A new Snapchat creator study — conducted in partnership with Publicis Groupe Middle East and Ipsos in Saudi Arabia — reveals what social media creators truly want from platforms, brands, and their followers. The findings put authenticity and long-term connection at the centre of a fast-growing regional creator economy.
Creators Feel Most at Home on Snapchat
The research shows creators feel significantly more comfortable on Snapchat than on other platforms. 94% of creators surveyed reported high affinity for Snapchat, compared with 76% for competing platforms. Creators are also 1.4x more likely to share unfiltered daily-life moments on Snapchat — pointing to the platform's strength as a space for genuine, unpolished content rather than carefully curated feeds.
Long-Term Brand Partnerships Over One-Off Deals
Brand relationships are also shifting. Creators no longer want transactional, one-campaign arrangements. Around 41% of Saudi creators prefer sustained brand partnerships built on shared values, signalling that alignment and trust matter more than reach or short-term fees.
This shift has clear implications for marketing teams across the UAE and Saudi Arabia: brands that invest in authentic, ongoing creator relationships are likely to generate stronger resonance — and better returns — than those chasing viral moments.
Followers Feel Like Friends, Not Just Viewers
When it comes to their audiences, creators on Snapchat treat followers as genuine connections. The data backs this up: 77% of Snapchat users say creators feel like friends, reinforcing the platform's community-driven culture. Audiences on Snapchat actively participate in content rather than passively consuming it — a dynamic that sets it apart from more broadcast-oriented platforms.
What Industry Leaders Are Saying
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-centred storytelling."
The Creator Economy in the Middle East Is Growing Fast
With the region's creator economy expanding rapidly, the findings underline a consistent truth: authentic content, long-term partnerships, and a sense of community are the keys to success — on Snapchat and across the broader social landscape. For brands operating in the Middle East, the study offers a clear blueprint for creator collaboration that actually works.
