Snapchat Will Be The NEXT BIG THING In The Middle East

If you work in the communications and marketing industry, chances are, you have heard of Snapchat. If you’re over the age of 18, however, odds are you don’t really ‘get’ Snapchat or understand why this platform MATTERS to any marketer that wants to ensure that his/her brand remains relevant in the Gulf, in particular.

So, what exactly is Snapchat? Essentially, it is a mobile app that allows users to send videos and pictures that self-destruct in a few seconds. Snapchat is a fun messaging application for sharing moments. You can take a photo or a video, add a caption or doodle, and send it to a friend or add it to your Story to share with some or all of your friends. Friends can view Snaps for up to 10 seconds, and then it disappears.

Snapchat is unique in that all videos and photos only last a brief moment of time before they disappear forever, making the app ephemeral in nature, though users can take a screenshot to save Snaps. As of May 2014, the app’s users were sending 700 million photos/videos PER DAY.

Today, Snapchat is no longer a platform for embarrassing selfies or teen angst. In my opinion, the app is set to become the single most important platform for you and your teams to wrap your heads around in 2015. I’ve been singing the praises of this relatively new platform for quite a while now. But I really feel that now, as we approach Q2 of 2015, things are different. This year will be the year of Snapchat growth here in the region and those savvy marketers and brands that realise that will be ahead of the curve. I want to help YOU gain a deeper understanding of how it works, what it does, and more importantly, what it can do for your clients.

Is Snapchat Relevant In The Middle East?

If like me you’re fortunate enough to work with people sub 25 and even sub 21 (Holler interns) then Snapchat is VERY relevant. Further, if you read any of the data which is available (there isn’t much), there are signals that, just like 2014 was the ‘tipping point’ for Instagram in the region, 2015 will be Snapchat’s huge year of growth. According to Ispos MENA, 12% of smartphone users in the UAE have used Snapchat in December 2014 alone. It feels like it is growing much faster than any other platform before it, including Twitter, which is only at 17% penetration in the UAE. And it’s not just the UAE, in Qatar, Ipsos MENA also noted that 14% of Qataris use Snapchat regularly.

For people under 25, Snapchat offers a place where they can figure out their digital identities, in relative anonymity. I call this generation “Generation A”: they are the type of individuals that believe that platforms such as Facebook and Twitter are too ‘rigid’, too ‘edited’ and simply don’t help them showcase a true reflection of themselves. And that is because these channels hold a permanent record of users’ activities and behaviours. These young people have ever-evolving personalities and so, the fleeting nature of Snapchat’s content is better suited to their lifestyles.

Although Facebook is still the biggest social network in the Middle East by FAR, if a brand wants to relevant, hip, and tap into the youth market, Snapchat has to be part of its digital ecosystem. This delivery platform allows you to share relevant, accessible content with a millennial audience. Basically, Snapchat is the best place for your brand to communicate with Generation A in a meaningful way.

Why Is Snapchat Going To Be The Next Big Thing?

1 - Brands Can ONLY Be Creative On Snapchat

Snapchat’s interface has been called ‘clunky’ and non intuitive but mainly by people my age who simply don’t understand it. But, because of this interface, the platform forces brands to be more creative in order to reach their audience. Instead of scrolling past a post on a feed, users frequently check their stories for updates. Last year, Snapchat Stories was launched, allowing brands to create re-playable narratives simply by adding snaps. The story is then accessible to Snappers for 24 hours.

For those creatives out there who don’t think social is where you become famous, please hear me out….last year in May 2014 alone, Snapchat Stories were being viewed over 500 million times a day! What other media channel provides you with such scale that isn’t social? None, that’s what. Snapchat in particular is by far and away the new way to reach certain audiences and build brand loyalty. You simply can’t afford to ignore the numbers any longer!

2 - It’s Where Generation A Feels At Home

In a region where you are bound by strict religious and moral codes, it can sometimes be difficult to find your voice, be heard, express an identity and explore the person you want to become. Not everything should be public, it never has been and really shouldn’t be. Snapchat is a place that is ‘cool’ to hang out, connect with people your own age, discover new content. For clients like Procter & Gamble, Unilever, Starbucks, Nike, McDonalds, Zara and many others like banks or airlines who want to start being relevant to a younger generation, Snapchat could really help them communicate with the ever growing numbers of Generation A’s in the Middle East.

3 - Storytelling That Puts The Narrative First

What do I mean by that? Basically we ALL know that great communications has a story but what I’ve seen happen is that ‘storytelling’ has become something that people want to do quickly without really understanding what a powerful story involves. First and foremost it has to start with a powerful narrative. Last month’s launch of a new feature called Discover connects users to news stories and other media packaged for bite size consumption in quick bursts. According to the latest data usage from the US and Europe, data consumption since this launch has quadrupled - thanks to this new way of consuming and telling stories.

4 - High Interaction & Engagement From Users

Snapchat is focused on the quality of interactions, not the quantity. Users reportedly use the app multiple times a day. The number of monthly active users is also rivalling Facebook’s. Snapchat’s design allows people to swipe through all the posted stories and updates. Unlike Facebook and Twitter, more users consistently interact with and view brand generated content.

Brands can create Snapchat accounts and post exclusive updates and inside looks for followers to see. For example, clothing company Free People sends out exclusive photos of new collections. Others have posted exclusive promotions. After 24 hours, the update is gone, giving users incentives to stay engaged and check for updates. Stories create a close bond and keep users anticipating future posts.

5 - Snapchat Forces Brands To Truly Be Social

Because of the way Snapchat is designed, it demands that brands have a real personality and presence on the platform. They can’t hide behind faceless posts or corporate news Tweets. Truly understanding what makes Generation A laugh, smile, share, nod in agreement and mutual recognition is what will be successful. Brands here have to remember that at the end of the day they are communicating with people who expect a close and intimate relationship with their business, sharing candid, exclusive snaps will really build brand credibility.

What’s The Future For Snapchat Here In The Middle East?

I firmly believe that Snapchat will witness huge growth this year. I can only foresee more and more people under 25 choosing this platform over any other and spending more and more time consuming stories and news how they want to consume media. It would be interesting to see if Arabic media power houses like Al Jazeera and others will tap into the power of Snapchat’s Discover feature and see it as a new revenue opportunity, and a strong way to stay relevant to an audience - especially one that they’re struggling to reach. Or whether we will see newer, fresher online players lead the game here.

And finally, when it’s available here, I can also see Snapcash being popular with Generation A. Snapchat partnered with Square to launch this mobile payment option in 2014. The service lets you use your debit card to pay for goods or simply send money to friends. It works by entering your debit card, then swipe into chat, and type a dollar sign with an amount (like $10). Once you’re done, hit the green button. It’s seamless and very easy to use.

So to summarise, Snapchat is where it’s at people. It is a great way for you to target the youth, be more social in your communications, create cutting-edge content, and drive real engagement and action.

And finally, if after reading this you’re still not convinced, watch this video we made asking people from across the Middle East what they think of Snapchat - https://youtu.be/YzE_jAAJz2U