In an effort to educate parents, creators and press, Snapchat hosted an educational session in collaboration with the Abu Dhabi Early Childhood Authority and life educational coach, Hala Kazim.

The revamped Family Center section includes updated guidance on how to use in-app features that enable parents to see who their teen is communicating with – without viewing the content of conversations – helping to strike a balance between safety and autonomy. To better represent the shared role of both parents and teens in building safer digital habits, the platform now uses more inclusive language, shifting from its previous name of “Parents Site” to “Family Hub”.

New additions to the Hub include a dedicated FAQ section and a reorganized overview of Snapchat’s features, providing a tab-by-tab explanation of the platform and offering practical tips for families. The site now hosts downloadable tools and resources that were previously only available at in-person Snap events. These will be continuously updated as Snapchat’s product features and safety offerings evolve. In addition, relevant videos from Snap’s YouTube channel have been integrated across the platform and will be refreshed quarterly, ensuring the content remains engaging and up to date.

The Family Safety Hub presents content in clear, digestible formats to enhance understanding and make it easier for families to have meaningful conversations about digital wellbeing. Earlier this year, Snapchat was also named as a leading member of The Pact, the UAE’s new Digital Wellbeing committee led by the Digital Wellbeing Council and the Abu Dhabi Early Childhood Authority. The Pact brings together government bodies, tech platforms, and telecom providers to support a safer, more age-appropriate digital experience for young people across the UAE.

To explore the Family Safety Hub, visit parents.snapchat.com

With advertisers facing growing pressure to optimize their media spend and drive business impact, particularly as digital transformation agendas reshape the regional advertising landscape, finding ways to make real impact is more important than ever. The study compared ROIs across various media categories including offline, digital non-social media, social media, and Snapchat, using the average ROI of the four categories as a benchmark. Key findings show that Snapchat outperforms all categories in efficiency and effectiveness, exceeding the average ROI benchmark by +14%. Despite accounting for just 8% of total ad spend, Snapchat contributes 10% of all media-driven sales, demonstrating its ability to deliver higher returns with efficient investment.

The study analyzed advertising performance across key industries, including telecommunications, financial services, and over-the-top (OTT) streaming. When it comes to the OTT sector, findings reveal that Snapchat drove up to 1.64x higher efficiency for app installs and subscriptions For telecommunications brands, when leveraging full-funnel activation, a 2.5x higher efficiency was seen compared to the lowest-performing channels. Financial services advertisers also ranked Snapchat as a top-tier performer in loan application campaigns, highlighting its effectiveness in driving conversions.

​The study further emphasizes the importance of a full-funnel strategy, where brands allocate 40-70% of their spend to upper-funnel awareness campaigns while maintaining consistent investment in lower-funnel activities. This approach has generated 1.5x higher ROI compared to single-objective campaigns. By leveraging Snapchat’s diverse ad formats – including Snap Ads, Story Ads, and AR Lenses -brands can enhance visibility, engagement, and long-term loyalty in an increasingly competitive digital environment.

As brands continue to refine their strategies, prioritizing high-performing platforms will be key to staying ahead in a competitive landscape. By leveraging insights from this study, advertisers have the opportunity to optimize their marketing spend and unlock new levels of efficiency and impact in their campaigns.

brands can leverage its unique engagement features to forge authentic, impactful connections with consumers in Saudi Arabia.

Snapchat is exceptionally popular in Saudi Arabia, where it reaches over 90% of users aged 13-34, and boasts an addressable monthly reach exceeding 25 million users. On average, Saudi users open the app more than 50 times a day, underscoring its integral role in daily life.

This study involved 750 respondents aged 18 and over in KSA, conducted within a controlled simulation environment utilizing eye-tracking technology. Participants were exposed to various advertising formats across social and video platforms, followed by a detailed survey to evaluate brand recall and choice. The integration of eye-tracking software enabled researchers to capture real-time attention data, linking it directly to the ad elements displayed on screen. This innovative approach ensures that the findings are grounded in actual consumer behavior, providing a robust framework for understanding attention in advertising.

Key Findings of Snapchat’s Attention Performance in dentsu’s Study:

Superior Attention Retention: Snapchat performed exceptionally in holding attention for extended periods making it an ideal platform for brands to tell longer, impactful stories.

