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Snapchat In India Going To Be The Most Used Social Platform?

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As per the recent Internet Trends Reports 2016 by Mary Meeker, Snapchat has become just second to Facebook in terms of time spent on it per month. Snapchat is getting close to platforms like Instagram, Facebook, and Pinterest as one of the most famous social media platforms for sharing images and videos.

Snapchat sees 150 million users daily!

These figures are much more than what Twitter sees.

According to a report released by eMarketer, 2016 was labelled as a ‘banner year’ for Snapchat.eMarketer, 2016 report- snapchat banner

“It will grow its user base by double digits, pulling ahead of Twitter and Pinterest in the US for the first time. The report further said that this gap will only widen through 2020. The app is expected to grow at 27.2 percent in 2016.”

Why there is an increase in Snapchat user-base?

There are many reasons triggering the growth of Snapchat in India as well as across various countries. One of the major reasons is an increasing tendency by users to incline towards more visual mediums. This is one of the common opinions among digital marketers and analysts that Twitter is still struggling to get more users.

Also, Snapchat has been effective in attracting the fancy of the younger people.

“Snapchat is really popular with users under the age of 21. It is, in fact, more popular than Facebook and Whatsapp in this demographic.” Sanjay Mehta, Co-CEO of Mirum India.

Snapchat is not just getting popular for sharing images but videos as well. In the last 3 years, ever since it has released video sharing, it is fast becoming one of the most popular platforms for sharing video content.

According to recent data, Snapchat is outdoing Facebook when we talk about video views and sharing. This might be because Facebook has a very cautious approach with Instagram with respect to advertising. Whereas Snapchat has been releasing a range of products so as to attract brands including branded lenses, native video ads, native ads etc.user-shared video views on Snapchat & Facebook

New Redesign Of Snapchat

Recently, Snapchat announced a huge new redesign to its app in order to boost publisher content and thereby, helping to improve advertising on the platform. This new redesign will show stories in a different way, i.e in two sections, one being Discover (for publisher content) and one being Live stories (user content). Publishers will now be promoting stories with an image and a headline while their content will also be seen in the Live Stories. Through a ‘Subscribe’ button, users will be able to subscribe them.

Snapchat had nearly 9 percent of the market share in India when we talk about messaging apps by the end of 2014. This is a decent share for an app launched in 2011.

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Views of Digital Experts on Snapchat in India

As of now, the number of users of Snapchat in India is not clear but if we go by what digital experts say then the number is increasing at a horse’s speed with it being close to 4 million.

“Snapchat is doing quite well from the point of view of market interest. It has a small but vibrant community.”Gautamm Mehra, VP, iProspect India.

He also added “For the past two years, we have been seeing this trend of users preferring a visual medium and the way Snapchat is designed, it becomes attractive to users. A visual element takes away a lot of pressure off the user”. 

Here is what another digital marketing expert, Rajiv Dingra, Founder & CEO, WATConsult had to say

“The app is popular among the age group of 15-25 years mainly in India.”

“The entire controversy gave Snapchat primetime TV coverage which is obviously very valuable. Facebook had its run-ins with hate speech and religious content in the past but the platform has only grown. This is very favorable for Snapchat which is globally one of the fastest growing social platforms.

How will advertisers benefit?

That said, how Snapchat in India is going to take advertisement to the next level? Globally too, the advertising revenues have increased, it is still considered one of the expensive propositions. This is majorly true for videos. The reason being vertical-only view criteria of the platform. Thus, these features of Snapchat cannot be put to other uses.

Since the age demographic of the platform is quite narrow, targeting on Snapchat still remains an issue.

Mehra said “There are two things about Snapchat. On the one hand, the targeting is still far from convincing because of the way the system is designed. It is like what Instagram was about a year and a half ago. But it has a small and vibrant community. Also, because it is still invite-only, it is very private, as opposed to other platforms. Some categories, like fashion, are using Snapchat extensively.”

Summing up all

At first glance, you as an advertiser might feel that there’s a lot about Snapchat to be liked but it has still to reach the critical mass needed to push for advertiser attention. This is more needed in countries like India where digital evolution is still at the maturing stage.Untitled-2

You can learn about how World Wide Fund leveraged Snapchat to create social awareness to get a practical knowledge.

With the lack of proper targeting and absence of data that tells us how ads are actually performing, will Snapchat be able to compete with social platforms like Twitter, Facebook, and LinkedIn?

