Again, Why Local Influencers are the Hearts of Influencer-Marketing
Amelia Rosary Dewi | 6 March 2020
IDN Creator Network (ICN), a full-service influencer marketing platform, has made local influencers as one of its most valuable focuses so far. It’s because local influencers, based on their careful independent research, have stronger connections with the local communities throughout Indonesia so that the influence can be more intense, too.
Here are the reasons why local influencers have become a promising marketing strategy in this digital age according to ICN:
Local influencers, can, of course, better understand local people in general, such as what style of language they usually use and what lifestyle they adopt. With an interpersonal approach, a brand can penetrate the market more easily and effectively. If done regularly, this will also help increase sales in some targeted areas.
Being far from a city like Jakarta, local influencers apparently tend to be ignored. Even if not, most of them will only help small local business products. Therefore, their rates are not as high as national influencers who are based in Jakarta. Some of our studies show that their rates can be 50% lower for macro-influencers and 65% for micro-influencers.
High Level of Relevance
Another reason why marketing strategies with local influencers are considered to be more effective is because of the relevancy. To have a simpler understanding, let’s take a simple sample case: new mothers in Makassar, South Sulawesi, will trust the recommendations of mom-influencers who are also based in Makassar than those in Jakarta.
To disrupt ourselves with something unthought can be a brilliant start. With a geographical approach that turns out to be more effective, this is the right time to start creating local content with local influencers from our own area.