Snapchat中东斋月营销指南：如何打动8亿月活用户？
核心观点：Snapchat凭借独特的熟人社交属性和AR技术，已成为中东市场不可或缺的营销平台，斋月期间用户活跃度提升30%。
Key Insight: With unique close-friend social features and AR technology, Snapchat has become an indispensable marketing platform in the Middle East, with 30% higher user engagement during Ramadan.
一、为什么Snapchat是"中东微信"？
1. Why Snapchat is the "WeChat of Middle East"?
数据显示，Snapchat在沙特13-34岁年轻人中渗透率达90%，日活用户中66%不每天使用Facebook。其核心优势在于：
Data shows Snapchat has 90% penetration among Saudi youth aged 13-34, with 66% of DAU not using Facebook daily. Key advantages include:
- 熟人社交网络：必须双向确认才能建立联系
- Close-friend network: Requires mutual confirmation for connections
- 无社交压力：Stories功能取消公开点赞
- No social pressure: Stories feature removes public likes
- AR日常化：85%中东用户每天使用AR互动
- AR as daily routine: 85% Middle East users interact with AR daily
二、斋月营销三大黄金策略
2. Three Golden Strategies for Ramadan Marketing
1. AR沉浸式体验
1. Immersive AR Experience
北汽BJ60通过定制AR滤镜获得2300万曝光，用户可360°查看车辆细节并自定义配色。
BAIC's BJ60 gained 23M impressions through custom AR lenses, allowing 360° vehicle viewing and color customization.
2. 情感化内容营销
2. Emotional Content Marketing
斋月期间，家庭主题内容互动率提升40%，建议采用UGC视角讲述品牌故事。
Family-themed content sees 40% higher engagement during Ramadan. UGC-style brand storytelling is recommended.
3. 精准促销时机
3. Strategic Promotion Timing
24%的Z世代因折扣在斋月购物，建议2月下旬启动预热，配合开斋节消费高峰。
24% of Gen Z shops for discounts during Ramadan. Preheating in late February is advised to align with Eid spending peak.
三、品牌成长三阶段投放指南
3. Three-Phase Advertising Guide for Brand Growth
| 阶段/Phase | 核心目标/Key Objective | 推荐广告形式/Recommended Ad Format |
|---|---|---|
| 建立期/Establishment | 品牌认知/Brand Awareness | Story Ads + AR滤镜/Story Ads + AR Lenses |
| 成长期/Growth | 首次转化/First Conversion | DPA动态广告+品牌主页/DPA Ads + Public Profile |
| 成就期/Maturity | 用户复购/Repurchase | 再营销+相似受众扩展/Retargeting + Lookalike |
专家建议：斋月AR Mall去年创造90万次交易，品牌应提前6周准备AR素材。
Expert Tip: Ramadan AR Mall drove 900K transactions last year. Brands should prepare AR assets 6 weeks in advance.
