- The Digital X
- Sep 12
- 9 min read
In India, YouTube, Facebook, and Instagram each boast more than 300 million users, making them some of the most popular social media platforms in the country.
Rank | Platform | Users (Millions) | Advertising Reach |
1 | YouTube | 462M | 61.5% |
2 | 367M | 48.8% | |
3 | 363M | 25.3% | |
4 | Snapchat | 201M | 26.7% |
One important distinction in India is that female users are fewer compared to other countries. This makes it critical for businesses to consider gender balance when selecting channels for their marketing strategy.
In this article, The Digital X, with over 18 years of experience in digital marketing, will compare India’s social media landscape with Japan’s, while also offering practical insights into how each platform can be effectively leveraged for marketing.
[Comparison with Japan] Social Media Landscape and Overall User Base in India
Based on DATAREPORTAL, the following data highlights differences between India and Japan regarding internet and social media usage:
Category | India | Japan |
|---|---|---|
Total Population | 1.44 billion | 123 million |
Internet Users (Penetration) | 751.5M (52.4%) | 104.4M (84.9%) |
Social Media Users (Penetration) | 451.5M (32.2%) | 96.0M (78.1%) |
Source: DATAREPORTAL – “Digital 2024: India” and “Digital 2024: Japan”
While internet and social media penetration rates in India are lower than in Japan, the country’s total population is more than 10 times larger, making it an enormous market in terms of potential audience size.
One reason for India’s lower internet and SNS penetration is its population distribution: about 60% of the population lives in rural areas, while only around 40% reside in urban areas. This urban-rural divide continues to limit access and adoption.
Looking at social media usage by gender, men represent 68.6% of users, while women account for 31.4%. As a result, businesses promoting products in India often find greater reach with male-oriented offerings.
Popular Social Media Platforms in India
Let's now take a closer look at the most popular social media platforms in India, based on user numbers as of January 2024.
Rank | Platform | Users (Millions) | Advertising Reach |
1 | YouTube | 462M | 61.5% |
2 | 367M | 48.8% | |
3 | 363M | 25.3% | |
4位4 | Snapchat | 201M | 26.7% |
With both highest user numbers and advertising reach, YouTube ranks No. 1 in India.
When comparing India’s data with Japan’s, one notable difference is the lower advertising reach of Instagram in India. This may be partly due to the lower ratio of female social media users in the country.
Rank | Platform | Users (Millions) | 広告リーチ |
1 | LINE | 96.0M | - |
2 | YouTube | 78.6M | - |
3 | X (formerly Twitter) | 73.4M | 59.7％ |
4 | 55.5M | 45.1% | |
5 | Faceboook | 15.7M | - |
From here, we will introduce five key platforms for India:
The four platforms with the highest advertising reach (YouTube, Facebook, Instagram, Snapchat)
Plus WhatsApp, which has one of the largest overall user bases in India
Whatsapp: India's Most Widely Used Messaging App
WhatsApp, provided by Meta, is a global messenger app. While its recognition in Japan is relatively low due to LINE’s dominance, it is widely used across Europe, the U.S., and Asia.
In India, WhatsApp has a market share of 83.0% and the longest average monthly usage time among social apps. It is firmly established as the country’s primary messenger app, and is increasingly used as a business communication tool.
According to Statista, most WhatsApp users in India are based in urban areas, though usage in rural regions has been growing in recent years.
WhatsApp is effective for both B2B and B2C businesses. Many company accounts now use the platform to handle product orders, customer inquiries, and real-time support directly within the app, making it a powerful channel for customer engagement.
YouTube: India's Largest Video Platform with the Highest Ad Reach
YouTube is a dominant video-based social media platform in both Japan and India.
In India, YouTube has 462 million users, representing 32.2% of the total population. It ranks No. 1 in advertising reach, with 61.5% of internet users actively using the platform.
By gender, 32.4% of users are female and 67.6% are male, while the majority of users fall within the 18–34 age group.
In India, music and film content are particularly popular, positioning YouTube as an alternative to traditional television and a powerful form of mass media.
