India is rapidly becoming a global digital powerhouse and as we approach the year 2023, businesses need to stay ahead of the curve and understand the latest digital marketing trends to keep up with the competition.Â
Social media has transformed the way we communicate, connect and consume information. With the rise of the digital age, social media has become an integral part of our daily lives, and India is no exception. The Digital 2023 India report provides valuable insights into the usage of social media platforms by people in India, which can be beneficial for businesses looking to expand their digital marketing efforts in the country..
According to the report, there were 467.0 million social media users in India in January 2023, which is equivalent to 32.8% of the total population. This number is expected to increase to 580 million by 2023, representing a growth rate of 29% over the next three years.
The report also highlights that there were 398.0 million social media users aged 18 and above in India at the start of 2023, which is equivalent to 40.2% of the total population aged 18 and above. This indicates that social media is an important platform for businesses looking to connect with their target audience, particularly among the adult population.
Furthermore, the report reveals that 67.5% of India’s total internet user base (regardless of age) used at least one social media platform in January 2023. This indicates that social media has a massive reach in India, making it an ideal platform for businesses to engage with customers and build their brand.
In terms of gender, the report indicates that 73.5% of social media users in India were male, while 26.5% were female. This is an important insight for businesses to consider when developing their social media strategies, as it highlights the need for targeted messaging and content that resonates with both male and female audiences.
Boost Your Business: Facebook Marketing
Facebook is one of the most widely used and popular social media platforms in India, with 314.6 million users in early 2023, according to data published in Meta’s advertising resources.Â
Facebook 's ad reach:
The platform’s potential ad reach in India decreased by 15 million (-4.6%) between 2022 and 2023, and by 13 million (-4.0%) between October 2022 and January 2023.
Gender distribution:
For businesses looking to leverage Facebook for their digital marketing efforts, it’s crucial to understand the demographics of the platform’s users in India. In early 2023, 76.3% of Facebook’s ad audience in India was male, while 23.7% was female.Â
Potential ad reach:
Facebook’s ad reach in India was equivalent to 45.5% of the local internet user base (regardless of age) in January 2023. This highlights the potential of Facebook as a powerful marketing tool for businesses looking to expand their reach and engage with customers in India.
Opportunities for digital marketing:
Despite a slight decrease in ad reach, Facebook remains a valuable platform for businesses to connect with their target audience in India.Â
Maximizing Marketing with YouTube
YouTube has been a major player in the world of digital marketing in India in recent years. As per the latest data published, the video-sharing platform had 467.0 million users in the country in early 2023.Â
Ad reach:
Despite having a massive user base, YouTube’s ad reach in early 2023 was equivalent to 32.8 percent of India’s total population at the start of the year. However, it’s important to note that YouTube ads still managed to reach 67.5 percent of India’s total internet user base (regardless of age) in January 2023.
Gender distribution:
When it comes to YouTube’s ad audience in India, 31.2 percent were female, while 68.8 percent were male. This highlights the need for marketers to consider gender-specific targeting while devising their YouTube ad campaigns.
Potential ad reach:
According to Google’s ad planning tools, YouTube’s potential ad reach in India remained unchanged between the start of 2022 and early 2023. This suggests that the platform’s growth rate may have slowed down in recent times.
Opportunities for digital marketing:
Despite the slower growth rate, YouTube still remains a key platform for digital marketers in India. With a vast user base and a strong ad reach, YouTube provides ample opportunities for businesses to reach their target audience through video ads and other forms of digital content.
Instagram Domination: Mastering Digital Marketing
Instagram has rapidly grown in popularity among Indian users in recent years, with the platform boasting 229.6 million users in the country at the beginning of 2023, according to data published by Meta’s advertising resources.Â
Ad reach:
Instagram’s ad reach in India was equivalent to 16.1% of the total population at the start of 2023, according to Meta’s revised figures. However, it’s worth noting that the platform only allows users aged 13 and above, so 20.6% of the “eligible” audience in India uses Instagram.
Instagram’s ad reach in India was equivalent to 33.2% of the local internet user base (regardless of age), indicating that the platform is a popular choice among Indian internet users.
Gender distribution:
When looking at the gender breakdown of Instagram’s ad audience in India, 26.7% were female and 73.3% were male.
Potential ad reach:
According to Meta’s planning tools, Instagram’s potential ad reach in India decreased by 700,000 (-0.3%) between 2022 and 2023, while the size of Instagram’s ad audience in India decreased by 19 million (-7.7%) between October 2022 and January 2023.
