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<ul><li><keyword id="7565576" type="General" weightage="20" keywordseo="nana-murugesan" source="Orion">Nana Murugesan</keyword>, Managing Director of International Markets at <keyword id="3683497" type="General" weightage="20" keywordseo="snap-inc" source="Orion">Snap Inc</keyword> decodes <keyword id="3336728" type="General" weightage="100" keywordseo="gen-z" source="Orion">Gen-Z</keyword>. </li><li>He shares what makes GenZ different than others, how to capture their attention in less than 8 seconds, which topics are they most passionate about and how to connect with them. </li></ul>Walking a mile in Gen-Z shoes would show you that they view the world differently. They are a generation of innovators, unafraid to experiment and draw outside the lines. They are a socially inclusive bunch and are positively receptive to change - at most times driving it. A product of their times, this generation has stepped up to be the change-makers they believe the world needs. They harness their creativity, empathy and the internet at their command to stay connected, blurring the lines between the physical and the virtual world. <keyword id="159493" type="General" weightage="80" keywordseo="gen-z" source="Orion">Gen Z</keyword>, although more tech-savvy and more pragmatic, is also facing challenges differently. The pressure to excel, combined with the heaviness of the world during the recessions and the recent pandemic in which they have come of age, has this cohort more stressed than prior generations. They respond by seeking out moments of levity and have a strong desire to bring fun back into their everyday lives. This need for laughter and light-heartedness will continue into their future as a tool to keep them recharged and reflects in how they choose to communicate with each other. They seek expression, fun and creativity while speaking to each other online. According to the insights from the <keyword id="12306663" type="General" weightage="20" keywordseo="snapchat-generation-report-gen-z" source="Orion">Snapchat Generation Report Gen Z</keyword> wants to stay connected through photos, emoticons, video calls and memes. They also place immense value on personalization, authenticity, speed, and love the concept of personalised - avatars that represent them in the virtual world. Unlike their predecessors, Gen-Z is fluid and open to exploring, building on their authentic selves. They measure success differently and are more inclined to celebrate creativity - whether others or their own. The world of the internet resonates with them because it fuels this creativity by offering them an almost limitless creative playground, no matter how niche the interest. The need to see the world from a different lens bringing physical spaces and digital expressions together makes them more inclined towards Augmented Reality. AR empowers people to express their authentic self, live in the moment, learn about the world and have shared experiences together. It has helped create deeply engaging and immersive experiences for the new generation to interact with the world around them as soon as they open their camera. The lens has enabled innovation bringing alive art, culture and history. For instance, The Final Christo: Original Works for The Arc de Triomphe - a recently launched global portal lens enabled Snapchatters to bring French-artist Christo and Jeanne Claude’s vision of wrapping the iconic Arc de Triomphe to life. The shared experiences form the core of Gen Z connections are naturally inclined towards bringing in moments of fun and lightheartedness in everything they do. One of the experiences they actively seek is playing games together. It's no accident that many digital experiences are either games or platforms that began as gathering places for gamers. Gaming has crossed the broader, stepping into - culture in recent years. Today, ‘gaming’ is not just for ‘gamers’ — it represents a new paradigm for interacting online. In the span of a year, digital experiences have become a force defining not only how Gen Z audiences connect, but also how they experience and shape the culture at large. They want to use maps to communicate with their friends nearby and also leverage it to see what is happening in new places thousands of miles away and learn about and celebrate other cultures, and understand various perspectives during big events. Besides games and maps, they also enjoy the more interactive and faster experiences of sharing video and music content. Apart from new dynamic experiences, the core values of the generation are reflected in their prioritizing social activism, willingness to address difficult issues and being more open to authentic self-expression. They place importance on supporting organizations and features whose values and attributes align with their own. With the world as their laboratory, new generations are free to choose and seek out their own virtual communities. These communities build, engage and provide a platform for phenomenal growth. There are endless possibilities and activities that one can explore to strike a chord with Gen-Z, including connecting with culture, reimagining e-commerce and meaningfully engaging with friends and family. To drive a connection with Gen Z it is important to be more conscious and strengthen empathy, understand their behaviours and patterns of thinking as a generation since they expect more personalization in how they want to be treated and are active seekers who are willing to create more. Growing up in a time of rapid advances and industry disruption driven by mobile technology and ubiquitous connectivity, Gen Z expects continuous innovation as the norm. This personalization and innovation can be positive forces to stay relevant across all generations and can help open pathways for traditional setups to do things differently, keeping the future in mind.

