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1. Social 4.0
Newsletter
Report on Indian Social Media 2019
and the latest trends 2020
Da Viral

2. Da-Foreword
Vandana Makharia
Marketing Manager, DaViral Agency
20 years ago, people would start their day with a newspaper,
then have a meal while watching a TV commercial. At the end
of the day, the radio sounds would put them to bed.
The days when our customers were glued to that routine have
long passed. As we enter 2020, teenagers think about surfing
Twitter before brushing their teeth. How a cup of coffee
appears on Instagram is more important to an urban girl than
its aroma and taste. And Facebook becomes the perfect
reference a housewife needs when considering any purchase
of household items.
Changes in the social media landscape are accelerating at an
unrelenting speed with new technologies and platforms
continuing to re-shape our industry, providing opportunities
for marketers to reach their target audiences. However, it is
also harder than ever to catch up with digital racing pace and
new challenges are coming up for those seeking to measure
and evaluate the effectiveness of social marketing campaigns.
That’s why Da Viral Social 4.0 Newsletter is here. Owning a
multi-channel network of 200+ million followers and active
users allows us to assemble real-time user insights. Our
dedicated team of 60 marketing professionals are
experienced in building community on social network,
updating the trends and concerns of Indian netizens. We
listen to every beat of the Indian social “on-life”.
On the following pages, we are going to take you through
the most rigorous summaries of social media development
in India in 2019. Combined with statistics and observations,
we make predictions about the movement trends of Social
Media India in 2020. Da Viral also provides action
recommendations for brands and media agencies to utilize
the forecasted trends.
So, enjoy reading!
Da Viral

3. Overview
Giants Go Deep
The Rising Forces
Preferable Contents
Audience Behavior
Highlights 2019
DA-FACTS DA-FORECASTS
Resources
Contact
DA-FACULTIES
#1: Pocket video
#2: Nano-Influencer marketing
#3: Stories 2.0
#4: Localization, private communities
and tight-knit tribes
#5: Authentic content and meaningful
connection
Da Viral

4. Report on India Social Media 2019
DA-FACTS

5. Da Viral
#01.GIANTS GO DEEP
“My goal for this next decade isn’t
to be liked, but to be understood.”
Mark Zuckerberg - CEO of Facebook.

6. Facebook
There were 323,700,000 Facebook
users in India in December 2019,
which accounted for 23.4% of its
entire population.
In terms of number of users per
city, Mumbai has the highest
number of Facebook users,
followed by Delhi, Bengaluru,
Tamil Nadu, Chennai and Pune.
1.5%
8.0%
9.3%
2.9%
1.3%
0.6% 0.4%
5.6%
25.0%
29.0%
9.9%
4.0%
1.6%
0.9%
13-17 18-24 25-34 35-44 45-54 55-64 64+
24%
Women
76%
Men
323 700 000 users
Facebook users in India
(December 2019)
Da Viral

7. Facebook
Facebook Growth in India
135.6
165.57
248.3
281
313.6
346.2
378.9
411.5
444.2
2015 2016 2017 2018 2019 2020 2021 2022 2023
Numberofusers(inmillion)
Source: Statista DMO
Number of Facebook users in India
(2015-2023)
Da Viral

8. According to Facebook, users have about 1,500
stories competing to appear in their News Feed
every time they log on.
Facebook’s algorithms then select roughly 300 of
those stories based on their ranking of how
relevant each story is to that user.
Nearly 20,000 pieces of content are being posted
by the world’s top brands everyday. But more
content does not mean more engagement.
Interesting content matters more than
big names
Facebook’s change in algorithm
leads to more power for
quality contents.
Da Viral

9. Facebook India Shifts
Focus to Group Community
• India is the third country to get the new Groups Discover
feature after US and UK which will help people easily find
Facebook groups based on a particular topic.
• In India, topics like Parenting, Schools, Food and Sports are
the leading subjects.
• People turn to Groups on Facebook to look for advice, for
suggestions from similar people, or simply to talk to others who
might be in a similar situation.
• Facebook ensures that control tools are available for group
administrators and moderators, and also removes content that
does not adhere to its user’s guidelines.
Da Viral