Early Branding Boosts Recall: Snapchat ads that incorporated brand elements early demonstrated significantly higher recall rates, showing that Snapchat’s immersive, uninterrupted ad environment effectively supports brand recognition.

Strong Brand Choice Uplift: Ads on Snapchat led to a notable lift in brand choice thanks to the platform’s impactful full-screen format.

Interstitial Video Ad Effectiveness: Snapchat’s ads being skippable only after 6 seconds contributed to enhanced attention metrics, suggesting advertisers can confidently use Snapchat for attention-driven campaigns that lead to meaningful brand interactions

Spotlight on Brand Success: Kraft Heinz and General Motors

The study offered compelling insights into how specific brands leveraged Snapchat’s unique ad environment to deliver impactful results:

Kraft Heinz (Heinz): Heinz emerged as a leader in driving attention and engagement. Its ad on Snapchat achieved the highest average viewed time (17.9 seconds) and delivered the strongest brand choice uplift. These results underline the power of combining strong creative with a platform designed to sustain attention.

General Motors (Chevrolet): Chevrolet’s ad demonstrated the importance of strategic creative planning. By integrating early branding, it achieved higher recall and attention metrics, converting an average of 10.7 seconds of view time despite being a longer ad. These findings highlight Snapchat’s ability to efficiently engage audiences even with extended storytelling formats.

These brand-specific results reinforce Snapchat’s capacity to deliver measurable outcomes for advertisers by combining its immersive ad format with audience-centric creative strategies.

Dina Al Sabbagh, Global Research and Insights Lead at Snap Inc., explains to Communicate why and also challenges retailers to step out of their comfort zone and leverage the ongoing digital innovation in the Kingdom.

What factors are best driving the rapidly growing pace of innovation in Saudi Arabia?

Innovation in Saudi Arabia is being fueled by a convergence of factors. The ambitious Vision 2030 initiative is the main catalyst of the Kingdom's transformation, focusing on technological advancement and economic diversification. The government is heavily investing in digital infrastructure, fostering an environment that encourages innovation and entrepreneurship. This commitment is creating the right foundation for growth and business development.

To complement this, Saudi consumers are at the forefront of adopting digital experiences. They are a forward-looking young population with an internet adoption reaching 100% and smartphone penetration hitting 95%. They are open to new ideas, driving demand and eager to engage with the latest innovations.

Additionally, the cultural landscape in Saudi Arabia is undergoing significant shifts. Historically a closed market, the Kingdom is now embracing globalization, opening up to new ideas, trends, and opportunities. This openness is not only attracting international businesses and investors but also encouraging local enterprises to innovate and compete on a global scale. Together, these factors are ensuring that Saudi Arabia continues to transform rapidly, positioning itself as a leader in the digital age.

We know that Snapchat is embedded in the fabric of KSA’s society – especially the young community. With that in mind, can you define what it is about Snapchat that attracts the community? How has it become a part of the country’s culture?

As Saudi Arabia undergoes rapid societal and cultural transformations, the need for this tight-knit community to stay connected with family and friends remains paramount. Connections are a fundamental part of the daily lives, culture, and values in KSA, and these connections are fueled on Snapchat. Saudi nationals say Snapchat is their favorite app for sharing their most meaningful moments. It’s the most popular social connectivity app in KSA, and is more than twice as likely to be used to connect with friends and family than all other such apps.

With over a decade of presence in the region, Snapchat has become a part of the nation’s social fabric, offering a safe and private space for those of all ages to gather online daily.  In fact, Snapchatters in Saudi Arabia open the app over 50 times per day on average, making it the most frequently used app throughout the day. This makes it ideal for businesses seeking to authentically engage with the Saudi community, as well as creators wishing to showcase their true selves. Snapchat empowers businesses of all sizes to build trust and influence. With a monthly addressable reach of over 22 million and reaching more than 90% of 13-34-year-olds in the Kingdom, Snapchat is the go-to platform for Saudis to stay updated, connected, and engaged with their community.

How is Snapchat redefining online shopping in KSA?

