On average, active Snapchat users in Saudi Arabia open the app approximately 50 times each day, according to Hussein Freijeh, vice president and general manager at Snap Mena.
Mr Freijeh said that's slightly higher than the overall GCC average for Snapchat, which sees active users open the app 45 times each day.
Regardless of how you slice it, Snapchat, the social media platform that made it big on the idea of sharing content that vanishes after a certain period of time, is very popular throughout the Middle East – and in particular, the GCC.
Mr Freijeh said the region “has been going through a massive social and economic transformation”.
“Within that transformation, we're seeing the GCC community is really protective of the sense of community, and their relationships with their friends and family,” he said, during an interview with The National's Business Extra podcast at Snap's Dubai office.
California-based Snapchat was founded in 2011 by three Stanford students. Originally called Picaboo, the idea behind the app was the antithesis of everything social media seemed to stand for at the time, content messaged by those who used the app wouldn't be permanent, but rather, would disappear.
That difference, the emphasis on a social media content shelf-life with an expiration date, proved appealing.
In short, Snapchat skyrocketed to popularity, and today has approximately 375 to 450 million daily active users.
Various estimates indicate that at least 75 million of those users live in the Middle East.
“Snapchat’s community in the MENA region continues to grow and the Middle East remains a major market for the app,” read a 2022 social media report from by the University of Oregon professors Damian Radcliffe and Hadil Abuhmaid.
That report, also reflected on Snapchat's particularly strong user base in Saudi Arabia across several demographics.
“Snapchat has proven popular not only with younger audiences in the Kingdom but also with parents,” the report said. “A 2021 study conducted by Kantar and Snap, discovered that 71 per cent of parents in Saudi Arabia are on the app.”
That appeal, according to Mr Freijeh, can be traced back to the original intention of the Snapchat platform.
“It's about a sense of community,” he said. “Snapchat's core use case is that it was created to enhance the relationships between friends and family through visual communication.”
Snap, however, isn't immune to the occasional turbulence that comes with the territory of being a technology company.
Some of its features, particularly those with an emphasis on temporary content, were widely copied by other platforms.
Instagram's introduction of a stories feature in 2016, which featured content that would vanish after 24 hours, was largely seen as an attempt to replicate Snapchat's success.
In that same vein, TikTok also helped sustain and expand upon its own popularity by implementing various augmented reality filters that Snapchat had implemented several years earlier, called AR Lenses.
Both TikTok and Instagram soared past Snapchat in terms of sheer user numbers.
When asked about both competing platforms and the notion that they replicated Snapchat's success, Mr Freijeh had a stoic response.
“When people copy, that's actually a validation that we are on the right track,” he said. “People told us it was crazy [investing in AR], and then years later, everybody else is doing the same thing.”
Mr Freijeh said that Snap's early investments in AR have made the company trusted by brands like Versace, Cartier and Tiffany, who use AR on the platform to advertise their products.
“You can try a bracelet on,” he said, describing the AR implementation for the brands. “You just turn the camera on, put it on your wrist and you can see a bracelet from Cartier or Tiffany, and you can see if you like it or want to try something else.”
Those successful implementations of AR with regard to major brands, according to Mr Freijeh, have helped bolster Snapchat's presence in the region.
“Retail, tourism, luxury, auto and entertainment, our direct to consumer approach is massively successful,” he said. “And this, in turn, gets us a lot more interest from brands.”
As artificial intelligence continues to influence just about every technology company, Snap is also making sure it sprinkles in AI to try to keep users engaged.
Using OpenAI's ChatGPT, Snapchat users now have the ability to use something Snap calls the 'My AI' chatbot, to help answer questions while messaging another human.
Snap also recently announced new suite of tools powered by generative AI that allow for developers to create new AR experiences for users at a quicker pace.
The company's efforts have paid off in the most recent quarter with better-than-expected revenues, sales and user growth, but the road hasn't been completely smooth.
Back in February, Snap announced it would be trimming 10 per cent of its workforce, about 500 employees, as it sought to streamline its operations and support growth.
Also in February, the company had to recall its much-hyped camera drone, Pixie, due to a potential fire risk.
Perhaps most pressing, however, is the fact that Snapchat faces a very crowded marketplace of social media platforms and an equally fickle overall social media audience that's been known to come and go to platforms at the drop of a hat.
Mr Freijeh said that the crowded social media marketplace isn't necessarily a concern, however, because Snap doesn't see itself as a social media company.
“That's a misconception,” he said, referring to Snap's relatively new brand campaign, 'Less social media. More Snapchat.'
That brand campaign, Mr Freijeh explained, was now in its second phase, Less likes. More love.
“We innovate and invest in tools and features that bring people together,” he said, expanding upon the campaign.