10. ● Facebook Advertising Policies include restrictions on ads with low-quality or disruptive
content. These ads typically have some of these characteristics: engagement bait,
withholding information, sensationalized language.
● Facebook carried out two updates to fight low-quality health content. The first one tried to
curb “posts with exaggerated or sensational health claims,” while the second tries to reduce
“posts attempting to sell products or services based on health-related claims.”
● Facebook invested in staff in India, including content reviewers, with local language
capabilities and an understanding of the country’s long- standing historical and social
tensions.
India Social Network restricts Posts Containing
Speech Violating, Low-Quality Ads, Fake news
Da Viral

11. Instagram
• There were 79,160,000 Instagram
users in India in December 2019,
which accounted for 5.7% of its
entire population.
• People between the ages of 18-24
are the largest age group for
Instagram, which shows that it really
is a platform for young consumers.
• There is a growth of over 5.6% for
Instagram reach every quarter. 1.8%
12.1%
9.3% 9.8%
1.0%
0.2% 0.2%
6.6%
36.6%
27.7%
4.2%
1.6%
0.4% 0.4%
13-17 18-24 25-34 35-44 45-54 55-64 64+
27.5%
Women
72.5%
Men
79 160 000 users
Instagram users in India
(December 2019)
Da Viral

12. India has over
34.4 million
Monthly active users on Twitter
Twitter
• India has 7.75 million users on Twitter.
• Out of all the social media platforms, Twitter
continues to be the least popular social media
platform in terms of usage.
• Gender inequality is really high on Twitter with
16% of the audience being female and 84% of
the audience being male.
Overview Twitter India Stats 2019
PM Narendra Modi has the largest
audience in India with over
48.1 million
followers on Twitter
Da Viral

13. Da
Viral
#02. THE RISING FORCES
“The meteoric rise of a new network
brings valuable insights into the
future of social culture, content, and
collaboration”
- Hootsuite
Da Viral

14. PERFORMANCE TIKTOK FACEBOOK
Total download in 2019
277.6 millions
(↑ 79%)
160 mil
(↓ 11%)
Monthly active users 120 millions 269 millions
Market share growth
(1/2018 - 8/2019)
↑ 13%
↓ 40%
(including Facebook and
Twitter)
Tik Tok in India
• #3 most downloaded social media
app in 2019, reaching 466.8 million
users in India .
• Covers 45% of its overall worldwide
download with over one-third of
mobile installment.
• Supports up to 15 local languages in
India.
44.0
34.1
26.6
23.8
20.6
9.5
Facebook
Tiktok
Likee
Instagram
Helo
Snapchat
Unit: minute/day
India-average time spent on social media
Da Viral

15. Tik Tok in India
• Despite only officially opening
doors for advertisers since March
2019, Tik Tok recorded an
impressive revenue of over 6-million
USD. Profit is estimated at 479
thousand USD.
• After a 4-month ban period (April -
August) by the Indian Gov, Tiktok
has significantly enhanced the
digital safety of Indian users by
censoring cyberbullying and
sexually explicit content.
TYPICAL CAMPAIGNS ON TIKTOK
BRAND NAME CAMPAIGN RESULT
Pepsi #swagstepchallenge 23 billion views
Puma #SochThem 1.7 billion views
Clean&Clear #unbottleapnaswag 15.6 billion views
Flipkart #BigBillionStar 15.3 billion views
Center Fruit #moodtingtongtwist 4.3 billion views
Da Viral

