Snapchat Kicks-Off India Story

On Wednesday Snapchat launched the Discover feature and inked partnerships with 10 content creators for the newly introduced Snap Originals

e4m by exchange4media Staff
Updated: Nov 29, 2018 8:18 AM

Snapchat’s latest launches make India a priority for the messaging app. This comes more than a year after the disparaging remark by Snapchat CEO Evan Spiegel calling India “too poor” to consider seriously for expansion. 

On Wednesday Snapchat launched the Discover feature and inked partnerships with 10 content creators for the newly introduced Snap Originals. Mobile video content consumption is driving digital content consumption in India. As much as 88 per cent of all video content is consumed on the mobile phone, according to a KPMG Media Ecosystems Report. The report also found that online video consumption grew 21 per cent y-o-y in 2017 - in terms of average time spent per week across all age groups and socio-economic classes. 

Discover is the primary cornerstone in driving Snapchat's advertising revenue. Discover allows users to unearth content from verified media houses, content creators, and entertainment houses. Without the Discover feature, users on Snapchat were restricted to watching content shared by their friends alone. 

Discover was launched first in 2015 and is now being introduced in other key markets like UK, France, Germany, Norway and the Middle East. During the Q3 analysts call CEO Spiegel noted that Discover reached a monthly active audience of over 10 million viewers globally. Rami Saad, Head Content Partnerships, said that Snapchat has found immense success with short-form content (3-7 minutes long). Snap Originals can be watched for free on the app. 

Brut. India, HuffPost India, The Logical Indian, The Quint, VICE India, Pocket Aces (FilterCopy and Gobble), TVF (The Timeliners, Girliyapa, and The Viral Fever), and QYOU (The Q India), Saavn’s OnRecord, and MissMalini Entertainment have all entered into partnerships on an advertising revenue-sharing basis. Not all the content shared on Snap Originals will be exclusive to the platform, Saad said. He said that in the future Snap Originals could also be of an exclusive nature. Saad further added that Snap Originals will continue to stay true to the vertical stories format of the platform unlike all the other social media and video sharing sites. 

Saad added that over the next 2-6 weeks Snapchat will begin to start working with Influencers across a varied range of content categories. Shah Rukh Khan made his Snapchat debut on his birthday on November 2, marking the beginning of Snapchat’s Influencer Marketing journey in India.  

Prior to the latest launches, Snapchat entered into a partnership with Tyroo to operate as the monetisation partner of social media giant in India. The strategic partnership with Tyroo was aimed at bringing more advertisers to the Snapchat platform in India.  

Snapchat also recruited Raheel Khursheed as Country Expert in October this year. Khursheed is tasked with leading the market entry of the platform into the Indian landscape.

In India the platform is primarily used by the 18-24 demographic, 55 per cent of whom are women. The company does not share country specific user data. As per unverified resources, in 2017 Snapchat had 4 million users in India. In comparison, Facebook as 294 monthly active users, YouTube has 245 million MAUs, and Twitter has 40 MAUs in India. Snapchat globally has 186 million Daily Active Users. 

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