Snapchat has reaffirmed its commitment to Saudi Arabia’s digital transformation, unveiling a strategy that aligns closely with the Kingdom’s Vision 2030 goals.
According to Abdullah Al-Hammadi, Snapchat’s General Manager in Saudi Arabia, the company sees not challenges but opportunities in the local market, aiming to be a central partner in national development.
In an interview with Asharq Al-Awsat, Al-Hammadi explained that Snapchat’s strategy in the Kingdom rests on three key pillars: developing human capital, contributing to GDP by enabling creators to earn sustainable income, and strengthening ties with customers and partners through a local presence. The opening of Snapchat’s first Saudi office in the JAX District in Diriyah marked a major step in that direction.
“Our strategy begins with investing in people,” said Al-Hammadi, highlighting programs such as the 12-month Graduate Development Program, digital marketing workshops for Saudi businesses, and the Snap School initiative designed to support local content creators.
The second pillar, he noted, is driving economic impact. This includes empowering content creators to monetize their work and helping local advertisers expand their reach in the digital economy. The third pillar focuses on proximity: the new Saudi office hosts the region’s first “Snap Council,” a forum for creators to collaborate and innovate.
Snapchat formally inaugurated its Riyadh office in November 2024, in an event attended by co-founder and CEO Evan Spiegel, along with Saudi Ministers Abdullah Al-Swaha (Communications and IT) and Khalid Al-Falih (Investment).
25 Million Active Users
The Kingdom remains one of Snapchat’s most dynamic markets, with over 25 million monthly active users who open the app more than 50 times a day. Around 90 percent of users fall between the ages of 13 and 34.
Company data shows that 54.5 percent of users are male and 45.5 percent female, while 60 percent of the most engaged users are over 25 years old. Meanwhile, 71 percent of Saudi parents actively use the platform.
“Saudis express themselves on Snapchat at a rate more than 2.2 times higher than on other platforms,” said Al-Hammadi. Over 85 percent of users interact daily with augmented reality (AR) lenses, which have become a defining feature of the platform.
National Day as a Digital Economy Driver
Al-Hammadi pointed to Saudi National Day as an example of Snapchat’s growing economic role. Traditionally a cultural celebration, the holiday has evolved into a major commercial season aligned with Vision 2030’s emphasis on the digital economy. In 2024, 94 percent of Saudi Snapchat users participated in National Day activities through the app.
September has also become a key shopping period: 85 percent of Saudis prepare shopping lists in advance, 72 percent plan bulk purchases, and 76 percent expect brand discounts. “National Day has become the second-biggest shopping season after Ramadan,” Al-Hammadi said. “On Snapchat, advertisers and shoppers come together in a shared moment of economic vitality through innovative campaigns.”
AI-Powered Experiences Ahead
Looking to the 2025 National Day, Snapchat anticipates a new wave of innovation driven by AI-enhanced AR. Features such as the Arabic Sign Language lens launched at the Riyadh International Book Fair in 2023, interactive book experiences, and child-focused filters demonstrate how AI can transform AR into more personal, inclusive, and immersive experiences.
