Snapchat Inc. has just released a report titled ‘Say Hello to the Snapchat Generation: The Real Story in MENA’, which gives an in-depth overview of Snapchat users in the MENA region – and explores their values, how they communicate, their consumer spending habits, and how they relate with both brands and each other.
The report is based on insights from the Cassandra Report – a study on global ‘Gen Z attitudes and media consumption behaviors’ – and secondary research on Gen Z trends. Snapchat also conducted an online quantitative survey titled ‘Real Story’ in late fall 2020 to find out if daily Snapchat users differed behaviorally and attitudinally from non-users. For the purposes of the study, daily Snapchat users are defined as those who use the platform at least once a day while non-users are defined as those who have never used or heard of the app.
This report is an invaluable resource for brands who want to effectively connect with MENA audiences on Snapchat. Here are 7 key insights from the report – and our take on how brands should incorporate these insights into their Snapchat strategies.
1. Global Snapchat users are: intelligent, inclusive, and global-minded.
According to the survey:
70% of global Snapchat users describe themselves as inclusive and are more likely than non-users to accept those that are different than them.
80% of global Snapchat users stated that they are informed about global news and events and volunteer more often than non-users.
Lastly, global Snapchat users were found to be ‘highly entrepreneurial’ – with 2 out of 3 respondents expressing the desire to be self-employed.
Key Takeaway: How can we incorporate inclusivity into our brand? How can we – as a brand – inspire our audience in their entrepreneurial pursuits? How can we – as a brand – incorporate social responsibility into our company mission statement without coming off as ingenuine?
2. Global Snapchat users are more comfortable discussing uncomfortable topics.
1 out of 2 Global Snapchat users stated that they are less likely to buy from a brand who has an opposing view on a social issue they find important.
Moreover – 66% of Saudia Arabia Users and 69% of UAE users are open to discussing social issues and causes – while topics such as mental health and race received high openness scores respectively in each country.
Key Takeaway: What social issues are relevant to our brand – and how can we effectively open up a discussion on them? How can we be both an activist and an ally to our audience on social issues important to them?
3. Global Snapchat users value authenticity and self-identity.
80% of global Snapchat users want to stay “true to themselves” and have the ability to form their own opinions without others influence. Moreover, 68% of global Snapchat users value being “real online” vs. non users.
Key Takeaway: How can our brand help our audience discover the best and most authentic versions of themselves?
4. Global Snapchat users want to have a two-way dialogue with brands.
Gen Z snapchat users want brands to be open, personable, and relatable: they want brands to share how they became successful and to be outspoken on social issues that they find important.
Key Takeaway: How can our brand incorporate our audience more effectively into our brand story and mission? How can our brand add value to our audiences lives through personable and relatable exchanges?
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5. Global Snapchat users are high-spenders and put a high-importance on brand name items and logos.
When compared with non-users, global Snapchat users are 1.3x more likely to choose clothes or accessories that have well-known brand labels.
When comparing different subcategories of global Snapchat users, the study found that MENA users value brand-name items much more than their non-MENA counterparts – with users 1.5x and 1.4x more likely to purchase branded items in Saudi Arabia and in the UAE respectively.
When asked about the importance of brands and logos, global Snapchat users reveal that wearing well-known brands and logos help them ‘show their personal identity’, make them feel like they fit in, and help them identify with the lives of others who they see wearing the same products on social media.
Overall – global Snapchat users outspend non-users in every single product category.
Key Takeaway: How can we capitalize on an increased affinity towards branded goods and items? How can we – as a brand – help our audience develop their own personal identities but also make them feel like they fit in on a wider, social scale?
6. Global Snapchat users want silly, fun entertainment in order to recharge.
With Gen Z busier than ever – global Snapchat users are channeling their excess energy into creative and fun pursuits: whether its entertainment and digital consumption for leisure or a new hobby, global Snapchat users want fun and imaginative spaces to destress.
Global Snapchat users are also more likely than non-users to find enjoyment in routine, every-day activities – with 80% of users finding cooking and eating fun while 70% of users think the same about self-care and grooming.
Key Takeaway: How can we provide a fun and entertaining experience for our audience? How can we – as a brand – help our audience both utilize and develop their creativity?
7. Global Snapchat users are more attracted to Gaming and AR.
Global Snapchat users see Gaming as a form of community – where they can spend quality time with friends and family and connect with strangers on a personal level online. Global Snapchat users are also 1.4x more likely than non-users to seek out AR experiences and immersive video and mobile games.
Key Takeaway: How can we incorporate AR and Immersive experiences into our brand experience?