Snapchat Sees 10X Advertiser Surge In India

Snapchat has gained significant attention from Gen Z in India, with a 10X increase in advertisers over the past two years and 3X growth in consistent advertiser spend. The company is now looking to monetize its growing user base, betting on the transition of India's festive shopping journey to deepen its advertising business and push its commerce ambitions.

The platform's proposition is built around communication between close friends and family, rather than passive content consumption. This is particularly relevant for Gen Z, with 70% of consumers saying creator content helps them discover products, and 76% saying instant feedback from trusted people makes them more confident about purchase decisions. Additionally, 63% of Gen Z consumers share products with friends or family before buying, and 75% of daily Gen Z users on Snapchat chat with friends on the platform about purchases while an item is in their basket.

Snapchat's growing advertiser base is expanding from largely new-age, online-first companies to traditional, offline and newer brands. The company's opportunity goes beyond festive advertising, with a growing demand from marketers for measurable ROI on their advertising spend.

## What drives Gen Z's purchasing decisions Gen Z's purchase journey has moved from discovery to social validation before conversion. The generation's budget is also more practical than flashy, with 70% of a young professional's monthly budget spent on five core categories. Travel accounts for only 5% of Gen Z's monthly spending, while digital entertainment is a clear priority.

## Why it matters The shift in Gen Z's purchasing decisions and budget allocation presents an opportunity for Snapchat to convert its strong Gen Z positioning and growing advertiser base into a materially larger advertising business in India. As marketers increasingly demand measurable ROI on their advertising spend, Snapchat's ability to provide a platform for social validation and discovery could be a key differentiator. With 32% of Gen Z's budget dedicated to discretionary spending, the company has a significant opportunity to tap into this market and drive commerce ambitions.

The festive shopping journey in India is becoming less linear, and Snapchat is well-positioned to capitalize on this trend. With its growing user base and increasing advertiser demand, the company has a unique opportunity to deepen its advertising business and drive commerce growth in the country.