Influencer marketing is making a big impact on India’s small towns

Influencer marketing, once seen as an urban phenomenon, is now making waves in India’s small towns and rural areas

Influencer marketing is no longer just a big-city thing in India. It has taken even the country’s small towns and rural areas. The sole reason behind this shift is the recent surge in regional content creators, who connect deeply with local audiences by speaking their language, both literally and culturally.

The rise in regional content

A regional revolution is on the cards for India’s digital landscape.

The share of regional language consumption on OTT platforms alone is estimated to go beyond 50-50 per cent by 2025, leaving Hindi content behind. This is to say, India’s appetite for content in native languages is growing aggressively, laying down a strong foundation for regional influencers to thrive.

Brands tapping into ‘Bharat’

Brands seem to acknowledge this shift and have begun increasingly collaborating with regional influencers to penetrate non-metro markets. There’s no argument over how crucial influencer marketing has become for brands, with 75 per cent of brands considering it a part of their marketing strategy. Partnering with local creators gives an edge to brands in delivering messages that resonate with regional audiences and build engagement and trust.

Enter micro & nano influencers

Brands are going big on micro and nano influencers, given their unmatched effectiveness in these markets. Their content is more relatable and trustworthy to local audiences. Notably, 47 per cent of brands prefer collaborating with micro and nano influencers for cost-effective campaigns and better engagement.

Economic opportunities for regional creators

The creator economy is rising rapidly. The market size is expected to grow at a compound annual growth rate of 22 per cent from 2023 to 2030.

This growth rate is proof of the plethora of opportunities that lie for regional creators, enabling them to monetise their content while contributing to the local economy. Despite the promising growth, challenges remain.

Many creators in smaller towns may need more access to high-quality production resources or brand partnerships.

However, as the digital infrastructure improves and brands continue to recognise the value of regional influencers, these hurdles are likely to go away. The rise of regional content creators is reshaping India’s influencer marketing ecosystem.

By tapping into local languages and cultures, these influencers are not only taking brand messages to their target audience but also democratising content creation across the nation.

The rise of regional content creators is transforming India’s influencer marketing landscape. By connecting with local audiences in their native languages and cultures, these influencers are expanding the reach of brands to non-metro markets. As regional content consumption grows, brands are increasingly partnering with micro and nano influencers to achieve cost-effective, relatable, and trustworthy engagement.

The growing creator economy offers significant economic opportunities, despite challenges like limited access to production resources. As digital infrastructure improves, regional influencers will continue to thrive, reshaping content creation and broadening its reach across the nation.

(The writer is Founder and CEO iCubesWire; views expressed are personal)