16. Local Network
Indian network as a whole recaptured their original
standing as the largest group in the top 200 apps in
India (by install volume), with a 41% share in 2019 - up
from 38% in 2018
Da Viral
Mobile advertising on Indian apps
• Mobile ad spending continued its ascent in 2019.
According to data and research firm e-Marketer, India’s
mobile ads spending market is expected to reach
US$1.14 billion by the end of 2020
• The expense is also projected to increase to US$1.73
billion in 2021
• 2019 also witnessed a shift from share of organic to
share of non-organic by states
55.40%
12.50%
12.30%
7.10%
6.40%
6.30%
States by share of non-organic
Others
Mahrashtra
Uttar Pradesh
Gurajat
Karnataka
Tamil Nadu
Source: Appflyer

17. Sharechat vs ByteDance: The high-stake tussle
• The war among regional social media apps features
Sharechat and ByteDance (Helo) as its key
protagonists
• As far as the average time spent on both apps are
concerned, users spend 1% more time on Helo than
on ShareChat. In terms of average data spent per
user, ShareChat outnumbers Helo users by 32%
• On the other hand, Helo has been burning close to
$12 to 18 million on marketing and promotion, so its
being ahead of ShareChat in the overall download is
pretty much obvious
The current scenario seems to project Helo to be quickly
catching up with Sharechat in terms of user base. However, it
remains to be seen who will retain maximum users for a
longer period and find stable monetization channels to grow
towards a profitable business.
vs
PEFORMANCE
(TILL MARCH, 2019)
HELO SHARECHAT
TOTAL DOWNLOAD 100 mil+ 100 mil+
MONTHLY ACTIVE USERS 40 mil 45 mil
LANGUAGE 14 14
DATA SPENT PER USER 414.7 MB 547.3 MB
Da Viral

18. #03. PREFERABLE
CONTENTS
“With the rising popularity and increased
accessibility to Internet, India is the largest
and the fastest growing audience on
Youtube and other OTT platforms”
- Vidooly
Da Viral

19. Increase in the channels
on Animated Content
11.9% 14.3% 17.0%
35.9%
79.4%
84.3%
88.9%
News Live tv Music
video
Sport
content
Originals Tv shows Movies
Content consumption on
OTT platforms in 2019
Movies and TV Shows remain the most popular content
consumption
On YouTube, almost half of the total viewership on
Entertainment was obtained by TV shows content. However,
when it comes to engagement, 46% engagement is on
movie- related content.
Sports is another content category gaining high popularity.
From 2018 to 2019
15%
9%
15%
Increase in the channels
on Educational Content
Increase in the channels
on Vlogging Content
Da Viral

20. Indian audiences which are traditionally into
Entertainment contents now seem to be more
interested in News and Politics.
In 2019, Audience concerns focus primarily on topics such as Surgical
Strike 2.0, Indian General Elections, Citizenship Amendment Bill,
Ayodhya Verdict, Article 370 and ICC cricket World Cup 2019. The
following data from Youtube speaks those concerns out loud.
• Surgical Strike 2.0: 437.33m views
• Article 370: 253.64m views
• Ayodhya Verdict: 130.61m views
• Indian General Elections: 63.77m views
Da Viral

21. Preferred video contents based on genders.
Statistics show that Men prefer watching Sports content,
News and Live TV more than Female, while Women tend to
watch music videos more than Male.
Sport content
13% 45%
Music Video
17% 14%
Live TV
7% 17%
News
9% 13%
The most- preferred genres are Crime &
Thriller and Comedy with the viewer
percentage of 76.6% and 76.9% respectively.
What do males prefer?
Crime and Thriller
Action & Adventure
Science Fiction
What do females prefer?
Drama
Romance & Fantasy
Horror & Mystery
Animation
Da Viral

22. #04.
AUDIENCE
BEHAVIOR
“Amazing things will happen
when you listen to the
consumer.”
- Jonathan Midenhall, CEO of
TwentyFirstCenturyBrand
Da Viral

23. With such variety of content types available, it’s important to pick
the right types of content for your target audience. To reveal more
thorough insights, Audience behavior is divided into 5 age groups:
• The tiny teens (13 to 17)
• The energetic youth (18 to 24)
• The risk takers (25 to 34)
• The industrious minds (35 to 45)
• The deep pockets (over 45).
Age group
Da Viral

