65% of consumers want brands to collaborate with vernacular influencers: Survey

A striking 65% of consumers want brands to collaborate more with regional language influencers, according to the latest survey by ad technology platform iCubesWire. This trend signals a growing preference for vernacular content creators, indicating an opportunity for brands to connect with audiences through authentic and culturally resonant campaigns.

The survey, which involved 913 participants, highlights 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% stressing the importance of influencers communicating in their regional language, the results signify a shift towards localised, community-driven marketing.

The survey offers insights into aspects such as consumers’ engagement with vernacular influencers, their preferred content categories, preferred platform, authenticity of vernacular influencers, and the impact of vernacular influencers on the buying decisions of consumers.

26% of respondents said that they engage with vernacular influencers regularly, while a substantial 65% stated they did so occasionally, indicating a considerable interest in this demographic. When it comes to credibility, 30% of respondents found vernacular influencers more credible than mainstream influencers, with 65% considering them equally credible and a mere 5% viewing them as less credible.

Cultural and traditional content (30%) followed by technology and gadgets (22%), and fashion and lifestyle (17%) emerged as the top content categories that resonated with survey respondents. Interestingly, the category of news and current affairs did not resonate with survey respondents at all, providing a glimpse into the changing consumer preferences.

“Brands can no longer ignore the influence of regional content creators who are trusted and followed by millions,” said Sahil Chopra, CEO and founder of iCubesWire. “By collaborating with vernacular influencers, brands can build deeper connections and drive more meaningful engagement.”

In terms of platform usage, Instagram is voted as the preferred choice, with 35% of respondents favouring it for following vernacular influencers. YouTube stood a distant second, winning only 22% of respondent votes. This suggests that visual and interactive content plays a crucial role in the appeal of these influencers.

The survey elicited mixed reactions to questions regarding the impact of vernacular influencers on purchasing decisions. While 35% of respondents state that they never made any purchases based on the recommendations of these influencers, a portion of the respondents informed to have been engaging with these influencers even in a buying context—about 22% doing it rarely and 20% occasionally.

When asked whether brands should focus more on vernacular influencers for regional campaigns, a majority of the respondents (65%) answered in the affirmative. Nearly 30% remained neutral on the subject with only about 5% stating that brands need not focus on them at all.