Meta might be reporting its first-ever drop in quarterly earnings, but Indian advertisers appear to be very keen on spending on these platforms still. According to data collected by a Hyderabad-based enterprise digital marketing agency called Pyrite Technologies, Indian advertisers have been investing a lot in advertising on Meta Platforms like Facebook and Instagram.
While this might not surprise a lot of people, what is surprising is, however, the list of high-profile Indian advertisers who topped the charts. Pyrite Technologies’ data revealed that Sadhguru and his organization Isha Outreach topped the charts for advertising spending on Meta’s platforms followed by microblogging app Koo and OTT platform Voot Select.
This data has been sourced from Meta Ad Library and the report states that advertising spending under social and political causes is declared publicly. This also means that mainstream brands who do not fall under these categories, and thus, do not need to make their spending public, spend “significantly more” on advertising.
According to the data, Sadhguru has spent Rs 9,924,933 in the last 90 days (April 27 to July 25, 2022), followed by Koo spending Rs 8,674, 719, and Voot Select pumping in Rs 6,728, 254. The fourth on the list, social networking app Kutumb, spent about Rs 2,000,000 lesser than Voot Select (Rs 4,817, 337).
A recent report produced by Hyderabad-based digital marketing agency Pyrite Technologies is quite revelatory. The report pins top advertisers on Mark Zuckerberg’s Meta platform (both Facebook and Instagram).
Here are the top spenders for the last 90 days in increasing order –
LG Global – Rs 1,188,622
Health department, Odisha Government – Rs 1,206,701
Be the change for TB (Johnson & Johnson) – Rs 1,227,496
Jan Suraaj – Rs 1,250,257
BJP Gujarat – Rs 1,561,483
BJP – Rs 1,570,040
Conscious Planet – Rs 2,166,146
Mint – Rs 2,617,321
Give India – Rs 3,375,216
Meta – Rs 3,750,000
Kutumb – Rs 4,573,537
UNICEF – Rs 4,817,337
Voot Select – Rs 6,728,254
Koo – Rs 8,674,719
Sadhguru – Rs 9,924,933
Some of the mainstream brands on this list include personal financing app Mint (9th), Johnson and Johnson’s TB campaign, and LG global ranked 14th and 16th respectively. Others on the list were GiveIndia and Meta itself along with some political organizations like Prashant Kishore’s Jan Suraaj, BJP, and BJP Gujarat.
The list throws some valuable insights into how home-grown social media apps (like Koo) are using Facebook and Instagram to get to the Indian audience. What’s easier to understand is the push some brands are making to make themselves seen and heard.
Sadhguru’s Conscious Planet initiative to Save the Soil was heavily promoted on social media, while Kishore and Jan Suraaj used these platforms to spread the word about the 3,000-km Padyatra planned in Bihar soon. Given these issues, an “advertising blitzkrieg” is easier to understand.
Bhakti rules the rooster with alt social media and OTT trailing not far behind. While the only political parties in the leaderboard with top spending are BJP and its state division Gujarat (no surprises there). Surprisingly even Meta is pale in comparison with desi advertisers in ad spends. Non-profit UNICEF is 4th on the list. Reliance-backed Voot Select is 3rd on the list. Twitter’s desi alternative Koo is the 2nd most spender while SadhGuru’s Isha Outreach perch on top of the list.
These advertising spends might harvest a good return for Meta which is currently going through a feverish spell of business globally even as other IT giants are facing the heat of an economy in gradual recession.