It got more than 100 views in a few hours. The video lay the foundation for the stardom Gowri was about to experience. When his then-girlfriend blocked him on all platforms, he posted a video on YouTube titled вЂStop Letting Misunderstandings Ruin Your RelationshipвЂ™. In 2016, Madan Gowri was going through a breakup. Meet some non-Hindi influencers who have taken South India by storm. вЂњWhat works for them is being authentic, staying consistent and constantly engaging with their community,вЂќ says Gupta. There are several examples of creators across regions who are pursuing their passion and driving trends that push culture ahead in their areas. You can draw a parallel here to regional newspapers to understand why regional appeal always wins over English in India.вЂќ Talking about the issues of their state, creating content around folk music, or just stand-up in their mother tongueвЂ¦ all this connects to the larger masses who make up their follower base. вЂњThe rise of South India-based influencers like Madan Gowri is proof of the relatability and connection factor. In the cases of regional content creators, that relatability is the language,вЂќ says Gupta. вЂњWhat matters is the connection and relatability with the content. The success of good content lies in its mass appeal. вЂњWe work with more than 300 brands in a year, and the most demand among all regional languages is for Hindi, Tamil, Telugu, Kannada and Bengali,вЂќ says Gupta. In 2020, more than 95 percent of video consumption on the platform was in Indian languages. ItвЂ™s a myth that platforms like Instagram and Facebook are for the English-speaking audience in bigger cities, says Manish Chopra, director and head of partnerships, Facebook, India, which acquired Instagram in 2012.ДЄccording to Statista, Hindi-with over 528 million native speakers-is the most-spoken language across Indian homes, and YouTube has seen a staggering growth in its vernacular language content. Currently, about 60 percent of its influencer base comprises regional content creators. The company, with over 14 million influencers on the platform, including about 2.8 million from India, has been witnessing a rise in influencers from tier 2 and 3 cities, and from remote parts of the country.

All these factors combined have led to a phenomenal growth in the popularity of regional content creators,вЂќ says Apaksh Gupta, founder and CEO of One Impression, an influencer marketing platform.

вЂњIn fact, brands have also pumped in more money lately for regional creators to reach their target groups. Culture of creativity helps stars take risks: Anjali Menon

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