Instagram Reels Engagement in India: Insights from Adam Mosseri at WAVES 2025

The Unprecedented Rise of Instagram Reels Engagement

India stands as a vibrant and rapidly evolving digital powerhouse, a nation where technological adoption and creative expression converge to reshape the global digital landscape. This dynamic environment has become a fertile ground for new forms of content consumption and creation, driving unprecedented digital transformation. Within this burgeoning ecosystem, Instagram Reels has emerged as a dominant force, fundamentally altering how brands and individuals connect, share, and interact. Its rapid adoption across the subcontinent has not merely facilitated new engagement patterns but has profoundly reshaped the very fabric of digital interactions.

The significance of India’s role in this digital evolution was underscored by Adam Mosseri, the Head of Instagram, at the WAVES 2025 summit. His pronouncements at this pivotal event set the stage for a deeper understanding of the nation’s unique contributions to the platform’s global trajectory. The evidence strongly suggests that India is not merely adopting global digital trends; it is actively driving them, particularly in the realm of visual content and short-form video. This phenomenon is largely fueled by the creative surge emanating from Generation Z, a demographic that intuitively navigates and innovates within digital spaces. This report will delve into these critical dynamics, exploring their profound implications for businesses and marketers seeking to thrive in the modern digital era.

A compelling aspect of India’s digital trajectory is its function as a “leading indicator” for global digital trends. Mr. Mosseri explicitly identified India as a “global powerhouse for creativity” and a “leading indicator” of digital behavior patterns, influencing how Instagram evolves worldwide.1 This designation extends beyond India simply possessing the largest user base for Instagram. Instead, it signifies that the distinctive digital evolution, evolving content consumption habits, and groundbreaking creator innovations originating in India are so impactful and forward-thinking that they often foreshadow future global trends for the platform. This implies that content strategies and engagement models that prove successful in India may soon become effective worldwide. Such a position establishes India not as a mere follower of digital trends, but as a significant innovator in the digital content sphere, particularly concerning short-form video. For businesses and marketers, this observation carries substantial weight: understanding and adapting to Indian digital trends, especially on platforms like Instagram Reels, is not only essential for success within the Indian market but can also provide a crucial competitive advantage and foresight for developing global digital strategies. Strategic investment in India-specific content and engagement models could yield valuable insights applicable to other emerging or even mature markets around the globe.

Adam Mosseri at WAVES 2025: Decoding India’s Creative Leadership

At the WAVES 2025 summit in Mumbai, Adam Mosseri delivered key statements that illuminated India’s pivotal role in Instagram’s global strategy. He affirmed India as Instagram’s “largest country in the world… for content creation,” recognizing it as a “global powerhouse for creativity”. Mosseri further emphasized India’s instrumental contribution to Instagram’s evolution from a photo-sharing application to a video-centric global network. He noted with conviction that “what we’re seeing in India isn’t just volume—it’s momentum. From engagement rates to content innovation, Indian users are ahead of the curve”.

This transformation towards a video-first platform was a central theme of Mosseri’s address. He clarified that while Instagram’s algorithm does not artificially prioritize one content format over another, video content inherently performs better. This format naturally generates more likes, shares, and conversations due to its immersive nature. Mosseri explicitly stated that “Instagram’s transition from a photo-sharing app to a video-first platform has been accelerated by Indian users”. This observation highlights a crucial dynamic: the superior performance of video, particularly Reels, is primarily driven by intrinsic user preference and interaction patterns, to which the platform’s algorithm then responds. Users are more captivated by, and consequently spend more time engaging with, video content. They are also more inclined to save and share videos, signaling high value to the platform. This creates a positive feedback loop where increased user engagement with video leads the algorithm to showcase video to a wider audience. This phenomenon serves as a testament to the format’s inherent appeal to the modern digital consumer, particularly within a mobile-first market like India. For businesses, this implies that merely producing video content is insufficient; the emphasis must be on crafting highly engaging, immersive, and shareable video content that naturally captures and retains audience attention. Brands should prioritize compelling storytelling, authenticity, and relevance to current trends to maximize organic reach, rather than relying solely on perceived platform favoritism.

