Snapchat's creators matter more to brands in the Gulf than almost anywhere, because Snapchat itself does. In 2026 Snap made several changes that affect how agencies book and brief them: new rules on labelling paid content, a firm line on AI-made videos, and a marketplace for creator deals due later in the year.
How creators earn
Snap's Monetization Program, which since February 2025 has combined earnings from ads in Stories and from Spotlight, pays creators who meet its criteria. Snap's help centre lists 50,000 followers and 15,000 hours of view time in 28 days, at least 3,000 of them from Spotlight. Since 7 May 2026 creators also need at least 100 hours of Spotlight view time in 28 days to earn the maximum rewards. Payouts are available to creators in Saudi Arabia, the UAE, Kuwait, Qatar, Bahrain, Oman and Egypt.
Snap is also testing Creator Subscriptions, where fans pay a creator directly, starting with US creators on iPhone in February 2026, with Canada, the UK and France next. There is no Gulf timing.
The paid partnership label is now compulsory
Snap's Commercial Content Policy, in force since 2 July 2026, requires creators to use Snap's paid partnership label on paid or gifted content, and when promoting their own business. It also requires a retouched disclaimer where it applies, and age and location targeting for content about gambling, alcohol, and complex financial products or crypto. Saudi Arabia and the UAE are named in its restrictions on dating services.
Snap's label sits on top of local law, not instead of it. In the UAE, a creator publishing advertising needs the advertiser permit; for content aimed at Saudi Arabia, check the creator's Mawthooq licence.
Spotlight and AI
From 31 July 2026, videos made wholly by AI are no longer eligible for recommendation on Spotlight, Snap's feed of public videos. Content edited with Snap's own AI tools stays eligible and carries labels. Snap says unique Spotlight contributors grew more than 120 percent year on year. For brand content on Spotlight, it means real footage, with AI for editing rather than creation.
Brand deals
- Snap says more than 300,000 creators are eligible for brand collaborations, and that creator ads played 25 percent longer and drew 16 percent more active attention.
- Snap Creator Network, a marketplace for creator deals, launches later in 2026.
- A Creator Agency Partner Program, also later in 2026, starts with nine US pilot agencies.
Programmes in the Gulf
- Saudi Arabia: in May 2026 Snap opened the Snap Maher Academy, a four-week certified course whose first cohort of 50 marketers came from organisations including Riyadh Air, stc, Zain, Jahez and the Ministry of Culture. In September it signed an agreement with the Ministry of Communications and Information Technology to train more than 20,000 Saudis by 2030.
- UAE: at the 1 Billion Followers Summit in January 2026, Snap launched the Snapchat Accelerator Program for emerging creators in the Middle East and North Africa.
- Snap's creator hub in Riyadh, Majlis Snap, has been open since November 2024.
What to change in creator contracts
- Require Snap's paid partnership label on every paid or gifted post, alongside the local permit or licence.
- Ask for Spotlight view-time figures when judging reach, since that is now what Snap rewards.
- Specify that content is filmed, not generated, if it is meant for Spotlight.
- Add age and location targeting requirements for regulated categories.
The influencer rate calculator on this site gives a starting point for pricing a creator deal on any platform.
