Tier-2 and 3 Creators Are Growing Fast, But Why Are They Still Missing Out on Brand Deals?

India’s creator economy is expanding far beyond Mumbai, Delhi, and Bengaluru. Across Tier-2 and Tier-3 cities, creators are building loyal audiences, generating millions of views, and driving meaningful engagement. Yet many of them continue to struggle with one major challenge: getting discovered by brands. Take the example of a home chef from a town near Indore. Her recipe videos attract hundreds of thousands of views, and her audience actively engages with every post. Despite her growth, brand collaborations, sponsorships, and PR opportunities remain scarce. Her story reflects a larger issue within India’s creator ecosystem, the creator discoverability gap.

Growth Is Happening Outside the Metros

With affordable internet, widespread smartphone adoption, and increasing demand for regional content, creators from smaller cities are growing faster than ever. Many enjoy stronger engagement rates than their metro counterparts because their content feels more authentic and relatable to local audiences. However, while audiences are becoming more diverse geographically, brand budgets remain concentrated among creators in major cities.

Why Do Brands Keep Choosing the Same Names?

Most influencer discovery still relies on agency networks, talent managers, and previous brand partnerships. This creates a cycle where creators who have already worked with brands are more likely to be considered for future campaigns. Metro-based creators naturally have greater access to industry events, networking opportunities, and talent agencies. Meanwhile, equally talented creators from cities like Indore, Bhopal, Coimbatore, or Nagpur often remain outside these circles, regardless of their performance.

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The Language Barrier

Many of India’s fastest-growing creators produce content in Hindi, Marathi, Tamil, Telugu, Bengali, and other regional languages. Their content resonates strongly with local communities, but marketing teams often lack the language expertise needed to evaluate it effectively. As a result, brands frequently choose creators who are easier to assess rather than those who may have stronger audience connections.

Monetisation Isn’t Easy Either

Even when brands are interested, the process can be challenging. Contracts, GST requirements, invoicing, and delayed payment cycles can be difficult for independent creators to navigate, especially those without agency representation. Many promising creators simply don’t have the support systems needed to turn audience growth into sustainable income.

Signs of Change

The good news is that the industry is beginning to respond. Several brands, particularly in categories like food, beauty, fashion, and D2C products, are actively scouting regional creators and building local influencer networks. Platforms like Instagram and YouTube have also introduced creator marketplace tools that help brands discover talent based on performance rather than existing connections. Meanwhile, Indian influencer marketing platforms are increasingly focusing on regional and vernacular creators.

A Missed Opportunity for Brands

For brands, the discoverability gap represents more than an equity issue, it’s a business opportunity. Many Tier-2 and Tier-3 creators offer highly engaged audiences at significantly lower costs than established metro influencers. Brands willing to invest in regional scouting and local expertise can reach authentic communities while achieving better value from their influencer budgets.