Rural push: Brands overhaul influencer marketing model

With social media gaining ground in rural India, consumer brands are now directing 30-35% of their influencer marketing budgets beyond metros.

- Pratishtha Bagai

With social media gaining ground in rural India, consumer brands are now directing 30-35% of their influencer marketing budgets beyond metros. But a cultural disconnect between urban marketers and rural audiences is making it harder to maximize returns.

To bridge the divide, companies are experimenting with strategies such as turning viral moments into campaigns and partnering with smaller, regional influencers. This trial-and-error approach aims to crack the code for effective influencer marketing that will appeal to rural consumers.

"Rural markets are challenging, but full of untapped potential," said Rajiv Dubey, vice president and media head Dabur India. He said that the return on investment (ROI) in rural influencer marketing is lucrative compared to urban markets due to lower costs, encouraging the industry to invest 30-35% of influencer marketing budgets on rural and semi-urban segments.

Rural internet penetration, especially during the pandemic, has played a key role.