As the Kingdom undergoes a rapid shift towards fully integrated digital retail experiences, Snapchat emerges as a pivotal player in meeting the evolving shopping needs of Saudi consumers. At Snap Inc., we are committed to empowering retailers with innovative tools and technologies that enhance the consumer journey, offering convenience, accessibility, and personalization. Through narrative-driven content and immersive experiences, Snapchat enables businesses to engage with consumers in unique ways, driving product discovery and influencing purchasing decisions.

Offering features like AR try-on experiences have revolutionized the shopping journey, by bringing the store directly to consumers’ fingertips. In recent years, we introduced Snap’s AR Ramadan Mall to the region, an innovative shopping experience merging the digital and physical worlds. This not only showcased exclusive deals from top brands but also gave Snapchatters the chance to experience online shopping in an entirely new way, enabling them to share their favorite products directly with friends and family. Snapchat's dedication to reshaping online shopping into an engaging and interactive journey reflects its commitment to enhancing the overall consumer experience in KSA and beyond.

Are retailers in KSA aware of the ongoing digital transformation and its pace? Can you provide an insight into the various sectors that have best leveraged and those that are still lacking in embracing this transformation?

It is becoming clear that traditional means alone are no longer effective for retailers who want to engage customers authentically. To build and maintain competitive advantage in Saudi Arabia’s new era, retailers need to look at digital not as an add-on to their traditional business model, but as the backbone to attracting and winning the loyalty of customers that today have more choice than ever before.

According to the report conducted with Kearney, sectors such as governmental services, consumer services, telecom and entertainment are perceived to be the most advanced in embracing digital transformation. Retailers in KSA are increasingly recognizing the importance of digital transformation, but are not necessarily acting as fast. Currently, less than 30% of consumers see the sector as being technologically advanced. While some retailers in KSA are embracing the digital revolution with open arms, others are still playing catch-up. Categories like lifestyle brands and grocery retailers are leading the charge, leveraging digital tools to enhance customer experiences. However, there's still work to be done to bridge the gap and ensure that all retailers are equipped to thrive in the digital age.

How can retailers build meaningful relationships with Saudi’s Gen-Z? Given the fact that they are the most active and dominant communities in the country.

To build meaningful relationships with Gen Z consumers in Saudi Arabia, retailers must prioritize the innovations that resonate with this tech-savvy demographic. This generation’s shopping preferences change rapidly, and they expect brands to keep up with them. This is why we see that 88% of them are more likely to recommend brands that offer innovative shopping experiences. With over 85% of Snapchatters using lenses daily, retailers have a prime opportunity to leverage AR experiences to engage and connect with their audience. By 2025, it's estimated that almost all of the Gen Z population in Saudi Arabia will be frequent AR users, underscoring the importance of integrating AR into retail strategies.

Moreover, retailers need to address the increasing demand for convenience and personalization among Saudi shoppers. The evolving shopping journey, driven by sophistication and AI-powered hyper-personalization, presents an opportunity for retailers to tailor promotions and messages in real-time, catering to the unique preferences of Gen Z shoppers. By embracing innovative technologies like AR and AI, and prioritizing convenience, personalization, and privacy, retailers can foster meaningful relationships with Gen Z audiences.

Are retailers leveraging the true potential of social and quick commerce in the Kingdom? If not, what are the various barriers reducing execution?

Retailers in the Kingdom have a vast and largely untapped opportunity to leverage the power of social commerce. While platforms like Snapchat offer unparalleled reach and engagement potential, many retailers are still not fully harnessing these capabilities to connect with buying audiences in KSA.

Despite these advantages, there are barriers including a lack of awareness among retailers about the potential of platforms like Snapchat, as well as perceived challenges in integrating AR technology into marketing strategies. Additionally, some retailers may be hesitant to adopt new technologies or lack the resources and expertise to implement them effectively. To overcome these barriers, retailers need to prioritize understanding the unique needs of the KSA audience and tailor their strategies accordingly.

In what ways do retailers need to localize their social commerce strategies to best connect with their consumer base in KSA? How is the Kingdom’s DNA different from any other market? What makes it the best place to expand commerce for retailers?

Understanding Saudi Arabia's unique consumer landscape is essential for retailers to succeed. With a strong digital presence and high social media engagement, Saudi consumers expect seamless experiences, relevant brand values, and an understanding of their lifestyle.

