India key priority market; reels, biz messaging supercharging growth: Meta

Social media giant Meta counts India among its key priority markets globally, as the rising popularity of its offerings - from Reels to business messaging - and increased engagement on AI tools is supercharging growth, according to Meta India Vice President Sandhya Devanathan.

In an interview with PTI, Devanathan said India is the leading market for short-form video Reels' watch-time on Instagram. The Facebook and Instagram parent Meta is upbeat about the pace and extent to which Reels has caught on with creators and brands alike.

"Reels is big for Meta globally, but Reels is certainly huge for Meta in India," Devanathan said.

Having recognised the power of Reels in influencing buying decisions, brands are including it early in their campaign blueprint and customer outreach plans, Devanathan said.

According to her, Reels is now in the consideration set for brands as they conceptualise their campaigns, marking a big shift in the way campaigns are being designed.

"Not only are we se