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Why Snapchat Has Gone Local in India

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Snapchat is now available in Indian regional languages

Snap’s (SNAP) Snapchat social app has gone local in India with the launch of support for several regional languages in the country, following in the footsteps of its American digital service peers Facebook (FB), Twitter (TWTR), Google (GOOGL), and Amazon (AMZN).

In addition to English, Snapchat is now available in four Indian languages: Hindi, Marathi, Gujarati, and Punjabi.

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Supporting local Indian languages is viewed as an attempt by Snap to extend Snapchat’s reach in the country beyond its English-speaking audience. Last November, Snap launched a localized version of its media content discovery service, Discover, in India.

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Facebook and Twitter, Snap’s competitors in India’s social media market, have also built versions of their social networks that support several Indian regional languages. On their part, Amazon and Netflix (NFLX) have taken to producing content in local Indian languages to help them reach more people in the country with their online video services. Google operates a localized mobile payment service called Tez in India. Tez is known as Google Pay outside India.

Snap sets its sights on India’s digital advertising market

In India, Snap is pursuing growth in the booming digital advertising market. Brands spent ~$1.4 billion on digital ads in India in 2018, and Zenith predicts that India’s digital advertising market will more than double in the next few years to reach $3.0 billion by 2021. Last year, Snap teamed up with ad-technology company Tyroo to help it reach more advertisers in India.

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