Surprise! Indian Startups Prefer Twitter Over Facebook For Content Hosting (Report)

The report from Vaizle highlights the social media trends that were prevalent in 2017 among Indian startups.


Indian Startups Social Media Trends

How do Indian startups treat social media for propagating their ideas? Which platforms are being increasingly used, and where do videos fit in?

In a first of its kind research, Vaizle has come up with an interesting research on social media usage by top 100 Indian startups, and some amazing results have come out.

Take for instance videos, the hottest content category right now. The report finds that Youtube is no longer the #1 destination for sharing videos by these startups. It is Facebook now.

The report was created after analysing social media activity of 100 top startups, across 13 categories and a total of 112,943 activities were tracked. Some of the biggest startups such as Paytm, Flipkart, MakeMyTrip, BookMyShow, Jabong and more were studied.

The research was done for social media activities between Jan-Dec, 2017.

Broad Highlights From The Report

Twitter Becomes #1 Content Platform

Social Media Share Percentage
Social Media Share Percentage


One of the biggest and most important outcomes of the report is the rise of Twitter among startups and the decline of Facebook.

As per the report, 60% of all content posted by these top startups was on Twitter, while Facebook only managed 31.6% of the content.

The report mentions the gradual decline of Facebook’s popularity, which we have already predicted.

Discount: Most Powerful Keyword

Top Keywords in 2017
Top Keywords in 2017

15% of all tweets shared by startups were related to “Discount”, while 8.3% belonged to contests. During Q1 and Q3 of 2017, discounts related tweets were the top shared content by startups, and e-commerce and fashion were the categories which used them the most.

This means that still, discounts rule the market.

Fashion Startups Most Engaged

If we talk about engagement, then fashion and lifestyle startups were able to top the chart, as their content mesmerized the users, and compelled them to join the conversation. Around 11.1 million engagements were reported, per brand from this category, followed by travel startups with 6.4 million and e-commerce with 6.1 million average engagements, per brand.

Sexual Wellness Most Remembered Content

Content related to sexual wellness had maximum brand recall value, followed by fashion and lifestyle, and e-commerce.

Facebook Beats Youtube In Videos

Video Content Sharing Percentage
Video Content Sharing Percentage

And, the secret is out. Facebook has beaten Youtube for becoming the top platform for sharing videos. 69% of all videos shared by startups were done on Facebook,  90% of all startups preferred Facebook for video sharing. Youtube was preferred by only 40% of startups for the same.

This means that Facebook videos mean business, and Youtube is slowly losing its sheen.

Top Indian Startups Which Topped The Charts

Here is the list of startups, which conquered the charts, in various categories and niches:

  1. Most Active Real estate Startup (Real estate startups were the most active in 2017)
  2. With 21 posts a day, BookMyShow emerged as the most active startup, followed by SimpliLearn and PolicyBazaar
  3. Myntra was the brand with most engagements (Fashion and Lifestyle was the most engaging category overall)
  4. With 167,502 comments, Ixigo attracted maximum comments, followed by Paytm and Happily Unmarried
  5. With 3.6 lakh shares, BookMyShow’s content was the most shared, followed by MobiKwik and Paytm
  6. Byju’s was hailed as the most efficient brand, as it massively increased their engagement and reach in 2017, beating all startups. At #2 was Myntra and at #3 RedBus.
  7. BigBasket was the responsive startup, as they responded 21,000 times to various comments and queries.
  8. Policy Bazaar, Travel Triangle and Nature Basket were the startups which used maximum number of hashtags
  9. Flipkart topped the charts in using maximum discount related keywords, followed by FabFurnish and ZopNow
  10. ShopClues, Grofers and Nature Basket shared maximum contest related keywords

If we talk about cashback, then top three startups which used this keyword were Paytm, Freecharge and Oxigen Wallet

You can find the complete report: Annual Social Media Report on 100 Indian Startups here.

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