Snapchat, in collaboration with MCN media agency brands, has unveiled a groundbreaking study exploring how 1:1 visual communication is redefining brand-consumer relationships in Saudi Arabia. Titled “The Conversation Advantage”, the research investigates modern communication habits in KSA and how brands can leverage visual, expressive, and direct formats like chat to engage consumers effectively.
Visual and Expressive Formats: The New Language of Connection
The study highlights a clear shift in consumer behavior, as communication moves beyond text toward images, videos, and AI-powered expressions. More than half of Saudi social media users view sharing images or videos in private chats as a genuine form of conversation. These formats enhance emotional clarity and self-expression, while AI adds creativity and natural flow to daily interactions. Visual communication is especially prominent in close relationships, emphasizing trust and intimacy as key drivers of modern interaction.
Direct Brand Engagement Builds Trust and Loyalty
Despite the personal nature of 1:1 channels, consumers in Saudi Arabia show high receptivity to direct brand messages. The study reveals that 85% of users welcome receiving brand communication in chat, and 66% report a more positive perception of a brand after a direct message. Nearly one in three consumers feel that direct engagement signals genuine brand care. When messaging is relevant and purposeful, 1:1 communication strengthens trust and emotional connection, rather than being intrusive.
Sponsored Snaps: Integrating Brands Naturally into Conversations
The research underscores the impact of conversational ad formats, such as Sponsored Snaps, in allowing brands to engage authentically within chat environments. These ads integrate seamlessly into one-to-one conversations, helping brands connect with Gen Z and Millennial audiences in culturally relevant ways. Sponsored Snaps empower brands to move beyond traditional advertising and participate in meaningful consumer interactions.
Snapchat’s Role in Shaping Conversational Marketing
Snapchat enables brands to engage where conversations already occur, fostering expressive and culturally relevant communication. Through formats like Sponsored Snaps, brands can participate naturally in the digital lives of Saudi consumers, reinforcing daily interactions and deepening emotional engagement.
Expert Insights: Strategic and Cultural Relevance
Bushair Muhammadunni, Regional Director of Digital Investments at MCN, commented:
“This study reveals a fundamental shift in Saudi consumer engagement. Conversational formats are now central to effective digital strategy. Brands that adopt these formats with cultural awareness and strategic intent can build trust and strengthen relevance. This goes beyond adopting new ad formats; it’s about rethinking how brands appear in the digital lives of consumers daily.”
Rasha ElGhoussaini, Head of Agency at Snap Inc. MENA, added:
“Saudi consumers increasingly communicate through visual and expressive formats, particularly in private 1:1 settings. Brands that participate natively and intentionally in these spaces can build stronger connections and deliver measurable impact.”
Key Takeaway for Advertisers
Success in Saudi Arabia requires brands to:
Embrace conversational environments.
Prioritize visual and expressive communication.
Engage consumers directly with authenticity and purpose.
Formats like Sponsored Snaps offer brands a powerful opportunity to appear in environments where meaningful connections form, ensuring greater impact and engagement.
Methodology
The findings are based on a study conducted in 2025 by Snap Inc. and Media Trials through the Media Trials program, surveying social media users in Saudi Arabia aged 13–44 years.
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