Regional Influencer Marketing is Influencing Brand Engagement
- Regional influencers are emerging as powerful tools for brand management.
- They are deeply rooted in their regions and offer multiple benefits to brands.
Influencers are actively influencing the brand engagement landscape, and regional influencers are slowly gaining traction in the industry. Here’s how. A study suggests that micro-influencers boast engagement rates of around 8.8% as compared to mere 1.7% of mega-influencers. As the majority of regional influencers operate in the micro segment, including them in brand management is a powerful yet cost-effective way.
According to Adgully’s report on How Regional Influencer Marketing is Redefining Brand Engagement in India, these regional influencers have profound, intimate connections with followers because of shared cultural background and language. Fostering a sense of community, trust, and authenticity is hard to replicate with renowned national celebrities.
Marketing agencies and brands must acknowledge that regional influencer marketing has specific challenges. They need to identify the right regional influencers and measure the success of this localized campaign to measure effectiveness. Note that this could require extra effort compared to national campaigns.
Here are ten ways these regional influencers heavily influence the brand management landscape.
- They Facilitate Hyper-local Targeting
Targeting is the main aspect of digital marketing, and hyper-local targeting facilitated by regional influencers is taking brand management to the granular level, with the potential to reach ultra-specific audiences within a defined geographic area. The following are related benefits of hyper-local targeting.
It facilitates laser-sharp reach; instead of reaching a broader, uninterested audience, hyper-local targeting takes the brand to the people most likely to convert. Note that specificity is the king here, and regional influencers understand the nuances of their local audience, their preferred platform, humor and pain points. Also, people trust recommendations from people they identify with, and familiarity presented by regional influencers can be the game changer.
According to a Chadwick Martin Bailey report, around 78% of marketers planned to leverage location-based targeting in future influencer marketing campaigns by 2020. This number would have been higher by now and highlights the growing recognition of hyper-local targeting’s power.
For example, a local coffee shop chain, A, partners with a few micro-influencers in different neighborhoods. These regional influencers showcase the shop’s unique atmosphere, ambience, aroma, and warm feel, emphasizing certain blends. Eventually, this approach would boost recognition and drive foot traffic to individual locations.
To capitalize on hyper-local targeting with regional influencers, brands and marketers need to Craft hyper-personalized messaging, trying to speak the customer’s language. Boost brand advocacy by promoting the brand as a part of a community’s identity. Actively track local engagement metrics to tailor future campaigns for maximum impact.
- Leveraging Language and Cultural Nuances
The secret weapon of these regional influencers is to leverage language and cultural nuances. A generic, translated message might feel inauthentic and miss the mark. Regional influencers speak the local language and dialect; they can use slang, humor and references to resonate better with the target audience.
Cultural values, traditions, and humor can vary significantly across regions. Regional influencers understand these subtleties and can tailor the content accordingly. For instance, a fitness influencer in a conservative region might promote gym apparel that conveys modesty while their counterpart focuses on trendy styles.
A study by CSA Research about engagement advantage says that content created in a consumer’s native language witnesses 2.4 times higher engagement. This data signifies the power of language and its essential role in driving audience interaction and engagement.
For example, A national clothing brand, B, partnered with regional influencers during a major Indian festival. Each influencer shall create content showcasing how to style the brand’s clothes for the specific festival – a saree for Durga Puja in West Bengal or donning a Kurta for Onam in Kerala. This cultural sensitivity approach widely resonates with local audiences and boosts sales.
- Increased Authenticity
The digital marketing landscape is nearly saturated, and authenticity can be the solution. Regional influencers often have smaller and more engaged followers and can foster a sense of community, trust, and authenticity because followers perceive them as relatable.
Regional influencers might also lack huge teams managing their content. Plus, they facilitate a transparent and personal touch. Followers might also get behind-the-scenes glimpses, making the brand endorsement feel organic, believable, and authentic. Remember, transparency reigns supreme in this industry.
For example, fitness enthusiasts, A yoga instructor with a strong Instagram presence in Austin, Texas, if partners with a local activewear brand. The influencer would create workout videos and posts featuring the brand’s clothing, highlighting functionality and comfort in the Austin heat. His followers would trust the instructor’s opinion more than a celebrity based on authenticity.
- Niche Expertise
It’s like a weapon of choice for regional influencers, as customers seek out relevant information from trusted sources with deep knowledge in specific areas. Unlike celebrities with broader appeal, regional influencers focus on particular niches pertinent to their region and geographical location.
By constantly creating content within their niche, regional influencers master the craft and establish themselves as thought leaders within the local communities. This expertise fosters trust and makes the product recommendations authentic and valuable. For instance, a Denver-based blogger who focuses on sustainable living can partner with local brands selling eco-friendly products and boost their sales.
For example, a regional influencer from Atlanta, well known for home renovation expertise, can partner with a local hardware store. He would then create content featuring tutorials on using the store’s tools and materials for DIY projects. The audience would trust the knowledge of home renovation and can boost the footfall in the hardware store.
- Community Engagement
In today’s competitive market, simply reaching out to consumers is insufficient. Hence, brands need to foster genuine connections and build communities, and regional influencers can be of great help. These individuals are deeply embedded within their communities, understand local interests, participate in conversations and actively engage with their followers.
Regional influencers also excel at two-way communication. They respond to comments, host live chats, and participate in local events. This fosters a sense of connection and encourages brand interaction within the communities. For example, a regional beauty influencer in Miami can host makeup tutorials and live streams to answer questions about products. This interactive approach builds loyalty within the local beauty community.
According to Influencer Marketing Hub, these influencer marketing campaigns with higher engagement rates can generate better brand recall and purchase intent. This scenario signifies the intense power of community interaction and the potential to drive brand loyalty and impact.
