October 13, 2023

Why regional influencers are a must have for festive campaigns

As per a study- by the year 2025, 56 % of new internet users will hail from rural India. Another interesting aspect of the report was that currently, 36 % of digital payments users are living in rural regions of the country. These numbers clearly indicate that internet literacy in India is growing at a very fast pace and businesses have a new and emerging market to explore, especially in the context of influencer marketing. 

There is no doubt that investing in influencer marketing campaigns is the best way forward in the advertising world.  A departure from the traditional marketing route, influencer marketing allows brands and businesses of any size to reach out to their target customer in the best possible way. It is a cost effective, interactive and authentic way to build trust, connect with the audience on a personal level, and leverage the credibility and influence of social media influencers within a niche or industry, ultimately driving brand awareness, engagement, and sales.

However, if we look at the reach of influencer marketing campaigns, it is mostly targeted to the urban areas and most brands prefer to work with influencers hailing from cities like Delhi NCR, Mumbai, Kolkata, Chennai and Bengaluru. It is time to change that, as many regional influencers and creators are making content in their mother tongue,  adding local flavors to their content which resonates better with the audience. 

It will be a grave marketing mistake to ignore the potential of regional influencers for the Diwali influencer campaign as they bring to the table fresh perspectives and ideas, particularly with the festive season approaching. Their content is more relatable with certain sections of the population, especially those residing in Tier 1/Tier 2 cities and rural areas of the country. Taking the discussion further, here are top 5 reasons why regional influencer will play an incremental role during the festive months -

# 1 Brings Cultural Relevance To the Campaign 

In a country like India where culture is so diverse, festivals are celebrated in a way which is very regional specific. For example, while in most parts of North and West India, Lakshmi puja is an integral part of Diwali celebration. 

However, in the state of Odisha, a ritual named Kauriya Kathi is performed. It ritual is performed to appease the ancestors in heaven and in their remembrance jute sticks are burnt. By showing local practices in a Diwali influencer campaign,  not only makes the content unique, but also spreads awareness about the local and tribal cultures of India. 

Regional influencers have an in-depth understanding of the customs, traditions, and rituals associated with the festival specific to their region. They can create content that is culturally relevant and resonates with the local audience.

# 2 Helps in Geographic Marketing 

Regional influencers are very helpful in promoting local businesses or businesses operating in a specific geographic location.  During festive seasons influencer marketing, brands want to promote online shopping as well as look forward to higher footfalls in their physical stores. 

Depending upon the city, and follower count of the regional influencers, brands can engage with influencers for festive campaigns that targets customers from a specific location.  

Creating influencer marketing content wherein the regional influencer visits the physical store of the brand and avail the festive offers will create a sense of urgency amongst local customers and encourage them to visit the store in person. 

It is a great way to encourage more footfall in the stores during the festive season. 

# 3 Allows Brands to Market in Regional Languages 

For increased engagement and wider reach, brands need to develop influencer marketing campaigns that are created in the local languages. In India, although English is a widely spoken language, in many smaller cities people are comfortable with the regional language and dialect. 

In order to achieve better connection and communication, developing influencer marketing content in local language with the help of regional influencers allows brands to authentically resonate with local audiences, understand their unique cultural nuances, and create content that speaks directly to their preferences and values.

# 4 Gives a Platform to Underrepresented Communities 

Working with regional influencers ensures that influencer marketing campaigns are inclusive by celebrating regional diversity, respecting local cultures, and giving a voice to underrepresented regions. This inclusivity fosters a stronger sense of connection and engagement with the regional audience, ultimately contributing to the success of influencer marketing campaigns.

For example, covering a depleting tradition or showing a regional practice that is done by a small group of people in the country in an influencer marketing campaign gives a platform to underrepresented communities. This not only helps in brand positioning and favorable feedback but goes a long way in promoting cultural diversity, preserving heritage, and ensuring that the stories and traditions of marginalized communities are celebrated, respected, and included in the broader narrative of our society.

# 5 Offers Regional Marketing Insights 

Since most influencer marketing promotions are limited to urban areas,  brands rarely know the potential of the market in smaller regions or the remote towns of India. Festive months are an excellent time to launch a region specific campaign and to gain market insight. Through these campaigns, brands can estimate user behavior, purchasing power and payment preferences. 

To sum up, festive season influencer marketing campaigns have immense potential. Brands need to devise careful planning and develop content strategy accordingly. To help you understand the potential of the festive season influencer campaign, book a demo today with galleri5 business team!

Explore the list of regional influencers and choose the right ones for your marketing campaigns.

North India - https://brands.galleri5.com/public/lists/Ni87-VhSN/manage

South India - https://brands.galleri5.com/public/lists/ZlDa-B1lx/manage

Kamna Datt
Content Writer
A content writer by profession, Kamna is an Influencer marketing enthusiast writing insightful articles about the space that will benefit brands and influencers alike!