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RIYADH: The Saudi community’s deep sense of family and closeness has influenced how people connect online, shaping a culture rooted in authenticity and trust, according to a social media executive.

Speaking to Arab News on the sidelines of the Athar Festival, with which Arab News is a media partner, Samer Lahoud, head of creative strategy for MENA at Snapchat, said that users are increasingly drawn to genuine content that builds real social bonds.

“What we notice is that what people engage with, they are engaging a lot with the authentic content. And this is where you feel that authenticity creates real social bonds, because it creates trust,” Lahoud said.

“The moment you start creating content which is not authentic, that is fake … or that is not interesting for people, the less they interact with it. So, the idea of social connection when it comes to authenticity and how to make it stronger is the power of it is that it all comes together with the power of trust.”

Lahoud added that this pattern is particularly visible in ������Ƶ, where social media has become an extension of real-life relationships.

“When it came to Saudi society and how they really wanted that, they really wanted to build and enrich their connection with the closest circle that they had.”

He added that Saudi culture’s emphasis on close-knit relationships has made the platform a natural fit for users who value real connection.

“By nature, Saudi society loves that closeness to their friend, to their family, to their extended society.

“So, let’s say that in Saudi we’re a perfect fit to the audience who really wanted that kind of intimacy and without the pressure of likes, without the pressure of followers.”

Lahoud said ������Ƶ’s creative community reflects a strong sense of cultural pride.

“The good thing about Saudi is that we found that Saudis are very proud of local culture. They’re not here to imitate the global trend. They’re not here to bring things to the society that are not genuinely relevant to Saudi.”

“They’re telling their story, the interpretation of their culture or the Saudi culture by this generation in a very authentic manner.”

He added: “It goes back to the power of the Saudi creators who are really using that tool and social media and stories in a great way … I’m actually amazed every day when I see their creativity and how they’re using this medium.”

He also spoke about how emerging technologies, such as AI and augmented reality, are enhancing creativity and accessibility for users and developers.

“AI is integrated in the app (Snapchat). But the beauty about it is that people don’t really think, ‘I’m using AI.’ It is within their experience,” Lahoud said

He added that the company plans to launch AI-powered Spectacles in 2026, wearable AR glasses designed to combine augmented reality, spatial computing and AI capabilities.

“We also integrated AI in our AR Lens Studio to enable developers to be faster at what they’re developing, having better access to the platform.”