No matter what, Snapchat is gathering huge popularity with respect in India. With a lot of potential for Snapchat in India, the brands are looking forward to targeting the audience in the age group of 13-25. However, this being a narrow range, if Snapchat is able to resolve the targeting and data problems, it could be a worthwhile platform for campaigns having its main content in image and video format.

With the growing trends, can 2016 be the year of Snapchat? Learn Social Media and keep yourself updated with the latest trends! 

Image credits: Exchange4media & AdWeek.

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.
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  • There are 14 comments


    • 1 year ago

      Neha Dixit   /   Reply

      People in India talk about Snapchat being used as a marketing tool, how can I use it for my online apparel system? I run a page on Instagram for selling clothes and jewellery. Kindly, suggest…

      • 1 year ago

        Sakshi Behl   /   Reply

        Right, Neha, Snapchat in India is gaining popularity at a quick pace. For marketing your clothes and jewellery, you can use Snapchat to give your followers a preview of what your product looks like and what all you are offering.
        Also, you can make a Snap Ad which is a 10-second, full screen vertical video ad which offers an in-depth content. You can verbalize your message via video that you are trying to convey.
        Remember to take it easy. Snapchat is all about being casual and relatable.

        Btw before you start off with these techniques, you should define your target audience. Most of the Snapchatters are people between aged 16-28 years. Therefore, choose and portray your products accordingly.

        I hope these tips will give you an idea on starting to use Snapchat for marketing. Feel free to ask your queries 🙂

    • 1 year ago

      Sumit Kapur   /   Reply

      Great article. According to you, what are the key advantages of Snapchat over Facebook?

    • 1 year ago

      Yash Bhandari   /   Reply

      Is Snapchat really a better social media platform than Twitter?

      • 1 year ago

        Sahil Arora   /   Reply

        Hi Sumit & Yash :

        I would not say Snapchat is better than twitter or facebook. It’s upto you which channel you are using for marketing & how? Since you can promote your business in a different way on all the channels i.e snapchat, facebook, twitter. Through facebook you can promote your business or service by creating facebook page, engaging on facebook groups, using your industry oriented hashtags on twitter, by posting your brand video to engage on snapchat. You should be active on all the social media channels which would help you to drive social media traffic to your website. Later on you can do A/B Testing about different channels where you can devote more your time.

    • 1 year ago

      Aman Jain   /   Reply

      How would you use Snapchat to promote your online business?

      • 1 year ago

        Sahil Arora   /   Reply

        Hi Aman,

        Here are some ways you can use Snapchat to surprise and delight your audience and grow awareness for your brand:

        1) Provide Access to Live Events – You can use it for product launches, or one-of-a-kind events like the 1,000th customer to shop in your store.
        2) You can also use Snapchat to provide special content or offers to your audience that they might not receive on other digital platforms. Think of something unique to surprise your community of followers.
        3) Partner With Influencers

        These are some of the ways you can use Snapchat to promote your online business. Hope this helps!!

    • 1 year ago

      Dinesh   /   Reply

      Are 150 Mn snapchat users in India or worldwide? What are the exact India numbers..

    • 1 year ago

      Rahul Raj   /   Reply

      How should a Singapore-based company use Snapchat for marketing?

      • 1 year ago

        Sahil Arora   /   Reply

        Hi Rahul,
        Here are just a few ideas on how your company can use Snapchat for marketing:

        1) Promote live events
        2) Showcase new products and service
        3) Host contests
        4) Engage the audience
        5) Communicate and connect with the audience
        6) Offer special deals/coupons (on Snapchat only!)
        7) Build up new or existing following (Snapcodes are an excellent tool for this)
        8) Share a story (the story of your brand, of a customer, of someone in your niche market, etc.)
        9) Promote your existing social media profiles or blog/website

    • 1 year ago

      Manpreet Singh   /   Reply

      Would you use Snapchat for digital marketing?

    • 12 months ago

      Nimesh Yadav   /   Reply

      Hi, great post! i’m just curious to know who are the top snapchat users in India? How are they using snapchat for marketing?

    • 12 months ago

      Danish   /   Reply

      Periscope is a live video streaming app by Twitter, and now we have Instagram stories, how is Snapchat going to be the number 1 app in India?

    • 11 months ago

      Samarth   /   Reply

      Great article. Instagram and hike are cloning Snapchat. Do you think snapchat in India is going to be dead?

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