Social media in India is big. In 2016, a staggering 216 million Indians were on social media and this number is set to rise to 358 million by 2021.
This provides huge opportunities for brands wanting to target India, as social media plays a big role in the life of Indian consumers.
Here are three things you need to be aware of if you want to succeed at social media in India.
1. Most popular social networks
The most popular social networks in India are Facebook and YouTube, which both have a penetration rate of 33%. Other popular social networks, with penetration rates between 20% and 30%, include WhatsApp, Twitter, Google+, Facebook Messenger, Instagram and LinkedIn. The average Indian spends 1 to 2 hours on social media every day.
2. Language preferences
Thanks to the multitude of languages spoken in India, English is allowed when communicating online. However, the majority of people do not speak English and instead prefer to express themselves in their mother tongue. Hindi is expected to become the most popular social media language in India. The importance of language variations in India needs to be acknowledged by digital marketers. If possible, you should create content in local languages, as this will help you to foster trust with your audience.
3. Gender inequality
Gender inequality is a big problem in India. Three quarters of Facebook users in India are male, and just one quarter female. This gender imbalance exists across other social networks too. This reflects the barriers to technology currently faced by women in India, which is something you need to take into account when designing your social media strategy.
I hope this has given you a useful introduction to social media in India. For more in-depth information, download our free guide below.
Anna Giulia Novero
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