Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Can Snapchat be the next Facebook of India?

09-June-2016
Font Size   16
Can Snapchat be the next Facebook of India?

Snapchat is rapidly catching up with platforms like Facebook, Instagram and Pinterest as one of the most popular social platforms for sharing of videos and images.

According to the recent Mary Meeker Internet Trends Report 2016, Snapchat is just second to Facebook in terms of time spent on it monthly. It already sees 150 million daily users. To put this in context, this is much more than what Twitter sees.


In a report released yesterday, eMarketer called 2016 a “banner year” for Snapchat, saying, “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 per cent in 2016, says eMarketer.

The reasons fuelling the growth are manifold but the main one is an increasing tendency by users to gravitate towards more visual mediums. It is a common opinion among digital experts and analysts that this is one reason why Twitter struggles to get more users.

 


Snapchat has also been very effective of attracting the fancy of the younger audiences.
For example, says Sanjay Mehta, Co-CEO of Mirum India, “Snapchat is really popular with users under the age of 21. It is, in fact, more popular than Facebook and Whatsapp in this demographic.”

But it is not just images which are getting shared on Snapchat. Over the last 3 years, since it released video sharing, it is fast becoming one of the most popular platforms even for video sharing.

 

 


As the above slide suggests, Snapchat is even outpacing Facebook when it comes to video sharing and views.

And unlike Facebook, which has taken a very cautious approach with Instagram when it comes to advertising, Snapchat has been releasing a slew of products to attract brands, including native ads, native video ads, branded lenses, etc.

 

 

Revamped version

Just yesterday Snapchat announced a major new redesign to its app, which is intended to boost publisher content and thus help improve advertising on the platform. With the new redesign, Snapchat has changed the way stories are seen on two of its sections, namely, Live Stories (user content) and Discover (publisher content). Publishers are now able to promote stories with a headline and image, while their content will also be pushed to Live Stories. Also, users will be able to subscribe to publishers they like through a ‘Subscribe’ button.   

As of 2014, Snapchat had about 9 per cent marketshare in India when it came to messaging apps, a decent share for something that was launched in just 2011.

Digital experts give their say

Currently, it is not clear how many Snapchat users are in India but digital experts we spoke with agreed that it is a number that is increasing rapidly, with one hazarding that it could be close to 4 million.

“Snapchat is doing quite well from the point of view of market interest. It has a small but vibrant community. 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,” opined Gautamm Mehra, VP (Account Planning & Innovation) at iProspect India.

The recent controversy with Tanmay Bhatt has further increased interest in the platform.

Rajiv Dingra, Founder & CEO, WATConsult told us, “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 favourable for Snapchat which is globally one of the fastest growing social platforms. The app is popular among the age group of 15-25 years mainly in India.”

What’s in it for the advertiser?

But the larger question is whether it makes sense for the advertiser? Even globally, though advertising revenues have increased, it is still considered an expensive proposition. This is especially true in case of videos due to the platform’s vertical-only view criteria. Thus something created for Snapchat cannot easily be put to other uses.

Also, as we pointed out in an earlier article, targeting on Snapchat is still considered an issue, not to add, the very narrow age demographic of the platform.

http://www.exchange4media.com/digital/can-2016-be-the-year-of-snapchat_63232.html

“There needs to be a convincing validation to advertise on Snapchat, which is currently not the case. If the brand is in a category that appeals to this particular demographic then it makes sense,” said Mehra.

However, this is not to say that there is no interest. Digital marketers tell us that brands are looking at what can be done on the platform, though they are also concerned about the afore-mentioned points.

“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,” informed Mehra.

Tags Snapchat Instagram WATConsult Gautamm Mehra iProspect India Mirum India digital advertising Abhinn Shreshtha

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity