Influencer marketing has evolved into a powerful tool and today it isn’t just about celebrities with millions of followers anymore. In rural areas, local and regional influencers are reshaping the marketing landscape in a way that’s deeply rooted in local culture and traditions, transforming the marketing strategies of brands targeting rural markets.
Source: Campaign India
According to a recent Ficci EY report, India’s influencer marketing industry is expected to grow to ₹34 billion by 2026, from ₹19 billion in 2023, as businesses increasingly turn to social-media influencers to drive sales and deepen brand engagement. This shift highlights the growing importance of regional influencers who can connect with rural audiences on a personal level.
The Growing Importance of Influencers in Rural Marketing
In rural regions, traditional marketing strategies often miss the mark and that’s when influencers come in. They’re not just selling products; they’re sharing stories and experiences that resonate with their communities. With internet penetration on the rise, even remote areas are now plugged into the digital world, making influencer marketing a powerful tool.
According to a recent report by Share Chat, Bharat users (those who prefer consuming content in regional languages) are more open to expressing themselves online and are increasingly shopping online, signifying the reach and influence of ‘Bharat social media influencers’‘.
The Shift in Marketing Strategies Towards Regional Influencers
Brands are increasingly turning to local and regional influencers to tap into rural markets as these influencers have a unique ability to engage their followers in ways that outsiders can’t. They’re trusted voices within their communities, and their recommendations carry significant weight.
The Impact of Local and Regional Influencers
Local Influencers: The Faces of Regional Brands
Local influencers are the heartbeat of rural marketing as they understand the nuances of their culture and community, making their endorsements more genuine and effective. For instance, a local fashion influencer in Rajkot can introduce new trends while staying true to traditional attire, bridging the gap between modernity and tradition.
In the case of Sneha Patel, a local fashion influencer from Rajkot, her Instagram feed is a blend of traditional Gujarati outfits and contemporary styles. Sneha’s followers trust her recommendations because she showcases how modern fashion can be integrated into their daily lives without losing cultural identity. Moreover, Patel collaborates with local artisans and small businesses in rural areas to showcase their products on her social media channels. This not only helps in promoting these businesses but also preserves the traditional craftsmanship and skills of the region
Regional Influencers: Guardians of Cultural Heritage
Regional influencers play a crucial role in keeping cultural heritage alive. They share stories, recipes, and traditions that might otherwise fade away and by doing so, they help maintain a sense of identity and continuity within their communities.
In the case of Priya Sharma, a regional influencer who focuses on traditional Indian cuisine, her YouTube channel features recipes passed down through generations, using ingredients readily available in rural markets. Priya’s content promotes culinary heritage and inspires younger generations to embrace their roots.
Boosting Local Economies
When local businesses collaborate with influencers, everyone wins. Influencers drive sales and awareness, while businesses gain exposure to new customers. This collaboration can lead to job creation and economic growth within the community.
For example, a small dairy farm in Punjab partnered with a local influencer to promote their organic milk leading to a surge in demand, allowing the farm to hire more workers and expand its operations, benefiting the entire local economy.
Preserving Language and Identity
Influencers can also help preserve regional languages and dialects by creating content in their native languages, ensuring that these languages remain relevant and vibrant.
Meena Kumari, an influencer from the northeast of India, uses her platform to promote the Meitei language. Through her videos and posts, she’s helping to keep this endangered language alive, encouraging others to learn and use it in daily conversations.
The Dynamics of Influencer Marketing in Rural India
Internet Penetration and Influencer Reach in Rural Areas
As of 2023, around 58% of rural India has access to the internet, a significant increase from previous years. This surge in connectivity has opened up new avenues for influencer marketing.
This growth means that more people in rural areas are accessing social media and online content, providing a fertile ground for influencers to spread their message.
Case Studies and Examples
Influencers Transforming Social Media Landscape
Success Stories of Influencers Like Dhiraj Takri, Kapil Kanpuriya, and Rajiv Kumar
Dhiraj Takri, a farmer from Haryana, shares sustainable farming practices with his followers. Kapil Kanpuriya from Rajasthan uses his platform to showcase local handicrafts. Rajiv Kumar from Bihar focuses on educational content, helping students prepare for competitive exams. Their content is not just engaging but also informative and inspiring .
Examples of Content Resonating with Rural Audiences
These influencers create content that is relatable and practical. For instance, Dhiraj’s videos on organic farming techniques are widely shared among rural farmers looking to improve their yields.
Brands Leveraging Regional Influencers
Hindustan Unilever partners with local influencers to promote their hygiene products, reaching deep into rural markets, while PepsiCo uses regional influencers to launch new flavors tailored to local tastes. Similarly, ITC collaborates with influencers to market their agricultural products, directly impacting local farmers .
As a result of these influencer driven campaigns, Hindustan Unilever achieved a 30% increase in product sales in rural areas, while PepsiCo’s regional flavors became top sellers in the targeted markets. Likewise, ITC’s initiative led to a significant boost in the adoption of their agricultural products, enhancing the livelihoods of numerous farmers .
The above demonstrates the deep engagement of brands with influencers in achieving business objectives in targeted markets.
Strategies for Effective Rural Influencer Marketing
Identifying the Right Influencers
Brands should look for influencers who align with their values and have a genuine connection with their target audience. Factors such as engagement rates, authenticity, and relevance are crucial.
Challenges and Opportunities
Influencers can monetize their content through brand partnerships, sponsored posts, affiliate marketing, and even selling their own products. In the case of a rural influencer, he might partner with local businesses for sponsored content, use affiliate links to earn commissions, and sell handmade crafts or regional products through their social media channels.
But rural influencers often face challenges such as limited internet access, economic constraints, and language barriers. Strategies to overcome these include influencers creating content in local languages, seeking out brand collaborations that offer fair compensation, and utilizing low-cost technology solutions to enhance their content quality.
Future Trends and Predictions
Live Commerce and Real-Time Engagement
Live commerce is gaining traction, allowing influencers to sell products in real-time during live streams. This trend is expected to grow, providing a more interactive shopping experience for rural audiences. With technological advancements and increasing internet penetration, influencer marketing in rural areas is set to become even more influential. We can expect more brands to invest in regional influencers, leading to more tailored and effective marketing campaigns.
The Role of Technology and Innovation
New technologies, such as AI and VR, can enhance the influencer marketing experience, making it more immersive and engaging. Similarly emerging platforms and tools will provide influencers with more ways to create and share content, further expanding their reach and impact.
Conclusion
Local and regional influencers are more than just marketers; they’re cultural ambassadors and community leaders. Their growing importance in rural marketing highlights the potential of this strategy to not only boost sales but also enrich local economies and preserve cultural heritage. As internet access continues to expand, the role of influencers in rural areas will only become more significant, offering exciting opportunities for brands and communities alike.
