76% of Gen Z open to trying new brands: Saket Jha Saurabh, Snap

Snapchat is deepening its focus on the Indian creator economy by introducing new monetization models and launching ‘Snapchat Creator Connect,’ a multi-city initiative aimed at empowering digital storytellers. With over 200 million monthly active users in India, the platform is strengthening its commitment to fostering authentic content and providing creators with sustainable income opportunities.

Saket Jha Saurabh, Director of Content and AR Partnerships at Snap Inc., in an exclusive interview with exchange4media explained that Indian creators now have multiple revenue streams, including a newly unified monetization programme.

This initiative places ads within creators’ Stories and longer Spotlight videos, allowing influencers to monetize their content effectively. Additionally, brand partnerships remain a key source of income, enabling creators to collaborate with companies for sponsored content.

“Snapchat was designed to be a refreshing alternative to traditional social media—one that values real connections over public validation. Our monetization model reflects this philosophy. where creators are rewarded for being themselves rather than chasing algorithms," said Saurabh.

Gen Z leads engagement

Snapchat’s focus on authentic storytelling aligns with the evolving digital habits of India’s Gen Z audience. According to a BCG Snap Gen Z report, this generation already drives 43% of the country’s total spending and is set to contribute nearly $2 trillion in the next decade. With 80% of Gen Z captivated by visual content and 77% engaging with immersive visuals like lenses and AR, their digital behavior significantly differs from that of Millennials.

According to Saket, millennials still engage with traditional social feeds, whereas Gen Z prioritizes visual-first communication, often engaging in ‘shopcializing’—a trend where users share shopping experiences through Snaps or video calls. Furthermore, 76% of Gen Z is open to trying new brands, making Snapchat an essential platform for brands looking to engage with this audience authentically.

The Indian influencer marketing industry, after all, is poised to reach ?3,375 crore by 2026, growing at an 18% CAGR, as per EY’s Collective Artists Network’s Big Bang Social Report.

Creator Connect: Mentorship, Growth, and Monetization

In a bid to support India’s thriving creator ecosystem, Snapchat has launched ‘Creator Connect’ to mentor and empower digital talent across multiple cities. The program, which began in Hyderabad, provides creators with growth opportunities, engagement tools, and monetization pathways. Through partnerships with local creator agencies, Snap is fostering regional content development while ensuring emerging talent has access to industry expertise.

“India is undergoing a paradigm shift with Gen Z taking center stage as both creators and consumers. Whether it’s the power of visual storytelling, following trends, or maintaining close connections with their inner circles, Snapchat has been at the heart of this transformation,” said Saket.

“Creator Connect is one of the ways we are engaging with creators who are shaping the future of pop culture.”

Snapchat has also introduced initiatives like ‘Snap School,’ which educates emerging talents on digital storytelling, and ‘Savvy on Snap,’ a content enablement program providing consulting and resources for content creators. These efforts are designed to help Indian creators build lasting careers while staying true to their creative expression.

Following the successful launch in Hyderabad, Snapchat has announced Chandigarh as the next stop for Creator Connect. The Hyderabad edition featured leading digital creators, industry leaders, and influencers, with notable highlights including the Snapchat debut of Telugu film star Nani. This move underscores Snapchat’s commitment to bridging the gap between mainstream entertainment and the evolving digital landscape.