Meta shares insights to help marketers drive festive growth
According to the study, 66% of Diwali shoppers are more likely to consider purchasing from a business if they can contact them via instant messaging
At the Meta Marketing Summit held in Mumbai on Thursday, the tech giant shared insights for this festive season, based on a study by YouGov commissioned by them. Among others, insights show how personalized content through ads on social channels is becoming more important for shoppers, how they seek online content in their local language and how engagement with online video is happening increasingly through our platforms.
The study* gives an understanding on how consumers are discovering products and services, shopping, and celebrating festivals like Diwali and beyond. Ahead of this year's festivities, we share this report for marketers to take into consideration, while working on their campaigns. Arun Srinivas, Director and Head of the Ads business, Facebook India (Meta), shares more context, “The festive season is always a time when businesses are gearing up for heightened consumer demand and marketers are looking at effective ways to tap this demand. Our festive insights will help in this regard, along with the reach of our platforms, the highly engaged audience on it and our ongoing investments in Reels, Business Messaging and in technology like AI.”
Key insights from the Meta commissioned study by YouGov:
- Personalized content through ads on social channels is becoming more important for Diwali shoppers, with 69% agreeing that it was easier to complete their Diwali shopping with personalized products and gift suggestions on Facebook and Instagram.
- Diwali shoppers seek online content in their local language. 76% of Diwali shoppers prefer to see advertising in the local language, growing significantly year-on-year.
- Engagement with online video happens on Meta technologies. 8 in 10 Diwali shoppers use Meta technologies to watch videos. Meta technologies is the most important channel for short form videos (87%) and creator content (79%).
- Influencer and creator content influences purchases, as 66 % of Diwali shoppers agree that creators influence their purchase decisions.
- Business Messaging continues to grow in India during Diwali. 8 in 10 shoppers used WhatsApp (64%), Instagram (39%) and Messenger (38%) to engage with a business during Diwali. 66% of Diwali shoppers are more likely to consider purchasing from a business if they can contact them via instant messaging.
- VR & AR are valuedduring Diwali. There is a noticeable increase in the proportion of Diwali shoppers likely to use AR/VR tools to explore products. 3 out of 5 shoppers feel AR experiences help get them into the Diwali spirit, and ultimately help their purchase decisions
- Raksha Bandhan and Dussehra offer sales potential that nearly match Diwali.In addition to Diwali, almost 8 in 10 also shopped for Raksha Bandhan and Dussehra in 2022.
