The Growing Clout Of Regional Influencers

By Vaibhav Gupta 

The focus of influencer marketing is shifting towards Tier 2 and Tier 3 cities, where regional influencers are playing a key role in driving growth. With their close connection to local communities and an understanding of regional cultures, these influencers are helping brands build genuine relationships with their audiences. From promoting local businesses to working with well-known brands, they are creating opportunities in growing markets and showing the true power of grassroots influence.

The Ascendancy Of Regional Influencers

The proliferation of internet access in India's smaller cities has catalysed the rise of local content creators. These influencers, fluent in regional languages and attuned to local cultures, have garnered substantial followings by producing content that resonates with their communities. Their deep-rooted connections and understanding of local nuances make them invaluable partners for brands aiming to establish a genuine presence in these markets.

The influencer marketing sector in India is experiencing robust growth. A report by EY and Collective Artists Network’s Big Bang Social projected a 25% increase in the industry's value, reaching USD 2,344 crore in 2024, with an anticipated expansion to USD 3,375 crore by 2026. This surge is predominantly fuelled by the lifestyle, fashion, and beauty industries, with sectors such as automobiles, e-commerce and fast-moving consumer goods (FMCG) amplifying their investments in influencer collaborations.

The Appeal Of Hyper-Local Content

Consumers in Tier 2 and Tier 3 cities exhibit a strong preference for content that mirrors their local culture and language. Regional influencers, who share the same experiences and speak the native dialects, create content that feels personal and trustworthy. This authenticity fosters deeper connections with their audience, leading to higher engagement rates compared to content from non-local influencers. Brands leveraging these influencers can craft campaigns that are culturally relevant and emotionally resonant, thereby enhancing brand loyalty and consumer trust.

Strategic Integration Into Marketing

With the anticipated increase in active smartphones in India projected to reach 740 million by 2030, and 50% of mobile usage dedicated to social media platforms, integrating influencer marketing into communication strategies has become essential for marketers. The EY report highlights that 75% of brands are expected to consider influencer marketing as part of their marketing strategy, recognising the importance of authentic connections in reaching their desired audience.

Cost-Effectiveness & Engagement

Collaborating with regional influencers is not only effective but also cost-efficient. Micro and nano influencers, in particular, drive high engagement rates at a lower cost compared to macro influencers. This cost-effectiveness allows brands, especially startups and small businesses, to maximise their marketing budgets while achieving substantial reach and impact. Moreover, the authentic and relatable content produced by these influencers often leads to higher consumer trust and conversion rates. 

Challenges & Considerations

While the potential benefits of engaging regional influencers are substantial, brands must navigate certain challenges to optimise campaigns. First, electing influencers whose values align with the brand and who possess genuine influence within their communities is crucial. Next, quantifying the impact of influencer campaigns can be complex. Brands need to establish clear metrics and utilise advanced analytics to assess engagement, reach and conversion rates effectively. 

The third factor to consider is that over-commercialisation can erode the trust that influencers have built with their audience. It's imperative for brands to collaborate with influencers in a manner that preserves the organic and genuine nature of the content.

As India continues to experience a digital revolution, the influence of regional content creators from Tier 2 and Tier 3 cities is set to soar. Brands that recognise and harness this trend stand to gain significantly by building authentic connections with a broader audience. 

 (The author is the Co-Founder and CPO at KlugKlug)