“These influencers are just overhyped hype masters ”
Nigerian influencers are some of the “most-dragged” people on earth (and we are not even exaggerating), so you may have heard or come across similar comments from Nigerians on social media about Nigerian influencers.
If you are active on Twitter, then you may have witnessed the heated exchange between the popular comedian and social media influencer, Taooma, and a supposed “client” last week. And if there’s one word to describe this twitter battle, it’d be “messy”.
While it didn’t take too long for users on the Bird app to pick sides, this issue brought to the limelight some of the big questions that many Nigerians have been asking since influencer marketing became mainstream “What do influencers really do?” “Why do brands pay millions of Naira to influencers for their services?” “Does influencer marketing guarantee profits?”
We could go on and on, but the questions would never end. Ha! We all know Nigerians and questions are like 5 & 6.
It’s no news that many brands in the country use influencers as a marketing strategy, even the big fishes in the industry aren’t left out of this trend. So, when we say influencer marketing is huge, we mean it is HUGE!
Most Nigerian influencers are spread across the most popular social media platforms (Instagram, Twitter, Tik Tok, YouTube) in the country and create attractive and entertaining content in different niches, from lifestyle, comedy, beauty, fashion, to tech. Lasisi, Fisayo Fosudo, Pamilerin, Broda Shaggi, Mr Macaronii…these are some of the countless names that may pop into your head when you think about or hear the phrase “Nigerian influencers’’. If we were to list all the Nigerian influencers we know, this article would probably take you a while to finish. So, let’s just stick to a few names.
To some people, influencer marketing is just a trend that doesn’t guarantee any results, especially in Nigeria. But, the increasing number of brands that are adopting influencer marketing as a strategy proves that this notion may not be entirely true. Many Nigerians view Nigerian influencers as some form of authority when it comes to making purchasing decisions, and at other times, influencers have the power to ‘influence’ what their followers buy.
For instance, if you were to walk into a mall to buy a phone, but can’t seem to decide which to pick out of five different brands, the chances are that you’ll remember the phone brand your favorite influencer marketed or you simply watched in a skit or was mentioned in passing and buy that one. Nine out of ten times, this will influence your purchasing decision and choices.
The Big WHY
More brands are jumping on this trendy bandwagon, not only because it guarantees a juicy return on investment (ROI), but also because it increases brand awareness, improves the impact of their campaigns, and also the effectiveness of their messages. In today’s world of modern marketing, influencers are the real deal. The statistics also indicate the importance of influencers to marketing success:
● 70% of teens trust YouTube creators more than traditional celebrities.
● 65% of influencer marketing budgets are set to increase.
● The influencer marketing industry is set to hit $15 Billion by 2022.
● 8 out of 10 customers have purchased something after seeing it on a content creator.
(Source: The Drum, 2020)
But, if you are still wondering why exactly influencers are so (over) hyped (like 2020 was), and why brands are fussing over them? Here’s why:
Influencers Humanise Brands
Influencers are gaining increasing prominence within the commercial sector because more brands are collaborating with them to communicate with their target audience in a more human way. Since Influencers are admired and followed by hundreds, thousands, or even millions of people, they are the ideal tool for personifying brands and sharing their value propositions to this audience. Case in point, how Ebuka Uchendu is synonymous with Big Brother & even, H20.
Influencers Bridge the Gap between Brands and their Customers/Consumers
Gone are the days when good old commercials and fancy jingles used to do the trick. Brands have realized that connecting with the modern audience requires modern marketing strategies like influencer marketing. Consumers may not respond to invasive or obsolete marketing techniques such as radio ads, email marketing, and so on, but may find a subtle and relatable marketing strategy such as their favorite social media personality casually recommending a product or service more convincing.
Influencers Affect Branding Positioning
Apart from increasing brand awareness and credibility, Influencers can help a brand’s commercial positioning with a favorable image. Making an influencer the “face” of your brand drastically improves the image of your brand, especially to followers or admirers of that influencer. This, consequently, promotes trust, credibility, and loyalty in consumers and can easily influence their decision-making processes when comparing brands or purchasing a product. Case in point, Wizkid making UBA feel a bit more youthful & making it an exciting prospect.
Takeaway
Consumers are more informed and critical of brands, so it is necessary, as a brand, to find novel techniques to stay ahead of competitors. While many people may think influencer marketing is overrated, the statistics show the reality of the benefits of influencer marketing for brands — the numbers don’t lie!
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