For marketers, YouTube offers strong opportunities to increase brand awareness through advertising campaigns. While often seen as a B2C-focused platform, in recent years it has also gained traction as an effective B2B marketing channel.
Facebook: A Leading Social Media Platform in India
Operated by Meta, Facebook is one of the world’s largest social networking platforms, with more than 2.3 billion active users globally.
In India, Facebook’s user base is massive — 367 million users, accounting for 25.6% of the total population. This represents 48.8% of all internet users in India, with the demographic split showing 25.5% female and 74.5% male.
While in Japan Facebook is less dominant — with about 26 million registered users, mainly men and women in their 30s and older — in India, Facebook remains a core social media platform.
One reason for this popularity is that Facebook’s features, which allow people to share updates with family and friends, align strongly with India’s communal and family-oriented culture.
Instagram: India's Fastest-Growing Social Media Platform
Instagram, operated by Meta (the same company as Facebook), is one of India’s fastest-growing social media platforms.
As of 2024, 363 million users in India — 25.3% of the total population and 48.3% of all internet users — actively use Instagram. The gender split shows 32.8% female and 67.2% male.
From January 2023 to January 2024 alone, Instagram gained 133 million new users in India, highlighting its rapid rise in popularity.
While Instagram ranks third in overall share within India, Statista reports that India has now surpassed the United States to become the largest Instagram user base worldwide.
Additionally, Statista data shows that Instagram is the most preferred platform for influencer marketing in India, making it especially powerful for B2C brands targeting younger demographics.
In comparison, Japan has about 66 million Instagram users, with women in their 20s and 30s forming the dominant user segment.
For businesses looking to market consumer products in India, Instagram offers one of the most effective channels for reach and engagement.
Snapchat: Popular Among Younger Users in India
Snapchat is a social networking app that allows users to share images exclusively with registered “friends.” Its unique feature — the ability to set a viewing time limit, with posts disappearing in as little as 10 seconds — helped the platform gain attention through its Stories function.
Globally, Snapchat remains particularly popular among teenagers and younger demographics, especially in Western markets.
In India, Snapchat has 201 million users, representing 14.0% of the total population and 26.7% of all internet users. Of these, 35.9% are female and 61.9% are male. Compared to other platforms, Snapchat shows relatively stronger female adoption.
From a marketing perspective, Snapchat’s ephemeral content creates a sense of exclusivity and urgency, making it highly effective for campaigns in retail, fashion, and consumer goods. Businesses can leverage this “limited-time experience” to build excitement and drive conversions.
Social Media Marketing Case Studies in India
According to Statista, India’s influencer marketing market had already reached a scale of over 12 billion INR (approx. 22 billion JPY) by 2022, and it continues to grow rapidly today.
Since TikTok is banned in India, YouTube and Instagram have become the primary platforms where influencers operate and brands collaborate.
Below, we introduce two case studies of social media marketing in India.
YouTube: The Most Prominent Japanese Influencer in India
Mayo is recognized as the most well-known Japanese influencer in India.
Given India’s massive population, the country has countless influencers and celebrities, making it extremely difficult for a single foreigner to gain widespread recognition. Despite this, Mayo has built a following of over 3 million across YouTube and Instagram combined.
Originally, Mayo created content for a Japanese audience but later pivoted to focus on India. Instead of using English, India’s official language, she positioned herself as a foreigner who speaks Hindi, creating localized content tailored to Indian viewers.
This strategy allowed her to differentiate herself from other foreign influencers and establish a strong presence in the Indian social media landscape.
Instagram: Local Mega Influencer
Awez Darbar is one of India’s most prominent Instagram mega-influencers, boasting a following of 31.76 million users.
As a professional choreographer, his content resonates strongly with India’s youth audience, particularly those interested in music and dance.
By consistently sharing engaging performance videos and creative collaborations, Awez has positioned himself as a cultural trendsetter, making him a highly effective partner for brands targeting Gen Z and young millennials in India.
