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  • Writer's pictureTeam RI

Is Working with Regional Influencers in India Worth it? Pros and Cons

Updated: Aug 10, 2023

Have you ever noticed how regional influencers are taking the Indian social media world by storm? From fashion to food, they seem to have a deep understanding of what their audience wants, and their content is reflective of the local language, culture, and traditions. This has led to many brands tapping into the potential of regional influencers to promote their products and services. But is working with regional influencers in India worth it? Let's explore the pros and cons.

One of the biggest advantages of regional influencers is their targeted reach. They cater to a specific audience, making it easier for brands to reach their target market in that region. This means that the brand's message is more likely to be received by people who are interested in their products or services, which can lead to better conversion rates. Imagine trying to sell sarees in Kerala using a national influencer who has a following from all over India, versus a regional influencer who caters specifically to the Malayalam-speaking population of Kerala. The latter would have a more significant impact on the local audience, and hence better conversion rates.

Regional influencers also have a better understanding of their audience's preferences and interests. They can create content that resonates with their followers, leading to better engagement. This is because their followers feel a stronger connection with them, which increases their trust in the influencer's recommendations. When regional influencer talks about a local product or service, they do so in a way that feels natural and authentic, making their followers more likely to trust their opinion.

In addition to being more effective in terms of targeted reach and engagement, regional influencers are also more cost-effective. Compared to national influencers, regional influencers have a smaller following, which means that their fees are lower. This makes them an attractive option for brands with a limited marketing budget. Furthermore, many regional influencers are willing to collaborate with brands for free products or services, which can help brands save even more money.

Another pro of working with regional influencers is their authenticity. They have a better understanding of the local culture and traditions, which allows them to create content that resonates with their followers. This, coupled with their more personal relationship with their followers, makes them more trustworthy. When a regional influencer promotes a product or service, their followers are more likely to believe that they genuinely use or enjoy the product, as opposed to a national influencer who may be promoting a product just for the sake of a paid partnership.

As with anything, Pros come with cons but in our case, the cons are not negative here. It’s true that the brand will get a local reach and not a nationwide reach with regional influencers but that is what makes regional creators different and effective. If you as a brand are looking to create a nationwide buzz using a regional influencer you can select multiple creators with different locations and languages to build that national impact, makes sense isn’t it?

In conclusion, working with regional influencers in India can be a valuable asset for brands that want to reach a specific audience. They have a targeted reach, better engagement, are more cost-effective and are perceived as more authentic. Ultimately, the success of influencer marketing campaigns depends on the brand's goals, target audience, and the influencer's ability to create content that resonates with their followers.


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