Snap Inc announced on Wednesday that Snapchat has hit 100 million monthly users in India, attributing this rise to the app’s localization. The news was made at the second edition of “Snap in India.” According to the company, it has enhanced its offerings of local content through partnerships with key channels. Snapchat’s ‘Discover’ content area has 70 local Indian channels covering news, fitness, fashion, entertainment, and comedy, publishing premium content on Snap in 2021, an increase of more than 200 percent over the second quarter of 2020.
“We don’t really look at ourselves as a social media platform. We are very focused on the camera and Augmented Reality. We have invested a lot of time in localizing the language experience and drive the growth. Reaching 100 million monthly Snapchatters is a significant moment for us. We improved the Snapchat product experience, for example, rebuilding and optimizing our Android version of Snapchat over the past few years to make it more performant across devices,” Nana Murugesan-Managing Director International Markets.
Snapchat claims that its localization efforts have resulted in a 150% increase in total daily time spent by Snapchatters in India watching shows and publisher content year on year, with over 125 million unique viewers having seen a show in India on Snapchat. According to the company, it will increase its focus on original content in India and has commissioned over 120 episodes of new content for 2022.
One of the major priorities for the platform in the coming year will be to find new ways for creators to monetize their work. Snapchat claims to be employing a variety of measuring tools to assist advertisers in tracking important KPIs ranging from conversions to purchases to sign-ups. It expects that these technologies will help Snap boost the number of new advertisers by 70% by 2020.