Snapchat Growth in Creator Ecosystem in India

Snapchat has reported remarkable advancements in its creator ecosystem in India, showcasing greater engagement, an uplift in creator-led content, and an expansion of its Snap Stars community.

The company indicated that the total time users spend watching content on the platform has doubled in India over the last two years. Additionally, the number of official Snap Stars has increased by 1.5 times during the same timeframe, while content shared on Spotlight by creators and publishers has seen a fourfold increase year-on-year.

These updates were revealed during Snapchat’s Creator Connect event held in Delhi on 26 September. This initiative, part of a series reaching multiple cities, aims to assist Gen Z creators through mentorship, educational resources, and monetisation pathways. The sessions also highlighted augmented reality (AR) tools and features designed to help creators establish connections with their audiences.

Importance of India in Snapchat’s Global Creator Strategy

Saket Jha Saurabh, Director and Head of Content & AR Partnerships at Snap Inc., emphasised that India plays a crucial role in the company’s global creator strategy. He mentioned that programmes like Snap School and Snap With Stars are intended to broaden opportunities for creators throughout the country, even those in non-metropolitan regions.

Event Highlights and Insights from Creators

The Delhi event featured a fireside chat with actors Ammy Virk and Sonam Bajwa, who shared insights about their careers and how they use Snapchat to connect with fans. Attendees were also introduced to the company’s fifth-generation Spectacles, demonstrating new AR functionalities.

Creators present at the event pointed out Snapchat’s focus on authenticity and vertical-first storytelling as significant factors contributing to its appeal among younger users. Voice artist and creator Sonal Kaushal mentioned that the platform provides “a space where individuals can genuinely express themselves,” while Snap Star Amulya Rattan noted the opportunities for monetisation and brand partnerships available through Snapchat’s creator initiatives.

Brand Collaborations and Agency Expansion

Snapchat indicated that it continues to collaborate with leading brands in India across sectors like fashion, lifestyle, beauty, consumer technology, and quick commerce. Renowned companies such as Myntra, Flipkart, L’Oréal, Unilever, and Reckitt have collaborated with Snap Stars and AR creators for influencer marketing campaigns aimed at Gen Z audiences.

The company is also enhancing its network of creator agencies in various cities, including Delhi, Mumbai, Hyderabad, Chennai, and Kolkata. Industry experts have noted a rising adoption of Snapchat among Gen Z creators, especially for immersive, vertical-first content.

Active Presence of Athletes and Entertainers

Beyond creators, several athletes and entertainers are actively engaging on the platform. Renowned sports figures like Neeraj Chopra, Rishabh Pant, and Abhishek Sharma have been sharing personal narratives and connecting with their followers through Snapchat, while artists such as Diljit Dosanjh and Rashmika Mandanna are captivating audiences with behind-the-scenes content.

India ranks among Snapchat’s fastest-growing creator markets on a global scale. The company has committed to continued investment in local talent, storytelling tools, and AR advancements to reinforce its standing within the country’s digital creator economy.