Mosseri attributed India’s content boom to two primary factors: affordable data and rapid digital evolution. He observed that “as the cost of data has gone down, we’ve seen an immense amount of growth in how much time people spend online… But more than anything, we’ve seen growth specifically in video. For us, short-form video”. This digital acceleration has positioned India as a significant influencer on a global scale. Mosseri reinforced this by stating, “As Instagram in India has changed really quickly, it’s sort of served as a signal for how Instagram has also changed in the rest of the world. In some ways, India has been leading on that front”. He further noted a “much higher amount of sharing, amount of time spent per person, amount of engagement and creativity relative to the rest of the world” within India.

The emphasis on India’s unique digital evolution positions the country as a global innovation laboratory. Mosseri highlighted India’s “explosive growth in mobile data consumption and user-generated content” and its influence on how Instagram develops and adapts its tools, specifically citing the widespread use of captioning and audio dubbing. This suggests that India, with its vast linguistic and cultural diversity, coupled with rapid digital adoption and increasingly affordable data, functions as a distinct testing ground for Instagram. Features and content formats that successfully bridge these divides in India provide invaluable blueprints for global product development and broader content strategies. The pervasive adoption of features like dubbing and captioning in India, driven by both necessity and creative ingenuity, demonstrates how localized user needs can inspire universal platform enhancements. For businesses, this means that closely studying the trends and content strategies emerging from India can offer scalable solutions for reaching diverse global audiences. This also underscores the critical importance of localizing content for specific markets, even within a single, multifaceted country like India.

The Phenomenal Growth of Instagram Reels Engagement in India

The growth of Instagram Reels in India has been nothing short of phenomenal, solidifying its position as a dominant force in digital content consumption. These short-form videos are watched over 140 billion times daily across Instagram and Facebook. A staggering half of all Instagram users actively engage with at least one Reel every week. This widespread consumption has led to Reels now dominating the feed, constituting 38.5% of all Instagram posts, thereby surpassing traditional carousels in prevalence. Furthermore, Reels consistently achieve a remarkable 36% more reach than other post types, including carousels and single-photo posts, and an even more impressive 125% more reach than single-photo posts alone. This reach is amplified by India’s substantial user base, with over 414 million Instagram users as of early 2025, establishing it as one of the primary growth markets for the platform. The advertising potential is equally vast, as Reels ads can reach over 726.8 million users, comprising 55.1% of Instagram’s total ad audience.

In terms of engagement metrics, short-form videos generally receive 2.5 times more engagement than longer-form videos. Specifically, Instagram Reels garner more likes (averaging 243 per post compared to 198 for standard posts) and significantly more saves (27 versus 11), making them highly shareable. However, it is noteworthy that Reels tend to receive slightly fewer comments (8 versus 10) compared to standard posts. The platform’s algorithm prioritizes watch time, saves, shares, and new follows as key factors for ranking Reels.

This data reveals an interesting dynamic: the engagement paradox of high reach versus interaction depth. While Reels demonstrate significantly higher reach and garner more likes and saves, they tend to receive fewer comments than static posts. This suggests a shift in how users engage with short-form video content. While Reels are exceptionally effective for passive consumption (watching, liking, saving for later) and viral sharing, they may not always stimulate deep, conversational interaction in the comments section as much as static posts or carousels. The fast-paced, “snackable” nature of Reels encourages quick consumption and sharing rather than prompting lengthy, thoughtful commentary. Saves indicate content utility or entertainment value for future reference, while shares directly contribute to virality. For businesses, this implies that the strategy for Reels should align with the primary engagement objective. If the goal is broad brand awareness and virality, Reels are an ideal format. However, if fostering deep community discussion and direct feedback is paramount, a diversified content strategy that includes static posts or carousels may be necessary to complement Reels. Calls to action within Reels might need to be very direct and simple, such as “Save this for later” or “Share with a friend,” rather than prompting extensive discussions.

Despite the clear dominance of Reels in terms of reach and screen time, a significant opportunity remains largely untapped: only 20.7% of Instagram creators consistently post Reels monthly. This low adoption rate among creators, juxtaposed with the high user consumption and the platform’s strategic push for video, signals a substantial, underutilized opportunity for brands. While users are consuming Reels voraciously, a considerable portion of creators, including many businesses, are not consistently producing them. This means that the supply of high-quality, engaging Reels is not fully meeting the demand, creating a less saturated environment for those who do invest in this format. This is a clear signal for brands to intensify their Reels strategy. By consistently creating compelling Reels, businesses can achieve disproportionately higher visibility and engagement compared to other content formats, precisely because fewer competitors are fully leveraging this channel. This also underscores the value of partnering with professional agencies that can help brands overcome the perceived barriers to consistent Reels creation, such as developing video production expertise, identifying trending content, and formulating a robust content strategy.

