Survey time period: September 1 to November 30, 2024
As of 2024, photo posts on Facebook pages accrued the highest engagement rate in India, indicated by the page engagement-to-total fans ratio of percent. Link posts garnered the lowest rates of engagement that year. However, a declining trend had developed in the country since the previous year, with engagement on the Meta-owned platform reducing across content types.
Instagram and user-generated content in India
While Facebook and Instagram together control most of India’s social media market, it is the latter that has truly refined the content creation experience for Indian users. User-generated content is no longer limited to simply posting pictures and comments and presents a unique opportunity for marketing as well. Given its high engagement rate and wildly popular short video feature Reels, Instagram is the preferred platform for influencer marketing and brand collaboration.
Meta platforms
Since being rebranded, Meta Platforms Inc. has gained wider control over the Indian market. The largest user bases of the company’s trinity of platforms- Facebook, WhatsApp, and Instagram- are housed in the South Asian country. Tech-savvy Indian users are increasingly on the lookout for new trends and were quick to hop on to Meta’s new microblogging platform, Threads.