For example, a regional fitness instructor with a strong social media presence in Austin, Texas, can partner with local running shoe brands. The influencer would then run a “Couch to 15k” challenge, encouraging the followers to run using the store’s shoes and apparel. Plus, he can host weekly meetups and answer training questions. This community-driven approach builds brand loyalty among local runners.
- Cost-Effectiveness
Regional influencers usually demand lower fees than national celebrities. This scenario allows brands to allocate their marketing budget more effectively and still reach a more engaged audience. Plus, they are more focused and can better reach a more targeted audience.
This approach can further reduce wasted impressions while ensuring that the brand message and narrative reach the target audience most likely to convert. For instance, partnering with a regional fitness influencer in Miami to prompt workout gear will likely resonate better with the audience than a national campaign with broader demographics.
According to Influencer Marketing Hub, around 86% of marketers consider return on investment (ROI) to be the most critical metric for measuring the success of influencer marketing. Plus, the cost-effectiveness of regional influencers directly contributes to positive ROI.
For example, a local bookstore chain can partner with regional book bloggers to promote upcoming author events. The influencer would then create content featuring their favorite books available at the store. The cost-effective campaign reaches avid readers within the region while boosting foot traffic and sales.
- Brand Advocacy
Regional influencers are often viewed as familiar faces within the communities. Their genuine recommendations hold more weight and turn them into credible and powerful brand advocates. Unlike one-off celebrity endorsements, regional influencers often delve into building long-term partnerships with brands they believe in.
Plus, this approach from the brand fosters a deeper audience connection, which further allows them to constantly advocate the brand and build trust and loyalty among the audience. For example, a regional fashion blogger could partner with a local boutique over several seasons and actively showcase their outfits and collections. This ongoing partnership helps strengthen brand advocacy.
According to Influencer Marketing Hub, influencer marketing campaigns can generate up to 11 times the return on investment of traditional advertising. This increased ROI can be attributed to the power of word-of-mouth marketing and brand advocacy, which influencers foster. It might be even more effective with regional influencers.
For example, a regional tech YouTuber with a loyal following can partner with a local electronic store. The influencer would then create content reviewing new gadgets at the store, highlighting their features and benefits. Over time, YouTubers have become trusted advocates for the store, driving their sales and customer loyalty.
- Data-driven Insights
With the ever-changing digital marketing and influencer marketing landscape, regional influencers are changing the dame with data-driven insights. Regional influencer campaigns generate a plethora of data, including engagement rates, demographics, and website traffic.
This further allows brands to understand what resonates with their target audience and optimize future campaigns for maximum impact. Plus, regional influencer campaigns offer a perfect platform for A/B testing different messaging, visuals and content formats. Through proper data analysis from various campaigns, brands can identify the most effective strategies to reach and engage their target audience within a specific region.
According to eMarketer, around 80% of marketers leverage data and analytics to inform their influencer marketing campaigns and strategies. This signifies the growing recognition of data when optimizing campaigns. If data is the new oil, marketers know how to cash in on it.
For example, a regional coffee blogger partners with a local coffee roaster. The influencer creates content showcasing different brewing techniques and the origin of coffee beans. By analyzing the relevant engagement metrics, the roaster can identify which brewing method and bean type resonates with the local audience. This can help in making informed data-driven decisions about future product offerings and marketing strategies.
- Crisis Management
In a competitive landscape, brands inevitably face crises and navigating them effectively can be challenging. Regional influencers can play a crucial role in crisis management and can step in to redefine brand management. These influencers are often seen as trusted voices within their communities, and during a crisis, they can act as a bridge between the local audience and the brand.
Plus, regional influencers are accustomed to two-way communication with their audience. They can facilitate open and honest communication in a crisis, fostering trust and understanding. Although measuring the exact impact of regional influencers in crises is challenging, it’s still potentially significant.
According to Social Media Today, around 78% of consumers expect brands to address customer concerns on social media within 24 hours. They can be more eager to get a reply in a crisis, and regional influencers can act as a vital bridge that facilitates swift communication between the brand and the audience.
For example, a regional food blogger could promote a local bakery that is facing a negative online review. The influencer would visit the bakery again, showcase its commitment to quality and hygiene standards, and encourage followers to share their positive experiences. This local advocacy would help mitigate the impact of the negative reviews and rebuild the brand’s reputation.
- Trend Spotting
Trends are changing at a rapid pace, and regional influencers present a unique opportunity to spot trends. If used strategically, they can redefine brand management. Regional influencers are deeply ingrained in their communities, have their ears to the ground, and spot emerging trends, interests, and preferences specific to their region.
They are active on social media and are the first to share new trends with their audience. This approach creates a valuable data stream for brands to identify what could gain traction within a specific region. For example, a regional foodie influencer might be the first to highlight a new type of street food gaining popularity in the city. This can be a credible tip for brands about potential mainstream culinary trends.
According to Socialbakers, focusing on micro-trends can be more effective for brands aimlessly chasing broad and generic trends. Note that regional influencers can identify these local micro-trends, allowing brands to capitalize on them before they become mainstream and giving them a head start.
For example, imagine a regional fitness instructor with a solid social media presence in Los Angeles who notices a growing interest in athleisure wear, which helps consumers seamlessly transition from workout to casual outfit. He can then create content showcasing stylish and functional workout clothes, which could be a tip for brands about potential trends that can be capitalized on.
In conclusion, regional influencers are slowly gaining popularity and emerging as powerful tools for brand management. They facilitate hyper-local targeting, are knowledgeable of language and cultural nuances, can increase authenticity, are credible niche experts, enhance community engagement, foster cost effectiveness, brand advocacy, data-driven insights, and crisis management, and are experts in trend spotting. In simpler terms, they are a powerful tool for brand management.