The Rise of Regional Influencers in India through Influencer Marketing Agency in India
The meaning of influencer marketing has completely changed today. Previously, influencer marketing was limited to English-speaking creators, urban audiences, and metro cities. Its meaning has now shifted. Significant growth has been seen in Tier 2 and Tier 3 cities. When ordinary people create content in their local language, they can connect with their audience. Local languages ​​are gaining a strong foothold in influencer marketing. Content in languages ​​like Tamil, Hindi, Telugu, Malayalam, and Tamil is also gaining traction.
While people feel a real connection through the content of regional influencers, brands are no longer limited to just reach. They also need a genuine connection with their audience and their trust, and regional influencers do this brilliantly.
- Tier 2 & Tier 3 Cities:Â
The biggest question now is where does the real growth come from? The answer is Tier 2 and Tier 3 cities. Whether in cities or villages, internet access is no longer limited in India. It’s cheap and accessible to everyone. It’s affordable, and smartphones are easily available within budgets. Even Tier 2 and Tier 3 cities have now become digital through social media platforms.
While previously, more was expected from people in cities like Delhi, Mumbai, and Bangalore, now even better creators are emerging from cities like Jaipur, Patna, and Indore. These creators understand the likes and dislikes of their local audiences well, generate high engagement with their content, and being local also creates more authentic content.
The special thing about this is that people in cities not only follow such creators, but also trust them and the content they create. People can connect with their local language, and this is a plus point for brands.
However, there is also the fact that Metro influencers focus more on lifestyle and modern culture, hence their followers may be more. But even with fewer followers, regional creators have stronger engagement and influence than metro influencers.
- Local Language Content
India is known for its diverse culture and languages. This isn’t limited to just one market. People here may not understand each other’s languages, but their emotional connection is evident. India is a multicultural country, and here, emotional connection is more important than verbal communication. This means that communication isn’t the only way to connect with people; emotions are also a significant source.
When content:
- In Hindi→ North India instantly connects
- In Tamil → People from the South feel at home
- In Telugu- layalam → Trust develops automatically between people
Local language content:
- It’s easier to understand and explain.
- It seems more genuine to people.
- It doesn’t feel like an ad.
Example: If something from a city is shown by a creator from that city, people easily believe it. If a Tamil influencer gives skincare tips based on the weather in their region, the audience can relate to it. If Hindi Finance Creators talk about government schemes and jobs, people listen to them carefully.
Hence the craze for vernacular content on YouTube, Instagram Reels and religion platforms.
- Cultural Trust & Authenticity:
Whatever the business, trust is paramount. This trust is also the foundation of Influencer Marketing Agency in India. Regional influencers are leading the trust race. There are three key reasons for this.Â
First – regional influencers speak like one of their own people.
Second – people can relate to the challenges they face.
Third – regional influencers follow a lifestyle that appeals to local people.
In such a situation, when a brand chooses a regional creator for its product, it takes care that the maximum number of people can connect with it. And when that creator talks about the product, people don’t see it as promotion, but as a general conversation and advice.
Regional creators:
- Creators look forward to comments and respond to them.
- Creators don’t just work for followers; they build community.
- Creators have real interactions with people.
