So many short video platforms now. Where should a new D2C brand focus its influencer budget in India? Is YouTube Shorts worth it or still mostly Instagram Reels?
Platform comparison for Indian influencer marketing in 2026: Instagram Reels — highest creator ecosystem density, best for 18–35 urban audience, strong for beauty/fashion/lifestyle. Content has ad usage potential. YouTube — highest purchase intent, best for considered purchases (supplements, electronics, home decor). Longer content builds deeper trust. YouTube Shorts — growing fast but creator monetisation still limited, good for awareness but weak conversion tracking. Moj/Josh — Tier 2/3 reach at lower cost, best for regional language campaigns and FMCG. Recommendation for most D2C brands: lead with Instagram Reels, add YouTube for hero products, test Moj only if Tier 2/3 markets are core target.
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