New Delhi : Building on its revival strategy in India, Snapchat’s parent company, Snap Inc., known primarily for short, disappearing stories, is looking to capitalize on the growing popularity of short form videos in the country with its original content. Strengthening the slate. The company, specializing in fiction and non-fiction videos lasting three to five minutes, on Wednesday announced 120 new episodes for 2022 at a virtual event called Snap in India.
To create these mobile-first shows, Snapchat has partnered with Sony Entertainment Television and Zee TV, besides providing a platform to internet content creators like Shehnaaz Gill, Avneet Kaur, Harsh Beniwal and Sushant Divgikar. a new series retro rewind Featuring Roohi Singh, Adnan Shaikh, Samiksha Sood and Vishal Pandey, started streaming on Wednesday, the company said that it has also announced a local Hinglish version of the international Snap Original Phone Swap, which, with 16 million users, is its biggest ever. One of the most watched shows. in India.
according to earlier Mint According to the report, Snapchat saw 102.4 million downloads on the Google Play Store in India between January and August.
“The prospect (of the Indian market) is incredibly promising for us – it has become a daily habit for Indians to use their mobile devices for news and entertainment – which is why we made the show made for mobile a commitment.” Curated with strong local content,” said Vanessa Guthrie, Head of Original Content at Snap Inc. “We have made significant investments to localize the Snapchat experience for the Indian community. We have added culturally relevant content, developed an active and creative local creator community, and invested in local products, marketing initiatives and language support ,” Guthrie said, refusing to share investment figures for the country.
According to a recent report by global management consulting firm Bain & Co, the short-form video market, which consists of user-generated videos or that has been brought in by Creators and Influencers on both homegrown apps like Moj, MX Taka Tak, Roposo and others. TikTok has emerged in the wake of the ban as well as those backed by foreign players such as Instagram Reels and YouTube Shorts, with the user base growing by 3.5 times and the total time spent on the platforms by 12 times in the past two years. Over 200 million Indians watched short videos at least once in 2020, with an active user spending up to 45 minutes a day on these platforms.
“The democratization of content on short video platforms is helping to unearth the hidden creative talent in India. Short-video platforms and new businesses are offering to address creator needs ranging from training, content creation support, relationship management, monetization, financing and analytics,” said Arpan Sheth, senior partner at Bain. Mint.
The ‘Discover’ content section on Snapchat has 70 local Indian channels across news, fitness, fashion, entertainment and comedy through partnerships with broadcasters and media companies such as Times Group, Mashable India, The Quint, Vitamin Stree and Filmfare, the company said. said; This is more than 200% compared to the second quarter of 2020. Daily time spent watching shows and publisher content has increased by 150% year-on-year (Q2FY21 vs Q2FY20), with over 125 million unique viewers watching a show in India on the platform. The service currently hosts titles such as what’s on my plate with Anushka Sen And Vir Das–most epic max show With a combined 16 million viewers for both.
In addition to content, the firm also announced a number of product partnerships to enhance the local experience for users. Snap has tied up with domestic e-commerce marketplace, Flipkart, to develop AR (artificial reality) experiences to assist buyers in their e-commerce engagement journey. It is also enabling virtual try-ons for users, as brands such as Sugar Cosmetics and MyGlam have adopted their AR Shopping beta program to provide consumers with a virtual beauty and makeup try-on experience. Other partners include Samsung Mobile, short video app Josh and food delivery service Zomato, through which Snap users will have access to restaurant information and will be able to place food orders through the platform.
With games like Ludo Cube, which has been played by over 27 million users in six months, of which nearly 30% have come from India, Snapchat said it is also seeing traction for its maker market, which allows brands to Allows you to connect with creators. Directly and pay them to produce branded content with 100% of the transaction going to the manufacturer. Net new advertisers for the platform grew by 70% in 2020, covering sectors such as FMCG, e-commerce, entertainment, video streaming, mobile wallets and more.
“We will continue our efforts to celebrate local culture and talent, while providing resources for our community of Indian creators,” said Snap co-founder and CEO Evan Spiegel. in India.
Don’t miss a story! Stay connected and informed with Mint.
download
Our App Now!!
.