More than fun and games: Snapchat plans to combine AR, social media, e-commerce in India

Snap Inc. hosted its first-ever APAC AR Day in Mumbai, India, to celebrate its prominent role in Augmented Reality (AR), recognize its thriving AR creator and developer community, and underline its ongoing commitment to democratizing AR for both users and brands.

Evan Spiegel, CEO and Co-Founder of Snap, took part in a candid fireside chat with Snap APAC President Ajit Mohan during his three-day visit to India. The conversation revolved around the global adoption of AR by consumers and brands, the burgeoning creative talent pool in India, the future of AR technology, and Snap’s innovative approach to this transformative field.

Spiegel expressed his enthusiasm for the vibrant Indian developer community, saying, “I love the energy of the young and vibrant Indian developer community. With over 200 million Snapchatters in India, we’re seeing more and more creators, developers, and brands tap into our community’s passion for augmented reality experiences. We’re excited to be building the future with such incredible local talent.”

Ajit Mohan also delivered a keynote address, emphasizing the strength of India’s thriving AR creator and developer community and their innovative collaborations with brand partners.

Highlighting the rapid growth of the AR creator community in India, Ajit Mohan, President of APAC at Snap Inc., stated, “Thanks to the innovation and creativity of these incredibly talented AR developers and creators, Snapchatters around the world are able to engage with immersive AR experiences which bring everyday moments to life. Snapchat is deeply committed to empowering these creators, offering monetization avenues and providing innovative tools to support their creative aspirations. We are honoured to have had creators from all over India and across APAC attend Snap’s AR Day to celebrate this ongoing innovation.”

The event featured AR developers, creators, advertisers, brands, and content creators participating in sessions led by expert speakers, including Ty Ahmad-Taylor, Snap’s VP of Product Growth, Resh Sidhu, Global Director of Arcadia at Snap’s AR Creative Studio, Haran Ramachandran, Snap’s APAC Head of Creative Strategy, and Jeremy Voss, Snap’s Director of Product. These informative sessions allowed attendees to learn about Snap’s latest AR innovations and interact with interactive AR try-on stations.

Snapchat also showcased how, using AR, they have worked with brands like Disney and Coca-Cola to create fantastical AR experiences. Snapchat’s in-house developers also showed how, the platform has started integrating e-commerce for clothing, skincare and beauty, and accessories brands.

Snap AR has become a platform where Indian AR developers are building thriving businesses, with over 250 million daily AR engagements on Snapchat on average. The Snap AR creator community in India grew by 60 per cent in 2022 and is expected to continue growing, providing opportunities for talented AR creators from diverse backgrounds in 2024.

Vivek Thakur, a successful AR developer, shared his journey from a medical background to becoming a renowned AR creator. He emphasized Snap’s support for creators, stating, “Snap is empowering creators and developers like myself by providing us with creative tools and opportunities to generate revenue through Lens creation. Even for creators without coding backgrounds, by using Snapchat’s Lens Studio, which is incredibly intuitive, they can build careers and strong communities.”

In August this year, Snap introduced the Lens Creator Rewards program, providing incentives for top-performing Lenses on Snapchat, further incentivizing AR creators.

With the growing adoption of AR among Indian users, Snapchat has emerged as a key partner for brands seeking to connect with this unique audience. In India, 95 per cent of Gen Z individuals express interest in using AR for shopping, with 73 per cent believing that AR experiences provide a more personal touch. Globally, AR interactions lead to a 94 per cent higher conversion rate and a 25 per cent decrease in return rates.

Snap showcased its AR try-on booth at the AR Day event, offering attendees the chance to experience this innovative technology firsthand, including try-on experiences related to fashion and beauty.

Snapchat is also launching special Diwali-themed AR Lenses for its 200 million Indian users with the latest Lenses, created by Snap Lens Network creators, allow Snapchatters to celebrate and share the festive spirit with loved ones, adding a touch of Diwali magic to the platform.