Snapchat Spotlight has emerged as Snapchat's answer to TikTok, offering a dedicated destination for short-form video content. Launched in late 2020 and now fully available in MENA, Spotlight allows users to discover entertaining Snaps from the community. With Snapchat's strong Gen Z user base in Saudi Arabia and the UAE, Spotlight represents a significant opportunity for content creators and brands alike.
How Spotlight Works
Spotlight is a dedicated tab within Snapchat that showcases the most entertaining Snaps from the community. Unlike regular Snapchat content, Spotlight videos can be viewed by anyone — not just friends. The algorithm surfaces the most engaging content, giving creators the opportunity to reach Snapchat's entire user base.
Snapchat has committed $1 million per day to top Spotlight creators, creating a powerful incentive for content creation. In MENA, where Snapchat penetration among Gen Z exceeds 70%, this has sparked a surge in creative content production.
Spotlight for Brands
While Spotlight is primarily a user-generated content feature, brands can participate by creating engaging short-form content that fits Snapchat's native style. The key is entertainment value — promotional content does not perform well. Behind-the-scenes content, quick tips, creative product demonstrations, and culturally relevant content tend to resonate best.
Snapchat vs. TikTok: The Competition
Spotlight puts Snapchat in direct competition with TikTok for short-form video attention. Snapchat's advantages include its established user base in MENA, higher ARPU (average revenue per user), and more mature advertising infrastructure. TikTok's advantages include superior content discovery algorithm and stronger creator ecosystem. For MENA brands, the best strategy is to maintain presence on both platforms rather than choosing one.
Key Takeaways
- Snapchat Spotlight is the platform's answer to TikTok
- $1M daily creator fund is driving content creation in MENA
- Content must be entertaining — promotional Snaps do not perform
- Snapchat maintains strong Gen Z penetration in Saudi Arabia and UAE
- Best strategy is maintaining presence on both Snapchat and TikTok