Features on Meta’s key priority markets, India does, according to the vice president of Meta India, Sandhya Devanathan, because more and more affinity towards Reels in addition to business messaging services. She said during the interview that India leads in short-form video consumption, mainly through Instagram in the Reels platform. Engagement between the platform and brands and creators is driving growth, making Reels an essential part of campaign strategies for businesses.
“Reels is huge for Meta globally, but especially in India,” said Devanathan. More and more brands are bringing Reels into their campaigns because they realize that it has every potential to make or break the decision of consumers. This kind of campaigning has really changed the way a campaign is conceptualized, and more importantly, Reels are at the center of it, today.
India is also a leader in the adoption of Meta’s AI-powered tools which bring various features such as parenting advice or cultural insights like Onam Sadya, to name a few. Meta is optimistic about its growth in India which is driven by economic growth and a changing digital landscape. Indian demographic dividend, startup ecosystem, and innovation momentum are important contributors to this growth.
In addition to this focus on Reels, Meta is paying for improvements to its business messaging capabilities, especially through WhatsApp. India is one of the world’s largest markets for WhatsApp, and the platform recently announced features such as verified badges for small businesses to establish greater trust with users. The firm also made an announcement to test AI integration in WhatsApp Business to further streamline customer engagement.
India will continue to hold a critical slot on Meta’s growth route, underlined Devanathan, with a strong economic forecast and a growing digital ad market. “Meta wants to help entrepreneurs succeed through the power of its platforms including Facebook, Instagram and WhatsApp,” she said.
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