SNAP stands for achieving the highest F

Pulkit Trivedi, managing director (MD) for India of photo and video-sharing platform Snap.

The social media intermediary, with more than 250 million monthly active users, stands to gain the most from this increase in ad spending, Trivedi said, adding that Snap will play to its strengths of being a “GenZ” platform.

“The biggest difference we make is that our platform is not for 16-54 year olds, but for 13-30 year olds… Although we have some users who are above 30, still 90 per cent of our user base is 13-30,” Trivedi said.

Snap has seen more than 10-fold growth in the number of advertisers on its platform over the past two years. These advertisers include large advertisers like L’Oréal and Mondelez, eCom players like Amazon and Flipkart, fashion and beauty retailers like Myntra and Nykaa, and instant commerce companies, he said.

However, the format of ads on Snap differs from traditional platforms, as most new-age social media users do not respond well to the traditional approach of creating brand awareness and then pushing them to buy the product, Trivedi said.

“This whole classic funnel loop or advertising or brand loop is completely different now. It’s not like a linear journey. It’s very interconnected.

That’s why I’m confident people like us will continue to create more value for advertisers over the next few years.” To better monitor the reach of ads on its platform, Snap has started using attention as a measure of performance rather than length or number of impressions, Trivedi said.