In recent times, the Indian creator economy has undergone a sea change as it is now moving away from metro cities. Currently, it is witnessed that Tier 3 and Tier 4 cities contribute almost 48% of influencer marketing campaigns in India.
The industry’s recent report on creator trends highlights that brands now prefer engaging creators from smaller cities in India to collaborate on creating content. It is mainly due to the fact that these creators enjoy the trust of people residing in regional areas.
Reasons Why Brands Are Engaging Creators From Smaller Cities
There are numerous reasons why brands engage smaller city-based creators to make marketing campaigns work better in terms of engagement.
Firstly, creators from small cities create more organic engagement than those who reside in metro cities. Secondly, most of these creators are able to create content based on their lifestyles, cultures, and native languages.
Furthermore, it is found that brands are now preferring authenticity over numbers when choosing creators for campaigns. Moreover, industry experts suggest that micro and nano influencers can offer brands a better return on investment (ROI).
Growing Demand for Regional Language Content
Creators from smaller cities are growing rapidly as people in these areas increasingly demand regional language content.
People in Tier 3 and Tier 4 cities consume content in Hindi, Tamil, Bengali, Marathi, Bhojpuri, and many more local languages at an all-time high.
This has created many chances for creators who understand these regional audiences more than metro city-based creators.
Brands in various sectors, including beauty, FMCG, fintech, gaming, e-commerce, and others, have been investing more money on hyper-local influencer campaigns to capture the market.
Moreover, it is also a reflection of the ongoing process of India becoming more and more digitally evolved.
The Importance of Micro and Nano Influencers
It is also found that micro and nano influencers have contributed significantly to this change in the landscape.
Unlike popular creators, these influencers create more audience trust and generate higher engagement rates. In addition, brands prefer to collaborate with numerous regional micro-influencers instead of a few celebrity creators.
Also, according to recent research on creator economy trends, smaller creators offer more engagement per rupee than other creators.
Future of Influencer Marketing in India
Influencer marketing in tier 3 and tier 4 cities will grow immensely. Moreover, brands will adopt regional-first marketing practices more widely.
Hence, the role of creators from smaller cities in marketing campaigns will grow much further in the coming years.
For influencers who belong to smaller cities, there is now an opportunity to collaborate with renowned brands in the country while remaining genuine about their content creations.
