App Login
  • Products
  • Solutions
  • Resources
      Get the insights you need on research, audiences, communicatons and digital from Sila's experts you can trust.
      Learn More
      Listen to the best marketers, reserach professionals from MENA for insights into making better decisions.
      Learn More
      Read our latest reports and get the full picture on some of the biggest cultural movements and Sila's whitepapers on broad topics.
      Learn More
  • Success Stories

      Who we work with

      Our products are for anyone looking to make better business decisions. We work with anyone who needs to sell to, or communicate with, consumers.
      Learn More
      Product Stories
      See how our Social Understanding suite and AI products unlocked value for business & government.
      Learn More
      Influence Success Stories
      See how we've helped companies like yours to grow and influence consumers into action.
      Learn More
      Research Success Stories
      Sila's AI has delivered on briefs that traditional market research has been unable to do.
      Learn More
  • Company

      About Sila

      Learn about how we enable social understanding through our AI technology to help drive better decision-making across government & business.
      About Us
      Discover Sila's company and our team that drives our AI technology from Dubai to the world.
      The companyThe teamContact us
      Our Technology
      Learn about our capbilities and what enables us to help your business decisions.
      Learn More
      Looking for a career with some of the most exciting Ai technology? Further your career with Sila.
      Learn More
  • Episode 3: A Snap(shot) of Marketing Insights!

    June 21, 2023

    In this episode of the Consumer Connections Podcast, Dina Al Sabbagh, the Marketing Insights Lead at Snapchat, shared her perspective on how Snapchat has become the digital “majlis” of the GCC, the growing consumer fluency with Augmented Reality, the innovative ways in which brand effectively use Snapchat to connect with consumers and the role of data in all this. 

    Here are some key takeaways:

    1. Snapchat is loved in the GCC and this love can be attributed to its ability to tap into human truth and consumer needs, particularly in the Arab world where connections and community are highly valued. Snapchat has become a digital version of “majlis,” a gathering space in the GCC region, by providing a platform for people to connect, share stories, and engage with each other.
    2. Augmented reality (AR) is a key focus for Snapchat, and it is defined as digital computing overlaid on the real world. AR enhances the real world experience rather than providing an escape from it. Consumers are increasingly engaging with AR, as seen by the billions of AR lens plays on Snapchat daily.
    3. AR started with playful features like filters but has evolved into more sophisticated applications, thanks to consumer adoption and fluency with the technology. Snapchat continues to explore the possibilities of augmented reality and its potential for enhancing user experiences.
    4. Snapchat offers a range of creative advertising opportunities that brands have been taking advantage of. One example is Snapchat’s augmented reality (AR) lenses, which allow brands to create interactive and immersive experiences, for example, by enabling users to see how clothes (or for that matter make up or eyewear) look on them, brands can reduce the number of returns, ultimately saving money on return deliveries.
    5. Brands are drawn to Snapchat because it provides a unique opportunity to engage with consumers in the Arab region. Despite its popularity, Snapchat is still relatively untapped by many brands, presenting a significant growth opportunity.
    6. To ensure the best user experiences and brand opportunities, data plays a crucial role from various sources as clues or puzzle pieces that contribute to a larger story. These sources include traditional data collection methods, real-time behaviour tracking and back-end usage data, 
    7. Dealing with the quantum of data and multiple sources can be overwhelming, but AI and technology helps streamline the process by identifying relevant trends and insights.
    8. Snapchat’s commitment to user privacy and data security is paramount. This focus on privacy has contributed to its popularity among users who value their personal data.
    9. The fast pace of change in the industry presents both opportunities and challenges. Dina emphasises the importance of maintaining a flexible mindset and adapting to new technologies and business dynamics.

    Snapchat’s success in the GCC region can be attributed to its ability to tap into the region’s cultural values and provide a digital space for connection and community. With a strong emphasis on augmented reality and creative advertising opportunities, it has become a playground for brands to showcase their products while empowering consumers to make informed choices. By continuing to explore and leverage Snapchat’s untapped potential, brands can establish stronger connections with their audience and stay at the forefront of digital marketing trends.

    Grab your headphones and tune in to our episode on your favorite podcast platform.

    You can also watch the full recording on our Youtube account below. 

    More insights for you.

    Get in touch with us and see how
    Sila can help you.
    Get a demo