Snapchat unveils Gen Z-targeted multi-city campaign

Snapchat has launched ‘Creator Connect’, a multi-city campaign targeted at India’s Gen Z digital creators. As part of this marketing exercise, the brand will provide creators with mentorship, growth opportunities, and engagement tools, helping them build sustainable careers on Snapchat platform specialising in short-form storytelling.

As part of this initiative, it will partner with local creator agencies in various Indian cities to support regional content creators through educational and mentorship activities. Through its 'Snap School' programme, the brand assists budding content creators in India to refine their storytelling skills and helps them leverage its tools to grow on its platform.

Over 37.7 crore of India’s population belongs to Gen Z class, arguably, the largest population group by age. While the direct spends of India’s Gen Z is estimated to reach $250 billion in 2025, this value is expected to grow to $2 trillion by 2035, according to Snap Inc’s report on India’s Gen Z. Given such a huge consumer market segment, Gen Z presents immense opportunities for brands as well as social platforms like Snapchat in the coming years.

Through its content enablement programme, ‘Savvy on Snap’ Snapchat provides consulting and resources to support content creators in engaging their communities with pop culture content. The brand has introduced revenue sharing and rewards programmes to help creators with monetisation opportunities. With over 20 crore monthly active users in India, the multimedia instant messaging app brand will promote regional storytelling through 'Creator Connect' campaign. By collaborating with creator agencies, media companies, music labels, and film studios, the brand will help take regional voices to global stage.

The brand conducted the first edition of Creator Connect in Hyderabad, a city with a strong content ecosystem including movies, television, arts, and digital media. Featuring Telugu actor and producer Nani, the event was attended by the city’s content creators, publishers, and industry representatives. Planning to extend the coverage of the campaign to other Indian cities, the next Creator Connect event will be held in Chandigarh.

A few weeks ago, Snapchat launched Sponsored Snaps, a new ad format in India, that enables the display of full-screen vertical video advertisements within user chat inboxes. Last year, it introduced a unified monetisation programme for creators. Consolidating revenue streams, simplifying eligibility, and enhancing monetisation tools to support creators’ growth, engagement, and long-term sustainable income generation on the platform. While integrating diverse revenue channels and relaxing entry criteria for creators, it enhanced their revenue opportunities on its platform.

Stating that India’s Gen Z creators as well as consumers are fuelling a cultural shift, Saket Jha Saurabh, director of content and AR partnerships at Snap Inc, said, “Whether it is the power of visual storytelling and catching trends, the importance of the inner circle of friends and family, or the need to be authentic, [these factors are at the heart of this shift]. Through Creator Connect, we will engage creators leading this change in pop culture.”