Snapchat goes vocal for local, ignites Gen Z frenzy

Core Insights - Snapchat's popularity in India has significantly increased due to its efforts to customize the app and engage with Gen Z, leading to a doubling of time spent on the platform over the past two years [2][4] - The number of official Snap Stars in India has risen by 1.5 times, indicating a growing demand for authentic creator-led content [3] - Snapchat's financial performance in India shows a 28.5% increase in operating revenue to ₹101.3 crore in FY24, with net profit growing 25.9% to ₹9.7 crore [5] User Engagement - The average time spent on Snapchat in India is estimated to be between 15-30 minutes per day per user, with a user base of 250 million active users [2] - Snapchat's strategy includes increasing local content creation, with young creators emerging from various Indian cities [6] - The platform has seen a fourfold increase in content shared on Spotlight, its entertainment feed [3] Market Strategy - Localization is a key strategy for Snapchat, focusing on engaging young creators and increasing movie and TV content partnerships [6][7] - Snapchat has partnered with major brands for advertising, utilizing augmented reality (AR) features to enhance user engagement [8] - The platform is seen as a good space for creators due to its emphasis on authenticity and engagement rather than high production values [9] Demographics and Audience - Snapchat's primary audience in India is between 13 and 34 years old, making it suitable for industries like fashion, beauty, and entertainment [12][13] - The app has limited traction among users over 40, which may restrict its brand impact [14] - While Snapchat is effective for brand awareness, it is not seen as a strong platform for performance marketing or direct conversions [15][16] Challenges - A significant challenge for Snapchat is the lack of creator discoverability, with many creators using the platform as a secondary option rather than a primary one [17] - Brands are hesitant to allocate large marketing budgets to Snapchat due to its focus on a younger audience, many of whom lack purchasing power [16]