NewKerala.com

Key Points

Meta's Reels has emerged as India's top short-form video platform with overwhelming user preference. The platform drives significantly higher engagement compared to competitors across multiple content categories. Reels is transforming digital commerce with 80% of users discovering new brands through Meta's platforms. Meta plans to continue innovating with AI and supporting creators to maintain this leadership position.

Key Points: Meta Reels Tops India Short-Form Video With 92% User Preference

  • 92% of Indian users prefer Reels over competing short-form video platforms
  • Instagram Reels drives 33% higher engagement than other surveyed platforms
  • 80% of Indians discover new brands through Meta's platforms including Reels
  • Reels ads deliver 1.5x better brand metrics than long-form skippable video ads
2 min read

Meta's Reels emerges as India's top short-form video platform five years after launch

Meta's Reels dominates India's short-form video market with 92% user preference, driving 33% higher engagement and fueling major online trends according to new study.

"India is leading the world in video adoption, and Reels is at the center of this shift. - Arun Srinivas, Meta India"

New Delhi, Sep 11

US tech giant Meta's Reels has become the leading short-form video format in India, with 92 per cent of users favouring it over competitors, after five years of its launch in the country, a report released on Thursday said.

The Meta-commissioned study surveyed over 3,500 respondents in 33 cities, and 95 per cent of users reported watching Reels daily on Instagram, at least 12 percentage points ahead of other surveyed platforms like YouTube.

Meta reported that Instagram Reels drove 33 per cent higher engagement than other surveyed platforms. The study shows that Reels continues to fuel major online trends, from dance challenges, memes, and POVs to GRWM, beauty transitions, and more, the company said in a statement.

"Reels drive cultural conversations, leading consumption across genres, with users watching more content on fashion/trends and styles (up 40 per cent compared to other platforms), beauty and makeup (up 20 per cent compared to other platforms), and music/movies (up 16 per cent compared to other platforms)," the report said.

“India is leading the world in video adoption, and Reels is at the center of this shift. Meta will continue to innovate with AI, support creators, and help businesses unlock the power of short-form video,” said Arun Srinivas, Managing Director and Head, Meta (India).

The report also highlighted Meta’s increasing influence in commerce. Around 80 per cent of surveyed Indians said they discover new brands on Meta platforms.

"Reels ads also deliver two times stronger top-of-mind recall and four times stronger message association compared to long-form video ads, while being 1.5x more effective in driving brand metrics as compared to long-form skippable video ads," the report stated.

"To unlock the full potential of Reels, marketers need to focus on capturing, deepening, and scaling attention by winning attention through social-first creatives designed specifically for the Reels format," the company noted.

- IANS

Share this article:

Reader Comments

R
Rohit P
Not surprised at all. Reels is so addictive and the algorithm understands Indian preferences perfectly. From dance trends to cooking hacks, it's become part of our daily routine.
A
Arjun K
While Reels is entertaining, I worry about the impact on attention spans, especially for younger generations. Everything is becoming 15-second bites without depth.
S
Sarah B
As a small business owner in Mumbai, Reels has been a game-changer! We've seen 3x more engagement and actual sales from our product demonstrations. The commerce integration is brilliant.
V
Vikram M
The regional content on Reels is amazing! From Tamil comedy to Punjabi dance challenges, it's celebrating India's diversity in ways no other platform has managed.
K
Karthik V
Hope Meta invests more in Indian creators and doesn't just use our market for data. We need better monetization options for local talent beyond brand deals.

We welcome thoughtful discussions from our readers. Please keep comments respectful and on-topic.

Leave a Comment

Minimum 50 characters 0/50