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  • Writer's pictureYash Gupta

Flipkart's Regional Influencer Strategy: Reaching Tier-II and Beyond Cities Ahead of Big Billion Day


Regional Influencer Marketing Strategy for Flipkart

Flipkart, India's largest e-commerce marketplace engaged with 45 regional YouTube influencers to target consumers in Tier-II and beyond cities ahead of their Big Billion Days sale. This move is part of the company's effort to tap into the growing market of internet users in smaller cities and towns across India.


According to a recent report by the Internet and Mobile Association of India (IAMAI), there are currently over 687 million internet users in India, out of which over 50% are from rural areas. This presents a huge opportunity for e-commerce companies like Flipkart to expand their reach beyond metropolitan areas and into small towns and cities.


To achieve this, Flipkart has partnered with YouTube influencers who have a strong presence in regional language content. These influencers will create videos that showcase Flipkart's Big Billion Days sale, which is scheduled to take place later this year. The videos will be tailored to appeal to audiences in different regions and will be in languages such as Tamil, Telugu, Kannada, and Bengali.


Flipkart's move to engage with regional YouTube influencers is not a new trend in the Indian e-commerce industry. Several other companies, including Amazon, have been using influencers to reach out to consumers in smaller cities and towns.



According to industry experts, influencer marketing has become an increasingly popular way for e-commerce companies to target consumers in smaller towns and cities. This is because influencers have a strong connection with their audience and are able to influence their buying decisions. In fact, a recent report by the Influencer Marketing Hub found that influencer marketing can generate up to 11 times the ROI compared to traditional forms of marketing.


With Flipkart's partnership with regional YouTube influencers, it will be interesting to see how this move will impact the company's sales during the Big Billion Days sale. As the Indian e-commerce market continues to grow, it is clear that companies will need to continue to innovate and find new ways to reach consumers in Tier-II and beyond cities.The partnership with regional YouTube influencers is just one of the many strategies that Flipkart has implemented to tap into the growing market in Tier-II and beyond cities. The company has also been investing in local language support and user interfaces to make their platform more accessible to non-English speakers.

According to Flipkart, the company has seen significant growth in non-metro cities, with a 50% increase in the number of new customers from Tier-II and beyond cities in the past year alone. With the Big Billion Days sale coming up, Flipkart hopes to further boost their sales and attract even more customers from these regions.

The Big Billion Days sale is Flipkart's biggest annual sale event and offers customers massive discounts and deals across a wide range of products, including electronics, fashion, home appliances, and more. Last year, the company recorded over 600 million visits during the sale, with over 100 million products sold in just five days.


With the partnership with regional YouTube influencers, Flipkart hopes to reach even more customers and make the Big Billion Days sale accessible to people in all parts of the country. The company's focus on regional language content and localisation is a testament to their commitment to making e-commerce accessible to everyone, regardless of their language or location.


As the Indian e-commerce market continues to grow and evolve, it is clear that companies like Flipkart will need to continue to innovate and find new ways to reach consumers in Tier-II and beyond cities. By investing in localisation and regional language content, Flipkart is taking a step in the right direction and is well positioned to capture the growing demand for e-commerce in non-metro cities.


The partnership with regional YouTube influencers is also expected to have a positive impact on the influencer marketing industry in India. With the rise of social media and digital platforms, influencer marketing has become an increasingly popular way for brands to reach out to consumers and promote their products.


According to a report by Influencer.in, the Indian influencer marketing industry is expected to reach $75 million by 2023, with a significant portion of this growth coming from non-metro cities. The report also suggests that regional influencers are becoming increasingly popular among brands as they are able to connect with audiences in a more authentic and relatable way.


The partnership with Flipkart is expected to set a precedent for other e-commerce companies to follow suit and engage with regional influencers to reach out to consumers in smaller towns and cities. With the growing demand for regional language content and localisation, it is clear that regional influencers will play an increasingly important role in the Indian influencer marketing industry.


In conclusion, Flipkart's partnership with regional YouTube influencers is a strategic move that is expected to help the company tap into the growing market in Tier-II and beyond cities. By leveraging the power of regional language content and localisation, Flipkart is well positioned to capture the attention of consumers in non-metro cities and boost its sales during the Big Billion Days sale.


The partnership is also expected to have a positive impact on the Indian influencer marketing industry, with more brands likely to follow suit and engage with regional influencers to reach out to consumers in smaller towns and cities. As the Indian e-commerce market continues to grow, it is clear that companies will need to continue to innovate and find new ways to reach consumers in all parts of the country, and regional influencers are likely to play a key role in this evolution.



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