Ever wondered how social media feeds have been showcasing ads of products or services pitched by vendors located in earshot of your neighbourhood? Whether it’s an FMCG offering, a fast fashion brand or a smartphone giant, the key lies in localising for maximum engagement. So, it’s not an accident as platforms are prioritising regional content creators to secure more advertising revenue. It is no longer a nice-to-have extension, as vernacular creators are now the primary drivers of engagement and commerce for platforms seeking growth beyond major metros.
It now has over 250 million active users in India, its largest market globally. She believes the next wave of digital consumption and brand growth lies outside Tier 1 markets, making local nuance and context essential. ShareChat has over 200 million users, with 70% based in tier 2 cities. Around 50, 60% people trust creators more than ads, and the industry understands that. He defines hyperlocal by specific proximity, such as a creator with 10,000 followers known within a specific college or village. Get an chance to win ₹5000 Amazon Voucher by taking part in India’s Biggest Habit Index!
Smaller cities, particularly in southern markets, are expanding rapidly in user base and engagement, says Saket Jha Saurabh, head of content partnerships at Snap, the parent company of Snapchat. “Due to these efforts, our best creators, called Snap Stars, have grown 1.5x in the last 18 months, and time spent grew twice and attracted top brands and advertisers to the platform,” he explained. Markanda said, “I think there is the realisation that authenticity, whether through language or creators, works better than ads.
Reflecting this shift, Snapchat is hosting creator connect events in cities like Chennai, Jaipur, and Bhopal to recruit local talent. They are onboarding regional celebrities like GV Prakash and Washington Sundar while simultaneously building micro-influencers. Personal branding strategist Sudharsanan Ganapathy argues that brands are shifting focus from celebrities who provide awareness to hyperlocal creators who drive actual conversions. He suggests brands must borrow this credibility to micro-target specific towns rather than targeting a state at large. “Let’s say I have a product in Chennai, but want to take it to a village near Trichy. My best bet is a content creator located in Trichy with a strong local following. People tend to engage in business with people they trust,” he adds. Take the survey here
Neha Markanda, chief business officer at ShareChat , notes that while brands historically spent disproportionately on English ads, the tide is turning.