Instagram: Travel Couple Influencer
Savi and Vid are a well-known couple influencer duo in India, popular as travel bloggers. They have built a strong following of 1.266 million users by sharing content from their journeys across destinations worldwide.
Their content appeals to audiences interested in travel, lifestyle, and cultural experiences, making them particularly valuable for inbound marketing campaigns aimed at attracting international travelers to Japan and other destinations.
Key Considerations and Tips for Successful Social Media Marketing in India
When developing an SNS marketing strategy in India, companies should keep the following points in mind:
The main target audience is predominantly male
Social media posts and ads are closely linked to purchasing behavior
Special attention is needed for India’s multi-ethnic, multi-religious, and multilingual diversity
In addition, India has a strong reliance on Google services, which are widely used in daily life. Businesses entering the market should prioritize services that integrate well with Google.
Male Users Dominate the Social Media Audience
In India, the majority of SNS users are male, a clear contrast to Japan where platforms like Instagram are often female-driven.
This means that while “Instagrammable” campaigns targeting women may work in Japan, in India, male-oriented content and campaigns are often more effective. Choosing the right target segment is critical, and brands must not overlook the importance of engaging male users.
Social Media Posts and Ads Directly Drive Purchases
According to Statista, India’s social commerce market size was valued at USD 7 billion in 2022, and is expected to grow to USD 84 billion by 2030.
This shows that social media posts and ads in India are highly effective in influencing purchasing decisions. Many consumers not only buy products directly via social media instead of e-commerce websites, but also recommend them to others through their own SNS activity.
To maximize results, businesses should integrate SNS campaigns with e-commerce platforms, ensuring that posts and ads lead smoothly to conversions.
Sensitivity to a Multi-Ethnic and Multilingual Market
India is a multi-ethnic, multi-religious, and multilingual country. While Hindi and English are the two official languages, there are more than 20 other languages in active use, and consumer values and preferences differ significantly across regions and religions.
For this reason, companies must design culturally sensitive marketing strategies that respect local customs, religions, and values. Localization is not only about translation, but also about ensuring inclusive messaging that resonates with India’s diverse audience.
For further details, see:
Ban on Chinese Apps and the Rise of India’s TikTok Alternative “Moj”
Since June 2020, India has banned TikTok and other Chinese apps (including WeChat) due to privacy and security concerns. These platforms can no longer be used to reach Indian consumers.
In their place, the Indian-made TikTok alternative “Moj” has quickly risen in popularity. Supporting 15 localized languages, Moj surpassed 100 million downloads within six months of TikTok’s ban.
This makes Moj an important platform for reaching younger demographics in India. It also serves as a strong example of successful localization in the Indian digital ecosystem.
Local Insight
“In India, WhatsApp is widely used for both work and private communication. If you are traveling or on a business trip to India, make sure you can use WhatsApp. Also, frequent phone calls are common in Indian culture, so it’s important to get comfortable with making calls via WhatsApp.”
Frequently Asked Questions (FAQ)
What are the keys and precautions for entering the Indian market?
For insights into strategies and considerations when expanding into India, see:
What is the current state of the Indian market, and what are its advantages and disadvantages?
For a breakdown of the pros and cons of entering the Indian market, see:
Which platforms are most popular for cross-border e-commerce in India?
For recommended platforms in India’s cross-border e-commerce market, see:
Consult The Digital X for SNS Consulting and Management in India
In this article, we introduced the most popular social media platforms in India. However, depending on your products, target audience, and competitive landscape, the most popular platforms may not always be the most effective channels for your business.
Do any of these challenges sound familiar?
Unsure which social media channels are best for reaching your target market
Uncertain whether your products will sell in the Indian market at all
Struggling to create English content that resonates with local consumer sentiment
Able to drive traffic, but failing to generate conversions
At The Digital X, our team of local Indian marketers and specialists in Japan work together to design the optimal strategy for your brand. We provide end-to-end support, from strategic planning to execution, ensuring you achieve your business goals.
If your company is facing these challenges, please get in touch with us through the contact form below.
