new and exciting ways.
Faces Beauty Middle East, Flomar Saudi Arabia, and Huda Beauty have taken one step further by creating numerous lenses. Currently, Gucci is utilizing a VR advertisement/filter for its new GucciLido campaign, showcasing sophisticated swimwear and resort pieces from its latest summer collection.
To highlight, Snapchat's potential ad reach increased by 750 thousand (+23.1 %) between the start of 2022 and early 2023. The number of users that marketers could reach with ads on Snapchat in the United Arab Emirates increased by 400 thousand (+11.1 %) between October 2022 and January 2023, according to the same data.
Snapchat's Spotlight feature is excellent for aspiring influencers due to its low barrier to entry. It provides users and creators the opportunity to earn income and monetize their content without needing to be celebrities or established influencers. This is an excellent starting point for nano-influencers, micro-influencers, and influencers engaging in affiliate marketing through stories. Keep in mind that content monetization can vary based on factors like the influencer's niche, content quality, geographical location, and brand partnerships. Check your eligibility for the Snapchats Creators program here.
Fear of Missing Out (FOMO) largely drives Snapchat engagement. Due to Snap Stories disappearing within 24 hours, brands have the creative freedom to share fun ideas, create hype, and build anticipation around products and events.
MBC is a prominent media group with a strong online presence boasting 3.8M followers on Snapchat, they daily feature follow-up on the latest news, and entertainment stories, as well as shows of various series and programs, such as The Big Time Podcast.
Boutiqaat, an online health and beauty store for men and women in the MENA region, partners with numerous influencers and celebrities. They also maintain a store account on Snapchat, allowing users to shop directly through the app, redirecting them to the website. A few notable Arabic Snapchat influencers with a massive following are Fozaza, Dalal Al Doub, and Huda Kattan in the region.
Snap Ads appear between Discover and Subscriptions features as users swipe through content. Brands such as Dior, Disney+, and Rimowa are among those adopting Snap Ads, reflecting the increasing popularity of Snap Ads among major retailers in the Middle East. A Snap Ad consists of a 10-second video with an option to swipe up for more content, which can direct users to a product store, article, or app installation.
These ads are highly effective in driving direct traffic to websites, with Snapchat claiming they have a five times greater click-through rate compared to similar ad formats on other social platforms. Influencers, seen as reliable and leading figures in their industries, collaborate with brands to provide a sense of authentic, warm, and engaging approach while boosting traffic to both the brand's Snapchat profile and website.
Marketers of small and large corporations should recognize the potential of Snapchat. By creatively leveraging its high viewership and engagement rates, businesses can achieve new milestones and access and establish new markets.