Talking the Gen-Z talk: How to market to them

<ul><li><keyword id="6358096" type="General" weightage="20" keywordseo="snapchat" source="Orion">Snapchat</keyword> now has a monthly reach of 100 million users in India.</li><li>The company announced this milestone at its second ‘<keyword id="12397826" type="General" weightage="20" keywordseo="snap-in-india" source="Orion">Snap in India</keyword>’ event today.</li><li>It also announced AR partnerships with Flipkart, Zomato, Sugar Cosmetics and MyGlamm.</li></ul>Snap Inc., hosted its second ‘Snap in India’ event on Wednesday, where its Chief Executive Officer (CEO) <keyword id="1659524" type="General" weightage="20" keywordseo="evan-spiegel" source="Orion">Evan Spiegel</keyword> announced a major milestone of <a href="https://www.businessinsider.in/tech/apps/news/snapchat-app-witnesses-over-150-growth-in-daily-active-users-in-india/articleshow/85394136.cms" data-type="tilCustomLink">Snapchat</a> reaching 100 million monthly users in India. This is a big jump from the 60 million user base it revealed earlier this year. The company also announced partnerships with Flipkart, Zomato, Sugar Cosmetics and MyGlamm to integrate its AR technology into these platforms. Snap did not reveal its daily active users (DAUs) or monthly active users (MAUs) for Snapchat in India but it said that the app has been witnessing over a 100% growth in DAUs. “For the last seven quarters we’ve been growing at more than 100% when it comes to our daily active users,” Nana Murugesan, managing director of international markets at Snap Inc., told Business Insider in an interview. The app has been witnessing an upward trend in numbers ever since Snap opened its first India office in 2019. It also became the fifth most downloaded social media app in India, according to App Annie. But the app is yet to break into the mainstream social media scene. On this Murugesan said, “We’ve always never looked at ourselves as a traditional platform. We’ve always taken a very innovative approach. The good news is once our community embraces us we see really good stickiness. The retention metrics are very strong so we’re kind of happy with that. We’re happy that every platform has its own place. We’re happy with where we are with respect to doubling down on a creation first approach, a camera first approach and then using that as a way to drive those human connections.” In India, the two key areas where Snapchat is seeing the most growth are augmented reality (AR) and chatting. “One thing which is great about India is that people are really embracing augmented reality and the camera so definitely the camera is extremely engaging and very very strong. As we invest more and more in that particular area that’s seeing very healthy and strong growth.” Murugesan also attributes content partnerships as an accelerator for the platform’s growth in India. At the event, Snap announced that it is partnering with e-commerce platform Flipkart that will use <keyword id="9484375" type="General" weightage="20" keywordseo="snapchat-ar" source="Orion">Snapchat AR</keyword> for an immersive shopping experience. Snapchat users will also get to virtually try on makeup from Sugar Cosmetics and MyGlamm. Zomato is also coming to Snapchat with the food aggregator integrated into Snap Map, which is an in-app map. Snapchat users will have access to restaurant information including hours of operation, locations, contact details, customer reviews, menus, and photographs. They will also be able to place food orders from Snapchat itself. Another key area of partnership and growth for Snapchat is with Android OEMs (Original Equipment Manufacturer). India is now the first and only market where Snapchat is pre-installed in over 100 million devices. The company has successfully partnered with all the top Android OEMs to pre-install its app on their devices. It recently announced a first-of-its-kind partnership with Google for the Pixel 6 series where the app opens from the lock screen itself. Murugesan did not reveal if we will see such a partnership with more OEMs, but he did say that the company is “talking to multiple partners“ and wants to “bring this to as many partners as possible”. Snapchat has also integrated its AR filters into the camera app of the JioPhone Next smartphone that’s due to launch next week. Going forward, Snap plans to double down on community engagement through AR in India, and help creators monetise on the platform. “We initially focused on helping creators build their audiences, but now we are helping them monetise too. We’re actually introducing features where fans of creators can gift them. So if you like a creator or really enjoyed something you can give a gift so that’s a way of monetisation. We’re also connecting creators directly to brands through our creator marketplace and 100% of the transaction goes straight to the creator,” Murugesan said. The company also has big plans for content and gaming in India. Phone Swap India, the first non-English Snap Original has been confirmed for two more seasons. We will also see exclusive creator shows with Shehnaaz Gill, Avneet Kaur, Harsh Beniwal and Sushant Divgikar. After the launch of Ludo Club, Snap will now launch another Indian favourite - carrom. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/cisco-unveils-webex-hologram-to-make-virtual-meetings-more-immersive/articleshow/87298550.cms" data-type="tilCustomLink">Cisco wants to make virtual meetings more immersive with real-time holograms of actual people just like sci-fi movies</a> <a href="https://www.businessinsider.in/tech/news/apple-glasses-may-feature-a-direct-retinal-projector-that-could-project-a-screen-over-users-eyeballs/articleshow/87297612.cms" data-type="tilCustomLink">Apple glasses may feature a direct retinal projector that could project a screen over user’s eyeballs</a>

