In the last few years, social media platforms like Instagram and Facebook have emerged as the go-to source for billions worldwide to see what’s happening in the world. These platforms are also playing an important role in guiding purchasing decisions. As it turns out, social media platforms are also shaping how consumers discover new products and brands online. As it turns out, millions of Indians rely on influencers, short-form video content and messaging campaigns to see if a product is worth buying.
According to a new Meta-commissioned study by GWI, which asked 2,548 internet users between the ages of 16 and 64, almost 8 in 10 shoppers discover new products via social media, with 98 per cent of these discoveries happening on Meta platforms like Instagram and Facebook. It also claims that before making a purchase, a large number of shoppers depend on online platforms for research instead of simply relying on displays in physical retail stores.
Meghna Apparao, the director of e-commerce and retail at Meta India, said, “Indian shoppers today are social-first, mobile-first and video-first, irrespective of whether the purchase happens offline or online.” With Indian consumers now resorting to Reels, messaging and influencers to find and evaluate new content, Meta has emerged as the go-to platform for businesses in the country to increase their sales.
The study claims that short-form videos with a length of between two to three minutes and Reels are proving to be effective, as almost one-third of buyers make their decision based on whether a product is featured in a brand video. As it turns out, the trend applies mostly to luxury products, where viewers are highly influenced by short-form videos.
Influencer marketing also happens to be one of the major reasons why retail action has increased in India. The Meta commissioned study suggests that 6 in 10 customers follow creators on different platforms, with the category having the biggest impact on both product discovery.
Talking of WhatsApp, it looks like the instant messaging platform is playing an important role when it comes to buying new products, with almost 60 per cent of shoppers buying after coming across an offer on the platform. To keep up with consumer shifts, Meta says it recently added new “omnichannel advertising capabilities”, which help brands increase online engagement.
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