NAIROBI, Kenya, Apr 22- The Nationwide lock down did not just push work, schools and worship to say the least online, it also brought businesses and advertising to the palm of each hand as more and more citizens began to adopt a remote-based lifestyle, depending heavily on peer inﬂuence on social media to make purchases.
For that reason, 2020 and 2021 has seen time spent on social media increase by up to 21 percent of which meant brands should consider meeting their consumer via social media with inﬂuencer marketing being a key means for this.
But how does influencer marketing work?
We sat down with Brian Mogeni the CEO of Wowzi Africa, an Influencer Marketing firm, simply put an ‘Uber’ for Influencer Marketing, to give us tips on how SMEs can effectively use Influencer Marketing to better their brand awareness and increase sales.
How much is the inﬂuencer marketing industry worth?
Globally the inﬂuencer marketing industry is currently valued at 13.8B USD growing at an annual rate of between 20-30% over the last ﬁve years.
How much are companies spending on inﬂuencer marketing in Kenya?
Brands in Kenya continue to spend more on inﬂuencer marketing, especially due to the eﬃciens and ROI brought about by leveraging on technologies such as Wowzi. We have seen our campaigns provide up to 10X return especially for telcos, FMCGs and technology brands. These positive results are encouraging brands to spend more on running campaigns via the Wowzi platform. From the white paper that we released in 2020, we noted that from a sample of 400 brands 37% stated they were increasing their inﬂuencer marketing spend.
How do we categorize influencers?
In terms of following, we rank inﬂuencers from nano-inﬂuencers with as few as 250 followers, micro starting at more than 5000, Macro with ups on 30, 000, Mega at 100, 000 and Meta-Inﬂuencers with 500, 000 followers.
|Nano||250 – 1,500||1,501 – 3,000||3,001 – 5,000|
|Micro||5,001 – 12,000||12,001 – 20,000||20,001 – 30,000|
|Macro||30,001- 55,000||55,001 – 80,000||80,001 – 100,000|
|Mega||100,001 – 220,000||220,001 – 350,000||350,001 – 500,000|
At Wowzi, we also consider age, gender, profession, locale, quality of content (whether premium or not), interests and personal income level as key factors that account to the success of a marketing campaign and we therefore take to account these details.
How effective is inﬂuencer marketing compared to traditional advertising? In terms of impact percentages
Inﬂeuncer marketing forms part of the marketing mix for brands and agencies. As a channel and more speciﬁcally, Wowzi as an inﬂuencer marketing platform has provided measurable and scalable return on investment for brands. The rule of thumb requires brands to carry out their marketing campaigns across various channels including traditional channels to bring forth results so therefore we see inﬂuencer marketing as one of the key marketing channels together with traditional advertising.
Outline how the industry categorises and values inﬂuencers according to follower count and area of expertise and the beneﬁts and pitfalls for each type for brands.
The inﬂuencer industry in general categorises inﬂuencers based on reach as outlined above.
Before Wowzi inﬂuencers only formed celebrities who would fall into the macro and meta categories. But via the technology brands are now able to carry out a campaign using a mix of celebrities, macro, micro and nano inﬂuencers which deliver the best overall results together. Overall the higher up the category of inﬂuence the more the inﬂuencer is usually rewarded, monetary wise. More popular inﬂuencers are best for brand awareness and brand aﬃnity whereas nano and micro inﬂuencers provide conversion, so the mix of these deliver ultimate success for brands.
Key challenges of inﬂuencer marketing?
Tapping into emerging channels – TikTok, WhatApp, Twitch, Telegram and the likes are major players in the Industry but are either too diﬃcult to integrate or too discrete to develop.
Reducing time spent on managing campaigns – Wowzi abstracts away as much complexity in managing campaigns for both celebrity and peer inﬂuencer campaigns, letting our clients focus more on production and business management.
Measuring ROI – the race to ROI has become a modern trend in business. The necessity of tangible evidence from social media engagement versus the invested quantity can best be solved by automation and computation through the platform.
How can brands effectively navigate this changing and expanding market to meet campaign goals
Trigger emotional consumer connections through authentic media – The modern consumer doesn’t want plastic, they don’t want staged but rather relatable, original and authentic content.
Incorporate nano- and micro-inﬂuencers in addition to celebrity inﬂuencers – It’s not always the size of the Inﬂuencer but rather the size of the Inﬂuence. Although celebrities can convey messages real fast to a dedicated audience, engagement is a ﬁeld championed by the humble nano-inﬂuencer. Wowzi offers all the same services you’d want with Celebrity-centred campaigns decentralised but also and scales it hundreds of inﬂuencers on a campaign at the same time, taking care of quality veriﬁcation for each post.
Build an online community – This is one of the best ways to humanise your brand.Letting your consumers tell their stories does both good to you and them. Listen to them and respond to their feedback.
How can brands evolve their relationship with inﬂuencers?
Fair and Timely Recompense – Wowzi provides this service out of the box by bridging the gap between brand and inﬂuencer when it comes to negotiation and automated payments, which can be one heck of an ordeal when dealing with a large number of inﬂuencers who need to get paid on time. You don’t have to worry about making payments on time because they are automated through the platform.
Foster Brand loyalty – Give your inﬂuencers a reason why they’d want to keep working with you, and not just through incentives; creating a narrative for your brand and a healthy community would attract inﬂuencers to collaborate with you as it also looks good on their end.
Avoid Creative Conﬂict – Giving Inﬂuencers space to create and engage their audience as they know how best to work wonders. Don’t constrain your inﬂuencers to a single line of thinking to the point of hindering their creative freedom, but also be cautious about how they represent your brand.
How will brand relationships with inﬂuencers grow or change in the future?
We see brands relationships with inﬂuencers will continue to grow in the future with the new eﬃciencies through technology. IInﬂeuncer marketing enables brands to build social communities which are becoming increasingly important in gaining the upper hand in competitive landscapes. Social communities elevate the purchase process from being a simple transaction to a social experience. Driving the narrative that your organisation cares that much about it’s community effectively attracts non-consumers to the party leaving you with the challenge of making conversions considering that human beings don’t make rational purchases based on logic, rather emotion moves them.
Forecast growth of brand spend on inﬂuencer marketing
We forecast that brands will continue to spend more on inﬂuencer marketing considering the new eﬃciencies, scalability and locatiosation of campaigns through the Wowzi platform. Brands that before couldn’t scale their campaigns due to limitations of manual process, limited transparency can are now scaling the size, breadth and frequency of their campaigns. SMEs that couldn’t afford inﬂuencer marketing can now leverage nano and micro inﬂuencers. Wowzi State of Inﬂuencer marketing report 2020, we noted that from a sample of 400 brands 37 percent stated they were increasing their inﬂuencer marketing spend.