5 Minutes with… Abdulla Alhammadi
Snap Inc.'s footprint in Saudi Arabia is set to grow under the leadership of Abdulla Alhammadi, the newly appointed managing director for the Kingdom.
With a background at McKinsey, Careem, and Google, Abdulla brings a wealth of experience to this dynamic role. As Snapchat continues to be the go-to app for millions of Saudis, Abdulla outlines how the platform will evolve to meet the ever-changing needs of its users while maintaining a strong commitment to privacy and safety.
Speaking with LBB’s Olivia Atkins, he discusses his strategic vision for Snapchat in Saudi Arabia, highlighting the platform's deep cultural resonance, the upcoming Creator Studio in Riyadh, and his ambitious plans to lead the AR revolution in the region.
LBB> Now that you're based in Saudi Arabia, what are your plans for Snap's growth in the region? How is Snapchat used locally?
Abdulla> It’s an exciting time for Snapchat in the Kingdom. With the country undergoing a huge shift in societal and cultural change, the need to stay connected remains more important than ever to those living in KSA – and that’s where Snapchat comes in. Saudi nationals tell us that Snapchat is their favourite app for sharing their most meaningful moments. It’s the most popular social connectivity app here. Snapchatters in Saudi Arabia are opening the platform 50 times a day on average. We believe this is largely because we fit so well with the local culture; it’s uniquely community-based, and the sense of identity, connection and belonging is ingrained into the social fabric. Snapchat is, and always has been, based on real friends and real connections, and our platform is used to maintain these friendships and connections in Saudi.
Recently, we launched the 'Telgana El Snap' campaign, which brings to life the stories of Snapchatters in Saudi Arabia and highlights why the platform has become a digital extension of Saudi culture. In Arabic, ‘Telgana’ goes beyond just ‘meeting someone’ - it’s an invitation to see the real, authentic person. This perfectly encapsulates how we plan to continue our remarkable growth in the country and the region.
LBB> With Snap's new office and Creator Studio set to open in the Diriyah Jax cultural district in Riyadh, tell me about the current cultural influence of Saudi Arabia.
Abdulla> The creator landscape in the Kingdom is rapidly evolving and has become an integral part of the cultural fabric and the communications strategies of businesses. Creators have become key influencers, offering recommendations, entertainment, and inspiration, while helping brands tell their stories in a more authentic and impactful way.
We're thrilled to launch our Creator Studio later this year, where we’ll continue to nurture and develop local talent within KSA’s creator community. Creators love Snapchat as it allows them to express themselves authentically and build transparent connections with their communities - which we’re passionate to keep that way.
LBB> You've been with Snap since 2019 and have played a key role in building out its partnership ecosystem. What does this look like, and how is the marketplace thriving?
Abdulla> We take great pride in our partnership ecosystem, which spans from government collaborations to small- and medium-sized enterprises. I’m keen to continue expanding this network across the Kingdom, especially during these transformative times.
Since joining Snap, I’ve worked on some incredible partner projects. One standout is our Tasawar campaign, which took place during the inaugural Riyadh Fashion Week last year. This initiative, in collaboration with the Ministry of Culture, the Fashion Commission, and five talented Saudi designers, showcased the impact of working with multiple partners.
The coming year promises to be an exciting time for Snap in Saudi Arabia as we open our new office. I’m confident this new hub will further drive the growth of our ecosystem, solidify our leadership in AR and innovation, and enhance the ROI we deliver to our partners.
LBB> What are your main focuses for the upcoming year? I saw that you are keen to prioritise AR leadership - could you elaborate on this? And more generally, what tech trends are you most excited about?
Abdulla> We’re thrilled to continue leading the way with our AR technology, which has already had great success with our KSA audience. Globally, AR captures nearly twice as much visual attention as non-AR content, and our users in KSA particularly appreciate its enhancements.
From a marketing perspective, AR is exceptionally beneficial for brands using Snapchat. In KSA, AR experiences result in a 94% higher conversion rate, and incorporating AR into traditional Snap Ads boosts brand reach by 31%. Given that we already reach over 90% of 13- to 34-year-olds in KSA, this represents a significant increase in potential for brands and marketers.
From a leadership point of view, my focus will be on advancing our B2B efforts, empowering creators, partners, and SMEs, and deepening our collaboration with policymakers. This comprehensive approach reflects Snapchat’s commitment to being Saudi Arabia’s preferred connectivity platform and our dedication to supporting the nation’s dynamic digital transformation.
LBB> With your strong business background, including roles at McKinsey & Company, Careem, and Google, how would you describe your leadership style and business outlook?
Abdulla> I’d say my leadership style is grounded in servant leadership, prioritising the growth and well-being of my team. I believe in fostering collaboration and empowering individuals to reach their full potential. I try to remain optimistic and ambitious, especially regarding Snap's investment in AR. As a team, we’re pushing boundaries and achieving transformative results.
LBB> Snapchat is incredibly popular among 13–34-year-olds in Saudi Arabia. Why do you think that is, and how have you managed to capture their attention?
Abdulla> Snapchat is perfectly suited to our Saudi audience because it allows users to stay connected with real friends and family – a key priority within the community that aligns with the culture’s emphasis on privacy. For this demographic, maintaining digital connections is crucial, and Snap’s features like ephemeral messaging and strong privacy settings support authentic, creative interactions within a relaxed, pressure-free environment.
We prioritise genuine connections over popularity metrics, which resonates deeply with younger generations who increasingly seek meaningful interactions.
LBB> Can you discuss Snap's privacy policies, particularly regarding user anonymity and how online behaviour is monitored? To what extent are creators free to express themselves?
Abdulla> Privacy has always been a cornerstone of Snapchat, and it remains a fundamental principle today. Content on Snapchat is designed to be ephemeral. However, we take our responsibility for user safety and security very seriously.
It’s all about balance; while our creators are free to express themselves – as they should be – we also need to uphold our responsibility of ensuring safety to all users. To this end, we don’t offer live streaming on the app and prevent unmoderated content from going viral. Any content that could potentially reach a large audience is carefully reviewed to ensure it’s appropriate and to prevent the spread of misinformation.
LBB> In your opinion, what responsibilities do social media platforms have when it comes to protecting their users?
Abdulla> As a social connectivity platform, we have absolute responsibility to ensure the safety and wellbeing of our users. Our ultimate goal is to provide a safe, positive and healthy environment for everyone, with a particular focus on younger users. That’s why we’re proud to be the first tech company to endorse the Kids Online Safety Act.
Snapchat is restricted to users over the age of 13, and we require age verification before users can join. We also prevent users from altering their birthdate to bypass age restrictions. Our firm safeguards and tight security settings ensure that teens cannot be found or contacted by others. We also support parents in navigating how their kids connect online through tools like Family Center, which allows them to monitor their teens’ interactions and access settings and reporting options.
We prioritise user safety in every aspect of product development. All new features undergo thorough reviews to ensure they meet our high safety standards, even if this process slows down their release. Our commitment to user safety remains our top priority.
