This archive report was first published on 25 August 2020.
On August 25, 2020, Edgar Obare was hailed as a game-changer in the digital marketing space after sharing his affordable IG story ads model on an Africa Digital Leadership webinar.
His model allows small local businesses to advertise on his platform, which boasts over 50,000 viewers per story, making it a lucrative opportunity for Edgar.
However, others have attempted to follow in his footsteps, with Kamene Goro and Seth Gor being reprimanded for copying his model. As Joy Kendi noted on the Africa Digital Leadership Webinar, 'It would depend on the content the influencer creates', not everyone can replicate Edgar's success.
So, what would it take for an influencer to make Edgar's model work for them?
One micro-influencer who has successfully adapted Edgar's concept is Yvonne Kendi, an interior design and home styling influencer with just over 7,500 followers on Instagram.
Yvonne hosts a weekly market day where she uses her platform to advertise second-hand and brand-new furniture items owned by her followers, charging Kes 300 for products under Kes 3500 and Kes 500 for products over Kes 3500.
Here are six key takeaways from Yvonne's market days that can help influencers replicate Edgar's model:
- Gain trust from your followers as a subject matter expert.
- Ask your followers what they want.
- Make sure your 'ads' are in line with the content you create.
- Offer different 'ad types'.
- Ask people what type of products or businesses they would like to buy from.
- Make sure the pricing for your ads are reasonable.
By following these steps, influencers can create their own version of Edgar's IG model and make it work for them.
