Why Are Kenyan Influencers Doing Badly Financially Compared To Those In Nigeria And South Africa?

By Jane Muia / Published February 22, 2023 | 10:50 am




KEY POINTS

Brands in Kenya do not take social media content creators seriously. They do not appreciate the value influencers bring to the table. According to the DesignCrew findings, if you have an audience of 100,000 followers, you can make between 2,000 shillings to 7,000 shillings per post in Kenya


Social Media Influencers

KEY TAKEAWAYS


The rise of social media has led to an increase in the number of influencers, making it more challenging for individual influencers to stand out and secure brand partnerships.  Moreover, misrepresentation, miseducation, and deceptive marketing have dominated the industry making it hard for brands to judge the credibility of individual influencers.


The overwhelming popularity of social media platforms such as Twitter and Facebook has given rise to a modern way of marketing known as ‘influencer marketing’.

Social media influencers are individuals who ‘influence’ the buying habits of others by communicating with people who follow them on online platforms such as Facebook, Twitter, Instagram, and YouTube, influencing their purchasing decisions in exchange for payment from brands they promote.

While Marketers have not completely dismissed traditional forms of advertising (TV, radio, billboards, magazines, etc) from their budgets, it’s likely they will soon do so because Influencer marketing is now one of the most popular strategies within the range of digital marketing options in Kenya.

To understand why influencer marketing should be an integral part of your business, let’s take a look at some of the lucrative advantages.

Related Content: Social Media Evolution, Impact, and Top Online Influencers in Kenya

Awareness 

Although Companies might have the market at an angle of a blind eye, it is really important to consider what kind of awareness they want specifically with influencers.  Kenyan Influencers have provided the best ways to reach a wider audience by utilizing their social media following and engagement. They create a huge social media buzz to drive more sales for the brand they are promoting.

Credibility for your brand

Building credibility for your business might be a challenge. However, being backed up by the right influencer in your influencer marketing campaign in Kenya would exemplify your brand hence giving your products a push and enough support on social media. Such credibility also enables your brand to gain much-needed market integrity.

Cheap and cost-effective

Marketers in Kenya think influencer marketing is expensive but it is not. Influencer marketing is by far cheap compared to the use of radio, tv, or billboards. Companies should consider Micro and Nano influencers in their strategies.

Traditionally, marketers relied on celebrities or any public figure to influence a buyer’s decision this is, however, changing drastically, and only the fastest, the wittiest, and those who adapt to the changes the best will survive.

Many businesses, from multinational brands to smaller businesses, are now engaging online influencers to push their product and improve brand awareness among target audiences through social media platforms. It is estimated that companies around the world spent $6.5 billion in 2019 on influencer marketing, and the influencer market is estimated to have grown to $13.8 billion in 2021.

One of the reasons for this fast growth is that brands find influencer marketing cost-effective. The pandemic has also pushed brands towards more influencer marketing after the growth of social media users during this period.

Despite their significant role in the marketing industry, Kenyan influencers seem to be doing badly financially compared to their Nigerian and South African counterparts. This is due to a number of reasons which include:

Poor Pay

Brands in Kenya do not take social media content creators seriously. They do not appreciate the value influencers bring to the table. According to the DesignCrew findings, if you have an audience of 100,000 followers, you can make between 2,000 shillings to 7,000 shillings per post in Kenya. However, highly paid influencers like Aziad Nasenya make around 50,000 shillings per tweet and around 100,000 per Facebook post.

On the other hand, Nigerian micro-influencers make from NGN30,000 naira ( Ksh. 8,214) to 60,000 (Ksh. 16,429) naira per campaign. Macro-influencers make between NGN100,000 ( Ksh.27,381) to NGN300,000 ( Ksh. 82,143) naira per campaign. This is according to Social Media Strategist, Adewale Adetona.

In South African influencers earn between R500 (Ksh. 3,452) and R10,000 (Ksh. 69,085) for every Instagram post. This is according to Business Insider South Africa.

Delayed Payment

Imagine you have a brand that has you going overboard to deliver and then takes 120 days to pay you. The value of the money is lost especially given that it is poor pay that is delayed. Nigeria & SA pay the moment work is done or per month without delay.

Changes in the social media algorithms

Social media platforms are constantly changing their algorithms, which can affect the visibility of an influencer’s content. This can result in a decrease in engagement & followers, which can ultimately lead to a decrease in brand partnerships &  earnings.

Saturation of the market

The rise of social media has led to an increase in the number of influencers, making it more challenging for individual influencers to stand out and secure brand partnerships.  Moreover, misrepresentation, miseducation, and deceptive marketing have dominated the industry making it hard for brands to judge the credibility of individual influencers.

Lack of authenticity

Some influencers may prioritize brand partnerships over maintaining authenticity with their audience, which can lead to a decrease in trust and engagement.

Poor financial management

Some influencers may struggle with managing their finances and investing their earnings, leading to financial difficulties in the long run. The cases of high public figures turning into beggars are not new in Kenya. This might be a result of poor financial management.

Unforeseeable events

Like any profession, social media influencers are susceptible to unforeseeable events that can impact their financial stability, such as health issues or changes in the economy.

Influencers need to diversify their income streams and establish a strong personal brand to overcome these challenges and maintain financial stability.

Related Content: How Do Influencers Make Money Online?






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