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  • Writer's pictureYash Gupta

Regional Influencers Outperform Global Influencers in Driving Engagement and Sales, Says New Study

Updated: Aug 10, 2023

Illustration of regional influencer vs global influencer

When we talk about influencers, our mind often goes straight to big names like Kylie Jenner, Cristiano Ronaldo, or Jeffree Star. These global superstars with millions of followers and massive endorsement deals are undoubtedly influential, but what about regional influencers?

Regional influencers are social media personalities who have a strong following in a particular region or country. They may not have the same level of worldwide recognition as their global counterparts, but they have a deep connection with their local audience, and that makes them extremely valuable to brands targeting specific markets.

In recent years, there has been a shift towards working with regional influencers, and for good reason. According to a survey conducted by Influencer Marketing Hub, 84% of marketers now say they work with micro-influencers (those with fewer than 10,000 followers), and 72% say they plan to increase their influencer marketing budgets in the coming year.

One of the reasons for this shift towards regional influencers is their authenticity. While global influencers often have a carefully curated image, regional influencers tend to be more relatable and authentic. They speak the same language, share the same cultural references, and often have a more intimate connection with their audience. This authenticity can translate into higher engagement rates and more effective campaigns.

Another advantage of working with regional influencers is their lower cost. While global influencers can charge hundreds of thousands of dollars for a single post, regional influencers are often more affordable. This means that brands can work with multiple regional influencers for the same price as one global influencer, increasing their reach and targeting more specific audiences.

But it's not just about cost and authenticity. Regional influencers also have a better understanding of their local market, which can be crucial for brands looking to expand into new regions. According to a survey conducted by Linqia, 60% of marketers who work with influencers say that influencer marketing helps them reach new audiences.

Regional influencers also tend to have more niche audiences, which can be beneficial for brands targeting specific demographics. For example, a beauty brand may work with a regional influencer who specializes in makeup tutorials for women over 40, rather than a global influencer with a more general audience.

Of course, it's not all about regional influencers. Global influencers can still be valuable for brands looking to increase their visibility and reach a wider audience. But it's important to remember that there is more to influencer marketing than just numbers. Engagement, authenticity, and relevance are all key factors that can make or break a campaign.

So, how can brands work with regional influencers effectively? Here are a few tips:

1. Identify the right influencers

When working with regional influencers, it's important to choose the right ones for your brand. Look for influencers who share your values, have a similar target audience, and have a strong following in your target region.

2. Build relationships

Building relationships with influencers takes time, but it can be incredibly valuable. Reach out to influencers, engage with their content, and offer them something of value in return. This could be a product sample, exclusive access to an event, or even a paid partnership.

3. Be authentic

Authenticity is key when working with influencers. Avoid asking them to promote products or services that don't align with their values or audience. Instead, work with them to create content that feels natural and authentic.

4. Measure your results

Measuring the success of your influencer marketing campaigns is crucial. Track engagement rates, sales, and other metrics to determine whether your campaigns are effective. Use this data to refine your approach and improve your future campaigns.

Regional influencers can be a valuable asset for brands looking to target specific regions and demographics. They offer authenticity, lower costs, and a deeper understanding of local markets. While global influencers can still be effective, it's important to consider regional influencers as part of your overall influencer marketing strategy. By working with regional influencers, you can increase your reach, engagement, and ultimately, your sales.

So, let's take a look at some statistics to see the impact of regional influencers. According to a report by Influencer Intelligence, micro-influencers (those with fewer than 100,000 followers) have an engagement rate of 8.8%, while mega-influencers (those with more than 1 million followers) have an engagement rate of just 1.7%. This means that regional influencers with a smaller following can have a higher engagement rate than global influencers with millions of followers.

Another study by Rakuten Marketing found that working with regional influencers can lead to a higher return on investment (ROI). They found that campaigns featuring regional influencers generated an ROI of $10.48 for every dollar spent, compared to an ROI of $5.78 for campaigns featuring global influencers.

These statistics demonstrate the potential of regional influencers in driving engagement and sales. By working with regional influencers, brands can tap into a more authentic and relevant audience, leading to higher engagement rates, lower costs, and a better understanding of local markets.

In addition, regional influencers can also help to build brand loyalty and trust. According to a study by Edelman, 63% of consumers trust influencers more than brands when it comes to product recommendations. By partnering with regional influencers who are trusted by their audience, brands can leverage this trust to build their own credibility and reputation.

In conclusion, while global influencers certainly have their place in influencer marketing, regional influencers should not be overlooked. They offer authenticity, relevance, and a deeper understanding of local markets, all of which can lead to higher engagement rates, lower costs, and a better return on investment. So, if you're looking to expand your reach and target specific regions and demographics, consider working with regional influencers as part of your influencer marketing strategy.

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09. 6. 2023
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Insightful content! @mustread

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