Adam Mosseri, Instagram, ET BrandEquity

“Given that India is headed towards becoming a global powerhouse for creativity—and for us, it’s the largest country in the world for Instagram at this point, and for content creation,” declared Adam Mosseri, Head of Instagram at Meta, setting the stage for a fascinating discussion at the WAVES Summit. His conversation with Bollywood actress Shraddha Kapoor, titled—Enabling Creative Expression: How Gen Z Consumes Content’, explored the dynamic ways digital platforms are empowering India’s Gen Z to redefine storytelling.

Mosseri underscored the transformative shift India has undergone in recent years, from limited internet access to becoming a digital content powerhouse. “We’re seeing an immense amount of creativity here,” he remarked.

He attributed much of this growth to affordable data and improved digital infrastructure. “When I started at Meta nearly 17 years ago, data in India was costly and networks were slow. That has changed dramatically. As the cost of data fell, the amount of time people spent online—and especially engaging with video—increased significantly,” he said.

At the heart of this content boom is Instagram reels, the platform’s short-form video feature. Mosseri noted, “Visual content is inherently more engaging. Reels have given people the tools to share stories in a concise and impactful way, making it easier to connect with audiences across the globe.”

Joining the conversation, Shraddha Kapoor, one of India’s most followed celebrities on Instagram with over 90 million followers, spoke about the democratisation of storytelling through digital media. “Content creation may seem like a modern concept, but it’s essentially storytelling—and no one tells stories quite like India,” she said. She further added, “Today, anyone can be a creator. Whether you’re a chaiwala or a college student, you don’t need a studio or a big crew. You can film, edit and share everything from your bedroom.”

Kapoor described the current era as a “golden time” for Indian creators, with Instagram acting as a platform where “rich traditions meet modern tools.”

When asked whether Instagram’s algorithm favours video over still content, Mosseri explained that the platform does not deliberately prioritise one form over another. “Our aim is to show people content they care about. Video, particularly Reels, tends to get more likes, shares and watch time—so it naturally performs better. But that’s not universal. Some creators thrive with static images, especially in niche spaces like bookstagram or poetry.”

Mosseri further pointed out how India’s cultural and linguistic diversity sets an example for global creators. “India’s ability to produce content that transcends linguistic and regional boundaries is truly inspiring. Other countries could learn from how Bollywood, for instance, dubs films across languages to broaden accessibility,” he said.

• Published On May 3, 2025 at 10:00 AM IST

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