From Global to Local

The Power of Regional Communities in Social Media

Global to Local

The digital landscape is shifting, and with it comes a new wave of community-driven content. Recent events, such as the temporary TikTok outage in the US, have paved the way for creators and audiences outside the traditional US-dominated narrative to take centre stage. This has sparked a rise in regional communities on social platforms, where localised content is celebrated, shared, and embraced. For brands, this shift represents an incredible opportunity to build authentic connections with diverse, engaged audiences while rethinking how they approach cultural relevance in their campaigns. 

Why Regional Communities Matter

Regional communities resonate because they celebrate local nuances—whether it’s humour, cultural references, or shared experiences. For brands, this creates fertile ground to connect authentically and foster genuine engagement.

Key Drivers of This Shift:

  1. Cultural Relevance: People crave content that feels personal and relatable, and regional creators are uniquely positioned to deliver this.
  2. Audience Fatigue with Global Trends: As users seek fresh, non-repetitive content, they’re turning to creators who reflect their own communities and values.

 

Social Soup Case Study: Sustainability Victoria’s I love Leftovers Challenge

A perfect example of harnessing regional influence is Social Soup’s campaign with Sustainability Victoria. The I Love Leftovers Challenge tapped into Victorian communities to promote behaviour change around food waste, leveraging hyperlocal strategies to maximise impact.

Sustainability Victoria Case Study Page 1 Sustainability Victoria Case Study Page 2

 

What Made It Work:

  • Culturally Relevant Messaging: Content was tailored to reflect the diverse communities within Victoria, addressing food waste in relatable ways.
  • Regional Creators: Influencers from various parts of the state shared authentic stories about reducing waste, fostering a strong local connection.
  • Outstanding Results: The campaign reached 1.8 million Victorians and drove measurable change, showing the power of targeting specific regions.

 

I Love Leftovers Challenge

 

How Brands Can Leverage This Trend

  1. Focus on Hyperlocal Creators: Partner with influencers who deeply understand the cultural and social dynamics of their regions. Their content will naturally resonate with local audiences.
  2. Adapt Your Messaging: A single global strategy won’t cut it. Tailor your campaigns to reflect regional values, humour, and interests.
  3. Support Diverse Voices: Ensure your campaigns reflect the full spectrum of communities within a region to foster inclusivity and broaden your brand’s appeal.

 

Predictions for the Future

As platforms continue to refine their algorithms to prioritise user experience, regional content will become increasingly important. Movements like #CommonwealthTok are just the beginning—brands that embrace this shift can expect to see higher engagement and stronger loyalty from their audiences.

Looking Ahead:

  • Regional communities will drive a new wave of creator-led innovation, moving away from the one-size-fits-all approach.
  • Brands will need to invest in ongoing education to understand and respond to the unique dynamics of these communities.
  • Inclusion will become a key metric of success, as audiences expect brands to represent the full diversity of their experiences.

 

Conclusion

The rise of regional communities on platforms like TikTok represents a profound opportunity for brands to connect authentically with audiences. By embracing hyperlocal strategies, championing diversity, and adapting to the evolving digital landscape, brands can turn regional relevance into an advantage.

Ready to go regional? At Social Soup, we’re experts in crafting campaigns that resonate locally. Let’s talk about how we can help you tap into the power of regional communities.