Snapchat has launched Creator Connect to reinforce its commitment to India’s growing creator economy.

With this investment, they aim to empower Gen Z and the next generation of digital storytellers through a multi-city investment program.

This business initiative will provide creators with mentorship, growth opportunities, and engagement tools, ensuring they can build sustainable careers on the platform while redefining short-form storytelling.

Snapchat will partner with local creator agencies to support regional content creators and fuel the next generation of talent. They have also reinforced its focus on educating and mentoring creators, highlighting programs like Snap School, which helps emerging talent refine their storytelling skills and leverage Snapchat’s tools to grow on the platform.

Through content enablement programs such as ‘Savvy on Snap’, Snapchat provides consulting support and resources to help partners bring the best of pop culture to their Snapchat communities. Further strengthening monetisation opportunities, Snapchat offers global creator-focused revenue share and rewards programs, ensuring creators can build sustainable careers while engaging their audiences.

The initiative kicked off in Hyderabad, a city known for its dynamic content ecosystem and deep cultural influence across movies, TV, arts, and digital media. The initiative will also be opening up in Chandigarh.

By working with leading creator agencies, media companies, music labels, and film studios, Snapchat is ensuring that regional voices find a global stage. 

Saket Jha Saurabh, director of content and AR partnerships, Snap Inc, said, “India is undergoing a paradigm shift with Gen Z taking centre stage as Creators and Consumers. Whether it’s the power of visual storytelling and catching trends, the importance of the inner circle of friends and family or the need to be truly authentic, Snapchat has been at the heart of this shift. Creator Connect is one of the ways we will engage Creators leading this change in pop culture. We are excited to meet them across the length and breadth of India.”