A new study conducted in Saudi Arabia by Snapchat in partnership with Publicis Groupe Middle East and Ipsos offers a deep dive into the evolving creator economy, revealing a strong preference for authenticity, long-term brand collaborations, and community-driven engagement. The research decodes what creators want from social platforms, brands, and their audiences, providing critical insights for the region’s tech and marketing professionals.
Authenticity and Platform Affinity
The findings highlight that creators view Snapchat as a unique space for genuine, everyday content. A significant 94% of Snapchat creators reported a high affinity for the platform, compared to just 76% for other social media platforms. They are also 1.4 times more likely to feel comfortable sharing their daily lives on Snapchat, viewing it as the ideal home for raw and unfiltered moments. This sense of personal connection distinguishes the platform in a crowded digital landscape.
The Shift to Long-Term Brand Partnerships
When it comes to brand collaborations, creators are becoming increasingly selective. The study shows a clear move away from one-off deals towards more meaningful, long-term relationships. Creators are prioritizing partnerships with brands that align with their personal values and beliefs. This strategic approach is favored by 41% of creators in Saudi Arabia, who believe that extended collaborations enable deeper connections with their audience and deliver stronger, more authentic results.
Rasha ElGhoussaini, Head of Agency at Snap Inc. MENA, stated, “Creators are redefining what authenticity means in digital spaces, and this research reinforces that Snapchat is where those real, unfiltered connections happen. For brands, the opportunity lies in embracing this authenticity partnering with creators who not only share their values but who engage audiences in meaningful, community-driven ways.”
From Followers to Friends
The research also uncovered a fundamental difference in how Snapchat creators perceive their audience. They see their followers not as passive consumers of content but as active participants and friends within a shared community. This perception is mutual, with 77% of consumers in the Kingdom saying they feel Snapchat creators are more like friends than distant content providers. This dynamic fosters a more engaged and loyal community, which is highly valuable for brands seeking to build trust.
Dyala Badran, Chief Content Officer at Publicis Groupe Middle East, commented, “This study offers valuable insight into how creators think, connect, and collaborate in today’s evolving social landscape. It highlights the importance of authenticity and long-term partnerships, showing that creators thrive when brands trust them to tell stories in their own voice.”
About Snap Inc.
Snap is a technology company. We believe the camera presents the greatest opportunity to improve the way people live and communicate. Snap contributes to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. The Company’s three core products are Snapchat, a visual messaging app that enhances your relationships with friends, family, and the world; Lens Studio, an augmented reality platform that powers AR across Snapchat and other services; and its AR glasses, Spectacles.
About Publicis Groupe Middle East & Turkey
Publicis Groupe Middle East & Turkey (ME&T) is a regional leader in marketing, communication, and digital business transformation. Through its world-class brands and the ability to architect, build and orchestrate end-to-end solutions, Publicis Groupe ME&T is uniquely positioned to help clients unlock growth in the platform world through the intersection of data, creativity, media and technology. Headquartered in Dubai, UAE but present across eight markets across the Middle East and North Africa, Publicis Groupe ME&T brings together 3,600 minds with expertise in data, technology, media, strategy, creativity and business transformation.
Source: Zawya
