TikTok and Snapchat ads in Saudi Arabia and the Gulf: a practical guide

If you target Saudi Arabia or the Gulf, sticking to Facebook and Instagram misses a big part of the audience. Snapchat and TikTok are among the most used apps in the region, especially among younger people, and advertising on them needs a different mindset.

Why Snapchat matters in Saudi Arabia

Snapchat's reach in Saudi Arabia is unusually high compared with most countries, and people use it daily to talk to friends and watch content. That makes it a core platform for any brand targeting Saudi consumers.

Why TikTok

TikTok reaches huge audiences in Egypt and the Gulf, and its algorithm shows content by interest rather than follower count, so a new brand can reach millions quickly with the right content.

Campaign types

Snapchat

• Snap Ads: video ads between stories, linking to a site or app.
• Lead campaigns: in-app forms.
• Collection Ads: several products for e-commerce.
• AR Lenses: interactive lenses for bigger brands.

TikTok

• In-Feed Ads: videos in the For You feed.
• Spark Ads: boost an existing post from your account or a creator's; feels more native.
• Lead and conversion campaigns: with the TikTok Pixel installed.

Creative is everything

Ads on both platforms must feel like content, not TV commercials:

• Vertical 9:16 video shot on a phone.
• A hook in the first second or two.
• A real person talking to camera in the right dialect (Saudi, Gulf, Egyptian).
• On-screen captions.
• One clear message and one action.

Dialect matters: an ad in Saudi dialect for Saudi viewers usually outperforms formal Arabic.

Targeting

• Start broad by country and age and let the algorithm learn.
• Use retargeting audiences from site visitors and video viewers.
• Split campaigns by country, since cost and behaviour differ between Saudi Arabia, the UAE and Kuwait.

Tracking and measurement

• Install the Snap Pixel and TikTok Pixel, plus their server-side Events API where possible.
• Define the main event: purchase, lead, sign-up.
• Compare cost per result across platforms using the same measurement.

When to use them

• Great fit: e-commerce, restaurants, apps, beauty, fashion, entertainment and seasonal offers.
• Worth testing: real estate and high-value services, as an awareness channel alongside Meta and Google.

Creative ideas that work on both

• "I tried it": someone tries the product or service on camera.
• Q&A: a common customer question answered in 15 seconds.
• Before and after (where allowed).
• Behind the scenes: how the product is made or prepared.
• Limited offer: a discount with a clear deadline.
• Quick comparison: your product versus the usual alternative.

Budget and testing

Start with a few campaigns, each with several videos that differ in the opening hook. Both platforms burn through creative fast, so plan new videos every week or two instead of one ad all month.

Snapchat and TikTok alongside Meta and Google

Treat them as part of a full plan:

• TikTok and Snapchat: reach, discovery and younger audiences.
• Meta: conversion, retargeting and WhatsApp.
• Google: capturing demand from people searching by name.

That's how we build media plans for clients in Saudi Arabia and the Gulf: each platform has a role, and budget moves based on cost per result.

Bottom line

Snapchat and TikTok don't replace Meta and Google, but they're a strong addition, especially in Saudi Arabia and the Gulf. The keys are native creative in the local dialect and solid tracking. Our team runs campaigns in Egypt and Saudi Arabia in Arabic and English; read more about our media buying service or request a free audit.

Frequently asked questions