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The Impact of Snapchat's Ads and Spotlight Feature in the MENA Region

The Impact of Snapchat's Ads and Spotlight Feature in the MENA Region
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Ever been asked to share your Snapchat username or QR code in Dubai? You’re not alone. Snapchat has become one of the leading social media platforms for both consumers and businesses in the MENA region, boasting record-high active user numbers in the UAE. The app's short-term, ephemeral nature encourages organic and natural interactions, making it a hit among Arab millennials, Gen Z, and Alpha (ages 35-15).

According to data from Snap’s advertising resources, Snapchat had 21.15 million users in Saudi Arabia in early 2023, reaching 57.7% of the total population at the start of the year. Augmented Reality (AR) and Virtual Reality (VR) advertisements are particularly valuable as they allow users to engage interactively, share among friends and family, and provide direct links to company websites.

During Ramadan this year, Snapchat launched the Snap AR Ramadan Mall for the third season, offering a digital shopping experience with brands like Givenchy, Ounass, Carolina Herrera, and Toyota. Snapchat reports that 78% of consumers agree AR helps them shop in new and exciting ways. Brands like Faces Beauty Middle East, Flomar Saudi Arabia, and Huda Beauty have created numerous AR lenses. Currently, Gucci is using a VR filter for its GucciLido campaign, showcasing its latest summer collection.

Snapchat's potential ad reach grew by 750 thousand (+23.1%) between early 2022 and 2023. In the UAE, ad reach increased by 400 thousand (+11.1%) between October 2022 and January 2023.

Snapchat’s Spotlight feature is excellent for aspiring influencers due to its low barrier to entry, offering opportunities to earn income and monetize content without needing to be established influencers. This is ideal for nano-influencers, micro-influencers, and those engaging in affiliate marketing through stories.

Snapchat engagement is largely driven by Fear of Missing Out (FOMO), with Snap Stories disappearing within 24 hours. This gives brands the creative freedom to share fun ideas, create hype, and build anticipation around products and events.

Prominent media group MBC has a strong presence on Snapchat with 3.8M followers, featuring daily news updates, entertainment stories, and shows. Boutiqaat, an online health and beauty store, partners with numerous influencers and celebrities, maintaining a store account on Snapchat that allows users to shop directly through the app.

Snap Ads, which appear between Discover and Subscriptions features, are used by major brands like Dior, Disney+, and Rimowa. These 10-second videos, with an option to swipe up for more content, effectively drive traffic to websites, with Snapchat claiming a five times greater click-through rate compared to similar ad formats on other platforms. Influencers collaborate with brands to provide an authentic and engaging approach, boosting traffic to both the brand's Snapchat profile and website.

Marketers of both small and large corporations should recognize Snapchat's potential. By leveraging its high viewership and engagement rates, businesses can achieve new milestones and establish themselves in new markets.

News Source: Communicate Online

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