Retailers need to tailor their strategies to resonate with the local audience, who are currently balancing between leaping towards transformation while holding on to a culture they’re so proud of. Weaving this reality into a brand’s content, leveraging creators effectively, and pursuing partnerships with complementary brands can go a long way. Success hinges on embracing digital tools, enhancing customer engagement, and delivering personalized experiences that cater to Saudi Arabia's distinct market dynamics and preferences.

Between in-store and online experiences – which is the most preferred in the KSA? Among which communities and why?

The short answer: Hybrid. In Saudi Arabia, there's a clear preference for online and hybrid shopping experiences over traditional brick-and-mortar stores. An overwhelming 84% of survey respondents favor engaging in at least part of their shopping activities online. Among these, 46% prefer a hybrid approach, blending both online and in-store experiences, while 38% opt for exclusively online shopping. Only 16% still prefer traditional in-store experiences over online options, and we expect this number to shrink with time.

This preference for online and hybrid experiences is driven by several factors. Convenience ranks high across all demographics, with older customers notably valuing it twice as much as younger demographics. Value for money and a wider assortment of products are also critical factors influencing consumer choices, often associated with online or omnichannel shopping.

Moreover, the hybrid model consistently outperforms traditional brick-and-mortar stores across essential metrics. It offers the convenience of online shopping while still providing the quality of service typically associated with physical stores. This underscores a broader shift towards a seamless omnichannel retail experience, highlighting the diminishing appeal of exclusively offline retail formats.

What challenges are retailers in KSA currently facing in the realm of the commerce revolution and how do you suggest they tackle the same?

A myriad of challenges face retailers navigating the e-commerce surge. Retailers we spoke to cited common barriers including underinvestment in innovation, limited C-Suite focus, reliance on traditional media, and resistance to systematic value chain digitization. From digital infrastructure limitations to cybersecurity concerns, the road ahead is not without obstacles. A significant gap exists between consumer enthusiasm for online shopping and the level of retail digitization.

For example, one clear challenge has become increasingly evident throughout the online shopping experience. With a whopping 2.6 billion SAR in returned clothing purchases reported in 2022 alone, retailers are facing exceedingly high return rates. However, cutting-edge technologies like AR try-on have been shown to decrease return rates by 66%. By embracing innovation, fostering a culture of agility, and collaborating with partners like Snapchat, retailers can overcome these challenges and seize the opportunities of the digital age.

Retailers agree on the crucial need for better digital strategies to understand consumer needs, optimize reach and support customer journeys across the various touchpoints. Many of them know they’re falling short; the question is what they are going to do about it and when?

Have you ever been asked to share your Snapchat username or QR code in Dubai? You’re not alone.

Snapchat is one of the leading social media communications platforms for consumers and businesses in the MENA region, with record-high numbers of active users in the UAE. The short-term nature of the app is designed to encourage more organic and natural interaction and is a hit among Arab millennials, Gen Z, and Alpha (ages 35-15)

Data published in snaps advertising resources indicate that Snapchat had 21.15 million users in Saudi Arabia in early 2023. This figure means that Snapchat’s ad reach in Saudi Arabia was equivalent to 57.7 percent of the total population at the start of the year.

Augmented Reality (AR) and Virtual Reality (VR) advertisements are valuable as they allow users to engage interactively and share among friends, family and on stories, while also providing the capability to redirect links to the company's website.

This year during Ramadan Snapchat launched Snap AR Ramadan mall for its third season, offering a digital retail shopping experience for Snapchatters to engage with brands including Givenchy, Ounass, Carolina Herrera, and Toyota. According to Snapchat, 78% of consumers agree that AR helps them shop in new and exciting ways.

Faces Beauty Middle East, Flomar Saudi Arabia, and Huda Beauty have taken one step further by creating numerous lenses. Currently, Gucci is utilizing a VR advertisement/filter for its new GucciLido campaign, showcasing sophisticated swimwear and resort pieces from its latest summer collection.

To highlight, Snapchat's potential ad reach increased by 750 thousand (+23.1 %) between the start of 2022 and early 2023. The number of users that marketers could reach with ads on Snapchat in the United Arab Emirates increased by 400 thousand (+11.1 %) between October 2022 and January 2023, according to the same data.

