This article is inspired by sentiments from a number of social media users who a few weeks back bashed the marketing team at Samsung Kenya for choosing unsavvy influencers who know nothing about tech and ignoring tech enthusiasts who are genuinely interested in or actually use these products. Is Samsung Kenya the only brand that seems to have repeatedly missed the mark when it comes to influencer marketing in Kenya? Definitely not.
In this article, I have highlighted the common pitfalls and mistakes Kenyan marketers and brands have made with influencer marketing and offers insights on how to get it right.
- Focusing on Follower Count Over Authenticity
One of the most significant missteps is the overemphasis on follower count. Many brands in Kenya equate an influencer’s large following with guaranteed success. However, high follower counts do not always translate to high engagement or credibility. Influencers with smaller, more engaged audiences can be more effective in driving meaningful interactions and conversions.
- Lack of Clear Objectives and Metrics
Many Kenyan brands get into influencer marketing without a clear strategy or set objectives. Influencer campaigns should be driven by specific goals such as brand awareness, lead generation, or sales conversions. Additionally, without defining key performance indicators (KPIs), it becomes challenging to measure the success of influencer campaigns effectively.
- One-Off Campaigns Instead of Long-Term Partnerships
Influencer marketing thrives on authenticity and trust, which are built over time. Short-term, one-off campaigns fail to establish a genuine connection between the influencer and the brand. Long-term partnerships allow influencers to become true advocates for the brand, creating more impactful and believable content.
- Ignoring Audience-Influencer Alignment
Selecting influencers whose followers do not align with the brand’s target audience is another common mistake. The influencer’s audience should reflect the demographics and interests of the brand’s target market. This alignment ensures that the content resonates and drives engagement among the right people.
- Overlooking Content Quality and Creativity
Effective influencer marketing relies on high-quality, creative content. Some Kenyan brands fail to give influencers the creative freedom they need to produce engaging content. Overly controlling the message can result in content that feels forced and inauthentic, which can be off-putting to audiences, and sometimes, they simply choose influencers who are not creative nor innovative to run the campaigns.
- Underestimating the Power of Micro-Influencers
While macro-influencers and celebrities often garner more attention, micro-influencers (those with smaller, but highly engaged followings) can offer greater ROI. Micro-influencers tend to have stronger connections with their followers, leading to higher engagement rates and more genuine interactions.
- Lack of Proper Compensation
Fair compensation is crucial in influencer marketing. Some Kenyan brands expect influencers to work for free or for minimal pay, undermining the influencer’s value and the quality of the partnership. Properly compensating influencers fosters a more professional and respectful relationship, resulting in better content and campaign outcomes.
- Not Monitoring and Analyzing Campaign Performance
Without proper monitoring and analysis, brands cannot learn from their influencer marketing efforts. Regularly tracking performance metrics, gathering insights, and making data-driven adjustments are essential for optimizing future campaigns. Brands need to invest in the right tools and resources to track these metrics effectively.
My Ideal Influencer
This is how I would go about selecting influencers for my campaign, or that of a client.
First and foremost, I’d make sure that the influencer is interested in the products/services being marketed. If we are launching new products/services, has this influencer ever used any of our previously launched products/services? Someone who has used them before has genuine interest and is likely to have mentioned the product or service before.
Secondly, they need to be familiar with my industry. If I am choosing influencers for a tech product, it would be counterproductive to choose someone who is into nature/travelling. A case in point is when Samsung Kenya used Caroline Mutoko and her failed Samsung Note 8 review in 2017.
Thirdly, the brief. While this is not necessarily about selecting influencers, the best marketing does not feel like marketing. The brief would be detailed enough to emphasize on creativity, and just not throwing about specs.
Lastly, I find mixing macro influencers and micro influencers productive. I would look for ‘small wigs’ to work alongside a few ‘bigwigs’. This is cost effective and also helps me tap in the reach of both categories of influencers.
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