Soon, he says, Snap will be opening an office in Qatar, in addition to its regional offices in Dubai, Riyadh and Tel Aviv.
The company will also be officially opening a new creative studio in Saudi Arabia later in the year.
“We need to be local and be as close as possible to the local community,” he said.
1,000 Books to Read Before You Die: A Life-Changing List
James Mustich, Workman
Sri Lanka-India Test series schedule
- 1st Test India won by 304 runs at Galle
- 2nd Test India won by innings and 53 runs at Colombo
- 3rd Test August 12-16 at Pallekele
Our Time Has Come
Alyssa Ayres, Oxford University Press
World Cricket League Division 2
In Windhoek, Namibia - Top two teams qualify for the World Cup Qualifier in Zimbabwe, which starts on March 4.
UAE fixtures
Thursday February 8, v Kenya; Friday February 9, v Canada; Sunday February 11, v Nepal; Monday February 12, v Oman; Wednesday February 14, v Namibia; Thursday February 15, final
Getting there
The flights
Emirates and Etihad fly to Johannesburg or Cape Town daily. Flights cost from about Dh3,325, with a flying time of 8hours and 15 minutes. From there, fly South African Airlines or Air Namibia to Namibia’s Windhoek Hosea Kutako International Airport, for about Dh850. Flying time is 2 hours.
The stay
Wilderness Little Kulala offers stays from £460 (Dh2,135) per person, per night. It is one of seven Wilderness Safari lodges in Namibia; www.wilderness-safaris.com.
Skeleton Coast Safaris’ four-day adventure involves joining a very small group in a private plane, flying to some of the remotest areas in the world, with each night spent at a different camp. It costs from US$8,335.30 (Dh30,611); www.skeletoncoastsafaris.com
Dubai Bling season three
Cast: Loujain Adada, Zeina Khoury, Farhana Bodi, Ebraheem Al Samadi, Mona Kattan, and couples Safa & Fahad Siddiqui and DJ Bliss & Danya Mohammed
Rating: 1/5
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
more from Janine di Giovanni
ELIO
Starring: Yonas Kibreab, Zoe Saldana, Brad Garrett
Directors: Madeline Sharafian, Domee Shi, Adrian Molina
Rating: 4/5
Global Fungi Facts
• Scientists estimate there could be as many as 3 million fungal species globally
• Only about 160,000 have been officially described leaving around 90% undiscovered
• Fungi account for roughly 90% of Earth's unknown biodiversity
• Forest fungi help tackle climate change, absorbing up to 36% of global fossil fuel emissions annually and storing around 5 billion tonnes of carbon in the planet's topsoil
The specs
AT4 Ultimate, as tested
Engine: 6.2-litre V8
Power: 420hp
Torque: 623Nm
Transmission: 10-speed automatic
Price: From Dh330,800 (Elevation: Dh236,400; AT4: Dh286,800; Denali: Dh345,800)
On sale: Now
Specs
Engine: Duel electric motors
Power: 659hp
Torque: 1075Nm
On sale: Available for pre-order now
Price: On request
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The specs
Engine: Turbocharged four-cylinder 2.7-litre
Power: 325hp
Torque: 500Nm
Transmission: 10-speed automatic
Price: From Dh189,700
On sale: now
Killing of Qassem Suleimani
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Labour dispute
The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.
- Abdullah Ishnaneh, Partner, BSA Law
Dolittle
Director: Stephen Gaghan
Stars: Robert Downey Jr, Michael Sheen
One-and-a-half out of five stars
What's in the deal?
Agreement aims to boost trade by £25.5bn a year in the long run, compared with a total of £42.6bn in 2024
India will slash levies on medical devices, machinery, cosmetics, soft drinks and lamb.
India will also cut automotive tariffs to 10% under a quota from over 100% currently.
Indian employees in the UK will receive three years exemption from social security payments
India expects 99% of exports to benefit from zero duty, raising opportunities for textiles, marine products, footwear and jewellery
Dhadak
Director: Shashank Khaitan
Starring: Janhvi Kapoor, Ishaan Khattar, Ashutosh Rana
Stars: 3
MATCH INFO
Burnley 0
Man City 3
Raheem Sterling 35', 49'
Ferran Torres 65'
Tearful appearance
Chancellor Rachel Reeves set markets on edge as she appeared visibly distraught in parliament on Wednesday.
Legislative setbacks for the government have blown a new hole in the budgetary calculations at a time when the deficit is stubbornly large and the economy is struggling to grow.
She appeared with Keir Starmer on Thursday and the pair embraced, but he had failed to give her his backing as she cried a day earlier.
A spokesman said her upset demeanour was due to a personal matter.