Snapchat's Spotlight feature is excellent for aspiring influencers due to its low barrier to entry. It provides users and creators the opportunity to earn income and monetize their content without needing to be celebrities or established influencers. This is an excellent starting point for nano-influencers, micro-influencers, and influencers engaging in affiliate marketing through stories. Keep in mind that content monetization can vary based on factors like the influencer's niche, content quality, geographical location, and brand partnerships. Check your eligibility for the Snapchats Creators program here.

Fear of Missing Out (FOMO) largely drives Snapchat engagement. Due to Snap Stories disappearing within 24 hours, brands have the creative freedom to share fun ideas, create hype, and build anticipation around products and events.

MBC is a prominent media group with a strong online presence boasting 3.8M followers on Snapchat, they daily feature follow-up on the latest news, and entertainment stories, as well as shows of various series and programs, such as The Big Time Podcast.

Boutiqaat, an online health and beauty store for men and women in the MENA region, partners with numerous influencers and celebrities. They also maintain a store account on Snapchat, allowing users to shop directly through the app, redirecting them to the website. A few notable Arabic Snapchat influencers with a massive following are Fozaza, Dalal Al Doub, and Huda Kattan in the region.

Snap Ads appear between Discover and Subscriptions features as users swipe through content. Brands such as Dior, Disney+, and Rimowa are among those adopting Snap Ads, reflecting the increasing popularity of Snap Ads among major retailers in the Middle East. A Snap Ad consists of a 10-second video with an option to swipe up for more content, which can direct users to a product store, article, or app installation.

These ads are highly effective in driving direct traffic to websites, with Snapchat claiming they have a five times greater click-through rate compared to similar ad formats on other social platforms. Influencers, seen as reliable and leading figures in their industries, collaborate with brands to provide a sense of authentic, warm, and engaging approach while boosting traffic to both the brand's Snapchat profile and website.

Marketers of small and large corporations should recognize the potential of Snapchat. By creatively leveraging its high viewership and engagement rates, businesses can achieve new milestones and access and establish new markets.

The region is experiencing a massive shift in the way it perceives commerce and digital experiences. In Saudi Arabia, for instance, although there's a notable surge in innovation, retailers still seem to just be catching up. Just a fraction of consumers, less than 30%, view the retail sector as tech-savvy, even though smartphone usage stands at a staggering 97%, with individuals spending over 5 hours daily on their mobile devices. This landscape hints at significant growth potential, especially in e-commerce, forecasted to expand globally by 8% in the coming five years.

Through the launch of its latest campaign, the Telgana Ala Snap campaign which simply means "Find us on Snap," the platform invites the GCC's local communities to engage and reflect on community values. Launching from Saudi with a brand film, Telgana Ala Snap showcases how Snapchat has become ingrained in the daily lives and social fabric of the community, fostering creativity, self-expression, and connection between friends and family.

From pioneering storytelling between friends with the story feature to show how to make life’s moments, big or small, more fun and expressive with AR Lenses, Snapchat has become a part of Saudi Arabia and the wider region's communication fabric. For the first time, the platform demonstrates why it resonates so deeply with locals in the GCC through its new campaign, which tells the powerful stories of Snapchatters across the region.

The region is experiencing rapid transformational societal and cultural changes, as technology modernizes tradition and globalization fragments cultures. But what remains is the need to stay close to family and friends, which has formed the essence of Arab culture for centuries. Snapchat has become a natural, digital extension of this dynamic, offering a safe space for its users to foster close connections and real relationships, free from pressure, likes, and mindless scrolling. With users in GCC opening the app more than 45 times per day on average, the campaign aims to celebrate the people who call themselves Snapchatters, uncovering why the platform has formed such a special part of locals' lives.

Speaking on the role of Snapchat within GCC culture, Hussein Freijeh, Vice President of Snap Inc. in MENA said, “Snapchat is where you’ll find the GCC community from all ages coming together online every day. From grandmas to grandchildren, people are using the platform frequently to stay up-to-date with each other’s lives, share beautiful moments, and communicate culture. If it’s happening in the GCC, you can guarantee it’s on Snapchat! For a business, this is a compelling audience proposition and the ideal environment to build brands and boost engagement. Ultimately, when people feel safe and happy, they are more receptive. Add AR into the mix, which garners 4x more attention than regular video, and you have a magical mix to drive real influence. At Snapchat, we have the tools in our hands to communicate at scale with locals across the GCC in a space that matters, and we look forward to sharing why Snapchatters choose and use our platform through the launch of our new campaign”.

