The fireside chat at iCubesWire India Influencer Conclave 2024.
A recent iCubesWire survey reveals that 65% of consumers are calling for more brand collaborations with vernacular influencers. These influencers, who create content in regional languages, resonate deeply with local audiences, offering brands a unique opportunity to connect authentically with their target demographics. With Instagram and YouTube being popular platforms, categories like lifestyle, cultural, and tech content are where these influencers shine.
The iCubesWire India Influencer Conclave 2024's fireside chat, "Burning Underrated Opportunities - Vernacular and Loyalty," shed light on the immense potential of vernacular influencers. The session underscored that these influencers are more than just a marketing channel, they're loyalty builders.
The fireside chat at the India Influencer Conclave 2024 emphasized the importance of shifting from one-off collaborations to long-term partnerships with vernacular influencers, who act as cultural gatekeepers by understanding regional values. This is crucial for brands aiming to build deep community ties, especially in India's diverse markets. Another key point was prioritizing high-quality, well-produced content in native languages, which enhances brand perception. Additionally, influencers are keen to collaborate on branded content that aligns with their values, fostering more authentic and organic partnerships.
The session also highlighted the need to carefully evaluate whether to collaborate with celebrities or vernacular influencers, as influencers often build deeper connections within local communities. While celebrities bring wide appeal, vernacular influencers can deliver a more personalized connection. The chat further discussed the importance of trust and authenticity in influencer partnerships, where aligning the right voices with brand values is essential.
Finally, real-time engagement was noted as a significant advantage of working with vernacular influencers. Their ability to connect immediately with their audience offers brands invaluable real-time feedback, making campaigns more effective and responsive.
Tapping into the power of vernacular influencers also opens the door to new, under-penetrated markets. For instance, a brand looking to expand into Tamil Nadu or West Bengal can gain immediate credibility by partnering with influencers who already have a strong presence in these regions. Instead of feeling like an outsider, the brand becomes part of the cultural fabric, which is vital in building long-term customer loyalty.
The iCubesWire survey also emphasizes that this shift toward vernacular content is not a temporary trend but a necessity for brands wanting to stay relevant in the future. With over 121 languages spoken in India, the potential for reaching untapped audiences is massive. Brands that fail to recognize the value of vernacular influencers risk falling behind in an increasingly competitive marketplace.
The insights from the iCubesWire survey and the discussions at the India Influencer Conclave 2024 both point to the same conclusion. The future of influencer marketing lies in the hands of vernacular influencers. They offer brands the ability to build trust, foster loyalty, and connect with consumers on a deeply personal level. For brands, the opportunity is clear. Either embrace vernacular influencers or risk being left behind in the ever-evolving marketing landscape.
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