24. 13-17
They are quick to adopt new media,
apps and original contents; very
mobile driven; often enjoy whatever
is most popular as they will be sharing
it first; prefer visual and interactive
experiences.
Da Viral

25. 25
18-24
They are the largest Internet user
group and can regularly multi-task;
react well to incentives and offers.
Da Viral

26. 26
25-34
Brevity is key – they want
information quickly, articles or
written content should be short
and concise.
Da Viral

27. 27
35-44
They enjoy clear and concise
information, comparisons and
reviews/ testimonials. Mixture
of mobile, tablet and desktop
consumption.
Da Viral

28. 28
+45
They like simplified design; want
to find information easily, place
importance on accuracy of details
and ease of use.
Da Viral

29. Most engaged content vs
most active time of the day.
Age group 13 to 17 18 to 24 25 to 34 35 to 45 Over 45
Content engaged
the most
Music & Dance Entertainment
Comedy News & Politics
Gaming Gaming Sports Business & Finance Religious
Days which highest
engagement
(% of total
engagement)
Tuesdays & Fridays
(36%)
Thursdays & Fridays
(45%)
Thursdays & Fridays
(41%)
Weekdays (81%)
Monday is the most
engaging
Weekdays (81%)
Friday is the most
engaging
Most active during:
8PM – 12PM
midnight
(% engagement)
Over 45:
26%
18-25:
26.5%
13-17:
28.48%
25-34:
33%
35-45:
28.5%
Da Viral

30. #05. Highlights 2019
“Apna Time Aayega”
- Ranveer Singh (in Gully Boy)
Da Viral

31. Indian Concerns
1 Cricket World Cup
2. Lok Sabha Elections
3. Chandrayaan 2
4. Kabir Singh
5. Avengers: Endgame
6. Article 370
7. NEET results
8. Joker
9. Captain Marvel
10. PM Kisan Yojana
The top 10 Indian Google
Searches in 2019
'What is Article 370?',
'What is Ayodhya case?'
'What is National Register
of Citizens of India?'
The most asked questions
on Google 1. T-Series Uploads: 14,359
Subs: 127M
Views: 97,822,589,875
2. SET India Uploads: 35,605
Subs: 64.2M
Views: 47,574,363,440
3. Zee TV Uploads: 97,230
Subs: 40.6M
Views: 39,125,041,663
4. Zee Music Uploads: 4,574
Subs: 49.8M
Views: 23,377,729,096
5. SAB TV Uploads: 22,225
Subs: 27.4M
Views: 22,926,314,718
Top Most-viewed Channels
Da Viral

32. Highlight 1: #Challenge
The challenge went viral on
Indian social media after actors,
politicians and fitness addicts
took it up and was taken up by
Bollywood stars.
Bottle Cap Challenge
Kiki challenge is a dance challenge
which went viral across the globe
based on Canadian hip-hop star
Drake’s song “In My Feelings.”
Kiki Challenge
Swiggy gave India 5 challenges where
users had to recreate food shapes
using the Instagram voice note
feature.
Swiggy Voice Of Hunger
Da Viral

33. Highlight 2: #Memes
Millions of cricket buff saw a
Pakistani expression on television
screens and ICC’s Twitter handle
acknowledging it made him go
viral on social media.
Angry Pakistani Fan
A template created from two
unrelated snapshots but deadly
viral when combined.
Woman yelling at
the cat
People on social media suddenly
decided to show how things were
before some important essential item
was discovered or invented, giving it a
hilarious twist
People before things
were invented
Da Viral

34. The campaign started when
an actress opened up about
being sexually harassed on a
film set, and women across
the country shared stories of
sexual harassment and abuse.
It turned out to be a huge
movement gaining a lot of
social attention and created a
sense of empowerment in
women.
Me Too
Narendra Modi and the BJP
have been using social media
as a strong communication
tool. #Chowkidar has been a
strong movement in the
history of social media
promotions for a political
campaign and had an impact
on BJP’s success in the
Election in 2019
Chowkidar
The campaign was launched by
Avon to raise awareness among
Indian women about breast
cancer and empower them with
knowledge and understanding
to perform self-examinations.
The brand created a reach of
more than 917mil on Facebook,
101mil on Twitter, 109mil
through PR stories and 29
influencer videos with 36mil
impressions.
Avon Indias
#PayAttention
Highlight 3: #Campaign
Da Viral

