How has Meta's Reels Become India's Leading Short-Form Video Platform?
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Synopsis
In just five years since its launch, Meta's Reels has emerged as the top short-form video platform in India, captivating 92% of users. This article dives into the findings of a recent study that reveals the platform's impact on cultural trends and commerce.
Key Takeaways
- 92 percent of users prefer Meta's Reels in India.
- 95 percent of users engage with Reels daily.
- Reels shows 33 percent higher engagement compared to competitors.
- Reels is a driver for cultural trends and brand discovery.
- Marketers should tailor content for the Reels format to maximize impact.
New Delhi, Sep 11 (NationPress) The short-form video platform Reels by Meta has established itself as the predominant choice in India, garnering the preference of 92 percent of users over its competitors, five years after its introduction in the country, according to a report published on Thursday.
This study, commissioned by Meta, involved over 3,500 participants across 33 cities, revealing that 95 percent of users engage with Reels on a daily basis via Instagram, surpassing other platforms like YouTube by at least 12 percentage points.
Meta also noted that Instagram Reels achieved 33 percent greater engagement rates compared to other platforms surveyed. The findings indicate that Reels is a driving force behind significant online trends, including dance challenges, memes, and various styles such as GRWM (Get Ready With Me) and beauty transitions, as stated by the company.
"Reels are pivotal in shaping cultural discussions, leading viewership across diverse genres, with increases in content consumption in areas such as fashion/trends and styles (up 40 percent), beauty and makeup (up 20 percent), and music/movies (up 16 percent)," the report highlighted.
“India is spearheading the global video consumption wave, with Reels at the forefront of this transformation. Meta is committed to continuous innovation with AI, supporting creators, and enabling businesses to harness the potential of short-form videos,” stated Arun Srinivas, Managing Director and Head of Meta (India).
The report also underscored Meta’s growing impact in commerce, revealing that approximately 80 percent of surveyed Indians discover new brands through Meta platforms.
"Reels advertisements exhibit two times stronger recall and four times better message association compared to long-form video ads, while being 1.5 times more effective in enhancing brand metrics than long-form skippable video ads," the report added.
"To fully leverage the capabilities of Reels, marketers should concentrate on capturing, enhancing, and expanding attention through social-first creative approaches tailored for the Reels format," the company emphasized.
Point of View
Meta's Reels has significantly transformed the digital landscape in India. As the preference for short-form video content surges, Reels not only facilitates entertainment but also drives commerce and brand discovery. It represents a critical evolution in how content is consumed, highlighting the importance of adapting to user preferences and the ever-changing digital environment.
NationPress
11/09/2025
Frequently Asked Questions
What percentage of users prefer Meta's Reels in India?
According to a recent report, 92 percent of users favor Meta's Reels over competing platforms.
How often do users engage with Reels?
95 percent of users report watching Reels daily on Instagram.
What percentage increase in engagement does Reels show?
Meta reports that Instagram Reels drives 33 percent higher engagement compared to other platforms.
How does Reels impact brand discovery?
Around 80 percent of surveyed Indians discover new brands on Meta platforms.
What is the effectiveness of Reels ads compared to long-form video ads?
Reels ads deliver two times stronger recall and four times better message association than long-form video ads.
