Snapchat Has Gen Z’s Attention In India; It’s Time To Monetise Now?

Snapchat has captured the attention of Generation Z users in India, and the social media platform is now looking to capitalize on this trend by monetizing its advertising offerings. According to new research by GWI and Snapchat, Gen Z consumers' purchase journeys have evolved from simply discovering products to seeking social validation and sharing products with friends or family before making a purchase.

This shift presents an opportunity for Snapchat to deepen its advertising business in India and attract more advertisers beyond the typical Gen Z-focused brands.

Snapchat's value proposition lies in its communication-centric platform, which encourages users to chat with friends about purchases, further validating the brand for potential advertisers. In fact, 75% of Snapchat's daily Gen Z users mention discussing purchases with friends while items are in their cart. Furthermore, 67% of Gen Z users find Snapchat helpful in making confident festive purchase decisions.

While Snapchat's advertiser base has grown 10X in the past two years and 3X in consistent spending, the challenge remains to convert this attention into larger advertising budgets. Marketers are becoming increasingly demanding of measurable results, expecting Snapchat to prove it delivers better consideration, conversion, and return on ad spend compared to other platforms.

To achieve this, Snapchat is focusing on performance advertising and leveraging its AI capabilities to improve advertising efficiency and create more engaging creative content.

With over 250 million users in India, Snapchat has a significant user base, but monetization will require a strategic approach that aligns the platform's strengths with advertisers' demands for measurable performance. By expanding its advertising suite, localizing content for various Indian festivals, and harnessing AI-powered tools, Snapchat aims to convert its strong Gen Z positioning into a more substantial advertising business in the country.