Snapchat reaches 100 million monthly users in India, partners with Flipkart, Zomato and MyGlamm for AR integrations

<ul><li><keyword id="6358096" type="DEFINITION" weightage="20" keywordseo="snapchat">Snapchat</keyword> completes two years of its first office in India.</li><li>It has so far witnessed a daily user base growth of 100% for the past 5 quarters.</li><li>Snapchat’s parent company Snap Inc. plans to expand the app’s presence in India with increased hiring, content partnerships and hyperlocal experiences.</li></ul>Snapchat’s parent company Snap Inc. launched its first office in India in August 2019. It has so far reported an upward trajectory in terms of user base in India, a market which its chief executive Evan Spiegel once <a href="https://www.businessinsider.in/snapchat-ratings-drop-to-one-star-on-app-store-after-evan-spiegels-poor-countries-like-india-comment/articleshow/58206334.cms">reportedly said “poor” for Snapchat</a>. In its recent June quarter earnings report, Snap <a href="https://www.businessinsider.in/business/news/snapchats-records-highest-growth-in-users-since-going-public-in-2017/articleshow/84670141.cms" data-type="tilCustomLink">reported </a>a global revenue of $982 million, more than double as compared to the previous year. Snapchat also registered its highest user growth to 293 million daily active users. Earlier this year, Snapchat revealed it has crossed 60 million users in India. “We’re experiencing more than 150% growth in daily active users over the last year and consistently we are in triple-digit growth rate five quarters in a row,” Nana Murugesan, managing director of International markets at Snap Inc. told Business Insider India in an interview. Murugesan did not reveal the current statistics for Snapchat’s user base in India, but added that the company had a “healthy growth” in the country and that India is a “significant part” of their global community. The company is also expanding its team in India to focus on local augmented reality (AR), TikTok-rival Spotlight, partnerships, market development, sales and creative strategy. “What you’re going to see is a significant doubling down of our commitment to India, whether it’s on the teams, on the community, on the partnership, we’re very pleased with our overall India story,” Murugesan said. Hyperlocal experiences Snapchat’s key focus in India is to create hyperlocal and culturally relevant experiences for users, according to Murugesan. It launched the third landmarker lens in India, which can be experienced at India Gate in New Delhi. Snapchat users who are nearby India Gate will be notified to point their camera at it, and the monument will be embellished with the tricolour. Snapchat’s landmarker lens lets users create AR experiences at select popular locations like the Buckingham Palace in London and the Eiffel Tower in Paris. In India there are three Snapchat landmarker lenses including the newly launched one at India Gate, and Gateway of India in Mumbai and Taj Mahal in Agra. The company also has dedicated AR lenses for different religious and cultural festivals in India. It also launched the language learning lens that aims to make learning Bengali, Hindi, Kannada, Marathi, Punjabi, and Telugu easier for users. Snapchat’s language learning lens uses AR and machine learning (ML) to translate objects in real-time in different languages. The app is also available in nine Indian languages -- Hindi, Marathi, Gujarati, Punjabi, Bengali, Kannada, Malayalam, Tamil and Telugu. Partnerships Adding to the company’s strategy of reaching every smartphone user in India, one focus area for Snapchat is partnerships. “Our strategy is to make Snapchat accessible across all smartphones out there,” Murugesan said. Earlier this year, Snapchat partnered with Sharechat to integrate Snap’s camera kit into the startup’s short video platform, Moj. There are 150 Snapchat lenses available on Moj so far. “We shared our augmented reality technology with Sharechat’s Moj, they integrated our technology into their camera. It’s been exciting to see all the momentum out of that. From our partner’s perspective, it’s been a very fruitful and exciting journey as we share Snap’s camera kit,” Murugesan said. A more recent partnership for Snapchat was with Google and Reliance Jio for JioPhone Next. The low-cost 4G smartphone jointly developed by Google and Jio will come with Snapchat lenses integrated into its camera. “What you’re going to see here is JioPhone Next, the camera that will integrate Snapchat’s augmented reality lenses, which will be highly customised for local Indian users. So the people can enjoy lenses which are at the core of Snapchat, in a very native way without having to do anything. That’s