Always Connected: Why Consistency Is the Winning Formula on Snapchat

In a fragmented media landscape, where attention spans are short and consumer journeys are anything but linear, one truth remains clear: the brands that win are the ones that stay present.

As marketers across the region work to navigate increased complexity, be it from media fragmentation to shifting audience behaviors, a clear pattern is emerging.

Campaign bursts and short-lived promotions are no longer enough to drive real impact. Instead, consistent presence has become the most powerful lever in building familiarity, relevance and long-term business growth.

At Snap, we see this daily through the behavior of our highly engaged community across the GCC; through the performance data of the brands that meet them there consistently. That’s the premise behind our approach: ‘Always Connected’. The term stems from a simple yet powerful insight.

Snapchatters in the region are deeply connected - to one another, to culture and to the platform itself.

In Saudi Arabia, for instance, users open Snapchat over 50 times per day, with UAE users checking the platform over 45 times daily. This frequency isn’t limited to passive browsing; it spans across content, camera and chat, presenting the opportunity for multiple high-impact entry points for brands throughout the day. Most importantly, brands that mirror this user behavior with consistent activity see stronger performance in return.

For example, advertisers running continuous awareness campaigns have achieved up to 19% lower CPMs, making their reach more efficient over time.

Always-on strategies have also proven highly effective for app installs, delivering an 82% improvement in install rates compared to intermittent activity. When it comes to driving purchases, brands maintaining a consistent presence have seen up to 48% higher return on ad spend (ROAS); highlighting the full-funnel impact of sustained visibility.

And the gains aren’t just in the off-season.

During peak moments such as shopping festivals, or end-of-month salary spikes, brands that maintained an always-on presence saw performance lift even further, with ROAS reaching up to 100% higher during shopping season alone.These spikes don’t stand alone, they build on the equity and familiarity established through ongoing brand activity, showing how consistency pays off in both the long term and high-intensity moments.

"With increased noise, tighter budgets and evolving consumer expectations,

consistency is no longer optional, it’s foundational."

Consistency also unlocks better reach. Many high-value audiences across the GCC, particularly in markets like Saudi Arabia and the UAE, are on Snapchat, which offers unique reach by connecting brands with users that are not accessible on other platforms on a daily basis. This gives brands on Snap a unique opportunity to connect with engaged local audiences in a context where they’re already active, expressive and receptive.

A standout example of this strategy in action is The Chefz in Saudi Arabia. By maintaining an always-on approach across Snapchat’s full-funnel media suite, the brand reached over 11.5 million unique Snapchatters in 2024 and achieved a 454% ROAS, while maintaining a 65% lower CPA than the category benchmark - these results underscore the tangible impact that consistent presence can have when executed strategically.

Beyond performance metrics, ‘Always Connected’ reflects a broader mindset shift that we’re seeing from marketers across industries. Brands are moving away from treating each campaign as a standalone effort and leaning into strategies that prioritize relevance, platform-native formats and full-funnel continuity. This includes rethinking the role of creative, ensuring ongoing presence through formats like AR and aligning messaging with cultural and seasonal moments throughout the year, not just the biggest ones.

It also comes at a time when marketing teams are under greater pressure to prove impact and ensure their strategies deliver lasting value. With increased noise, tighter budgets and evolving consumer expectations, consistency is no longer optional, it’s foundational. It helps build trust, drive incremental results and ensure brands stay top-of-mind when it matters most.

Ultimately, ‘Always Connected’ is more than a media strategy. It’s a mindset shift; one that aligns with how people engage today and how brands can best build meaningful, sustained impact.

So if the question is how to win in a distracted world, the answer is simple: don’t show up occasionally. Stay ‘Always connected’.