The art of snapchatting in Saudi Arabia
Snapchat isn’t quite like other social media platforms out there. It’s got a ton of personality and the content that goes out feels very… human. It’s a mix of personalized messaging, real-time video, emojis and doodles. If your Snapchat marketing strategy for Saudi Arabia is to do something slightly left field or experiment with your target audience, then Snapchat is definitely the way to go.
It’s common knowledge that visually-led social networks have grown exponentially in the Middle East, but did you know that Snapchat Middle East is leading the pack? According to Snapchat user data, about 33 million users are currently active on the app. The growth of the company in MENA has been staggering when compared to other major cities across the globe.
Besides all this, why would you consider spending your social media marketing budget on a platform that perhaps doesn’t quite fit your brand’s persona?
The ins and outs of Snapchat in the Middle East?
First and foremost, the competition isn’t as fierce, so chances of you making an impact are far more likely. Sure, others in the Middle East have noticed the gap that is Snapchat and are slowly but surely advertising on the platform, but it’s a far cry from trying to get someone’s attention on Instagram, Facebook or Twitter.
The highest active daily users of Snapchat reside in KSA – more than a third say they use Snapchat video tools. Residents of Riyadh and Jeddah utilize the camera an impressive 40 times a day and on average, spend 35 minutes a day surfing content. It may sound fairly standard but when you take a look at the global average of 30 minutes surfing time per day and 25 camera snaps, the impact of Snapchat in Saudi Arabia is fairly obvious. And it could be for this very reason why this company opened an office in the Middle East.
When you look at Western audiences, it’s been reported that a very small number of users, 11 to 20%, are tolerant of sponsored content. However, Arabic users don’t seem particularly fussed and for this reason, 50 to 60% are in favor of brands posting whatever it is they need to post. Which means, in the long run, they’re more likely to stay loyal to brands.
How to develop good Snapchat marketing content?
Here are a couple of great ideas:
- Product demos
- Holiday greetings
- Quick tips
- Discounts and flash sales
- Influencer takeovers
- Behind-the-scenes, be it shoots or exclusive events
- Shared user-generated content and giveaways
There’s also something about Snapchat that feels authentic. It’s about what’s happening right now which gives any brand the chance to show behind the scenes content to entice users, make them feel a part of something unique. Photos are also edited with filters; the whole platform doesn’t take itself too seriously. If your videos don’t feel raw, organic –whatever you want to call it – you should probably rethink your Snapchat strategy.
If you’re still hesitant about whether or not a Snapchat marketing strategy is the way forward, then consider this: its popularity in Saudi Arabia is unquestionable, the company has experienced more growth in the Middle East than in any other region. Brands are using it to experiment and engage with millennials in ways that other platforms don’t quite allow; breathing new life into their brands and giving people something to talk and think about.