Snapchat captures 2X more attention from Gen Z users in India with AR ads, report finds
In a digital landscape brimming with content overload, Snapchat is standing out — especially among Gen Z users in India. A new report has revealed that the platform’s Augmented Reality (AR) advertisements are capturing twice as much attention compared to traditional ad formats on social media, making a strong case for brands to rethink their advertising strategies.
This revelation comes from the “Attention Advantage” report, a collaborative effort between Snap Inc. and attention analytics firm Lumen Research. The study examined the behaviors of over 3,000 Indian Gen Z consumers and the way they engage with different types of digital ads, focusing particularly on AR experiences.
AR Ads: The Future of Attention-Grabbing Marketing?
While the concept of AR isn’t new, its impact on advertising has reached a new high. The report shows that Snapchat’s AR Lenses are 3 times more efficient at capturing active, voluntary attention than typical social media advertisements. In an era where users are used to skipping or scrolling past ads in seconds, this is no small feat.
The key metric introduced in the study is Attention Per Mille (APM) — a measure of how many seconds of attention a thousand impressions generate. Unlike traditional metrics such as view-through rates (VTR), APM emphasizes quality of attention, not just quantity. According to the findings, Snapchat’s AR formats not only earn higher APM but also translate that attention into better brand recall and perception.
Why Gen Z in India Engages with AR
India’s Gen Z population — those born roughly between 1997 and 2012 — are digital natives. They grew up with smartphones, social media, and personalized content. As a result, their expectations from brands are sky-high. They’re not looking for passive experiences; they crave interactive, immersive, and entertaining content.
AR fits perfectly into that mold. Snapchat’s AR lenses allow users to transform their environment, their faces, and even their identities — from trying on virtual makeup to placing a digital couch in their living room. This playful interactivity is what makes these ads less like interruptions and more like features.
According to the study, even a 5% increase in attention from users can result in double the brand impact, including stronger brand affinity and higher purchase intent. More importantly, attention lasting more than 3 seconds creates a meaningful connection, while anything over 9 seconds tends to hit a plateau in effectiveness.
How Snapchat Adds Value to a Brand’s Media Mix
The report also highlights a compelling finding: when Snapchat is included in a brand’s media mix, the total campaign receives up to 22% more attention from Gen Z audiences. That kind of boost is especially significant in a competitive market like India, where attention spans are short and content is endless.
What makes this platform so effective? Beyond AR, Snapchat’s ephemeral format and peer-driven content play a big role. Since most users interact with friends through snaps and not public posts, branded content that blends seamlessly into this environment feels less intrusive and more natural.
In essence, Snapchat has turned advertising into entertainment — a formula that resonates deeply with Gen Z.
Rethinking Metrics: From Views to Attention
Traditional digital marketing strategies often focus on impressions, click-through rates, or video completion rates. However, the “Attention Advantage” report challenges this approach by proving that not all views are equal.
For instance, an ad that runs for 15 seconds might be seen passively, but if only one or two seconds of that were actually viewed attentively, then its impact is significantly lower. In contrast, Snapchat’s AR lenses — even when interacted with for a shorter duration — offer active engagement, which translates to higher memory retention and brand favorability.
Moreover, the study found that attention is 8 times more predictive of brand recall and 4 times more predictive of brand favorability than VTR. This suggests that advertisers need to move beyond traditional metrics and adopt attention-based planning to better optimize their budgets and outcomes.
Opportunities for Brands in India
With India’s Gen Z population estimated to reach over 375 million in the coming years, the market potential for AR-based advertising is massive. Brands that want to make an impact must align their messaging with the preferences of this generation — and that means shifting away from static banners and autoplay videos.
Several Indian and global brands are already experimenting with AR filters for product trials, festival campaigns, and influencer marketing. Whether it’s a cricket-themed face lens, a Holi color splash filter, or a virtual try-on for fashion and beauty, the possibilities are endless.
What sets Snapchat apart is its creator ecosystem and its investment in localizing AR experiences. By partnering with Indian creators and developers, Snapchat ensures that its AR content is culturally relevant, which makes it even more appealing to users.
Final Thoughts
Snapchat’s recent findings aren’t just about flashy technology or novelty features — they’re about a deeper shift in how young consumers interact with content and brands. In a market like India, where digital clutter is at an all-time high, attention is the new currency, and AR is the tool to earn it.
For marketers, the takeaway is clear: if you want to connect with Gen Z, don’t just show them ads — let them interact, play, and create with your brand. In doing so, you won’t just capture their attention — you’ll earn their loyalty.