Dentsu announced the launch of a new research study measuring attention in Arabic digital advertising for the first time. Conducted in partnership with Lumen Research, Dentsu will measure consumers’ attention spans across various leading platforms to establish the value of attention as a media effectiveness metric, including how best to measure it, value it, and apply it in practice for Arabic audiences.  

Expanding Dentsu’s Attention Economy research into Arabic for the first time, the media agency network will work with research partner Lumen to apply eye tracking methodology to measure the attention paid to and eye tracking patterns of Arabic ads. The study will observe viewability, eye-tracked attention, and communications outcomes for brands. The intention is to move beyond standard metrics such as impressions, to capture the human experience of media, and to establish the value of attention as a media effectiveness metric.

“Dentsu has been pioneering attention research via our Attention Economy studies for more than five years, codifying, longer than anyone else, the value of engagement in video and display channels in English. Now, we’re thrilled to unlock new insights on attention in Arabic—a meaningful first for the industry,” said Ramzy Abouchacra, CEO, Carat MENA – the media agency within the Dentsu network. “The data will enable us to uniquely serve our clients across multiple verticals by proving the value of their Arabic language video and display ads based on real engagement measures that drive growth.”

The research will cover five media partner platforms and will feature five clients across key verticals including Auto, FMCG, Finance, and E-Commerce. Post research, digital media plans can be optimized to Effective Attention through a custom algorithm built by Lumen that will be exclusive to Dentsu media brands and codified into the network’s Merkury Planning software. This will allow clients to gain insight beyond conventional viewability metrics and enhance plans across platforms, formats, and contexts.

Alex Jena, Head of Strategy and Product, Dentsu MENA, added, “This study will serve as a game-changer in the battle for attention that media practitioners around the world and here in the region are trying to crack. We will be able to determine the optimal channel and format mix by vertical and get a real understanding on how impactful attention can be on brand consideration. To ensure this is all actionable and lives beyond a report, the formula will be baked into our Planning and Optimisation tool suite for any Dentsu client to use. Exciting times ahead!”

Mike Follett, CEO at Lumen Research, said, “Dentsu has been a leading partner of Lumen Research and together we’ve chartered new territory in understanding attention and building new norms and metrics in the space. We’re excited and intrigued to be building new data on Arabic attention and to assess how it compares and contrasts to English and other languages while offering advertisers in the Middle East a local dataset to identify specific media opportunities.”

The study will be the latest to be released by Dentsu’s Attention Economy, which launched in 2018. 

“We’re excited to partner with Snapchat in our mission to empower thousands of SMEs across the MENA region. OptimizeApp's platform offers a comprehensive and fully localized solution from an interface, payment, and account management perspective – addressing the needs of SMEs looking to launch and manage effective digital ad campaigns. Through our partnership with Snapchat, we're committed to providing tailored solutions and support for SMEs looking to take their businesses to the next stage,” said Founder and CEO of OptimizeApp, Bader Alkazemi.

Hussein Freijeh, Vice President of Snap Inc. in the Middle East and North Africa, added, "It gives us great pleasure to join forces with our partners at OptimizeApp to support and empower SMEs across the region. Snapchatters in the GCC open the platform over 45 times a day making it the most frequently used app throughout the day. Through partnerships like these, we believe we will significantly help SMEs reach a wider audience on the platform and drive real results.”

Snapchat will extend operational and technical support to OptimizeApp to ensure seamless integration and optimization of the platform’s advertising solutions for SME clients across the region. Snapchat will also collaborate with OptimizeApp on marketing programs and events to meet the needs of this cohort of customers. 

OptimizeApp will empower SME advertisers by providing comprehensive education and guidance throughout their digital advertising journey. Through Snapchat’s suite of solutions, OptimizeApp will offer expertise in creative development, campaign management, and reporting, enabling SMEs to maximize the value of their digital media budgets.

This strategic partnership underscores Snapchat and OptimizeApp's shared vision of democratizing digital advertising and empowering SMEs with the tools and knowledge needed to thrive in today's dynamic digital landscape.

