The Merriam-Webster dictionary defines an influencer as an individual who exerts affect or guides the actions of others.
The time period is nonetheless typically used to explain an individual with the flexibility to generate curiosity in one thing particularly a shopper product.
Meanwhile, influencer marketing interprets loosely to social media marketing involving endorsements and product placement from influencers.
Over the final decade, Kenya has seen the rise of budding influencers, although many didn’t emerge first as influencers however relatively as content material creators.
Today, social media websites similar to Facebook, Twitter, Instagram and TikTok are awash with influencer marketing content material with tens of Kenyans eking out a residing off the commerce.
Giant streaming platform YouTube additionally options as a go to supply for each influencers and companies looking for influencer based mostly marketing.
Small and Medium Enterprises (SME) centered consultancy Viffa lately engaged in a survey to map out the state of the influencer market in Kenya in an train involving 53 respondents.
From its outcomes, the consultancy established that influencer marketing is basically grounded on belief constructed by the social influencer over time.
“Influencer demography in Kenya is assorted from music, radio and TV celebrities, bloggers, vloggers and specialists amongst others. Further, influencer marketing has develop into mainstream with main manufacturers in Kenya dedicating various diploma of marketing assets in direction of this kind of marketing,” notes the survey.
About 41 per cent of social media influencers/ content material creators choose Instagram as their social media platform of alternative citing the medium’s give attention to photos and its recognition amongst younger individuals.
Twitter, Facebook, YouTube, TikTok , web sites (personal supply) and LinkedIn make up different prime social media platforms by choice.
82 per cent or about 8 out of each 10 influencers have a following of between 1,000 and 50,000 with the rest, a premium 18 per cent having between 50,001 and three million followers.
Curiously, corporations have had a bias of influencers with a decrease following as a danger and price containment measure.
“There is a pattern by corporations looking for to market their merchandise by influencer marketing of utilizing a number of influencers with followers of lower than 50,000 to unfold danger in addition to handle value vis-à-vis going for influencers with over 50,000 followers who cost larger charges,” provides the survey.
A large 23 per cent of influencers tag their ‘experience’ in and round magnificence merchandise forward of cooking at 19 per cent and style at 10 per cent.
Travel, leisure, funding, finance, economics, communication, way of life and religion make up the rest of the experience fields.
42 per cent of respondents within the survey point out they cost between Ksh.100 and Ksh.10,000 per endorsement whereas a majority 55 per cent of influencers have a price card of between Ksh.11,000 and Ksh.100,000.
An elite listing representing three per cent of influencers ask for greater than Ksh.100,000 per endorsement.
Product endorsements for a one off price function as essentially the most used income mannequin by influencers forward of promoting personal product, fee by host platform, in-kind funds for product placement, fee based mostly funds on product endorsement on incremental gross sales and occasions.
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