Snapchat parent debuts short video offering Spotlight in India

Snap Inc. has launched Spotlight in India, Mexico and Brazil, nearly four months after the short-video platform’s debut in the United States and 10 other countries.

The feature, which claims to have 100 million users as of January this year, surfaces 60-sec videos from its users in a dedicated TikTok-like vertical feed within the Snapchat app. The feed becomes more personalised, based on a user’s preferences and favourites.

What’s different however is that the content that appears in the feed is moderated and doesn’t allow for public comments. Snap Inc. says that users can submit their Snaps to Spotlight, although it will have to adhere to the company’s content guidelines to get distribution.

The firm said creators from India will also be eligible to earn a share from its $1 million daily fund earmarked for the most popular videos on its app. However, they have to be 16 years or older and obtain requisite parental consent to claim these earnings.

India’s short-video space has boomed in the aftermath of the TikTok ban in June last year, with more than a dozen short-video apps—including Instagram Reels, YouTube Shorts, MX Player’s TakaTak, Dailyhunt’s Josh and Sharechat’s Moj—filling the void left behind by the Chinese platform.

Last week, Singapore-based short-video app Lomotif announced plans to foray into India, while Facebook started allowing users to create and share short videos on its platform

Snap’s India focus

India has emerged as a key market for Snap Inc. after witnessing significant growth in its user base that crossed the 60 million users-mark in the country in January this year.

The country has also proved vital for the company’s localisation strategy, with India being one of the first markets where Snap Inc. made investments to localise its product, including building local augmented-reality creator communities, adding local content, and investing in local marketing initiatives.

Last month, Snapchat Chief Financial Officer Derek Andersen stated the company’s plans to extend its localisation playbook to grow its base in several other countries.