Instagram Sees Explosive Growth in Reels Usage Driven by Indian Users
Instagram is experiencing an 'insatiable' appetite for Reels in India, as Indians are becoming global trendsetters for short-form video content. At a recent gathering, Instagram Chief Adam Mosseri pointed to India's spectacular digital shift, attributing the spurt in interest to cheap data and improved internet speeds.
"Data in India was once costly, and the network was slow. That's all changed", Mosseri said, pointing to how this change has allowed users to spend more time online. As Instagram transitions from a photo-centric app to a video-first platform, Reels has emerged as the star feature particularly in India.
Though Mosseri explained that Instagram's algorithm does not favor one format over another, he conceded, "Video is more engaging than static photos. It gets more likes, more shares, more everything". India, he added, demonstrates greater creativity, sharing, and engagement than global averages.
With Indian users dictating content trends and setting interaction benchmarks, India is top of mind for Instagram as it regards its overall global strategy. With short-form video reigning supreme, the platform is banking heavily on India not only as an emerging market, but as a creative powerhouse reimagining the future of social media.
