Snapchat Ads are not dying out in the Gulf. They are currently one of the most profitable, underpriced digital advertising channels in the region. International headlines may be dominated by Snapchat’s financial problems or slowing growth in the West, but in the Gulf Cooperation Council (GCC), the story is different, and the platform is deeply embedded in the cultural fabric.
I’d say many brands just default to Instagram and TikTok, so you’re bidding in a crowded auction, and acquisition costs are high. Snapchat’s ad space is relatively uncrowded and highly efficient.
The Reality Check: The Data Behind the Dominance
The claim that Snapchat is losing ground has been thoroughly disproven by regional consumer data:
- Unparalleled Reach: The scope of Snapchat penetration in the 13–34 age group in Saudi Arabia and UAE has reached over 90%. In Saudi Arabia alone, the app’s advertising tools reach a staggering 89% of all adults aged 18+, making it the second most popular social media app in the country after WhatsApp.
- Deep Engagement: While somewhere else users open Snapchat solely for viewing, in the Gulf, consumers use Snapchat primarily for private communication and local storytelling. Users in the region open this app, on average, 45 to 50 times per day.
- The Hidden Audience: As it appears, about 60% of Snapchat users in the UAE are not available through Instagram or TikTok. If your media plan leaves Snapchat out, you lose a tremendous segment of the market.
The Financial Arbitrage (Why Marketers are Sleeping on It)
The reason for Snapchat’s underpricing in the GCC is that media buyers tend to rely on Google and Facebook for their advertising needs:
Metrics and Features
Snapchat’s Performance in GCC (2026)
CPC
50%-70% less than corresponding Meta advertising campaigns in the region.
Return on Ad Spend (ROAS)
According to Omnicom and Snap, a regional media mix modeling study from last year showed that Snapchat generated a 14% higher ROI than the average rest of media despite receiving only 8% of the ad budget.
Seasonality
Since most advertising events, such as Ramadan, Eid, or the Dubai Shopping Festival, lead to an increase in prices of other platforms like Facebook and Google, there is little change in Snapchat’s prices, indicating a 30%–40% user engagement increase with little effect from cost inflation.
Where It Works Best (and Where It Fails)
Snapchat is emphatic about the relevance that it has across different segments. Some segments depend upon it, while for some it is nothing.
When is it the best time for usage?
- Khaleeji / Emirati households. It serves as a key tool for local people and permanent residents.
- B2C segments that have a high visual appeal. Fashion, beauty, perfume, food and drinks, vehicles, and the lifestyle sector greatly prosper on Snapchat.
- Usage of Augmented Reality (AR). Gulf is home to the most eager audience for AR Try-On Lenses in the world. Beauty and luxury companies regularly utilize tailored lenses, which allow users to test products virtually.
When to Skip It:
- Dedicated B2B Advertising: If you are promoting business software towards company CFOs or distribution services aimed towards managers, put your finances with LinkedIn, and don’t waste them on Snapchat.
- Ineffective Copying of Creative Assets: The practice of taking a regular horizontal video or a rigid Instagram Reels material and placing it on Snapchat creates bad results. Snapchat demands native and vertical content created for the platform itself.
Snapchat advertisements in the Gulf are a gold mine that is not very visible at the same time, as they are a very localized and high-ROI method of advertising that gives you the opportunity to navigate through competitive advertising on various other platforms. As long as your customer base is less than 35 years old and your content is a good fit for the casual environment of the app, advertising on Snapchat is a key element of a successful media strategy in the Gulf region.