Meta’s recent survey highlights the significant influence of video content on its platforms, including Facebook and Instagram, in shaping purchase decisions during the festive season. The study, conducted by YouGov on behalf of Meta, reveals that eight out of ten Diwali shoppers heavily rely on video content while making their festive purchases.
According to the study, Meta’s technologies are the most important channels for short-form videos (87%) and creator content (79%). Influencer and creator content also play a crucial role in influencing purchase decisions, with 66% of Diwali shoppers agreeing that creators have an impact on their choices.
The survey was conducted on 1,523 adults in India between 23 October and 9 November 2022. It delved into how consumers discover products and services and shop during the festive season in India.
The study highlights the growing importance of personalized content through ads on social channels. About 69% of Diwali shoppers found it easier to complete their Diwali shopping with personalized products and gift suggestions on Facebook and Instagram.
As internet penetration increases, users are showing a preference for content in their local language. The report indicates that 76% of Diwali shoppers prefer to see advertising in their local language, showing a significant year-on-year growth in this trend.
The festive season, which starts in September, boosts domestic consumption in India. Businesses across sectors see this period as a crucial time to reach out to consumers with their new offerings. Meta’s platforms are increasingly becoming the go-to channels for consumers during this period.
Arun Srinivas, Director and Head of the Ads Business, Facebook India (Meta), emphasized the popularity of the festival period in India and how consumers are actively engaging on their platforms to buy fashion, beauty, gifts, and sweets.
The study also found that 8 in 10 shoppers use WhatsApp (64%), Instagram (39%), and Messenger (38%) to engage with businesses during Diwali. Around 66% of Diwali shoppers are more likely to consider purchasing from a business if they can contact them via instant messaging.
As Diwali shopping decisions are influenced significantly by video content and personalized ads on Meta platforms, businesses are recognizing the importance of leveraging these channels to connect with consumers and drive sales during the festive season.