New Delhi: A notable 65% of consumers express a desire for brands to partner more with regional language influencers, according to a recent survey by iCubesWire, a prominent ad technology platform. This emerging trend highlights a growing preference for vernacular content creators, presenting brands with a valuable opportunity to engage audiences through authentic, culturally relevant campaigns.
The survey, which included 913 participants, emphasizes the rising significance of regional influencers in shaping consumer opinions, preferences, and purchasing decisions. Notably, 30% of respondents consider vernacular influencers more credible than mainstream ones, and 82% stress the importance of influencers communicating in their local language. These findings indicate a clear shift toward localized, community-focused marketing.
Key Findings from the Survey:
Engagement with Vernacular Influencers: 26% of respondents engage regularly, while 65% engage occasionally.
Content Preferences: The top categories are Cultural and Traditional (30%), Technology and Gadgets (22%), and Fashion and Lifestyle (17%).
Platform Usage: Instagram (35%) and YouTube (22%) are the leading platforms for following vernacular influencers.
Authenticity of Vernacular Influencers: 30% perceive these influencers as more authentic than their English or Hindi-speaking counterparts.
Purchasing Decisions: While 35% of respondents never purchase based on vernacular influencers, 22% do so rarely, and 20% occasionally.
“The findings reveal a pivotal moment for influencer marketing. Brands can no longer ignore the influence of regional content creators who are trusted and followed by millions,” said Mr. Sahil Chopra, CEO and Founder of iCubesWire. “By collaborating with vernacular influencers, brands can build deeper connections and drive more meaningful engagement.”
Detailed Survey Results:
- Frequency of Engagement with Vernacular Influencers:
- Regularly: 26%
- Sometimes: 65%
- Never: 9%
- Credibility of Vernacular Influencers Compared to Mainstream Influencers:
- More credible: 30%
- Equally credible: 65%
- Less credible: 5%
- Most Engaging Content Types (Vernacular):
- Cultural and Traditional: 30%
- Technology and Gadgets: 22%
- Fashion and Lifestyle: 17%
- Food and Cooking: 9%
- Entertainment (e.g., Comedy, Drama): 5%
- Educational Content: 4%
- News and Current Affairs: 0%
- Importance of Regional Language:
- Extremely important: 39%
- Moderately important: 43%
- Not important at all: 18%
- Primary Platforms for Following Vernacular Influencers:
- Instagram: 35%
- YouTube: 22%
- Twitter/X: 26%
- Facebook: 13%
- Others: 4%
- Perception of Vernacular Influencers’ Authenticity Compared to English/Hindi Influencers:
- Much more authentic: 30%
- About the same: 52%
- Much less authentic: 18%
- Purchasing Decisions Influenced by Vernacular Influencers:
- Very frequently (Weekly): 13%
- Frequently (Monthly): 10%
- Occasionally (Every few months): 20%
- Rarely (Once or twice a year): 22%
- Never: 35%
- Motivation for Following Vernacular Influencers:
- Easier understanding and communication: 35%
- Cultural connection and shared values: 26%
- Localized content relevance: 22%
- Personal relatability: 13%
- Others: 4%
- Should Brands Focus More on Vernacular Influencers for Regional Campaigns?:
- Yes, definitely: 65%
- Neutral: 30%
- No, not at all: 5%
