Meta’s Saugato Bhowmik Reveals How Businesses Can Grow Faster On Instagram In 2026

As we are set to enter 2026 in just a few days, most of us already know that Meta’s Instagram has moved far beyond being just a social media app. What started as a photo-sharing platform has now become

one of the biggest sources of income generation for creators, entrepreneurs and small businesses across India. From selling products to building full-time digital brands, Instagram is today helping people turn ideas into money-making businesses at scale.Meta-owned social media app is one of the biggest growth platforms for small businesses in India. From homegrown D2C brands to first-time sellers in small towns, many businesses are now using Instagram especially Reels to reach customers, build trust and grow faster without spending heavily on traditional advertising .In an exclusive interaction with Times Now Tech, Saugato Bhowmik, Director – Auto, CPG & D2C at Meta India, explained why Instagram works so well for businesses and what brands must do to grow organically in 2026.According to Bhowmik, Instagram’s success in India is driven by three big changes. India is getting younger, household incomes are rising and people across the country are becoming more digitally aware. Smartphones, affordable data and digital payments have made online discovery a daily habit, not just in big cities but also in tier-two and tier-three towns.This shift has created a level playing field for businesses. A brand from a small town now has the same chance of being discovered on Instagram as a brand from a metro city. That is where Reels plays a key role.Reels has become India’s most consumed short-video format. Meta’s data shows that a large number of users prefer Reels over other video formats and many Indians discover new brands while scrolling through short videos. This happens naturally because Instagram’s AI understands what users like and shows them relevant content without them actively searching for it.Bhowmik explained that Instagram’s recommendation system has evolved. Earlier, users mainly saw content from accounts they followed. Today, most content is AI-recommended. This means people are constantly discovering new creators, interests and brands that match their behaviour and preferences. For businesses, this creates strong discovery without forced advertising.One major reason small businesses prefer Instagram is cost efficiency. Unlike TV or outdoor ads, Instagram allows brands to start small and still reach the right audience. Meta’s AI-based tools automatically handle targeting, placements and delivery.Bhowmik suggests small brands not to over-control their campaigns. Instead of manually deciding who should see the ads, businesses should trust the system to find the right audience based on behaviour and interest. This often leads to better reach and stronger results.He also explained why short videos are winning over long ads. People now consume content in short bursts throughout the day. They scroll quickly, but their attention is high. Even though Reels are short, they deliver better recall and message impact compared to long-form videos.However, Reels demand a completely different creative approach. Bhowmik said brands have just one or two seconds to stop the viewer from scrolling.If the opening moment is weak, users move on immediately. Unlike TV ads, brands cannot force people to watch. This is why businesses should not reuse old TV ads for Reels. Content must be created specifically for short, fast-moving feeds.He recommends a simple structure: grab attention in the first second, deliver the main message within the next few seconds, and finish quickly before attention drops. This is the creative language creators already understand well.Another important tip is creative variety. Bhowmik strongly believes brands should not rely on a single ad or video. The more creatives and formats a business provides, the better the system performs. Reels, Stories, feed posts and even static images together help the algorithm find different audiences more effectively.Measurement is another advantage Instagram offers. Businesses can clearly track what they are aiming for -- whether it is sales, website visits app installs or reach. Once the goal is set, the system optimises delivery accordingly. Bhowmik encourages brands to regularly test, analyse results and improve their strategy.While performance ads bring quick sales, Bhowmik warns businesses not to ignore brand building. He says many startups focus only on direct conversions but long-term growth comes from trust and recall. As brands scale, they must invest in building a strong identity that customers remember and return to.Creators are also a big reason behind Instagram’s growth. Bhowmik pointed out that creators are now emerging from even the smallest towns in India. They create content in local languages and styles which feels more relatable to audiences. This creator-driven culture makes Instagram a natural space for brands to appear without feeling intrusive.Looking ahead, Meta’s vision for Instagram is clear. The platform wants to remain a strong discovery engine where people come to be entertained and informed and discover brands along the way. With AI-led recommendations and easy creation tools, Instagram allows businesses to grow without forcing ads on users.For India’s next generation of entrepreneurs, Instagram is no longer just a social media app. It is becoming the first step towards building a business that can grow organically and scale faster in 2026 and beyond.