A striking 65% of consumers want brands to collaborate more with regional language influencers, according to a new survey by iCubesWire, a leading ad technology platform.

This emerging trend signals a growing preference for vernacular content creators, offering brands a golden opportunity to connect with audiences through authentic and culturally resonant campaigns.

The survey, which involved 913 participants, underscores the increasing importance of regional influencers in shaping consumer opinions, preferences, and buying decisions. With 30% of respondents finding vernacular influencers more credible than mainstream influencers and 82% emphasizing the importance of influencers communicating in their regional language, the results highlight a clear shift towards localized, community-driven marketing.

Key Findings from the Survey:

• Engagement with Vernacular Influencers: 26% of respondents engage regularly, while 65% engage occasionally.
• Content Preferences: Top categories include Cultural and Traditional (30%), Technology and Gadgets (22%), and Fashion and Lifestyle (17%).
• Platform Usage: Instagram (35%) and YouTube (22%) lead as the most popular platforms for following vernacular influencers.
• Authenticity of Vernacular Influencers: 30% view these influencers as more authentic compared to their English or Hindi-speaking counterparts.
• Purchasing Decisions: 35% of respondents never make purchases based on vernacular influencers, but 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%