Riyadh, Saudi Arabia: Snapchat, in collaboration with the Middle East Marketing Communications Network (MCN ), has released new research on the role of one-on-one visual communication in reshaping the relationship between brands and consumers in Saudi Arabia. The research, titled "The Advantages of Conversation," explores how people communicate in the Kingdom today and how brands can leverage these methods through visual, expressive, and direct communication channels such as chat.

The results reveal a clear shift in consumer behavior, with communication no longer limited to text but now encompassing images, videos, and AI-powered expressive communication. In Saudi Arabia, platforms like Snapchat have become pivotal in shaping how people communicate, express themselves, and interact with brands in more profound and personalized ways.

The three forces shaping one-on-one dialogue between brands and consumers : The research identified three interconnected shifts shaping how consumers communicate in Saudi Arabia and what brands need to know to communicate effectively in conversational environments. These are as follows:

Visual and expressive forms are the new language of communication : Conversations in Saudi Arabia have moved beyond written form, with images, videos, and AI-powered emoticons becoming essential elements in how people communicate. More than half of social media users in the Kingdom consider sharing photos or videos in private chats a form of communication, demonstrating a significant shift towards richer, more expressive forms of interaction. Most consumers indicate that these formats help them communicate and express their feelings more clearly, while AI is increasingly being used to add a natural, creative touch to everyday messages. It is also worth noting that visual forms are often used in close relationships, reinforcing the role of intimacy and trust in shaping modern communication.

Direct communication with brands builds trust and fosters engagement : Despite the personal nature of one-on-one communication channels, consumers in Saudi Arabia are showing greater openness to receiving direct messages from brands. 85% of them indicate they have no objection to receiving brand messages in conversations, while 66% expressed a positive feeling toward the brand after receiving a direct message. When brands take the initiative, the impact goes beyond simply introducing the brand; nearly a third of consumers say it makes them feel genuinely cared for by the brand. And when the messages are relevant and meaningful, direct, one-on-one communication fosters trust and emotional connection rather than annoyance.

Snapchat ads naturally feature brands in conversations: The research also highlights the role of interactive advertising formats in enabling brands to engage in these environments in a way that feels natural and culturally relevant. Furthermore, the appearance of brand ads in one-on-one conversations with consumers strengthens brand relationships with Millennials and Generation Z in Saudi Arabia, something traditional advertising often lacks.

Snapchat's pivotal role in this evolving landscape is evident in its ability to enable brands to connect with consumers in interactive, conversational environments. Through formats like "Promotional Images," brands can engage in effective and culturally relevant communication, aligning with the everyday way people in Saudi Arabia interact.

In this regard, Bashir Mohammed, Regional Director of Digital Investments at the Middle East Marketing Communications Network ( MCN), said: “The study reveals a radical shift in the way Saudi consumers interact with brand messages, as conversational communication has become the most important factor for the success of digital marketing strategies in the region. In Saudi Arabia, these patterns are not only more appealing, but are also bringing about fundamental changes to brand image and performance. Therefore, brands that adopt these new patterns with cultural awareness and strategic vision can build trust with their audience and strengthen their relationship with them more effectively. It is not just about adopting new advertising methods, but also about reconsidering how brands appear in consumers’ daily digital lives.”

For her part, Rasha Al-Ghusaini, Head of Agencies at Snap for the Middle East and North Africa, said: “Consumers in Saudi Arabia are increasingly turning to visual and expressive communication, especially in private one-on-one conversations. This study shows that the natural and purposeful presence of brands in these conversations can contribute to building stronger relationships with consumers and achieving a tangible impact.”

Thus, the recipe for success is clear to advertisers in Saudi Arabia: utilize conversational environments, prioritize visual and expressive communication, and engage directly with consumers honestly and with a clear objective. Formats like Snapchat's "Sponsored Ads" offer brands an effective way to appear in environments where relationships are formed, leading to a clearer impact and greater success.

These findings are based on a study conducted by Snap Inc. and Media Trails in Saudi Arabia via the Media Trails program in 2025, which included social media users in Saudi Arabia aged between 13 and 44.

About Snap Inc.

Snap Inc. is a technology company that believes cameras offer the best opportunity to improve how people live and communicate. We contribute to human progress by giving people the chance to express themselves, live in the moment, learn about the world, and have fun together. Snap Inc.’s three main products are Snapchat, a social media app that allows users to record, broadcast, and share photo messages; Lens Studio , an augmented reality platform that powers augmented reality across Snapchat and other services; and Spectacles, augmented reality glasses.

Please visit the official website snap.com.

For media inquiries: snap.mena@webershandwick.com

About the MCN Group :

The Middle East Marketing Communications Network ( MCN ), part of the Omnicom Group, is a leading advertising and marketing communications group in the Middle East, North Africa, and Turkey. The network works closely with its clients to build strong and sustainable brands. The network includes under its umbrella a diverse group of agencies specializing in the fields of creativity, media, digitalization, public relations, data, brand experience, and specialist marketing, belonging to a number of prestigious global brands such as: FP7McCann , MullenLowe , UM , Magna , Initiative , KINESSO , MRM , McCann Health , Momentum , Craft , Weber Shandwick , Commonwealth//McCann , Jack Morton , Octagon , and Current Global .

The network employs approximately 2,000 people across 11 markets and is committed to creating an inclusive environment that allows talent to grow and thrive. It has been named a "Best Place to Work" for four consecutive years (2023-2026), received Fast Company magazine's Most Innovative Companies award in 2024-2025, and was named a "Best Place to Work" in 2024 at the Campin Global Agency Awards.

Connect with us on LinkedIn and Instagram. For more information about the Middle East Marketing Communications Network ( MCN ) and our leading agencies, please visit our website. www.mcnholding.com

For media inquiries: snap.mena@webershandwick.com

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