Internet Penetration and Influencer Reach in Rural India
Why Influencer Marketing is Showing a Resounding Success in Rural India
How Brands are Roping in Regional Influencers to Win Rural India
Are you Looking for Local Influencers With Budget & Custom Requirements?
The way influencer marketing has risen in India is nothing short of incredible. With the existing market worth more than 12 billion Indian Rupees, it’s projected to grow at a rate of a whopping 25% over the next five years.
Now, one might think that influencer marketing gets more attention and response from the urban audience given that a large population is more technically aware and advanced. But this is far from the truth.
In reality, social media users from rural India are equally engaged, if not more, in their online lives than urban users. Apparently, brands are tapping into this huge opportunity and attracting more customers by digital means.
In this blog post, we’re going to discuss why brands are spreading their legs in rural India via influencer marketing and how regional influencers are playing a crucial role in this entire dynamic.
Here are some fascinating stats on India’s Internet penetration:
Source - The Hindu
Given the excitement that rural India is showing in the Internet world, the whole digital marketing landscape is seeing a paradigm shift. And influencer marketing is a subdomain of digital marketing that is also spreading its reach toward rural areas.
Here are the major reasons why India is seeing a huge surge in rural influencer marketing:
One of the major reasons behind the immense popularity of influencer marketing in rural India is its population. Since about 65% of the Indian population lives in rural areas, the ratio of Internet users increases automatically. The more people are active online, the more content they tend to consume content posted by influencers.
The second reason behind the significance of trust and recommendations in rural communities. People living in rural areas often possess a sense of community. They’re more accepting and like engaging with others more energetically. And their loyal-community behavior stays persistent in their online world as well. They connect deeply with the influencers they follow and respond to their suggestions in a more positive way.
The best thing about influencer marketing is that it requires little effort for a brand to connect with a regional audience. Regional influencers are already making content in the local language with all the cultural relevance. They find their favorite influencers highly relatable and trustworthy. Brands get astonishing results without doing much in designing a campaign. The local influencers are well-enough to send the right message.
Rural communities are more price-sensitive and function largely on word-of-mouth. They tend to trust the recommendations of the people they know and trust. Since regional influencers are the figures they see on a regular basis, they feel safe to act on the recommendations from them. Hence, influencer marketing work largely as word-of-mouth marketing in rural areas and gives tremendous results.
People living in rural areas often have a knowledge gap on many topics. Regional influencers are addressing such educational challenges rural communities face– that too in their local language. This is why the rural audience trusts their influencers on another level. They help their regional influencers become sort of cult figures in their region.
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Some of the most renowned brands like Hindustan Unilever, PepsiCo, ITC, and Flipkart are tapping the potential of regional influencer marketing. These regional influencers are often called “Bharat Social Media Influencers”.
In non-metros and villages in India, people are more active on short video streaming platforms like Moj, MX, Chingari, and Josh than Instagram & YouTube. Hence, brands are targeting content creators on these platforms to promote their brands in tier 2 and tier 3 markets.
Shubham Mapralkar, a Marathi content creator from Pune, creates short informative videos on various topics on Moj. Shubham has collaborated with many brands including McNROE-owned perfume brand Wild Stone.
Apart from the short video platforms, some regional influencers are also highly active on Instagram as well. For instance, Nikita Singh from Ranchi, Jharkhand creates stomach-aching funny videos that teenagers and young population find amusing. Nikita has collaborated with brands like Dualingo, Amazon mini TV, etc.
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Apart from connecting you with the right influencers, we also help brands strategize highly effective and result-oriented influencer marketing campaigns.
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Regional influencer marketing is on a consistent and exponential rise in India. It makes targeting the price-sensitive rural and small-town audiences much simpler and more effective. Hence, this trend is only going to become a marketing habit in the near future. Brands of every size and every kind are ready to grab a share of this golden pie.
We hope you jump on the bandwagon & make a fortune for yourself too!
This blog post talks about how rural India is seeing an exponential surge in digital influencer marketing & why regional influencer marketing is proving to be a big success for brands.