Snapchat makes a quiet comeback in India

Snapchat clocked 102.4 million downloads on Google Play Store in India between January and August this 12 months, in line with internet analytics service supplier Similarweb. During the identical interval, Instagram fetched 230 million downloads on Android gadgets in India. A digital media company government notes that Snapchat had merely 7 million month-to-month lively customers or MAUs in India in June 2019. According to business estimates, the MAUs have grown 7 occasions since then.

Gen Z-ers and millennials now are again to utilizing Snap Inc’s flagship app for its better-quality augmented actuality (AR) filters to create movies, or as a result of they discover Instagram too “addictive” or “anxiety-inducing”. An business insider instructed Mint that many movie business celebs are again on Snapchat beneath aliases to work together with their mates as a result of Instagram is “too public”.

Companies like Nykaa, Spotify, Netflix and Myntra have elevated their advert spends on the platform, say influencer advertising and marketing businesses. “Snapchat advertising and marketing is a sensible funding for manufacturers. Though the platform is much less talked about in marketing campaign technique conferences, it holds a distinctive place in the market, due to its AR filters, video games, and personalised tales by the creators,” says Prince Khanna, co-founder of influencer advertising and marketing agency Eleve Media.

Snapchat remains to be one-third the scale of Instagram in India in phrases of day by day and month-to-month lively customers (DAUs and MAUs) on Android telephones, however information exhibits it has been rising steadily and performing higher than a number of the buzziest homegrown TikTok alternate options like MX TakaTak and Josh on each parameters.

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Between January and August 2021, Snapchat fetched a median of 24.7 million DAUs on Google Play Store as in opposition to MX TakaTak’s 5.9 million and Josh’s 2.5 million, as per Similarweb. It additionally registered an estimated 59 million MAUs in comparison with 24.8 million for MX TakaTak and 13 million for Josh, a short-video-sharing platform from the makers of DailyHunt information aggregator app, says information from Similarweb. MX TakaTak, nonetheless, instructed Mint that it has 150 million MAUs throughout gadgets.

Digital entrepreneurs argue it will not be solely correct to match Snapchat with TikTok clones as the previous is a user-generated content material platform whereas the remainder are led by influencers and content material creators. That stated, all these are finally short-video-sharing social media platforms vying for advertisers’ finite digital advertising and marketing finances.

“Snapchat has seen a 100% (year-on-year) development in day by day lively customers (DAUs) in every of the final 5 quarters, which is a good indication to take discover of the platform,” says Amyn Ghadiali, VP – enterprise and technique at digital company Gozoop. This has sparked advertiser curiosity particularly for its AR advertising and marketing campaigns focusing on a youthful viewers in the 13-24 age group.

“In 2019, 80% of our AR enterprise got here from Instagram and about 10% from Snapchat,” says Hardik Shah, COO at Superfan Studio, which specialises in AR experiences. “Today, it’s 60% from Snapchat and 40% from Instagram.”

It was not too long ago introduced that Snapchat Lenses—the AR filters that folks use to make movies and cross-post different platforms like Instagram—will likely be built-in into the cameras of JioPhone Next, a collaborative smartphone venture between Reliance Industries and Google. Moj, a short-video app by ShareChat with over 100 million installs, already has Snapchat Lenses built-in with its digital camera characteristic. Snapchat’s mum or dad firm Snap Inc. had rebranded itself as a digital camera firm forward of its IPO in 2017. The success of its AR capabilities is reported to have considerably contributed to its world comeback as the corporate recorded an all-time excessive income of $911 million in This autumn of 2020 after which surpassed it with $982 million in Q2 of 2021.

In spite of this, Snapchat isn’t but a “media vital” platform [in India], says Ghadiali of Gozoop. It has been rising but when less-savvy entrepreneurs nonetheless want Instagram’s attain.

Snapchat stays a favorite with customers and entrepreneurs for its options. Shah of Superfan Studio says he finds worth in the app’s Map characteristic that allows you to watch snaps from customers all over the world, with out revealing the person identification, a characteristic no different short-video-sharing platform has proper now.

“If somebody had been to ask me to delete one account I must go together with Instagram as a result of I’ve too many footage on Snapchat,” says Tanvi Chauhan, 16, a science pupil from Kolkata. Chauhan had downloaded Instagram for a week in 2018 however deleted the app after realising “how addictive it was.” She reinstalled Instagram for Reels final 12 months when TikTok was banned in India.

Saransh Arora, 24, spends extra time on Instagram than Snapchat, however feels “Instagram is an excessive amount of to digest at occasions with posts, Stories, Reels, dwell, and IGTV all in one place.” Snapchat has caught to sending footage, he says. Arora, a enterprise improvement skilled at a artistic company, admits to having 1000-day lengthy streaks (of sharing snaps consecutively) with a few of his mates.

“Snapchat is like a house for me whereas Instagram is like a membership,” says Srishti Millicent, 27, a digital marketer from Chandigarh. “I’ll want Snapchat to remain related with a cherished one,” she says.

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About the Author: Amanda