30% Consumers Find Regional Influencers More Authentic: Report

A recent survey conducted by iCubesWire unveiled a shift in consumer preferences towards regional language influencers. According to the survey, 65 per cent of consumers believe that brands should increase their collaborations with vernacular content creators. The emerging trend underscores a growing demand for more authentic and culturally resonant marketing strategies.

The survey engaged 913 participants, highlighting the rising importance of regional influencers in shaping consumer behaviour and brand perceptions. With 30 per cent of respondents perceiving vernacular influencers as more credible than their mainstream counterparts and 82 per cent emphasising the need for influencers to communicate in their regional languages, the results reflect a movement towards localised marketing approaches.

The survey results reveal several key insights into consumer engagement with vernacular influencers. While 26 per cent of respondents engage with these influencers regularly, 65 per cent engage occasionally. The pattern indicates a widespread interest in regional content but also highlights an opportunity for brands to increase their presence and engagement in this space. The most engaging content categories for vernacular influencers include cultural and traditional (30 per cent), technology and gadgets (22 per cent) and fashion and lifestyle (17 per cent).

Platform usage data shows that Instagram leads as the most popular platform for following vernacular influencers, with 35 per cent of respondents using it, followed by YouTube at 22 per cent. Twitter/X and Facebook also feature prominently, indicating that a multi-platform approach may be beneficial for brands looking to maximise their reach.

One of the findings of the survey is the perception of authenticity associated with vernacular influencers. 30 per cent of respondents view these influencers as much more authentic compared to their English or Hindi-speaking counterparts while 52 per cent find their authenticity comparable.

Despite the growing influence of vernacular influencers, the survey also highlights that 35 per cent of respondents do not make purchases based on these influencers' recommendations. However, 22 per cent do so rarely and 20 per cent occasionally, indicating that while direct purchasing influence may still be limited, the potential for impact is significant and growing.

The survey also explored the motivations behind following vernacular influencers. The most common reasons include easier understanding and communication (35 per cent), cultural connection and shared values (26 per cent) and localised content relevance (22 per cent).

“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. By collaborating with vernacular influencers, brands can build deeper connections and drive more meaningful engagement,” said Sahil Chopra, CEO and Founder of iCubesWire.