Social media sites like Facebook and Instagram have become the primary source for billions of people globally to learn about global events in recent years. These sites are also having a significant impact on how people make purchases. It turns out that social networking sites are also influencing how customers find new companies and items on the internet. Millions of Indians use marketing campaigns, influencers, and short-form video content to determine whether a product is worthwhile.
Nearly 8 out of 10 consumers find new items through social media, with Meta platforms like Instagram and Facebook accounting for 98% of these discoveries, according to a recent Meta-commissioned survey by market research company GWI that polled 2,548 internet users between the ages of 16 and 64. Additionally, it asserts that many consumers rely on internet resources for research prior to making a purchase rather than just looking at store displays.
“Indian shoppers today are social-first, mobile-first, and video-first, regardless of whether the purchase happens offline or online,” stated Meghna Apparao, director of e-commerce and retail at Meta India. Since Indian customers are now using influencers, Reels, and messaging to discover and assess fresh content, Meta has become the preferred platform for companies looking to boost sales in the nation.
Reels and short-form films that last two to three minutes are beneficial, according to the report, as nearly one-third of consumers base their purchase decisions on whether a product is shown in a brand video. It turns out that the tendency primarily affects luxury goods, as short-form videos have a significant impact on viewers.
One of the main causes of the rise in retail activity in India is influencer marketing. According to a survey commissioned by Meta, 6 out of 10 consumers follow creators across various channels, with the category having the largest influence on both product discovery.
With nearly 60% of consumers making a purchase after seeing an offer on WhatsApp, it appears that the instant messaging service is playing a significant part in the purchasing of new goods. According to Meta, it just introduced new “omnichannel advertising capabilities” to assist firms boost online engagement in response to changing customer preferences.