Ferrari 12Cilindri specs
Engine: naturally aspirated 6.5-liter V12
Power: 819hp
Torque: 678Nm at 7,250rpm
Price: From Dh1,700,000
Available: Now
About Krews
Founder: Ahmed Al Qubaisi
Based: Abu Dhabi
Founded: January 2019
Number of employees: 10
Sector: Technology/Social media
Funding to date: Estimated $300,000 from Hub71 in-kind support
Company%C2%A0profile
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Match info
Uefa Champions League Group H
Manchester United v Young Boys, Tuesday, midnight (UAE)
MATCH SCHEDULE
Uefa Champions League semi-final, first leg
Tuesday, April 24 (10.45pm)
Liverpool v Roma
Wednesday, April 25
Bayern Munich v Real Madrid (10.45pm)
Europa League semi-final, first leg
Thursday, April 26
Arsenal v Atletico Madrid (11.05pm)
Marseille v Salzburg (11.05pm)
Company profile
Name: Fruitful Day
Founders: Marie-Christine Luijckx, Lyla Dalal AlRawi, Lindsey Fournie
Based: Dubai, UAE
Founded: 2015
Number of employees: 30
Sector: F&B
Funding so far: Dh3 million
Future funding plans: None at present
Future markets: Saudi Arabia, potentially Kuwait and other GCC countries
COMPANY PROFILE
Name: Qyubic
Started: October 2023
Founder: Namrata Raina
Based: Dubai
Sector: E-commerce
Current number of staff: 10
Investment stage: Pre-seed
Initial investment: Undisclosed
How to help
Call the hotline on 0502955999 or send "thenational" to the following numbers:
2289 - Dh10
2252 - Dh50
6025 - Dh20
6027 - Dh100
6026 - Dh200
Milestones on the road to union
1970
October 26: Bahrain withdraws from a proposal to create a federation of nine with the seven Trucial States and Qatar.
December: Ahmed Al Suwaidi visits New York to discuss potential UN membership.
1971
March 1: Alex Douglas Hume, Conservative foreign secretary confirms that Britain will leave the Gulf and “strongly supports” the creation of a Union of Arab Emirates.
July 12: Historic meeting at which Sheikh Zayed and Sheikh Rashid make a binding agreement to create what will become the UAE.
July 18: It is announced that the UAE will be formed from six emirates, with a proposed constitution signed. RAK is not yet part of the agreement.
August 6: The fifth anniversary of Sheikh Zayed becoming Ruler of Abu Dhabi, with official celebrations deferred until later in the year.
August 15: Bahrain becomes independent.
September 3: Qatar becomes independent.
November 23-25: Meeting with Sheikh Zayed and Sheikh Rashid and senior British officials to fix December 2 as date of creation of the UAE.
November 29: At 5.30pm Iranian forces seize the Greater and Lesser Tunbs by force.
November 30: Despite a power sharing agreement, Tehran takes full control of Abu Musa.
November 31: UK officials visit all six participating Emirates to formally end the Trucial States treaties
December 2: 11am, Dubai. New Supreme Council formally elects Sheikh Zayed as President. Treaty of Friendship signed with the UK. 11.30am. Flag raising ceremony at Union House and Al Manhal Palace in Abu Dhabi witnessed by Sheikh Khalifa, then Crown Prince of Abu Dhabi.
December 6: Arab League formally admits the UAE. The first British Ambassador presents his credentials to Sheikh Zayed.
December 9: UAE joins the United Nations.
Dr Afridi's warning signs of digital addiction
Spending an excessive amount of time on the phone.
Neglecting personal, social, or academic responsibilities.
Losing interest in other activities or hobbies that were once enjoyed.
Having withdrawal symptoms like feeling anxious, restless, or upset when the technology is not available.
Experiencing sleep disturbances or changes in sleep patterns.
What are the guidelines?
Under 18 months: Avoid screen time altogether, except for video chatting with family.
Aged 18-24 months: If screens are introduced, it should be high-quality content watched with a caregiver to help the child understand what they are seeing.
Aged 2-5 years: Limit to one-hour per day of high-quality programming, with co-viewing whenever possible.
Aged 6-12 years: Set consistent limits on screen time to ensure it does not interfere with sleep, physical activity, or social interactions.
Teenagers: Encourage a balanced approach – screens should not replace sleep, exercise, or face-to-face socialisation.
Source: American Paediatric Association
MATCH INFO
Syria v Australia
2018 World Cup qualifying: Asia fourth round play-off first leg
Venue: Hang Jebat Stadium (Malacca, Malayisa)
Kick-off: Thursday, 4.30pm (UAE)
Watch: beIN Sports HD
* Second leg in Australia scheduled for October 10
