New Delhi: While Instagram and YouTube thrive in teh spotlight, Snapchat positions itself as the “backstage” of social media. That was the pitch at Snapchat’s Delhi chapter of Creators Connect, where the platform reminded creators that it is indeed less about polished perfection and more about quick, candid moments.
Instead of carefully planned and produced content,Snapchat is where you can open the camera,share what is happening in the moment,and keep it raw.To bring this idea to life, Snap put three of its leading delhi creators on stage: Shreyas Mendiratta, Vaibhav Navlani, and Amulya Rattan.
And fittingly, BuzzInContent.com caught up with the three “Snapstars” backstage, wich, in a way, is where everything about Snapchat makes the most sense.
Brands, ads, and the balancing act
Mendiratta, who has more than 4 lakh followers on Snapchat, explained, “Snapchat requires creators to capture a lot of raw, unfiltered, or heavily filtered content and be very open.”
The challenge, though, lies in getting brands to engage on a platform built around fleeting stories. “Brand integration on the platform can be very momentary, especially within Snap Stories, since they are so easy to skip. Therefore, a creator must demonstrate enough aptitude to get the audience entirely hooked on their content,” Mendiratta told BuzzInContent.
Mendiratta, who has crossed a million followers on Instagram, calls the platform his “home base.”
“For me, Instagram is the center of my focus. It’s becuase you have to make a proper video post there; you have to make a Reel. There’s a lot of design involved.Yes, there’s a lot of rawness in Snapchat, but I think Instagram simply has more creative elements,” he explained.
Amulya Rattan, another “snap star”, has roughly 2.2 million followers on Snapchat. Meanwhile,her follower count on Instagram is around 4.6 million. When asked about navigating brands on both platforms, she noted that Snapchat is still catching up with its older, more brand-friendly sibling.
“Brand collaborations have just begun on Snapchat. On the other hand, Instagram is more established. It already has established brands and a bit of a legacy. Snapchat’s own monetisation is actually quite good if you’re consistent. But obviously, other platforms are doing better as they’ve been working with brands for a longer time. Brands are only now being introduced to Snapchat,” she said.
she added that brands often expect Instagram-style metrics. “It is a little challenging on Snapchat to convey that it is a different platform,” she noted.
Though, the platform is building infrastructure to make brand collaborations easier. Snapchat recommends that creators use the ‘Paid Partnership’ label for any brand partnership they undertake. Activating this label allows brands to use the creator’s assets for further ad promotions.
This not only boosts the brand’s visibility but also the creator’s own reach, encouraging brands to return to the creator for future collaborations.
The money side of snapchat
To get a clear picture of the monetisation aspect, we spoke to