Brands latch on to Snapchat lingo with Gen Z in mind
brands in India focusing on Generation Z are increasingly including Snapchat in their advertising strategy, as they look to use the appeal of the platform’s filters and visual-first approach to nudge buyers in this age group to spend more.
Although Instagram and YouTube remain the platforms of choice for mass digital advertising, Snapchat is increasingly becoming the social messaging app that brands are using to focus on Gen Z, or people in the age group of 12 to 27 years. «I see more and more brands which are targeting Gen Z utilising Snapchat in their advertising strategies, especially brands like Tira, Lakme and MamaEarth,» Srikant Rajasekharuni, CEO and co-founder of Red Matter Technologies (RMT), told ET.
India has Snapchat’s largest audience. In May last year, Snapchat had said its monthly active users in the country had topped 200 million. India also leads as the country with the largest Snapchat advertising audience, ahead of the US, Pakistan, France, and the UK, according to WARC's latest platform report. «Snapchat has emerged as one of the best platforms to reach out to Gen Z in a captivating manner, not just for impressions sake but because of all their engagement tools, such as filters, which is why it is becoming more important in the media and advertising mix of brands,» Rajasekharuni said.
According to the WARC Media forecast, Snapchat will see a 13.7% year-on-year jump in advertising growth in 2024, compared with just 0.1% increase in 2023. Its advertising spend is expected to touch $5.2 billion
