Snapchat is betting big on India's regional creators: Here's why
What's the story
Snapchat, the US-based multimedia messaging app, is setting its sights on India's burgeoning creator economy.
The platform aims to tap into the potential of smaller cities and towns by providing various monetization opportunities.
With over 200 million monthly active users in India alone, Snapchat is becoming a popular platform for regional creators to monetize their daily content and share relatable experiences.
Strategic growth
Investment and expansion in India
Snapchat has been actively investing in India, including expanding its team and talent pool.
The company's recent efforts to onboard advertisers and creators underscore India as a "go-to market" for the platform.
Saurabh Jha Saket, Director of Content and Partnerships at Snapchat, told Mint that creators from smaller cities such as Hisar, Jalandhar, and Jaipur are gaining popularity by sharing daily vlogs in regional languages.
Regional impact
The importance of regional content for Snapchat's growth
Saket emphasized the importance of regional language content in driving growth, referring to it as "real India content."
This strategy aligns with those of other social media giants like YouTube and Instagram.
As per Statista, YouTube had over 476 million active users in July 2024 while Instagram boasted over 385 million users in January 2024.
This follows a May report by FICCI-EY, which projects India's creator economy to grow from ₹19 billion in 2023 to ₹34 billion by 2026.
Monetization methods
Monetization strategies for creators
Snapchat offers creators several ways to monetize their content including Story Revenue Share, where ads are placed on public stories, and paid brand partnerships.
Creators can also create original shows and earn through Spotlight Rewards, where exceptional content is rewarded with Snap's virtual currency, "crystals," which can be converted into dollars.
Saket clarified that the platform's monetization structure isn't driven by follower count but by authentic engagement.
Feature growth
Spotlight feature sees significant growth in India
Snapchat has witnessed a threefold increase in the time spent by users on its Spotlight feature.
More than 120 million Indian users are regularly consuming content across Stories and Spotlight.
This growth represents a significant opportunity for both creators and advertisers.
Saket noted that many people are attracted to the platform for its potential in camera, lenses, and chatting but there's also huge demand and growth for public content.