going to be a very interesting way for us to engage with a very large part of the Indian demographic,” Murugesan said. This partnership is being looked at as a way for Snapchat to tap into a wider demographic of early 4G smartphone users or those who upgrade from feature phones to 4G smartphones. Murugesan highlighted the fact that Snapchat’s core feature is AR which makes the app “pretty sophisticated” so the company needs to make sure that it works on just about any device and on any network condition. TikTok-rival ‘Spotlight’ Snap’s seriousness for the Indian market can be seen with the company bringing almost every new feature and product here. Earlier this year, it launched <a href="https://www.businessinsider.in/advertising/ad-tech/news/spotlight-snapchats-answer-to-tiktok-and-instagram-reels-launched-in-india/articleshow/81532302.cms">‘Spotlight’</a>, its TikTok-rival, in India. Murgesan said that the company has been seeing a “healthy adoption of Spotlight” in India. Without giving details, he added that the $1 million a day fund has really helped with the adoption of Spotlight. Snap announced it will pay creators up to $1 million a day for using Spotlight based on the number of views the videos get. At Snap’s partner summit in May this year, the company said it paid creators over $130 million globally. It also made changes to the fund saying that creators will now be paid millions per month. “We have seen incredible creativity and growth on Spotlight this year, including a tripling of daily submissions quarter-over-quarter and an all-time high in the daily number of creators posting to Spotlight. We will continue to pay creators millions per month to anyone who makes the top Spotlight Snaps, which is primarily based on engagement and relative performance of Snaps,” Murugesan said. Content partnerships Another area Snapchat has focused on is content partnerships. It has so far partnered with 60 local channels from 32 different publishing partners. Content of different genres ranging from news to Bollywood, beauty, comedy, and art are displayed in the app’s Discover section. It also partnered with comedian Vir Das for a new comedy series ‘VirDas -The Most Epic Max Show’. Another <a href="https://www.businessinsider.in/advertising/ad-tech/news/snapchat-launches-creator-shows-a-series-with-3-5-minutes-long-episodes-features-vir-das-and-anushka-sen-in-its-first-original/articleshow/83603487.cms">creator show</a> it launched was with Indian television actress Ansuhka Sen for a cooking show called “What’s On My Plate”. Snapchat also launched its first non-English Snap Original show ‘Phone Swap India’ which turned out to be a huge hit in India, according to Muregesan who credits the show’s unique concept as the reason behind it. Phone Swap is a reality dating show where the participants have to go through each other’s phones and decide whether they want to go on another date. This show was especially popular with India’s Gen-Z, which is also Snapchat’s core user group. “You will see us do more of these types of things. It was the first time we’ve tried something like this so you’ll probably see us doubling down on these kinds of concepts,” Murugesan added. In addition to Spotlight and content partnerships, Snapchat also launched customised games for users in India. It partnered with MoonFrog Labs to launch a custom version of Ludo Club, and it also made a localised game concept called “Dosa Dash” that is based on one of its popular games, ‘Ready Chef Go’. SEE ALSO: <a href="https://www.businessinsider.in/business/news/snapchats-records-highest-growth-in-users-since-going-public-in-2017/articleshow/84670141.cms" data-type="tilCustomLink">Snapchat records highest growth in users since going public in 2017</a> <a href="https://www.businessinsider.in/advertising/ad-tech/news/snapchat-launches-creator-shows-a-series-with-3-5-minutes-long-episodes-features-vir-das-and-anushka-sen-in-its-first-original/articleshow/83603487.cms" data-type="tilCustomLink">Snapchat launches Creator Shows, a series with 3-5 minutes long episodes; features Vir Das and Anushka Sen in its first original</a>

Snapchat to ‘double down’ on expansion in India as it witnesses over 150% growth in daily active users

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Talking the Gen-Z talk: How to market to them

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Snapchat reaches 100 million monthly users in India, partners with Flipkart, Zomato and MyGlamm for AR integrations

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Snapchat to ‘double down’ on expansion in India as it witnesses over 150% growth in daily active users

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