Reels, Reach and Relevance: Social Media Strategies Beyond Cities

Have you ever stopped on a video because it made you smile and reminded you of home? Maybe it was shaky or had homemade lighting. Maybe it was far from polished. Yet it felt real, familiar and human. That is exactly what makes people stop scrolling today.

In a world full of flashy filters, authenticity is king. Especially in India, where most internet users do not live in metros but in small towns and villages. For advertising agencies, this is a moment to rethink strategy. Stop chasing trends and start creating content that truly connects.

Numbers Speak and Emotions Matter

According to the IAMAI-Kantar ICUBE 2023 report, rural India now has over 425 million active internet users, surpassing urban numbers for the first time. If advertising agencies are still crafting campaigns only for Delhi, Mumbai or Bengaluru, they are missing the heartland.

Rural audiences are not passive. They comment, share, create and even troll with confidence. When they like content, they trust it deeply.

What Works on Social Media

1. Reels Rule, But Relevance Wins

Reels are no longer just for influencers. They have become a voice for a Kirana shop owner in Barabanki or a teacher in Balasore. The trend works only when it reflects real life.
Take the example of a home chef in Jharkhand who shared a simple leftover rice recipe with the line:

“Aaj sabzi nahi bani? Yeh 2-minute ka jugaad dekh lo!”

Millions of views, thousands of shares. No filters, no frills. Just a solution told in her language. Advertising agencies can learn that real stories matter more than gloss.

2. Local Is Loud, Not Lesser

Audiences do not scroll for perfection. They scroll to feel seen. Local dialects, familiar songs, glimpses into daily life – this is what makes content resonate.

Studies confirm this:

• IAMAI–IMRB found 43 percent of rural non-users would adopt the internet if content was in local languages, compared to 13.5 percent urban uptake.
• Google–KPMG reported that 70 percent of Indian users trust vernacular content more, and 88 percent are more likely to engage with ads in their preferred language.

Advertising agencies creating campaigns for regional audiences need to speak in local life, not pretend it is pan India. Relatable, simple content builds trust.

3. Micro Creators Build Real Trust

Micro influencers in India are changing the game. Farmers, chefs, and educators create content with low production value but high authenticity. They share tips, stories, and practical knowledge from the field.

For example, farm influencers like Nihal Jagtap and Naresh Choudhary educate on tools, techniques, and equipment. Their followers trust them because the content is real, not staged. Advertising agencies working with micro-creators can gain credibility, reach, and authenticity without expensive campaigns.

4. Structure Smart: Hook, Deliver, Nudge

“You have three seconds.” That is how long you have before a viewer scrolls past. Effective content must:

• Grab attention: Show a problem or ask a question
• Deliver value: Show the solution, do not just tell
• Nudge next: Include a natural call to action

This framework works in any language, any region, and any format.

5. Beyond Instagram

Instagram is powerful, but regional audiences spend more time on homegrown platforms like ShareChat, Chingari, Moj, Josh and MX TakaTak. Nearly 70 percent of users on these platforms are from small towns. They consume short videos around local traditions, food, festivals and humour. Advertising agencies need to place content where audiences actually spend time.

The Bigger Picture: Belonging Matters

For small-town India, digital is not just entertainment. It is education, aspiration and identity. When your content says “I see you,” the audience responds with “I trust you.” Brands grow when they connect emotionally, not just numerically.

Advertising agencies that succeed do three things:

• Move from product first to people first
• Focus on traditions over trends
• Shift from influence to insight

Speak the audience’s language, emotionally and culturally. Reach becomes relevance, and relevance is timeless.

Final Takeaway

For advertising agencies looking to grow brands beyond metros:

• Partner with regional creators
• Create content with cultural insight
• Use short and long form storytelling effectively
• Embrace regional platforms
• Sell emotionally before rationally

In India, emotion is not a strategy. Emotion is the story.