Meta is not in the list of top media companies anywhere in the world. In India, however, it tops the list, thanks to the large user base of its three brands Facebook, WhatsApp, and Instagram, according to the Business Standard’s annual review published on Nov. 23.
Many argue that Meta is not a Media company. But the ubiquity of the internet has changed the definition of a media company. Telecom, media and retail firms are searching for audiences. There are about 80 million online content creators in India currently. These include video streamers, influencers, bloggers, creators on OTT platforms, physical product creators, and essentially anyone building a community around their niche. Meta’s 161,400-crore-rupee Indian business has capitalized on this market.
This pivotal shift highlights how companies adapted to the evolving digital economy, forcing them to recalibrate their business strategy and build scale. The key was digital advertising. Most of Meta’s revenues come from advertising that targets Facebook, Instagram or Instagram Reels users. Around 36.9% of consumer brands rely on Instagram for their dedicated influencer marketing efforts, followed by YouTube (20.4%) and Facebook (18.7%).
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