Why Snapchat Could Work Better Than Other Platforms In India Soon

Let’s be honest – when most of us think about social media in India, Instagram and Facebook are probably the first platforms that come to mind. But watching Snapchat’s quiet evolution in our market, and I’m convinced we’re all sleeping on what could be the next big thing in Indian social media. While it’s been around for a while, they’ve only decided to really focus on the Indian market this year. Better late than never, I suppose.

Here’s why Snap Inc. is bullish on the ghost app’s future in India.

The Numbers Don’t Lie (But They Don’t Tell the Whole Story)

Sure, Snapchat’s 200 million monthly active users in India might seem modest compared to Instagram’s 362 million. But having spent time understanding both platforms, I’m more interested in who these users are rather than how many there are. Snapchat has captured the holy grail of social media – authentic engagement from GenZ users who aren’t just scrolling mindlessly but actively creating and sharing content.

I’ll tell you what really gets me excited about Snapchat’s potential – their AR technology. While other platforms are still figuring out how to make AR more than just a gimmick, Snapchat is out there running AR roadshows across India, teaching developers and creators how to push the boundaries of what’s possible. Trust me, having played with their AR features, they’re light years ahead of the competition.

The Small Town Story That Nobody’s Talking About

Here’s something that’s surprising for most – some of the most engaging content on Snapchat isn’t coming from Mumbai or Delhi. According to some reports, it’s coming from places like Jalandhar and Jaipur. Creators in these cities are building massive followings by simply sharing their daily lives in regional languages. And with brands focusing on regional content a lot this past year, there’s immense potential here.

The Money Talk

Let’s talk business. With India’s creator economy projected to hit INR 34 billion by 2026, Snapchat isn’t just sitting around hoping for a piece of the pie. They’ve built one of the most comprehensive monetization systems creators might’ve seen. From Story Revenue Share to Spotlight Rewards with their “crystals” currency (which, by the way, actually converts to real dollars), they’re giving creators multiple ways to earn.

What Makes Me Really Optimistic

I’ve been following creators like Kritika Khurana and her sister Deeksha Khurana on the platform for quite some time now. They use it to share real-time content, much more organically than Instagram Stories and it’s more fun to watch as a follower. You’re likely to know sooner than others, about details like when these creators are on the next flight to their next vacation spot. They also use features like the “Ask Me Anything” prompt to answer questions from their followers. Popular creators like Tanmay Bhat and the Vir Das have been on Snap for quite a while now, but Indian creators still have more catching up to do. But the point is, what strikes me is how different their content feels on Snapchat compared to other platforms. There’s an authenticity there that you just don’t see elsewhere.

Snapchat is an Untapped Goldmine

Here’s what I think most people are missing: Snapchat isn’t trying to be another Instagram or Facebook. While everyone else is pushing for more polished, curated content, Snapchat is doubling down on real, immediate, and ephemeral moments. In a country where young people are increasingly tired of the pressure to maintain perfect social media personas, this could be a game-changer.

Why This Matters Now

With Snap Inc.’s global CEO Evan Spiegel making surprise visits to India and the platform seeing a threefold increase in time spent on features like Spotlight, I believe we’re at a tipping point. The success of shows like Vir Das’s weekly series and initiatives like Aksh Baghla’s music release show that the platform can support diverse content formats.

My Take on What’s Next

Look, I’m not saying Snapchat is going to overthrow Instagram tomorrow. But I am saying that anyone who’s dismissing Snapchat as just another social media platform is missing the bigger picture. They have the technology, they’re building the creator ecosystem, and most importantly, they understand something crucial about the Indian market – that authenticity and regional connection matter more than polish and perfection.

For brands, creators, and users looking to be ahead of the curve, I’d say this: Keep a close eye on Snapchat. While everyone else is fighting yesterday’s social media battles, they’re quietly building tomorrow’s platform. The ghost app might have started as a teen phenomenon, but in India, I believe it’s evolving into something much more significant – a platform that truly gets what the next generation of digital Indians wants.

But hey, that’s just my two cents. What do you think? Are we underestimating Snapchat’s potential in India, or am I seeing something that isn’t there?