Snapchat is intensifying its focus on India's Gen-Z population, and its recent Creator Connect event in Chennai underscores this commitment. The event, a flagship initiative, signifies Snapchat's dedication to nurturing the creative talent pool in South India, with Chennai emerging as a hub for AR innovation and youth-led storytelling.
Deepening Roots in South India
The Chennai edition of Creator Connect marks Snapchat's first major in-person gathering for creators in the region. This strategic move highlights the platform's recognition of South India's vibrant digital landscape, particularly Tamil Nadu, where 76% of Snapchatters use AR Lenses to share greetings and celebrate festivals. The company emphasizes that it is now "deeply woven into the region's digital expression". The event saw participation from over 100 prominent creators, including Sivaangi, Srimathi Chimu, and Maanasi, alongside leading agency partners like Trendloud, Oodaga, and Divokey, and major publishers such as Vijay TV, Behindwoods, and Galatta.
Empowering Creators with Tools and Opportunities
Creator Connect in Chennai provided attendees with hands-on sessions led by Snapchat's Talent Partnerships team, including a Snap School designed to hone storytelling skills and introduce emerging talent to the platform's creative tools. Snapchat is also amplifying creator support through programs like "Savvy on Snap," offering tailored guidance to help partners scale their communities with sharper pop-culture storytelling.
To foster sustainable careers, Snapchat is expanding its global revenue share and reward programs, providing creators with more avenues to monetize Spotlight content, Stories, and AR-led experiences. This unified monetization program, launched in February 2025, allows creators to earn from ads placed in both Stories and Spotlight, streamlining income generation across the platform.
Snapchat's India Strategy: Gen-Z and Visual Communication
Snapchat's emphasis on visual storytelling, short videos, and AR is strategically aimed at the young Indian demographic, with 90% of its user base in India aged between 13 and 34. The platform's appeal lies in its relaxed environment where creators are encouraged to be authentic. Snapchat recognizes that Gen-Z communicates through visuals, using photos to express themselves.
The company's first brand campaign in India, "Say It In A Snap," reinforces this focus on visual communication, celebrating a generation that expresses emotion and intent through visuals rather than words.
India: A Key Growth Market
India is a crucial market for Snapchat, boasting over 250 million monthly active users. This makes India Snapchat's biggest user market, comprising over a quarter of its overall audience. The platform has witnessed substantial growth in India, adding 7.07 million users between January 2024 and January 2025, marking a 3.5% increase. Snapchat's success in India is attributed to its focus on local content initiatives, partnerships, and a dedicated focus on regional creators through Spotlight and Stories.
Saket Jha Saurabh, Director & Head of AR & Content Partnerships, Snap Inc., emphasized Chennai's importance as a hub for creative innovation in South India. He stated that the Creator Connect initiative reflects Snapchat's commitment to accelerating the growth of talent in the region by empowering storytellers and providing opportunities to build successful careers.
Monetization and Creator Support
Snapchat provides creators with various monetization opportunities, including Spotlight Rewards, brand partnerships, affiliate marketing, subscriptions, and AR lens creation. The platform's Lens Creator Rewards program incentivizes AR creators to develop high-performing Lenses, with potential earnings of up to $7,200 per month for top lenses in India, the US, and Mexico.
Snapchat's commitment to the Indian market is evident through its various initiatives, including Creator Connect, Snap School, and Savvy on Snap. These programs aim to provide creators with the necessary tools, mentorship, and opportunities to thrive on the platform, solidifying Snapchat's position as a dominant force in India's digital landscape.
