Snapchat announced that its augmented reality (AR) creator community had grown by 60% in 2022 in India, riding on its successful localization strategy piloted in India. Since the launch of Snapchat in India, time spent on Spotlight by the Snapchatter community of India has increased by 175% year-on-year.
Snapchat’s content platform ‘Discover’, had more than 140 million Snapchat users in India watch a show in 2022, while the local channels, which publish premium content on Discover are increased by 150 percent year-on-year.
In a statement, Snap said that the localisation strategy has been the key factor in expanding cultural moments and adding more regional festivals on the platform, along with upskilling Indian youth in augmented reality (AR) to develop highly creative and active local creator communities.
In 2022, to celebrate the festive spirit and diversity in India, Snap has partnered with Indian lens creators to launch augmented reality (AR) lenses for more than 75 local festivals, and has also launched more than 500 hyperlocal geofilters across the country’s cities to help its users engage with the communities at a hyperlocal level.
To drive augmented reality skills among young Indians, Snap has also partnered with NITI Ayog and Atal Innovation Mission to help reach over 8,000 government schools in the country, and provide training to more than 12,000 teachers with augmented reality (AR) over a two-year period.
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