Snapchat India Records 4X Jump in Spotlight Posts as Creator Community Expands

Snapchat India Sees 4X Surge in Spotlight Posts as Creator Ecosystem Booms

Snapchat is rapidly emerging as one of India’s fastest-growing creator platforms, reporting a fourfold year-on-year increase in Spotlight posts and a significant rise in creator engagement. According to the company, time spent watching content on the platform has doubled over the past two years, while the number of official Snap Stars has grown by 1.5 times, underscoring India’s pivotal role in Snapchat’s global growth strategy.

The updates were announced at Snapchat’s Creator Connect event held in Delhi on September 26, where the company highlighted its commitment to nurturing the country’s creator economy. The multi-city initiative aims to empower Gen Z creators through mentorship, education, and monetisation opportunities, while showcasing Snapchat’s latest augmented reality (AR) features and tools that help creators connect more effectively with their audiences.

Saket Jha Saurabh, Director and Head of Content & AR Partnerships at Snap Inc., emphasised that India remains a key focus market. He noted that programmes such as Snap School and Snap With Stars are designed to expand opportunities for creators not only in major metros but also in emerging cities and smaller towns.

The Delhi event also featured a fireside chat with actors Ammy Virk and Sonam Bajwa, who shared insights on how Snapchat helps them engage with fans and build authentic connections. Attendees were treated to demonstrations of Snapchat’s fifth-generation Spectacles, showcasing next-level AR capabilities for immersive storytelling.

Creators present at the event praised Snapchat’s authentic, vertical-first storytelling format, which resonates strongly with Gen Z. Voice artist and creator Sonal Kaushal highlighted the platform as a space where “you can truly be yourself,” while Snap Star Amulya Rattan pointed to growing opportunities for monetisation and brand collaborations through Snapchat’s creator programmes.

Snapchat is actively partnering with major Indian brands across fashion, lifestyle, beauty, consumer tech, and quick commerce, including names like Myntra, Flipkart, L’Oréal, Unilever, and Reckitt, to drive influencer marketing campaigns targeting young audiences. The company is also expanding its network of creator agencies in Delhi, Mumbai, Hyderabad, Chennai, and Kolkata, strengthening its reach across the country.

Beyond content creators, athletes and entertainers are increasingly using Snapchat to connect with their fan base. Sporting icons such as Neeraj Chopra, Rishabh Pant, and Abhishek Sharma are sharing personal stories, while celebrities like Diljit Dosanjh and Rashmika Mandanna engage audiences with behind-the-scenes updates.

With its growing creator base, strong brand partnerships, and cutting-edge AR tools, Snapchat plans to invest further in India’s digital creator economy, positioning itself as a leading platform for next-generation storytelling and influencer engagement.