Core Insights - The article discusses the unique social media landscape in Saudi Arabia, highlighting Snapchat's dominance due to cultural preferences for privacy and ephemeral content [6][13][18]. Group 1: Social Media Landscape - Snapchat has over 25 million monthly active users in Saudi Arabia, surpassing Instagram and TikTok [6][18]. - The high internet penetration rate of nearly 99% among a predominantly young population (71% under 35) contributes to the vibrant social media environment [6][18]. - Saudi cultural norms emphasize privacy, leading users to prefer platforms like Snapchat that offer disappearing content, which aligns with their need for a safe expression space [7][10][13]. Group 2: Cultural Influences - Saudi society is heavily influenced by Islamic values, which dictate strict gender segregation and privacy in public and private spaces [8][10]. - The need for privacy extends to social media, where users often create multiple accounts for different social contexts [12][13]. - The unique cultural context has led to a distinct social media behavior, with users engaging in frequent, unpolished sharing on Snapchat compared to more curated content on platforms like Instagram [14][15]. Group 3: Market Opportunities - Major social media companies, including Meta and TikTok, are increasingly focusing on the Saudi market, recognizing its growth potential [18][19]. - Snapchat has made significant local investments, including establishing offices and creator centers in Riyadh to better understand and cater to the local culture [19][22]. - The Saudi market is seen as a strategic priority for Snapchat, which is experiencing rapid growth in the region [18][22]. Group 4: Creator Economy - Snapchat serves as the primary platform for Saudi influencers to gain income and visibility, with many creators earning substantial revenue from brand partnerships [24][27]. - The monetization strategies on Snapchat include platform revenue sharing, brand collaborations, and participation in offline events, with top creators earning significant fees [26][30]. - Unlike in some markets, Saudi creators often operate independently without relying on multi-channel networks (MCNs), allowing for direct negotiations with brands [31]. Group 5: Challenges for Chinese Brands - Chinese companies are increasingly entering the Saudi market, but they face challenges such as navigating local privacy policies and establishing brand credibility [35][37]. - Successful engagement requires understanding local cultural nuances and building trust over time, rather than relying on short-term campaigns [37][38]. - The perception of Chinese products as low-quality persists, necessitating a strategic approach to marketing and brand positioning in Saudi Arabia [36][37].