This archive report was first published on 16 July 2021.
Published on July 16, 2021, by Bob Oyier, this article highlights the pitfalls of influencer marketing in Kenya.
While celebrities like Jalas and Edgar Obare may have a large following, their influence is often superficial. In contrast, micro and nano influencers with a smaller but more engaged audience can drive real sales and provide organic growth.
For instance, a nano influencer like Mubea can have a higher influencing impact on their audience than a celebrity like Jalas. This is because Mubea's audience trusts him as a friend or neighbor, making their opinions more valuable.
When it comes to driving real sales, specialist influencers are the way to go. These are individuals who are considered experts in their field and have a genuine interest in promoting products or services that align with their niche.
For example, instead of partnering with a celebrity like Huddah to advertise a fitness center, it would be more effective to work with a fitness enthusiast like Frankie Just Gym It, who has a smaller but more engaged following.
Furthermore, paying for ads on platforms like Instagram can be a waste of money. A study has shown that people who follow hot tea on Edgar Obare's page are unlikely to remember ads, making it a poor marketing strategy.
Finally, when it comes to choosing a platform for influencer marketing, Facebook is a better option than Instagram. This is because Facebook allows for more targeted and relevant interactions, making it easier to gauge the effectiveness of influencer marketing campaigns.
