For years, social media engagement has been synonymous with likes, shares, and comments. Brands, influencers, and marketers in India have relied on these metrics as indicators of success. But in 2025, we’re witnessing a shift—social media platforms are deprioritizing ‘likes’ in favor of deeper engagement metrics such as watch time, saves, and meaningful interactions.

With platforms like Instagram, YouTube Shorts, and LinkedIn adapting their algorithms, the emphasis is now on quality engagement over vanity metrics. The question remains—how can brands and content creators in India thrive in this evolving landscape?

Why Likes No Longer Define Engagement

The decline of “like-based marketing” began when platforms like Instagram and Facebook experimented with hiding public like counts to reduce social pressure and promote mental well-being. Fast forward to 2025, and the algorithmic shift is clear:

• Instagram & Facebook: Prioritize content that sparks conversations (comments, shares, and saves).
• LinkedIn: Favors thought-provoking discussions and long-form content over passive engagement.
• YouTube Shorts & Reels: Reward watch time, replay value, and comments more than likes.
• X (formerly Twitter): Focuses on quote tweets and comment threads for better reach.

This shift directly impacts brands in India, especially those that rely heavily on influencer marketing and social media advertising.

The New Engagement Game: What Works in 2025?

With platforms prioritizing authentic, long-form interactions, Indian brands need to rethink their content strategies. Here’s how to stay ahead:

1. Content That Sparks Conversation

Instead of focusing on “how many likes can we get?”, brands should ask, “how many meaningful discussions can we start?”

✅ Example: A beauty brand in India could post a video comparing organic vs. chemical skincare, inviting followers to share their experiences rather than just “liking” a post.

✅ Actionable Tip: End every post with a question or a poll that encourages comments.

2. Save-Worthy Content Wins

Posts that provide value (educational, relatable, or thought-provoking content) get saved and revisited, sending a strong signal to the algorithm.

✅ Example: A fintech startup can create carousel posts breaking down complex topics like UPI transactions vs. digital wallets—content that users in India would save for later.

✅ Actionable Tip: Use text-based carousels and infographics that users would want to refer back to.

3. Prioritize Watch Time Over Views

Short-form videos (Reels, YouTube Shorts) in India are exploding, but watch time is now more critical than views. The more users replay your content, the better its reach.

✅ Example: A Bollywood news page could make fast-cut Reels summarizing major entertainment industry updates in 30-45 seconds, encouraging users to rewatch.

✅ Actionable Tip: Hook viewers in the first 3 seconds with a surprising fact, question, or bold statement.

4. Community-Driven Engagement

Brands are now investing in micro-communities—WhatsApp groups, Telegram channels, or LinkedIn private groups—where discussions are deeper than a simple “like.”

✅ Example: A D2C fitness brand could launch a Telegram community where members discuss workouts and diet plans, increasing long-term engagement.

✅ Actionable Tip: Create exclusive spaces for your audience to interact beyond mainstream platforms.

The Future of Engagement in India: What’s Next?

🚀 Voice & Video Search Optimization: As regional content in Hindi, Tamil, and Telugu grows, optimizing for voice search queries will become crucial.

📌 Live Streams & Real-Time Interaction: Platforms will boost live engagement, favoring brands that host interactive sessions.

📲 AI-Powered Personalized Feeds: With AI curating highly personalized content, brands need to focus on niche content that resonates deeply with their audience.

Conclusion: Adapt or Get Left Behind

For Indian brands, likes are no longer the ultimate metric of success. In 2025, the key to winning in digital marketing lies in meaningful engagement, long-form conversations, and community-building.

At HAYY Media, we help brands navigate these evolving digital landscapes by creating content that drives action, not just passive likes. Are you ready to embrace the new era of engagement? Let’s connect!

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