Opportunities for digital marketing:
Given the popularity of Instagram among Indian users, it’s no surprise that the platform has become an important tool for digital marketers in the country. Brands can leverage Instagram’s visual focus to showcase their products or services in a visually compelling way, while also utilizing features like Stories, Reels, and IGTV to engage with their audience.
LinkedIn: Powering Your B2B Digital Marketing
LinkedIn is a social networking platform designed specifically for professionals and businesses. With its focus on professional networking and B2B marketing, LinkedIn is an important platform for businesses looking to reach a professional audience and build their brand in the online marketplace.
Ad reach:
LinkedIn saw a significant increase in its potential ad reach in India in early 2023. According to figures published in LinkedIn’s advertising resources, the platform had 99 million registered members in India at the start of the year. LinkedIn’s ad reach in India was equivalent to 7 percent of the total population and 14.3 percent of the local internet user base in the country.
It is worth noting that LinkedIn restricts the use of its platform to individuals aged 18 and above, and 10 percent of the eligible audience in India uses LinkedIn in 2023.
Gender distribution:
In terms of gender, 29.8 percent of LinkedIn’s ad audience in India was female, while 70.2 percent was male.
Potential ad reach:
In terms of growth, LinkedIn’s potential ad reach in India increased by 16 million (+19.3 percent) between 2022 and 2023. On a quarterly basis, the company’s data also revealed that the size of LinkedIn’s ad audience in India increased by 4 million (+4.2 percent) between October 2022 and January 2023.Â
Opportunities for digital marketing:
Overall, LinkedIn presents a valuable platform for digital marketing in India, particularly for targeting a professional audience. With a growing registered member base and a significant potential ad reach, businesses can utilize LinkedIn to reach a targeted audience and promote their products or services in a professional setting.
Snap into Success: Snapchat for Marketing
Snapchat is quickly gaining popularity in India, with 172.5 million users in early 2023. Snapchat’s ephemeral nature and engaged user base make it a unique platform for targeted digital marketing campaigns
Ad reach:
The platform’s ad reach in India was equivalent to 12.1 percent of the total population at the start of the year, and 15.5 percent of the eligible audience in India uses Snapchat. For context, Snapchat’s ad reach in India was equivalent to 24.9 percent of the local internet user base regardless of age.
Gender distribution:
In early 2023, 37.2 percent of Snapchat’s ad audience in India was female, while 61.8 percent was male.
Potential ad reach:
Snap’s own ad planning tools indicate that Snapchat’s potential ad reach in India increased by 46 million (+36.9 percent) between the start of 2022 and early 2023. Between October 2022 and January 2023, the number of users that marketers could reach with ads on Snapchat in India increased by 27 million (+18.7 percent).
Opportunities for digital marketing:
Snapchat’s growth in India makes it a promising platform for digital marketing in the country.
Maximizing Engagement: Twitter for Digital Marketing
Twitter is a social media platform that allows users to share and discover content in real-time. With its focus on short-form messaging, Twitter provides a unique platform for businesses to connect with their audience, promote their brand, and drive engagement. Twitter’s advertising tools provide businesses with a variety of targeting options and ad formats to reach their desired audience and achieve their marketing goals
Ad reach:
In 2023, Twitter’s ad reach in India stood at 27.25 million users, equivalent to 1.9 percent of the country’s total population.
Despite this growth, the number of users that marketers could reach with ads on Twitter in India decreased by 850 thousand between October 2022 and January 2023.
Gender distribution:
According to Twitter’s own data, 85.3 percent of its ad audience in India was male, while 14.7 percent was female.
Potential ad reach:
The number of Twitter users in India is expected to grow in the coming years, making it an important platform for digital marketing. Twitter’s potential ad reach in India increased by 3.7 million between the start of 2022 and early 2023, which represents a growth rate of 15.5 percent.
Opportunities for digital marketing:
Despite these limitations, Twitter remains an important platform for digital marketing in India. As Twitter’s user base continues to grow, it’s likely to become an even more significant player in the Indian digital advertising landscape.
CONCLUSION
The Digital 2023 India report by DataReportal highlights some key trends and opportunities for businesses looking to expand their digital marketing efforts in India.Â
Social media platforms have become an integral part of our daily lives, and India is no exception. Facebook, Instagram, WhatsApp,Twitter, Linkedin and Youtube are among the most popular platforms in the country, with each platform having its unique audience and usage trends. Businesses looking to expand their digital marketing efforts in India can use these insights to develop social media strategies that resonate with their target audience and help position themselves for success in this dynamic and rapidly evolving market.