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Snapchat and Publicis Groupe Middle East teamed up to reveal what social media creators really want — and the results are all about authenticity and connection. The research, conducted with Ipsos in Saudi Arabia, explored creators’ feelings toward platforms, brands, and their followers, showing Snapchat as a hub for genuine everyday sharing.
Creators say they feel most comfortable on Snapchat. 94% reported high affinity for the platform, compared with 76% for others, and they are 1.4x more likely to share daily life moments. The study highlights Snapchat as a space where creators can be themselves, away from polished feeds and curated content.
Brand partnerships are also evolving. Creators prioritize long-term collaborations over one-off deals and seek alignment with their values. Around 41% of Saudi creators prefer this approach, showing that authenticity and shared principles are more important than quick campaigns.
When it comes to followers, creators treat them like friends, not just viewers. Snapchat users agree: 77% say creators feel like friends, reinforcing the platform’s community-focused vibe. This approach turns audiences into active participants, rather than passive consumers of content.
Rasha ElGhoussaini, Head of Agency at Snap MENA, said: “Creators are redefining authenticity online. Snapchat is where these real, unfiltered connections happen. Brands that embrace this approach and work with creators meaningfully will resonate most.”
Dyala Badran, Chief Content Officer at Publicis Groupe ME, added, “This research shows that creators thrive when brands trust them to tell stories in their own voice. In 2026, we’re focusing even more on creator marketing, supporting native, platform-centered storytelling.”
With the region’s creator economy growing fast, the findings underline a simple truth: authentic content, long-term partnerships, and a sense of community are the keys to success — on Snapchat and beyond.
