Snapchat Focuses on Engagement & Authenticity to Drive Growth in India
Snapchat is intensifying its focus on user engagement adn authentic connection as it expands its presence in the Indian market, viewing the country as a key growth engine. The company’s recent “Say It In A Snap” campaign exemplifies this strategy, prioritizing meaningful interaction over conventional reach-based metrics.
According to a company representative, Snapchat has deliberately moved away from conventional advertising models, opting instead 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 in India’s digital landscape, moving away from broadcast marketing towards personalized engagement. Snapchat is positioning itself as a platform where brands can participate in conversations with consumers, rather than simply interrupting them. the company emphasizes that Gen Z specifically desires personalized experiences and rejects a one-way dialog style. Snapchat’s sales teams are being coached to guide advertisers towards building these genuine connections.
To support this strategy, Snapchat is leveraging platform features like sponsored Snaps, video ads, and augmented reality (AR) lenses. The company claims these immersive formats generate significantly higher active attention compared to standard social media feeds,combating issues of scrolling fatigue and diluted brand recall. early advertiser partners in sectors like beauty, fashion, gaming, lifestyle, and food & beverage have reportedly seen positive results.
Snapchat highlights AR as 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 enough overlooked, metric in modern marketing, noting a reported 34% decrease in attention paid to ads on passive social feeds by Gen Z.Snapchat aims to address this “attention deficit” by offering a platform built for participation.
India is considered a significant growth 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 making significant investments to not only grow its user base but also to establish long-term relevance, trust, and partnerships within the country.
Ultimately, Snapchat’s strategy hinges on the belief that the future of digital communication in India will be visual, interactive, and community-driven, requiring brands to adapt and engage with Gen Z on their terms - “one Snap at a time.”