While comprehensive general insights on optimal posting times are limited in the provided information, one observation suggests that 10 PM to 7 AM on Saturdays is considered the “best window for engagement” for Reels, with posts made at midnight achieving the highest average views.

Gen Z: The Driving Force Behind India’s Visual Content Revolution

Generation Z, the first cohort to grow up immersed in the internet and smartphones, is inherently hyper-connected and deeply integrated with social media platforms like Instagram. This generation values individuality, transparency, and inclusivity, shaping their digital consumption patterns and expectations from brands. Their innate digital fluency has positioned them as the primary catalyst behind India’s visual content revolution.

Gen Z’s content preferences are distinct and influential. They overwhelmingly favor “snackable, visual, and interactive” content, with a strong inclination towards short-form videos under 60 seconds. A Deloitte study from 2023 found that 78% of Indian Gen Z users prefer content under one minute, attributing this to the desire for quick emotional payoff without requiring extended cognitive investment. This preference for “snackable” content extends beyond mere brevity; it reflects a desire for efficient information transfer and immediate gratification. In a highly saturated digital environment, Gen Z users are often overwhelmed by the sheer volume of content and actively seek out material that delivers value or entertainment quickly, with minimal cognitive effort. This drives a “dopamine-driven engagement cycle,” where quick, engaging content keeps users scrolling and interacting. The success of short-form video is intrinsically linked to its ability to be consumed anywhere, anytime, with minimal attention, making it ideal for the modern, multi-tasking user. For businesses, this means that content strategy for Reels must prioritize a strong hook within the first few seconds, deliver a clear and concise message, and focus on immediate emotional or informational payoff. Brands need to master rapid storytelling and leverage trending sounds and visuals to capture fleeting attention. This also implies that longer content should be repurposed into short, impactful clips to maximize reach and cater to diverse consumption habits.

Beyond brevity, authenticity and relatability are paramount for Gen Z. They consistently gravitate towards “real, raw, and unfiltered” content, showing a clear aversion to overly polished, traditional advertisements. A survey revealed that 82% of Indian Gen Z consumers are more likely to trust a brand that showcases real customers and genuine stories. For this demographic, authenticity is not just a preference; it serves as a critical filter for engagement and trust. Overly polished, corporate-style advertising is often perceived as inauthentic and is likely to be ignored. This necessitates a fundamental shift in content strategy: from broadcasting perfected messages to fostering genuine connections through relatable narratives, behind-the-scenes glimpses, and user-generated content. This “authenticity premium” signifies that brands embracing transparency and realness will disproportionately capture Gen Z’s attention and loyalty. Consequently, businesses must transition away from highly curated, traditional ad formats towards more raw, relatable, and humanized content. This includes actively leveraging user-generated content, collaborating with influencers who genuinely align with their brand values (especially micro- and nano-influencers for a more authentic feel), and showcasing the human element behind their brand. This also means brands must be prepared for two-way conversations and embrace imperfections, as these contribute significantly to perceived authenticity.

Humor, trends, and interactive elements are also key drivers of engagement for Gen Z. Content driven by trending sounds, music, memes, and challenges is highly engaging. Gen Z users actively participate in viral challenges and trends, often for peer validation and social relevance. Their desire to be part of the conversation is evident in their high engagement with interactive content such as polls, quizzes, and challenges, and their strong appreciation for user-generated content (UGC). UGC is considered the “ultimate proof of authenticity” by this generation. Influencer partnerships, particularly with micro- and nano-influencers who create authentic, home-shot Reels, are a significant driver of engagement for Indian D2C brands. Furthermore, India’s linguistic diversity plays a crucial role, with content in regional languages gaining immense popularity among Gen Z users from tier-2 and tier-3 cities.

The Broader Spectrum of Visual Content Engagement in India

While Instagram Reels undeniably dominates the short-form video landscape, its success is symptomatic of a broader, overarching trend: the paramount importance of visual content marketing in India. In 2025, the demand for engaging and informative graphics that drive conversions is escalating, making visual content marketing an indispensable strategy for businesses. Video content marketing, in particular, has demonstrated its power by generating 49% faster revenue growth for brands compared to non-video strategies.