35. The influence of social media
on the 2019
Lok Sabha election
19
21
18
21
7
7
7
7
36
37
39
43
7
7
7
6
6
7
7
6
2
2
2
1
22
19
19
16
No exposure
Low
Moderate
High exposure
Figure 4: Degree of overall social media usage and vote preference
for parties or alliances in 2019 (%)
Vote for Congress Vote for Cong allies Vote for BJP
Vote for BJP allies Vote for BSP+ Vote for Left
Vote for Others
These figures show that there existed a relationship between
voters’ social media usage and their propensity to vote for the BJP.
However, it’s also worth mentioning that the party also got a very
high proportion of votes (36%) among those who had absolutely no
engagement with social media whatsoever.
Note: Overall social media usage based on composite index of Facebook, Twitter,
Whatsapp and Instagram usage
Highlight 4:
Da Viral

36. DA-FORECASTS
The Latest Trends 2020

37. The explosion of smartphone era along with the massive development of
Instagram stories set the pace for tremendous growth of Pocket video in India.
65% of video content is
consumed on mobile
networks in India
56% Indian viewers prefer
video downloading on
their smartphones
85% viewers prefer short
form video content (i.e.
short films/videos of 10
minutes) on smartphones
User generated content is
watched more on
smartphones (28%) than
on laptops (20%)
TREND #1: Pocket Video
60% Indian viewers prefer
comedy videos, with
mobile network usage up
to 65% in India as
compared to 49% in other
Asian nations
Indian viewers consume
56% of video content
while traveling, as
compared to 46% in
other Asian nations
40% of Indian
consumers pay for online
videos on iTunes and
YouTube as compared to
29% in other Asian
nations
Da Viral

38. Entertainment Tech Gaming
Pocket Video
Da Viral

39. #02
Invest in original content and visuals.
Prioritize new forms of expression.
#03
Maintain relevant content on social media
channels to create a habit for your audience.
#01
Thorough analysis on users devices to
design appropriate video formats.
#04
Regularly measure and track
accessibility and interaction indicators
for appropriate adjustments.
How to catch Da-trend
Da Viral
Or let us help you!

40. The rise of fake influencers signals the need
for real influencers to be able to back up
their price tags with data.
So now, the concept is simple: smaller
audiences are more meaningful and
engaged versus an “influencer” that’s just
chasing “likes” and brand deals for the sake
of it.
You are thinking about Micro-Influencer?
We are going further in 2020.
Leading brands have learned the value of
this new trend and have already included
Nano-influencers into their marketing
strategy. Among them are Remington,
Always and Gillette Venus.
TREND #2: Nano-influencer marketing
Da Viral

41. Nano-influencer marketing
2.0%
2.1%
2.2%
2.4%
5.6%
>1M
100k-1M
20K-100k
5K-20K
1K-5K
Source: HypeAuditor
Numberoffollowers
Average Engagement Rate on InstagramMarketers now notice Nano-influencers with 1000 -
5000 followers for the following reasons:
• They have a real impact on their audience
• Real engagement rate is higher
• Their rates for sponsored posts are lower
• You can segment your influencer marketing
campaign
• You can use these influencers’ mentions of your
brands as user-generated content
Da Viral

42. How to catch Da-trend
• Research carefully on your potential customers.
• Search for lists of influencers with real followers
and good interactions that match with your
defined customer segments.
• Define goals and parameters for campaign
evaluation. Regularly screen the list of influencers.
Or you just need to state the goal, we
will help you determine the optimal
framework
Da Viral

