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The Rise Of Regional Influencers In India: How India's Marketing Landscape is Changing

Updated: Aug 10, 2023

Over the last few years in India, there has been a significant increase in popularity for certain categories, including regional creators and influencers. The success of influencer campaigns hinges on authenticity and trust, which regional creators tend to embody by sharing personal experiences and using local languages, resulting in a closer relationship with their audience and a perception of authenticity. Additionally, the use of local languages is important, as the majority of Indians prefer to watch content in their native language, creating a stronger connection between the creator and the audience.

As a result, top brands like Parachute, Colgate, and Mamaearth, Britannia are targeting regional influencer activities to build relevance and reach in specific markets, connecting with their target audience through relatable content and local nuances.

Nowadays, regional influencers offer a highly personalised way for brands to understand their customers. These influencers have an impressive engagement rate and frequently communicate with their followers, who rely on them for brand reviews and information. Brands are increasingly seeking out regional influencers, with a 10-fold increase in demand. Established brands are targeting tier 2 and 3 cities, recognizing the potential of regional influencers in those markets.

To understand in detail the regional influencer marketing scene behind the curtain, We interviewed Akash Eyes

Why is it that now more and more audiences are consuming regional content?

“The consumption of regional content by audiences is on the rise for several reasons. Firstly, culture plays a significant role in driving this trend. Regional content is a reflection of the local culture, which allows audiences to connect more deeply with the content and the creator” said Akash.

“The use of local language and mannerisms makes the content more relatable. By using language and expressions that the audience is familiar with, the content becomes more accessible, relatable, and personal. Regional content provides a platform for people to be heard. It offers a space for individuals to showcase their unique talents, stories, and perspectives, giving them a sense of belonging and recognition.

Overall, the trend towards regional content consumption is part of a larger shift towards more personalised and localised experiences. As audiences increasingly seek content that speaks directly to them, the importance of regional content and the rise of regional influencers is likely to continue.” he added.

What are the platforms that are trending in the Influencer marketing space ?

​​”Regional influencers are experiencing exponential growth due to the majority of short video platforms supporting local languages. This allows us to build a strong online community. Moj, Snack, MXTakatak, Chingari, Josh, and more are the platforms that are heavily supported by regional creators. We have seen a huge jump in native content on Reels and YouTubeShorts as well. Brands have identified that these platforms bridge a huge gap in reaching tier-2 and 3 audiences in a personalised way. This shift in outreach is due to the increased buying power of people in tier 2 and 3 cities as well. As a result, brands like Meesho, Max Fashion, Colgate, Mumbai Indians, etc are implementing regional influencer marketing strategies to reach these audiences.”

How do you pick the brands that you work with, and what are the checkpoints you use to select them?

“As a regional influencer, I understand the importance of being authentic and building trust with my audience. I believe that my followers look up to me for genuine recommendations and honest reviews of products or services. Therefore, I am very careful when it comes to picking brands to work with.”

“I don't want to play with the emotions of my regional audience by promoting products that I don't believe in or that don't align with my values. This could lead to a loss of trust and credibility among my followers, which is not something I am willing to compromise on.

I focus on maintaining authenticity and ensuring that the brands I work with are a good fit for my audience. I carefully evaluate the brand's values, products, and messaging to ensure that they align with my and my audience.”

“I also look for brands that offer something unique and valuable to my audience, rather than just promoting any product for the sake of a paid partnership. Ultimately, my goal is to provide my followers with genuine recommendations that they can trust and feel good about.”

How can brands effectively use regional creators to ace influencer marketing campaigns?

“To effectively collaborate with regional influencers, it's crucial to develop tailor-made campaigns that cater to the distinctive language and cultural subtleties of each market. This involves generating content that connects with the influencer's followers and portrays your brand in a favorable manner. You can achieve this by teaming up with the influencer to produce personalised content that matches their brand, while also emphasising the distinctive characteristics and advantages of your product or service. Moreover, it's also worthwhile to integrate local trends and events into the content to make it more relatable for the intended audience.” said Akash

What are your predictions for the regional influencer marketing space for 2023 and beyond?

“Regional influencer marketing in India has seen significant growth in recent years and is expected to continue its upward trend in the coming years. With the increasing penetration of the internet and smartphones in tier 2 and 3 cities, there is a growing audience base for regional influencers, which is attracting the attention of more brands.”

"In the future, we can expect to see more customised and localised influencer campaigns that cater to specific target markets. Brands will need to work closely with regional influencers to understand their audiences' preferences and create content that resonates with them. We may also see the emergence of new regional influencer platforms and networks that cater to specific regions and languages. These platforms will offer brands more targeted and effective influencer marketing solutions.”

Overall, the future of regional influencer marketing looks promising as more and more brands recognize the value of working with influencers who have a deep understanding of their target markets and can connect with audiences in a more authentic and relatable way.

In conclusion, the rise of regional influencers in India is a result of the changing landscape of social media consumption and the growing demand for relatable and authentic content. With the increasing popularity of regional languages, mannerisms, and culture, brands are realizing the potential of working with regional influencers to create customized campaigns that effectively reach their target audience in specific regions. As the influencer marketing industry continues to evolve, we can expect to see more and more businesses embracing the power of regional influencers and leveraging their unique benefits to drive results for their brands. Regional influencers are here to stay and they are set to revolutionize the way businesses approach influencer marketing in the years to come.

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Apr 28, 2023
Rated 5 out of 5 stars.

Love how regional influencers are getting the recognition they deserve.

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