The social media platform is being introduced in Marathi, Gujarati, Punjabi, and Hindi, as it reinforces efforts to warm up to the users in the Indian market.Sutrishna Ghosh
Soon, you will be able to Snapchat in Hindi, as the multi-media messaging platform is localising content into four Indian languages.
While reports of a beta test version had surfaced as early as in March this year, it looks like the plans are now concrete with Snapchat going local in Marathi, Gujarati, Punjabi, and Hindi, as it reinforces its efforts to warm up to the users in the Indian market.
The video and photo messaging platform said in a statement,
“Snapchat is happy to announce its localisation into four Indian languages – Hindi, Marathi, Gujarati and Punjabi. Snapchat launched Discover in India last year, and is now localising into regional languages to engage and excite Snapchatters to share content in their very own language.”
The development shouldn’t come as a surprise given how significant vernacular languages have emerged in tapping the regional market. In India, the total number of internet subscribers touched 512.26 million as of June 30, as per a TRAI report published in September last year. Of this, close to 95.78 percent accessed the internet through their mobile phones, as per the report.
Language is indeed going to be the key when it comes to exploring India’s vast market, and platforms like Snapchat are well on track by going local and appealing to regional customers.
“Recently, Snapchat released localised lenses, filters, and stickers on Holi, for IPL teams – Mumbai Indians, Rajasthan Royals, Kolkata Knight Riders, Chennai Super Kings – and collaborated with Indian women artists from across India to develop creative tools on the occasion of International Women’s Day,” the release added.
Created by former Stanford students Evan Spiegel, Bobby Murphy, and Reggie Brown, Snapchat reported $390 million in revenue in February 2019. However, its user base remained stable in Q4 of FY18, which means it neither lost nor acquired any new users.
With the latest attempt at localisation, it remains to be seen if Snapchat will be able to increase its user-base in India.