More than likes: Engagement speaks louder than social media followers

Prime Minister Narendra Modi, singer/actor Diljit Dosanjh, cricketer Mohammed Shami, and Leader of Opposition Rahul Gandhi were among the 10 biggest influencers in India in the first half of 2024. Comscore Social, the eponymous firm’s social media measurement tool, ranks influencers and brands based on actions taken. For example, there were over 100 million likes, shares, comments, or reposts of anything cricketer Virat Kohli put out on Facebook, X, and Instagram between January and June 2024.

Comscore’s mid-year study The Power of Cross-Platform Measurement, shared with Business Standard, contains some interesting insights on what is happening on