Snapchat, the multimedia messaging service, has achieved a significant milestone of surpassing 200 million monthly active users in India, which is one of its key global growth markets. To support this growth, Snapchat has been investing in India by offering a localized platform experience, launching local content initiatives and partnerships, and placing a strong emphasis on regional creators through its Spotlight and Stories features.
Spotlight, Snapchat’s user-generated content vertical, has experienced remarkable growth among Indian users. People in India are actively engaging with content across Snapchat’s stories and Spotlight, with the latter seeing a more than threefold increase in time spent.
This high level of engagement has empowered a new generation of creators to build their audiences on Snapchat and monetize their content creation passion.
In addition to user growth, Snapchat has introduced “My AI,” an experimental AI-powered chatbot tailored for the Snapchat platform. My AI can provide personalized recommendations for birthday gifts, assist in trip planning, and even suggest dinner recipes.
Users have the ability to customize the chatbot by giving it a unique name and selecting wallpaper for their chats. As the Snapchat community continues to expand in India, the company is actively expanding its team and enhancing its operations to better serve Indian Snapchatters.
Snapchat acknowledges that Indian users and brands have effectively embraced the use of augmented reality (AR) filters. The platform’s commitment to democratizing the use and creation of AR has resonated with Indian Snapchatters, who frequently use Snapchat’s AR lenses to celebrate cultural moments.
In India, Snapchatters engage with AR lenses over 50 billion times each month, and during festive periods, over 85% of Snapchatters utilize lenses to express themselves visually. This popularity of AR technology has provided Indian users with new shopping experiences, while brands have successfully leveraged AR to deliver creative storytelling.
Moving forward, Snapchat aims to continue providing the best experience for Indian Snapchatters by offering hyper-local content, promoting home-grown creators, celebrating relevant cultural moments, and delivering immersive AR experiences that bring delight and utility to the community.
Ajit Mohan, President, APAC, Snap Inc, says, “I am thrilled to have joined Snap at a time where the momentum among our Indian community has never been stronger. We see incredible potential for partners, creators, and brands to build communities and businesses on Snapchat, and we couldn’t be more excited about our future. Young India has particularly valued the healthy and private environment that has been at the heart of our experiences and this will continue to be our focus going forward.”