The Fashion and Beauty Opportunity on Snapchat in the Gulf

People in the GCC are among the biggest social media users in the world, driven by a young audience, ever-growing access to data and technology, and a population that is very aspirational. That means there’s a real curiosity about platforms.

Social media started as a way to better connect people — that was the whole point. However, when it massively kicked off, the increase of users pushed it into a performative space — where everything was designed around instant rewards, particularly in terms of shares and likes. It became a bit of a town hall where everybody could say anything — meaning there was a loss of credibility and challenges with fake news.

When brands collaborate with Snapchat creators, our users find the content more authentic and engaging which, in turn, helps brands generate ROI.