Is Influencer Marketing Losing Its Relevance? - YCEO Africa

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Is Influencer Marketing Losing Its Relevance?

Is Influencer Marketing Losing Its Relevance?
First, i would like us to understand who an influencer is. An influencer is an individual who has the power to affect the purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.

An individual who has a following in a particular niche, which they actively engage with. The size of the following depends on the size of the niche.

With this explanation out of the way, the majority of influencers fits into the following categories and “Micro-influencers” are rapidly becoming the most important;

Celebrities – Expensive yet risky but have access to the massive following (Most have fake following and poor engagement)
Marco Influencers – Averagely affordable, highly relevant within a focused network.
Professionals –
Micro-Influencers – Highly relevant within a focused network.

Here in Ghana, Influencers are activated for campaigns that are mostly Accra focused. The bulk of social influencer marketing today occurs in social media, predominantly with micro-influencers, and blogging. Industry experts and thought leaders such as journalists can also be considered influencers and hold an important position for brands. Then there are celebrities. These were the original influencers, and they still have a role to play, although their importance as influencers is waning.

Bloggers and influencers in social media (predominantly micro-bloggers) have the most authentic and active relationships with their fans. Brands are now recognizing and encouraging this.

Influencer marketing was built on the faulty premise that trust in traditional and digital media was dying and that influencers were authentic voices customers could trust. A whole new industry emerged, which saw brands pour thousands of cedis into a questionable and unproven practice.

Investment in influencer marketing has become wildly disproportionate. The inability to prove the ROI of influencer marketing should be enough to convince any marketers to de-prioritize it.

The inability to prove the ROI of influencer marketing should be enough to convince any half-decent marketer to de-prioritize it. In 2020 influencer marketing will be mostly focused on Micro-influencers.

They are normal everyday people who have become known for their knowledge about some specialist niche. As such, they have usually gained a sizable social media following amongst devotees of that niche. Of course, it is not just the number of followers that indicates a level of influence, it is the relationship and interaction that a micro-influencer has with his followers.

Here in Ghana, most influencers are celebrities or celebrities claim to be influencers but i have monitored to some extent to understand most influencers used in Ghana will disappoint you if your end game is to increase sales.

If you are an influencer here in Ghana, here are a few things i recommend for you to stay in the game before its too late;

Identify your audience
Numbers are not everything
Engagement with the audience
Be intentional with the content you share

By: Eric Osei -Annor (a special kind of Brands, Communication & Digital Marketing Specialist. Experienced in many aspects of Marketing)

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