65% of consumers want brands to collaborate more with regional language influencers, reveals a report. According to the data, 26% of participants engage with these influencers regularly, while a larger portion, 65%, engages occasionally. Regarding content preferences, the top categories identified are cultural and traditional, which account for 30% of the interest, followed by technology and gadgets at 22%, and fashion and lifestyle at 17%.
In terms of platform usage, Instagram is the leading choice for following vernacular influencers according to the report, with 35% of respondents indicating their preference for this platform. YouTube follows, with 22% of participants favouring it for engaging with vernacular content.
Regarding the authenticity of vernacular influencers, 30% of respondents perceive them as more authentic compared to their English or Hindi-speaking counterparts. This perception may influence their connection with these influencers.
Lastly, regarding purchasing decisions, 35% of respondents report that they never make purchases based on recommendations from vernacular influencers. Additionally, 22% do so rarely, while 20% occasionally consider these influencers’ recommendations when making purchasing choices.
Follow us on Twitter, Instagram, LinkedIn, Facebook