Snapchat Focuses on โEngagement & Authenticityโ to Drive Growth in India
Snapchat is intensifying โits focus on user โคengagement adn authentic connectionโฃ as itโ expands its presence in the Indianโฃ market,โ viewing the country as a key growth engine. The company’s recent “Say It In A Snap” campaign exemplifiesโ this strategy, prioritizingโ meaningful interaction over conventional โreach-based metrics.
According to a company representative, Snapchat has deliberately moved away from conventional advertising models,โ opting โคinstead to collaborate with real Snapchat users – not professional models – to create content. The core philosophy centers on fostering genuine relationships with users, advertisers, and creators.
This approach reflects a broader shift โinโฃ India’s digital landscape, โmoving โaway from broadcast marketing towards personalized engagement. Snapchat is positioning itself as a platform where brands can participate in conversations with consumers, ratherโค than simply interrupting them.โ the company emphasizes that Gen Z specifically desires personalized experiencesโฃ andโ rejects โa one-way dialog โstyle.โค Snapchat’s sales teams are being coached to guide advertisers โtowards building these genuineโฃ connections.
To โคsupport this strategy, Snapchat is leveraging platform features like sponsored Snaps, video ads, and augmented reality (AR) lenses.โ The company claims these immersive formats generate significantly higher activeโข attention compared to standard social media feeds,combating issues of scrolling fatigueโฃ andโค diluted brand recall.โฃ early advertiser partners โคin sectors โคlike beauty,โข fashion, gaming,โฃ lifestyle, and food & beverage have reportedlyโฃ seen positive results. โค
Snapchat highlights AR asโค a key differentiator, allowing users to actively create content with brands, rather than passively consuming it. The company believes “attention” is a critical, yet frequently โenough overlooked, metric in modern marketing, noting a reported 34% decrease in attentionโข paid to ads on passive โฃsocial feeds โby Gen Z.Snapchat aims toโข address this “attention deficit” by offering a platform built for participation.
India is considered a significant growthโ market for Snap, particularly given the rising purchasing power and influence of its Gen Z population, projected to contribute $2 trillion to global spending by 2035.the company is makingโ significant investments to not only growโฃ its user base but also โto establish long-term relevance, trust, and โคpartnerships โคwithin the country.
Ultimately, Snapchat’s strategy hinges onโค the belief that the future of digital communication inโ India will be visual, โขinteractive, andโ community-driven, requiring brands toโค adapt and engage with Gen Z on their terms โ-โค “one Snap at a time.”