A recent Meta-commissioned GWI study reveals that nearly 80% of Indian consumers discover new products through social media, with 96% of these discoveries occurring on Meta platforms, including Facebook, Instagram, and WhatsApp.
The study highlights the significant role of short-form video content in driving purchases. Approximately one-third of viewers who watch videos or Reels featuring products proceed to make a purchase. This trend is particularly notable in the luxury sector, where short-form content significantly influences buying decisions.
Influencer marketing also plays a crucial role in consumer decision-making. Over 30% of respondents have discovered new brands or products through influencers, and 30% have purchased items recommended by them.
Messaging platforms, especially WhatsApp, are integral to the purchase journey. Nearly 60% of users are likely to buy a product after seeing an offer on WhatsApp, underscoring the platform’s role in facilitating purchases.
These findings underscore the importance for brands to leverage Meta’s platforms to enhance product discovery and drive sales, particularly through engaging video content, influencer partnerships, and effective use of messaging tools.