This emphasizes a “visual-first” imperative that extends beyond just social media Reels to encompass all aspects of digital marketing in India. It is no longer sufficient to simply add an image or video; the entire content strategy must be conceived and executed with visual impact and clarity as the primary consideration. This means optimizing websites with compelling visuals, utilizing video for product explanations, and employing infographics to distill complex data, all to cater to a visually-oriented audience that prefers quick, engaging consumption. The visual element has transitioned from being supplementary to foundational for effective communication and conversion. For businesses, this implies that every piece of digital content, from website copy to email newsletters, should be evaluated for its visual appeal and potential for enhancement with imagery, video, or interactive graphics. Investing in high-quality visual assets and professional design, including UI/UX, becomes a critical competitive differentiator, as it directly impacts engagement, comprehension, and ultimately, conversion rates in the Indian market.

Infographics, for instance, have experienced a significant surge in popularity across India, proving to be a highly effective tool for visual storytelling. A substantial portion of the Indian population prefers to consume information through visually appealing and easy-to-understand graphics. These graphics simplify complex data, enhance brand recall, establish authority, and foster emotional connections with the audience. When designing visual content for the Indian audience, it is crucial to consider cultural and linguistic nuances, given the country’s diverse population with over 22 official languages. The strategic use of vibrant colors, traditional imagery, and a focus on culturally relevant storytelling can significantly enhance the appeal and resonance of visual content.

The emphasis on cultural and linguistic nuances for infographics extends to all visual content, including Reels and other videos. India’s vast diversity means that a one-size-fits-all visual approach is likely to be ineffective. Truly effective visual content must resonate deeply with local sensibilities, cultural references, and even regional aesthetic preferences. This is not merely about translation; it is about transcreation, adapting visual storytelling to be culturally authentic and relatable to specific Indian demographics. The success of regional language content among Gen Z further reinforces this necessity. For businesses, this calls for investing in market research to understand the visual language and cultural symbols that resonate with their specific target audiences within India. This might involve creating multiple versions of visual campaigns for different regions, collaborating with local creators who inherently understand these nuances, and ensuring that visual storytelling authentically reflects the diverse Indian experience. Generic global campaigns, even if visually stunning, may fall flat without this localized touch.

Beyond infographics, the broader power of video cannot be overstated. By the end of 2025, video content is projected to account for 82% of all internet traffic. A remarkable 90% of consumers watch short-form videos daily. Videos are demonstrably effective in driving purchasing decisions faster, with 72% of consumers preferring to learn about products through video content. Brands are strategically utilizing short-form video for compelling product demonstrations, quick before-and-after clips, and rapid answers to frequently asked questions. The prevalence of user-generated video content means that brands do not always require high-budget productions to achieve success. Furthermore, video marketing is highly effective in boosting brand engagement, with 85% of marketers confirming its impact, and increasing brand awareness, as reported by 87% of marketers.

Jordie’s Creative Agency: Your Partner in Mastering Instagram Reels Engagement in India

In the dynamic and highly competitive digital landscape of India, mastering Instagram Reels engagement requires a strategic partner with deep expertise and a holistic approach. Jordie’s Creative Agency, a premier digital marketing firm, stands as a testament to result-driven innovation, empowering brands with creative solutions that connect, inspire, and engage audiences.

Jordie’s Creative Agency excels in crafting data-driven, authentic, and high-performing Instagram Reels strategies. Leveraging a profound understanding of Gen Z preferences—including their demand for authenticity, short-form content, and trending formats—and the intricacies of algorithmic favorability, we develop content that truly resonates. We possess the acumen to identify trending sounds and formats, transforming them into compelling narratives that capture attention within the crucial first few seconds of a Reel. Furthermore, our expertise extends to fostering user-generated content and orchestrating impactful influencer collaborations, both critical drivers of engagement for Gen Z audiences. To truly conquer the social media space and drive impactful Instagram Reels engagement in India, businesses can leverage our comprehensive Social Media Marketing services.  Our digital marketers are adept at managing social media presence, enhancing customer interactions, and building a strong online identity, ensuring brands stand out in a crowded digital environment.

