"Meta's Reels has emerged as India's most popular short-form video platform, with 92% of users preferring it over TV, YouTube, and other platforms, according to a study by IPSOS. Surveying over 3,500 people across 33 Indian cities, the research highlights Reels' strong engagement among creators and its influence on online culture. The platform is the most viewed short-form format in the country, with 95% of respondents using it daily,"
"For businesses, Reels has emerged as a powerful tool for brand discovery, with 80% of Indian users discovering new brands through Meta platforms. Reels advertisements deliver twice the top-of-mind recall, four times stronger message association compared to long-form video ads, and are 1.5 times more effective in driving brand metrics. Users also find brand videos on Meta more refreshing and enjoyable than content elsewhere."
Meta's Reels reaches 92% user preference over TV, YouTube, and other platforms among a surveyed sample of over 3,500 people across 33 Indian cities. The platform is the most viewed short-form format in the country, with 95% of respondents using it daily. Reels shows approximately 33% higher engagement than other platforms. Content consumption increased notably for fashion and trends (+40%), beauty and makeup (+20%), and music and movies (+16%). Reels drives cultural trends in dance challenges, memes, fashion, and beauty. For businesses, 80% of Indian users discover new brands through Meta platforms, while Reels advertisements deliver twice the top-of-mind recall, four times stronger message association versus long-form video ads, and 1.5 times better effectiveness on brand metrics. Users find brand videos on Meta more refreshing and enjoyable than content elsewhere.
Read at Mashable India
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