Snapchat is popular in the Middle East, but it is not used as much as other platforms like Google and Instagram for eCommerce advertising. The platform’s unique features and engaged user base present a great opportunity for eCommerce businesses to reach their target audience.
Despite the rise in TikTok's popularity, Snapchat's usage in the region remains high and has not been affected like other countries. The parent company, SNAP Inc., continues to invest in the region to enhance the platform’s popularity. For instance, the company has recently launched a creator studio and a family center in Saudi Arabia.
Low Advertising Costs in The Middle East
One of the advantages of advertising on Snapchat in the Middle East is that the advertising costs are relatively lower compared to other countries, making it a more cost-effective option for businesses looking to reduce their customer acquisition costs (CAC).
Reach and Spending Power in The Region
If you're trying to reach young people in the region, Snapchat is the way to go. Saudi Arabia ranks as the 4th country globally in terms of Snapchat ad reach, with 72% reach of the total population.
These users also tend to have a significant spending power. According to Snapchat's research, daily users aged 13+ in the Middle East have a combined spending power of $425 billion in the Middle East, equivalent to 1.4 trillion Saudi Riyals.
Engaging Features of Snapchat for eCommerce Advertising
Snapchat's sponsored lenses and filters effectively engage users, which helps increase brand awareness. There are case studies on Snapchat's official website that highlight how campaigns in the region have successfully increased brand engagement.
For example, the Saudi Tourism Authority leveraged Snapchat to reach nearly 15 million users and garnered over 500 million impressions in a single day. Similarly, Reefi, a towel brand, saw an impressive increase in return on ad spend (ROAS) and a decrease in cost per acquisition (CPA) by leveraging Story Ads on the platform.
Tailoring Content and Building Relationships
To succeed on Snapchat, eCommerce businesses should tailor their content to the platform's unique features. This can be done by creating engaging content that showcases their products through sponsored Snap Ads or sponsored lenses. It is worth noting that almost 90% of Snapchat’s daily users in KSA interact with lenses on a daily basis. Another key to success on Snapchat is building relationships with the target audience by encouraging two-way communication, which can help build brand loyalty and generate repeat customers.
In summary, Snapchat presents a great opportunity for eCommerce businesses to reach their desired audience in the Middle East through its unique features, engaged user base, and lower advertising costs. By understanding the target audience, leveraging AR features, testing Snapchat advertising, focusing on building relationships, and monitoring and optimizing performance, eCommerce businesses can increase their success on the platform and maximize ROAS.