Overview

• A Meta-commissioned GWI study finds nearly 80% of Indian shoppers discover products via social media, with 96% of those discoveries on Facebook and Instagram.
• Two- to three-minute videos and Reels drive purchase behavior, prompting about 30% of viewers to buy featured items and delivering significant impact for luxury brands.
• Influencer marketing shapes discovery and purchases as 60% of shoppers follow national creators with strong cross-channel influence on buying decisions.
• Omnichannel campaigns such as Click to WhatsApp have achieved up to 14x offline return on ad spend while pilot ads have driven 3.5x higher conversions and 4.3x ROAS.
• AI underpins content and messaging innovations, with automated Reels recommendations and chatbots boosting click-through rates by up to 4% and converting nearly 60% of WhatsApp users into buyers.