If you’re a brand leader or marketer in India today, you know the digital landscape is changing faster than ever.

Meta : Home to Instagram, WhatsApp, Facebook, and Threads—is at the heart of this transformation, rolling out updates that will redefine how Indian brands grow, engage, and convert audiences. Here’s how these changes will impact you, and what you can do to stay ahead.

Why Meta’s Growth in India Matters

Meta is growing faster than Google in India’s ad market, with a 24% year-on-year jump in advertising revenue. This isn’t just about numbers—it’s about accessibility. Small businesses, artisans, and D2C startups are thriving on Meta because it’s easy to start, affordable, and deeply localised.

“Think about it: A jewellery maker in Jaipur or a soap artisan in Pune can now reach millions with just a few clicks, in Hindi, Tamil, or any regional language”

But Meta’s edge isn’t just in accessibility. It’s in engagement. Instagram Reels, for example, has become the go-to for India’s youth, outpacing YouTube Shorts and driving massive brand recall. WhatsApp, with over 500 million users in India, is now evolving from a messaging app to a full-fledged business platform—strengthening customer relationships and conversions in ways email never could.

Meta’s Latest Platform Updates: What’s New?

AI-Powered Ads: The Future Is Here

Meta is rolling out AI-driven tools that automate everything from creative generation to targeting and budget allocation. Over 70% of Indian brands are already using some form of automated campaign
These tools, like Advantage+ and Value Optimization, help you focus on outcomes—maximising the value of conversions, not just the number. Brands using value optimization saw a 12% higher return on ad spend.

What this means for you: Less time spent on manual tweaks, more time for strategy. But watch out—AI can sometimes make your ads feel generic. Stay close to your brand voice, even as you embrace automation.

Omnichannel Ads: Bridging Online and Offline

With e-commerce booming in tier-2 and tier-3 cities, Meta’s new omnichannel ads let you guide shoppers to nearby stores with in-stock products and discounts
Early adopters like Taneira reported 3.5x higher purchase conversions and 4.3x higher return on ad spend compared to online-only campaigns

What this means for you: If you have physical stores, this is your chance to bring digital shoppers into your outlets. If you’re online-only, consider how you can partner with local retailers to expand your reach

Creator Marketing: The Magic of Reels and Influencers

India is the world’s largest community of Instagram creators. Meta’s new AI-powered creator discovery tools make it easier to find and collaborate with the right influencers for your brand.
Brands using Reels and creator partnerships have seen a 53% increase in return on ad spend

What this means for you: Don’t just post—partner. Find creators who resonate with your audience, and let them tell your story.

Reduced Targeting: Time to Get Creative

Meta has scaled back detailed targeting options. This means you can’t rely as much on hyper-personalised ads based on user data

What this means for you: It’s time to get creative with your content. Focus on storytelling, authenticity, and broad-based engagement. Use A/B testing and AI tools to find what works, but don’t lose your brand’s soul.

WhatsApp and Threads: New Frontiers for Engagement

WhatsApp is introducing ads in the Updates tab and monetizing Channels. This opens new ways to reach customers directly, without invading their private chats.
Threads is now part of Meta’s ad ecosystem, offering a fresh platform for trend-driven, younger audiences

How Will These Updates Influence Brand Growth in India?

Meta’s platform updates are a game-changer for Indian brands. Here’s why:

SMBs and D2C Brands Can Compete: With affordable, easy-to-use tools, even small brands can punch above their weight.
Regional and Local Content Wins: Meta’s focus on local languages and creators means your ads will feel more relatable to audiences across India.
AI and Automation Drive Efficiency: You can do more with less, but you need to keep your brand voice strong and authentic.
Omnichannel is the Future: The line between online and offline is blurring. Brands that bridge this gap will win in India’s next wave of e-commerce.
Creativity and Storytelling Matter More Than Ever: With reduced targeting, your content needs to stand out. Invest in creators, Reels, and authentic storytelling.

Our Advice for Growing Brands

As an agency who’s worked with brands, here’s what we’d recommend:

Embrace AI, But Don’t Lose Your Voice: Use automation to save time, but always review your creatives and messaging. Make sure your brand’s personality shines through.
Partner with Creators: India’s creator economy is booming. Find influencers who align with your values, and let them help you tell your story.
Think Omnichannel: If you have stores, use Meta’s new tools to drive foot traffic. If you’re online-only, explore partnerships with local retailers.
Test, Learn, and Adapt: Meta’s platform is always changing. Stay curious, test new features, and learn from your audience’s response.
Focus on Outcomes, Not Just Clicks: Use Meta’s value optimisation tools to drive real business results, not just vanity metrics.

If you’re ready to grow, now is the time. The future of brand growth in India is digital, dynamic, and deeply connected—and Meta is your launchpad.

Let’s build something remarkable together.

This is not just information—it’s a conversation.

I’d love to hear your thoughts, challenges, and wins as you navigate these changes. Connect with us & let’s grow together.

How Meta’s New Platform Updates Will Shape Brand Growth in India