This archive report was first published on 22 December 2021.
December 22, 2021, marked a significant milestone for Twiva, an online influencer hub that connects brands with social influencers who promote products on their social media platforms.
Founded by Peter Kironji, Twiva has revolutionized the way businesses market themselves online. By leveraging digital marketing, Twiva helps businesses gain visibility and reach their target audience effectively.
According to Kironji, the key to successful influencer marketing lies not in the number of followers, but in the content strategy and its placement across various social media platforms.
“Many people confuse the number of following for influence online. It doesn’t always work like that. Also working with a celebrity doesn’t guarantee conversion. We have tried it before and failed terribly,” Kironji says.
“Yes, numbers are key but sometimes what matters is the content strategy and how it is shared across the platforms.”
Twiva works with a range of influencers and content creators who take up jobs on the platform, similar to the gig economy model. When a business signs up for operations with Twiva, their work request is posted on the platform, and an influencer whose profile fits the needs of the job picks it up and an agreement is arrived at on the payments, contract, and content generation plan.
“Likes, retweets, clicks mean nothing if there is no conversion. There is need to make sure the impact of each post is felt and the only way to infer is to see the conversions in volume sales. It’s the content, its placement and measuring it and correcting it for better performance,” Kironji emphasizes.
