This fortnight, social platforms have leaned into AI, creator support, and monetisation, rolling out updates that have directly impacted creators, marketers, and users in India. Meta has expanded AI across messaging and Reels, making content creation and communication more efficient for Indian users and helping brands better engage their audiences.
WhatsApp’s AI Writing Help and Instagram’s DM management tools have improved messaging experience, enabling professionals and creators to connect with high-priority contacts and craft tone-optimised communication.
Meanwhile, Google has launched its Commerce Media Suite ahead of the festive season, integrating Google Ads with Indian marketplaces such as Blinkit, Swiggy, Zepto, and Myntra. The suite equips brands with AI-driven insights, product-level measurement, and self-service tools, allowing marketers to capture high-intent shoppers and optimise campaigns for sales growth.
Across these platforms, interfaces, algorithms, and incentives have been fine-tuned to reduce friction, reward engagement, and boost the impact of brands and creators in the Indian market.
Meta (Instagram, WhatsApp & Facebook)
Instagram DM Management Tools
Instagram now offers inbox filters and custom folders, letting users sort messages by story replies, unread/unanswered messages, followers, and verified accounts. Multi-select filters and shortcuts make messaging more organised, while folders allow further personalisation. These updates, previously limited to creators, are now available to all professional accounts and personal accounts with over 100K followers.
Insight: Marketers can better engage with high-priority audiences, improving response times and user experience.
WhatsApp AI Writing Help
WhatsApp’s “Writing Help” provides AI-powered suggestions in professional, funny, or supportive tones. Messages remain private via Private Processing, and users can review, edit, or select suggestions through a new pencil icon in the composer.
Insight: Brands and creators can use tone-optimised messaging to enhance engagement and clarity in audience communication.
Meta AI Audio Translations for Reels
Meta now supports AI-powered audio translations for Reels with lip-syncing. Launching with English ↔ Spanish, creators can toggle translations and review before publishing. Page managers can add up to 20 manual dubbed audio tracks per Reel, expanding reach while maintaining authenticity.
Insight: Enables global audience growth and deeper engagement across multiple languages.
Commerce Media Suite Ahead of Festive Season
Google’s Commerce Media Suite integrates Google Ads with marketplaces like Blinkit, Swiggy, Zepto, and Myntra, helping brands capture high-intent shoppers. AI-driven performance tools offer product-level measurement, enhanced transparency, and self-service capabilities. Early adopters, including ITC and RENÉE Cosmetics, have reported strong ROAS and sales gains.
Insight: Brands can better track ad spend impact at product and category levels while optimising for festive-season demand.
X (formerly Twitter)
New Ad Formats & AI Targeting
X’s ad ecosystem now features cleaner visuals with an “aesthetic score” for pricing, advanced AI targeting, Grok-powered creative generation, and “Explain this post” for transparency. SMB-friendly tools simplify campaign creation, analytics, and audience targeting.
Insight: Small and medium businesses can launch more effective campaigns while maintaining brand consistency and visual appeal.
