Emphasising visual communication and authenticity, Spiegel described how Snapchat is uniquely positioned to cater to the preferences of this young and dynamic audience.
“I think there are a couple things that have really jumped out for us, as we’ve seen the Gen Z behaviours here in India. I think the first is that it’s very visual, and I think that plays to our strengths as a communications company that opens to the camera, that helps people communicate visually,” Spiegel said in an exclusive interview with CNBC-TV18.
Also Read: Exclusive | Snapchat CEO discusses the mental impact of social media apps
Speaking about Snapchat’s approach to this market, Spiegel highlighted the platform’s ability to foster deeper, more authentic relationships between users, creators, and brands, emphasising features that cater to Gen Z’s behaviour and preferences.
Snapchat’s camera-first platform has become a cornerstone of its engagement strategy, leveraging Gen Z’s affinity for visual interaction. Authenticity, according to Spiegel, is equally critical—not just in peer communication but in interactions with creators and brands.
“We’ve also seen that authenticity really matters, and I think that of course, applies to people communicating with their friends, but also the way that they’re engaging with creators and brands,” he added.
A standout feature for fostering deeper relationships is Story Replies, which allows users to message creators and sometimes see their responses shared publicly. Spiegel highlighted how this feature strengthens loyalty and creates a more meaningful connection.
“What we see on Snapchat is that people want to build a deeper relationship with creators. They’re not just focused on the number of followers, for example, but we have a feature called ‘Story replies’ where people can message a creator, receive a response, and sometimes the creators even post that response to their story,” he explained.
Also Read: Exclusive | Snap Inc says it is committed to supporting young Indian creators
This dynamic, Spiegel said, benefits brands as well, enabling them to connect with Snapchat’s audience through authentic creator partnerships. “I think that helps deepen the engagement that people have and really creates a loyalty around creators, which then I think plays an important role for brands who partner together with creators to help reach the Snapchat audience,” Spiegel noted.
With a young and dynamic user base in India, Snap continues to adapt its strategies to cater to the preferences of Gen Z, blending technology, creativity, and authenticity to connect users, creators, and brands in meaningful ways.
“I think that relationship that people have with creators on Snapchat helps them get to know new products and services in a much more authentic way.”
