At the WAVES 2025 summit in Mumbai, Instagram head Adam Mosseri credited India with playing a pivotal role in shaping the platform’s transformation from a photo-sharing app to a video-centric global network. He called India a “leading indicator” of digital behaviour trends, highlighting the country’s explosive growth in mobile data consumption and user-generated content, reported CNBC.
Speaking to a packed audience of media professionals, creators, and policymakers, Mosseri reflected on the massive digital shift in India over the last decade. “The environment has completely changed,” he said. “When I first started working with India, data was pricey and connectivity was patchy. Now, with fast networks and affordable internet, people are spending far more time online—and that’s driving real change.”
That change, he said, is most evident in the way Indians consume and create video content, especially on Instagram Reels. “What we’re seeing in India isn’t just volume—it’s momentum. From engagement rates to content innovation, Indian users are ahead of the curve,” Mosseri said. He noted that while Instagram’s algorithm does not artificially prioritise one content format over another, video naturally performs better. “Short-form video generates more likes, more shares, more conversation. It’s more immersive. And India, in particular, is setting new standards for what’s possible with this format.”
India’s multilingual, multicultural environment is also influencing how Instagram builds and adapts its tools. Mosseri pointed to the widespread use of features like captioning and audio dubbing, saying, “India’s creators are bridging linguistic and cultural divides in ways that are inspiring for the rest of the world. There’s a lot we’re learning from how content travels across languages and regions here.” He also offered practical advice for creators using Instagram professionally: “Know your goal. Whether you’re trying to grow a community, market a product, or raise awareness, your content strategy should be shaped by your purpose—but still feel personal and authentic.”
Mosseri’s approach to content creation on Instagram reflects that ethos. “I try to be transparent about what we’re building and why,” he said. “We shoot most videos casually—maybe one or two takes. If it’s too polished, it doesn’t feel real, and people tune out.” India’s influence, Mosseri concluded, extends far beyond user numbers. “The country isn’t just adopting trends—it’s setting them. What works here often works everywhere else a few months later.”