Effective Instagram Reels engagement is not a standalone endeavor; it is deeply intertwined with a holistic digital marketing strategy. Jordie’s Creative Agency offers a synergistic suite of integrated digital solutions designed to transform fleeting engagement into tangible business growth:

• Content Marketing: Beyond crafting SEO-friendly blogs and compelling website copy, we excel at creating engaging social media content and video scripts. This ensures a cohesive narrative across all platforms, fueling impactful Reels and broader content strategies. We understand that educational content significantly increases consumer trust, by as much as 150%. 
• Video Marketing: Recognizing that video content will constitute 82% of all internet traffic by 2025, we  provide comprehensive Video Marketing services. Our offering span brand storytelling, product promotions, social media video content, and conversion-focused video ads. Our meticulous process includes optimizing footage, crafting engaging visuals, and tailoring content for maximum reach across platforms like Instagram.
• Brand Positioning & Logo Design: A strong, consistent visual identity is paramount for impactful Reels. We offer Brand Positioning and Logo Design services to create a unique identity that resonates deeply with target audiences, ensuring consistency across all touchpoints, from logo to typography and color palette. Consistent branding is proven to improve customer loyalty by 20%.
• UI/UX Design: For seamless user experiences that retain audiences engaged with visual content, we provide expert UI/UX Design services. We focus on creating intuitive interfaces, compelling visual identities, and mobile-first designs—a critical consideration for the predominantly mobile consumption of Reels.
• Website Design & Development: While Reels are powerful for initial engagement, a professional, high-converting website serves as the ultimate digital home for businesses. We deliver exceptional Website Design and Development services. Our designs are described as superb, highly professional, and visually appealing, effectively turning visitors into customers.
• SEO & PPC: To maximize visibility and drive targeted traffic to content and services, we offer expert Search Engine Optimization (SEO) services to help clients achieve higher search rankings. Additionally, our Pay Per Click (PPC) services ensure that every click translates into value, boosting conversions through optimized campaigns.

Jordie’s Creative Agency’s profound understanding of India’s diverse digital landscape, cultural nuances, and the specific behaviors of Gen Z enables us to craft strategies that genuinely connect with audiences. Our expertise ensures that our solutions are not just technically sound but culturally resonant, maximizing impact in this unique market.

Conclusion: Charting the Future of Engagement in India’s Digital Frontier

The transformative power of Instagram Reels engagement in India is undeniable, a phenomenon validated by Adam Mosseri’s pronouncements at WAVES 2025. His confirmation of India’s leadership in content trends and the unparalleled creative energy of its Gen Z content creators underscores a critical shift in global digital dynamics. The evidence presented consistently points to India as a pioneering force, where user preferences and innovative content creation are actively shaping the future of social media.

To thrive in this visual-first, short-form video-dominated landscape, brands must adopt dynamic, data-driven, and culturally nuanced content strategies. Authenticity and relatability are no longer mere buzzwords but fundamental requirements for capturing and sustaining audience attention. The traditional metrics of “engagement” are evolving on short-form video platforms. For Reels, metrics such as watch time, saves, and shares are increasingly critical indicators of content value and virality, potentially even more so than comments. Saves indicate utility and re-watchability, while shares directly contribute to reach and virality. This signifies that “engagement” is shifting from explicit, conversational interaction to implicit, behavioral signals of value and shareability. Therefore, marketers must broaden their understanding and measurement of Reels success beyond just likes and comments. Focusing on optimizing for watch time (e.g., strong hooks, compelling narratives), saves (e.g., valuable tips, aesthetic inspiration), and shares (e.g., humor, relatable content, trending challenges) will be crucial for maximizing algorithmic favorability and overall impact. This requires a more sophisticated analytical approach that tracks these specific behaviors.

The immense opportunities awaiting businesses that strategically embrace Instagram Reels in India are clear. The relatively low adoption rate among creators, despite high user consumption, signals a vast, unsaturated space for brands willing to invest. Partnering with an expert agency like Jordie’s Creative Agency is not just an option, but a strategic imperative for sustained growth and a cutting-edge digital presence in this rapidly evolving market. Our integrated suite of services ensures that every aspect of a brand’s digital presence, from foundational branding to advanced video marketing and targeted advertising, works in concert to amplify the impact of Instagram Reels, turning fleeting views into lasting connections and measurable business success. Contact us today!