India Influence Report 2022: The Rise of Hyperlocal Creators

Zefmo’s India Influence Report 2022 examined the role of hyperlocal micro-influencers in India’s creator economy. It drew on responses from more than 1,500 micro-influencers across 35 cities, covering their experiences with brand collaborations, platform choices, content formats and future plans.

What the report explored

The report looked at the growth of creators with close ties to local audiences, including those outside India’s major metropolitan centres. It considered how regional and hyperlocal creators participate in brand campaigns and build monetisation opportunities.

The broader series has also tracked the growth of video and short-form content, vernacular communication and the increasing role of micro-influencers. These are themes described in coverage of the report, not estimates of their current size.

Methodology and limitations

The published account describes inputs from more than 1,500 micro-influencers in 35 cities. The material available here does not specify the sampling method, exact fieldwork dates, questionnaire, response rate or weighting. The findings should therefore be read as insights from the participating creators, not as a statistically representative estimate of all Indian creators.

Publication and source

The 2022 report was covered in January 2023. Read the report coverage and background at https://www.mediainfoline.com/article/india-influence-report-2022-the-year-of-hyperlocal-influencers.

For more information about Zefmo’s research and influencer marketing work, contact reachus@zefmo.com.