43. TREND #3: Stories 2.0
Stories have been one of the
biggest social media trends of
the past couple of years and
2020 looks to be no different.
• It is the steep rise in Instagram stories with the advent of IGTV that
gave marketers a new approach to reach customers
• Smart brands/businesses would do well to ensure they have a solid
Stories strategy for 2020 with daily images, micro-videos, and
content that audience value.
• Interactive stories (stories 2.0) will rise in 2020. Poll, real-time
voting, time-counter, CTAs, etc. are brilliant ways to make your
content feel more irresistible to your audience.
PRODUCT DAILY ACTIVE USERS
Facebook Stories 150 mil
Instagram Stories 300 mil
Whatsapp Status 450 mil
Facebook Messenger Stories 70 mil
Snapchat (Whole App) 191 mil
Source: Techcrunch
Da Viral

44. Stories 2.0
Da Viral

45. Try to use all of
stories’ feature
Encourage audience
interactions
Add links/hashtags
to your stories
How to catch Da-trend
Da Viral

46. “ Be creative. Make
customers swipe up,
or you will be
swiped out. ”
-Da Viral
Da Viral

47. With translation and localization technology
more accessible than ever, it is important to
understand the key trends in the industry
and how your business can leverage each
trend to optimize your market expansion
and reach.
The emergence of marketing tribes speaks
to the need for brands to focus on talking
to individuals rather than speaking to
wide-ranging demographics.
TREND #4: Localization, private communities
and tight-knit tribes
Da Viral
Consumers
are becoming
more selective
about their
interactions.

48. Localization, private communities
and tight-knit tribes
Da Viral

49. How to catch Da-trend
• Break down customer segments,
invest in building local customer
communities, use multilingual
content sharing and advertising.
• Approach customers through
social groups of locals. Optimize
content or contact agencies
specializing in localization content.
Da Viral
Let’s discover some great Facebook groups of Indian natives community

50. TREND #5: Meaningful Connection
2020’s new mindset is this: “The
relationship we build with our
customers is more important than
the products and services we sell
them”.
• People believe brands and social
media can empower connections.
• Real people are the key to
authentic relationships.
• People want brands to connect
them to other people.
91%
64%
70%
Of people believe in social’s
power to connect people
Of consumers want brands to
connect with them
Of consumers feel more
connected to brands with CEOs
that are active on social media
Da Viral

51. How to catch Da-trend
As brands increasingly embrace their shifting role as premier connectors, they’ll
need to keep in mind the following as they rethink their approach to marketing,
customer experience and social strategy:
• Think beyond what they sell and consider the needs and desires of the people
they are selling to.
• Consider implementing advocacy strategies to encourage participation and
simplify the sharing of approved content on employees’ personal profiles.
• Find a reason for consumers to want to engage with a brand on social media
and capitalizing on timely topics is just one way to grab people’s attention.
• Find common ground to unite disparate people.
Da Viral

52. DA-FACULTIES
Report on India Social Media 2019 and the latest trends 2020

53. DA-FACULTIES
Spotting trends is no longer a
challenge, but utilizing trends for
marketing purposes has never been
easy.
Da Viral owns all the tools needed
to assist customers in defining their
goals, choosing appropriate
methods and optimizing campaign
budgets, along with advanced
performance measurement tools.
Da Viral

54. Let us help
to reach your
target
audience!
DIGITAL CAMPAIGN
Digital Brand Campaigns
Social Media Campaigns
Integrated Campaigns
SOCIAL AMPLIFICATION
Social Media Strategy
Content Development
Channel Management
MEDIA BOOKING
PR Engagement
Press Releases
Social Channel Booking
DATA INSIGHT
Social Analytics
Brand Analytics
Integrated Data Strategy
MEDIA PRODUCTION
Video Production
Brand Identity Design
INFLUENCER
MARKETING
Influencer Authenticator
Influencer Booking
Da Viral

55. 55
Contact us!
Our Offices
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Udyog Vihar Phase IV Sector 18 Gurugram,
For Advertising
duong.le@daviral.in
For other inquiries
support@daviral.in