With Diwali just around the corner, influencer marketing is set to play a key role in how brands connect with consumers this festive season. The Qoruz Diwali Festive Report 2024 has highlighted a clear shift toward regional content and increased focus on tier 2 and tier 3 cities, revealing that brands tapping into these areas are likely to see a significant boost in engagement during this period.
According to the report, 53% of consumers now prefer content in their local languages, underscoring a clear shift toward regionalised content consumption.
This trend highlights the growing demand for localised and culturally relevant content, with regional influencers playing a key role in connecting brands with audiences across different linguistic groups.
As per the report, the data also points to the rising influence of tier 2 and tier 3 cities, which are expected to account for a significant portion of festive spending. The report anticipates that over 50 million shoppers from these regions will drive a substantial increase in engagement, with campaigns targeted at these cities generating 1.5 times more engagement compared to metro focused initiatives.
These findings reflect the increasing purchasing power of consumers in emerging markets and present a significant opportunity for brands to broaden their reach.
Additionally, brands are expected to spend over Rs 500 crore on influencer marketing during this Diwali season alone, further underscoring the growing importance of social media influencers in shaping consumer behaviour and driving festive sales.
Top spending categories include Fashion, which continues to see high engagement, particularly through micro and nano influencers. The FMCG sector, with strong activity from tier 2 and tier 3 cities, is outperforming tier 1 regions, followed by Home Decor. According to the report, these categories are leading the race this season, while other sectors are also increasing investments to capture attention and engagement on social media.
The report also reveals the growing importance of micro and nano influencers, with these categories expected to account for 80% of consumer interactions during Diwali. Their ability to build trust and foster genuine relationships within niche communities is becoming a critical factor for brands looking to drive authentic engagement.
Aditya Gurwara, Co-Founder and Brand Alliance at Qoruz, said, “This Diwali season, we’re seeing a real shift in how consumers are engaging with content. Influencers who speak in their regional languages are forming deeper connections because they feel more relatable and genuine to their audiences. For brands, it’s no longer just about reaching people, but about creating relationships that resonate. By embracing regional content, brands aren’t simply part of a campaign, they’re becoming part of everyday conversations, which helps build long lasting trust and loyalty.”