First Story has been a highly requested feature from advertising partners and was first tested in Saudi Arabia and the UAE ahead of Eid-al-Fitr, two of the largest markets for Snap Inc. in the MENA region, seeing great results for advertisers. Now, the company is excited to announce the global roll-out of First Story, set to unlock new opportunities for brands on Snapchat.

"Snap serves a highly engaged audience in MENA and the success of the First Story ads trial is a testament to this," said Sandra Essa, Product Marketing Lead – Brand at Snap Inc. in MENA. "This new ad product will undoubtedly help brands to stand out from the crowd and unlock an enhanced return on investment. By reserving the first slot within friend’s stories, brands can capture Snapchatters' attention at scale in a way that was not before possible, providing a unique opportunity to make an impression right from the start."

Early partners running First Story ads include Maybelline (L'Oreal), Unilever, Ounass, Level Shoes, The Royal Commission for Al Ula, and Parfums Christian Dior. These international and local brands have recognized the immense potential of being the first to appear in Friend Stories and now other advertisers can reserve First Story placements in Snapchat markets around the world.

Level Shoes, a luxury multi-brand retailer offering global designer footwear, bags, and accessories for women, men, and kids was the first Snapchat partner to test First Story ads in the UAE. Designed to deliver high reach within 24 hours, First Story helped Level Shoes deliver impressive results, achieving over one million in reach, a swipe rate of 1.1 percent, and a return on ad spend (ROAs) of x18. These results did not only deliver brand awareness but also drove an impressive down-funnel impact.

“First Story's impressive results demonstrate its effectiveness as a premium ad format for luxury brands, delivering high reach and engaging audiences with an impressive ROI," said Ahmed Sedeek, Director of Growth Marketing at Level Shoes.

"We launched the @experiencealula account last year and have collaborated closely with Snap to share insights and continue to develop our understanding of how we should connect with our Snap audiences across the customer journey," said Melanie De Souza, Executive Director of Destination Marketing at The Royal Commission for AlUla (RCU).

De Souza added, "In March 2023, "AlUla Old Town Village", comprising Old Town Mud Village, AlJadidah Arts District, and the Cultural Oasis, was recognized as a 'Best Tourism Village' by the UN World Tourism Organization. We saw an opportunity to showcase its heritage, art, and oasis through an interactive AR experience and Snap lens, amplified by Snap's new "First Story" feature. Connecting with 9 million Snapchatters on its first day and seeing a swipe rate of 1.2%, the campaign is off to a promising start."

In addition to providing a new way for advertisers to reach Snapchatters, First Story ads will also unlock new opportunities for partners alongside Snap’s other takeover offerings which include First Commercial, First Lens, and Platform Burst among others.

Snap Inc. is committed to providing new impactful ways to connect. This includes advertising solutions like First Story that allow brands to connect more deeply with audiences. First Story is just one of the many ways advertising partners can achieve their marketing objectives on Snapchat.

My AI will be pinned to the top of the Chat tab. In a chat conversation, it can offer creative ideas like help answering a trivia question or writing a haiku about cheese. It can also help users learn more about Snapchat. The AI was trained to have a unique tone and personality that plays into Snapchat’s core values; and to adhere to the platform's trust and safety guidelines, incorporating some of its well-being tools including Family Center, Heads Up, and Here for You.

In a blog post, Snapchat says, "We’ll learn a lot from the way our Snapchat+ early testers engage with My AI. Snapchatters can easily send feedback to our team by long pressing on any response from My AI to share more on what they’d like to see more or less of, to improve the algorithms. We believe that over time AI can be incredibly additive to the Snapchat experience and help foster deeper connections between friends and how they relate to the world around them. Our app reaches 750 million people per month, with 75% of 13- to 34-year-olds in over 20 countries. Incorporating this technology into Snapchat’s messaging platform has the potential to make these interactions with AI part of what draws our community to Snapchat."

Learning from others' experiences, Snap warns that, "As with all AI-powered chatbots, My AI is prone to hallucination and can be tricked into saying just about anything. Please be aware of its many deficiencies and sorry in advance! All conversations with My AI will be stored and may be reviewed to improve the product experience. Please do not share any secrets with My AI and do not rely on it for advice."