With the festive season transforming sales across various products on popular e-commerce platforms, Meta has unveiled findings from its report on prevailing festive trends. The study, commissioned by Meta and conducted in September by consumer insights platform GWI, states that micro-influencers with 10,000 to one lakh followers are just as influential in driving festive purchases as macro influencers with up to a million followers.
The research report also highlights the increasing role of artificial intelligence (AI), quick commerce, and regional language content in shaping consumer behavior during the festive season. Further, Arun Srinivas, Director and Head of Ads Business at Meta India added that the festive shopping landscape is undergoing significant transformation, with AI-powered advertisements and reels boosting product engagement.
Moreover, regional language advertisements also drive engagement during festive sales, as three out of four consumers have added that it’s important to see advertising in their local language during festive shopping to influence their purchase decision. The study mentions that 40% of e-commerce consumers are influenced by micro-influencers, 39% by macro-influencers, and 23% by micro-influencers.
The study revealed that 80% of festive shoppers discover deals and products on Meta. Furthermore, an impressive 85% of prospective buyers are aware of at least one sales event due to the above-mentioned product engagement activities.
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