Meta Declares Instagram Reels as India’s No. 1 Short-Video Destination
Meta Declares Instagram Reels as India’s No. 1 Short-Video Destination
Meta’s IPSOS study shows Instagram Reels now dominates India’s short-form video scene. With 92% preferring Reels and 97% watching short videos daily, brands are taking note of its impact.
According to a recent study by Meta, Instagram Reels has surpassed TV, YouTube, and other rivals to become India's top short-form video platform. Reels has been in India for five years at the time of this milestone. In order to investigate user preferences, engagement, and the cultural significance of Reels, Meta commissioned the IPSOS study, which polled over 3,500 people in 33 locations throughout India.
The results show that short-form video is currently the most popular type of video consumed daily in India. According to the study, 92% of respondents said they prefer Reels as their preferred platform, and 97% said they watch short-form videos on some platform at least once a day. According to Meta, among Gen Z and NCCS A and B audiences, Reels is the most popular platform for watching videos.
“We are now the top platform for brand discovery, with 80% of Indians saying they discover new brands on our platforms,” Meta said. It added, “Reels ads also deliver 2x stronger top-of-mind recall and 4x 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.”
According to Meta, marketers can concentrate on capturing, deepening, and scaling attention in order to fully utilize Reels. Making social-first creatives especially for the Reels format is one way to achieve this. In order to give their stories authenticity and cultural relevance, they can also work with creators.
Additionally, Meta emphasized that the platform for creator engagement generates about 33% more engagement than the other platforms surveyed.
“Reels drive cultural conversations, leading consumption across genres, with users watching more content on fashion/trends and styles (+40% vs other platforms), beauty and makeup (+20% vs other platforms ), and music/movies (+16% vs other platforms”,” Meta said.
Meta's focus on Reels suggests that short-form video will continue to play a key role in its strategy, both in India and globally. Reels is positioning itself as more than just an entertainment feature; it is becoming a fundamental part of Instagram's identity as a result of increased investment in AI-driven recommendations and monetization opportunities for creators.
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