Contributed By: Anshika Pandey (Student Mass Comm Contributor)
- The social media is abuzz with Local Influencers.
- Is Local Influencers just a passing fad or there is more to it
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| International actresses promote, Gem Mines, Jewellery Brand during Cannes Film Festival |
- Amit Gupta, Founder, Gem Mines, one of the first Indian Jewellery Brands to make inroads at the Cnnnes Film Festival said, "local influencers is a very dynamic term. If I use influencers based in Cannes to promote my brand for the film festival fraternity based in Cannes, they are local influencers, but for, Indians they are global influencers".
The rise of local influencers in this modern/digital era is reshaping the way brands and communities interact.
Unlike global influencers, local influencers are deeply rooted in their communities which help them to foster better and personal connections with their followers.
Their content often reflects the local cultures, traditions and everyday lives of their local people making them more relatable and trustworthy.
Are they worth the money?
Reports say that local brands or smaller-brands are increasingly leveraging these influencers to reach niche markets. Whether it’s promotion of regional products, food, fashion or services local influencers or business add an authentic touch that resonates with their people.
For example: a street food blogger in Ranchi or fashion enthusiast in Jamshedpur can effectively connect with their city’s population, frequently generating higher engagement than prominent national influencers.
These trends are opening doors for individuals in smaller towns and cities, giving them a stage to express their talents and interests with the availability of low – cost Internet and the reach of platforms like Instagram and YouTube etc anyone with dedication and quality content can grow a loyal following by redefining marketing strategies and strengthening local connections, these influencers highlight the growing importance of hyper- local content in the digital mat landscape.