Krisneil Peres, Co-founder and CVO at Fame Keeda; As India’s regional internet user base shows continuous signs of surging, integrating local culture into marketing strategies has become an increasingly lucrative strategy to target the new audience base. This trend is specifically exemplified and evident with the popularity of regional IPL commentaries and advertisements. For marketing professionals and business owners, tapping into this cultural shift is not just a strategic advantage but an incredible opportunity to expand their target audience and push the boundaries of their marketing efforts.
The shift becomes even more evident as we look at how regional influencers have started to make a global mark with just the bare minimum tools at their fingertips. Whether it’s culture or a subject like farming, local content creators are engaging their audiences with content that ranges from social commentary to comedy and are giving a voice to the people who had sort of gotten lost in the noise.
As we already know that India is a land of linguistic and cultural diversity which is finally shining through. All thanks to the rise in the digital user base in smaller towns of India. With over 22 officially recognized languages and thousands of dialects, catering to the linguistic and cultural nuances of each region is essential for brands looking to establish a strong presence nationwide. Regional influencers, with their deep understanding of local customs, traditions, and languages, bridge this gap effectively.
Diverse Content Consumption Patterns
In terms of differences in the consumption habits of metro and non-metro audiences we see some very striking but interesting patterns. Audiences in metropolitan areas notably prefer the content that reflects cultural roots. Conversely, rural and suburban regions exhibit a strong affinity towards content that is westernised. This difference in habit of content preferences underlines the importance of tailoring marketing strategies to suit different audience segments. Furthermore, as the mobile viewership being particularly high in suburban areas, mobile- optimised content can significantly enhance engagement and reach.
One of the prominent examples of the trend is the growth of Youtube shorts in the country and the comment by the Youtube CEO where he mentioned Indian creators are making content based on local culture that goes on to have a global impact. In a sense these influencers are playing a crucial role in the taking stories from rural/ suburban India to a larger global audience.
Regional influencers often have a more intimate and stronger connection with their followers as a result of their niche follower base which fosters a sense of trust and authenticity that is invaluable for brands.
Government’s Digitisation Drive
The Indian government’s focus on digitization has played a pivotal role in expanding marketing opportunities to suburban regions. Improved digital infrastructure through various policies and services are paving the way for businesses to connect more effectively with local audiences. Not to forget how the lockdown in pandemic greatly helped in promoting this digital culture and boosting the user base into the sub-urban India.
The Role of Influencers in Regional Marketing
Regional influencers are fast becoming key players in the marketing landscape. The creator economy in India is projected to surpass ₹3,375 crore by 2026 which is a testament to the growing impact of content creators. A massive 47% of brands now prefer regional influencers over traditional macro ones due to their ability to offer fresh perspectives and achieve higher conversion rates. Local influencers possess an innate understanding of their audience which enables them to convey messages in a relatable and impactful manner.
The impact of regional influencer marketing extends beyond just product promotion because they become a voice and play a crucial role in amplifying social causes and promoting local businesses, thereby contributing heavily to the socio-economic development of their communities and locality. From promoting sustainable practices to advocating for women’s empowerment, regional influencers use their platforms to drive positive change at the grassroots level.
Including regional content and influencers in the marketing strategies are becoming increasingly crucial for brands to make a lasting impression while expanding their user bases. Those who adapt their campaigns by tailoring their initiatives according to the needs of emerging communities are poised for significant growth and success.
