Skipping regional content creators in 2025 will be a great loss. Why?
A new report by BCG (Boston Consulting Group), “From Content to Commerce,” stated that creator influence is not a metro phenomenon anymore; a high degree of influence is also occurring in small cities and towns in India and the Indian creator economy is projected to surpass $1 trillion in consumer spending by 2030. How regional creators are changing the influencer world, local brands should take note and use the data so they can shape their influencer marketing strategy to capture the consumer market.
A recent survey shows that 65% of consumers want brands to collaborate more with regional language influencers.
Also, Manohar Singh Charan, Co-founder of Moj and ShareChat, shared:
"Our platforms, ShareChat and Moj, have 75% of users and 80% of creators from Tier 2 and Tier 3 cities. We contribute to diversifying the creator and consumer profile for brands, while empowering regional creativity in India."
What is vernacular marketing?
Vernacular marketing is a type of marketing where brands collaborate with region-specific content creators to promote their products in native languages to get the attention of customers and create trust and loyalty towards the brand.
Data about rise of regional content creators in India
How the rise of regional creators from Tier 2 and Tier 3 cities making an impact on Indian local brands will change the influencer marketing strategy of Indian D2C brands. Data you need to know before you know the impact of regional content creators.
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A recent BCG report, From Content to Commerce, revealed that comedy (43%), movies/daily soaps (38%), fashion (39%), beauty and personal care (35%), and lifestyle and parenting (32%) are the most-watched genres among short-form video users in Tier 2 and Tier 3 cities.
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India is a country with 22 official languages, and authenticity is becoming the new language for brands to maintain consumer loyalty. When content creators make content in regional languages, they connect more deeply with their audience, leading to higher engagement and ROI (Return On Investment). According to research, regional creators deliver ~40% higher engagement/conversion vs metro peers.
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What consumers want should be a brand’s priority and the numbers speak: 70% of the digital audience trusts regional content creators over English-speaking influencers.
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Some regions in India are showing a notable rise in vernacular influencers — including Meerut, Kanpur, Bhopal, and Noida.
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Regional creators already influence 30% of Indian consumers and $350–400 billion in spending. (A report by BCG (Boston Consulting Group))
The impact of regional influencers on local brand
The rise of regional content creators in India has both pros and cons when it comes to their impact on Indian D2C or local brands. First, let’s look at the pros of vernacular influencer marketing:
CONCLUSION
How regional creators are changing the influencer world, and according to that, brands need to upgrade their influencer marketing strategy as well. A little tip for brands: if you want to leverage regional influencers for your campaign, you should apply this kind of strategy to get a higher ROI (Return on Investment).
Tip- UGC (User Generated Content) influencer marketing is dominating the Indian market in 2025 because people trust reviews more than traditional ads. If a brand does UGC influencer marketing by collaborating with regional content creators, it will be a great decision for the brand, as it will not only drive high engagement through native language but also appear as a genuine review video that connects with the emotions of people in that specific region in India. Overall, it helps gain trust and authenticity toward the brand and drives sales as a result.
As we discussed already, here’s the solution we recommend for the cons: if brands face those challenges, an influencer marketing agency will come to the rescue. Why? Let’s be logical. Collaborating with regional content creators can be hectic. You need to find the right regional creator, cross-check what kind of content they make, and whether it aligns with your brand values. You also need to collect their address, ensure language is not a barrier during communication, follow up on whether the product has reached them, and solve problems if they don’t understand the brief properly. Explaining the brief in their native language can be chaotic, and ensuring the content delivers the right brand message within the timeline is a big task.
This is where an influencer marketing agency’s expertise comes in handy. They can handle clients without any hassle, and language will not be an issue.
Sociopuff has been handling influencer campaigns for brands like Mamaearth, Hyphen, The Man Company, Pure Origin, Bare Anatomy, Chemist at Play, Beardo, and many more by collaborating with regional content creators in India for over 9 years.
Sociopuff has an expert team to collaborate with regional creators for your campaign. Also, our influencer network includes more than 70% regional creators. It's your turn now to contact us and get more ROI from your influencer campaign.
FAQ
1.What are regional influencers?
Regional influencers are those who create content in their native languages to connect deeply with the local audience.
Example: A Bengali creator who makes videos in Bengali rather than English or Hindi for his or her followers. This creator would be called a regional influencer or vernacular influencer.
2.List of regional influencers india
Regional influencers are changing brands' campaign strategies. Here is a list of 5 regional influencers in India.
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Sona Ansar : She is a Malayalam content creator, and she has 98.7K subscribers on her YouTube channel.
Youtube channel link- https://youtube.com/@_kunjappii_?si=kOCgd1YmswDYXQm8
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Subha Ranganath: She is a Tamil content creator, and she has 1.79 lakh subscribers.
Youtube channel link- https://youtube.com/@subharanganath?si=oXuG7UFlgP892oFb
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Jasmin Jaffar: She is a Malayalam content creator and she has 16.1 lakh subscribers.
Youtube channel link- https://www.youtube.com/@jasminjaffar
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Ankita Mestry : She is a content creator from the Maharashtra region and has 2.44 lakh subscribers.
Youtube channel link- https://youtube.com/@ankitamestryglowgirl?si=mM1u_meY2Xs_IaPG
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Anupallavi Gowda: She is a regional creator, and her language is Kannada. She has 1.39 lakh subscribers on YouTube.
Youtube channel link- https://www.youtube.com/@anupallavig
3. What is vernacular content?
Vernacular content is when someone makes content in their native language to get more engagement and reach in their community and specific region. That content is called vernacular content.
Example: A beauty care brand wants to promote their Vitamin C serum through an influencer on a social media platform. The company provides an affiliate code or link, which allows them to track all leads generated through the influencer’s efforts. In return, the influencer receives a pre-determined commission for every sale.
