Snapchat users in India will see ads in chat conversations
What's the story
Snapchat has announced the launch of its 'Sponsored Snaps' feature in India, in a bid to bolster its advertising efforts in one of its biggest user markets. The feature was first launched in the United States in October 2024. It lets businesses send full-screen vertical video Snaps as sponsored messages directly into users' chat inboxes, a widely used feature on the ephemeral messaging app.
Distinct feature
Sponsored Snaps will be different from regular ones
These sponsored messages will appear as unread in the app's main Chat tab, above users' personal chat threads. Snapchat has promised that these Sponsored Snaps will appear different from other Snaps in the inbox. Users won't get push notifications for these messages, and they will be removed if not viewed.
Future plans
Interactive capabilities and first partnership with AJIO
Snapchat's Sponsored Snaps could one day provide AI-powered two-way interactions, allowing personalized recommendations, customer support, and direct transactions. Reliance Retail's fashion e-commerce platform AJIO is the first brand to partner with Snapchat for this effort. Arpan Biswas, Chief Marketing Officer of AJIO said he was excited to use Sponsored Snaps to connect with digital-first consumers in an organic and interactive manner.
Market competition
Snapchat's strategy to compete in India's digital advertising market
This launch is a part of Snapchat's strategy to bolster its advertising business in India and take on giants like Google and Meta. The move comes as India, with its young population, is a key market for the future growth of the ephemeral messaging app. This is evident from Snapchat's recent growth, which has witnessed over 200 million monthly active users in the country.