Why Companies Should Assess Data Before Hiring Social Media Influencers

By Dr. Clara Mundia

The year 2020, has served us great lessons. While the Covid-19 pandemic ravaged through various establishments, it also fueled the unbeatable spirit of entrepreneurs across the country and across the globe.

During this period, we have witnessed countless innovative methods by Kenyans to make money and keep their families afloat.

In addition, the already rising push for independence and flexible timings has meant that people have become creative in finding effective yet cost efficient tools that would aid in the cultivating their passions and hobbies.

In achieving the above goals, social media platforms have taken center stage as modes and mediums for advertising of both goods and services.

Dalberg Research has established that over 3.6 billion people are using social media all over the world with Kenya having about 10 million users.

With awareness on the influence of social media platforms on brand reputation having grown greatly, entrepreneurs have embraced the now common practice of digital PR which includes working with bloggers and influencers relevant to their PR campaigns.

Read>>>>Report: Brands Have Been Wasting Money Advertising Through Social Media Influencers

The value of influencer marketing can be demonstrated by high consumer recommendation of their favorite influencers.

Block 5

Return on Investment (ROI) is high when engaging in influencer marketing compared to other forms of marketing. This is supported by the fact that there is a growing young population with a huge online presence and an increasing purchasing power.

Furthermore, influencers have a global audience reach and provides direct and fast access to target groups while attracting lower costs of running brand awareness campaigns. Influencer marketing has proven to be a key mode to connect with the target during COVID times when other avenues are restricted.

While the benefits of digital PR are not in question, there have been claims on increasing poor return on influencer investment which can be attributed to inflation of followers (buying followers/fake accounts), consumer cynicism, unprofessionalism of influencers and poor choice of influencers, focusing on follower numbers other than engagement rates, sponsored posts that do not provide an honest product/service review.

To reap maximum benefits, targeting the right influencers for digital PR campaigns must involve thorough investigative insight to inform a more realistic expectations among brands. Research also helps to identify platforms that will receive the highest engagement rates.

This then meant that research companies that focus on data-driven, evidence-based approaches are valuable to communication and marketing professionals. With research, one can conduct accurate profiling of social media influencers.

Dalberg Research has developed a social media influencer database, a tool meant to provide clarity and allow for cost-efficient and well-targeted marketing using social media personalities.

The LOCANSM digital influencer database contains detailed profiles of the top digital influencers in Kenya. For each influencer, it holds their general location, category, following, activity on the different platforms and the level of content engagement they receive.

In addition to an influencer’s direct followers, it also captures the number and general location of indirect followers, providing an estimation of their extended audience as location is a key factor greatly influencing consumer behaviour and access to products/services.

See Also>>>> Social Media: Where Brands Score Points or Get Buried

The Social Media Influencer Database is a good aid as it provides a breakdown of the influencer’s profiles and companies to determine best matches to fulfil predetermined communication and brand objectives.

This tool will go a long way in helping to establish the true extent of an influencer’s audience and their rate of content engagement to provide insight into their eligibility to sustain a PR campaign for a product/service.

While we have walked a tight rope in 2020, opportunities in influencer marketing are helping to build business brands online and raise awareness amongst the target audience. As the fog from the pandemic slowly clears, businesses can confidently look forward to the new year as they now can accurately target their audience and increase their chances of running powerful digital PR campaigns through target research.

The Writer Is The Location Analytics (LOCAN) Manager, Dalberg Research

Latest

Mary Njeri: I Saved Sh750,000 Working as a Maid … then Mum Squandered it

Although Mary Njeri did not have the required documents, an agent helped her obtain them and off she left for Saudi Arabia.

KCB, MasterCard Deal Sets Pace for Payments in East Africa

KCB, MasterCard have signed a five-year strategic collaboration framework that will see cardholders across East Africa benefit from enhanced value propositions.

Ifeanyi Odoh Appointed New Schneider Electric Kenya Country President

Schneider Electric™ Kenya has appointed Ifeanyi Odoh as its...

How to Invest in Kakuzi Shares

Investing your money in Kakuzi shares can help you...

Follow Us

Newsletter

Don't miss

Throwing The Girls Into Deep End: Single Kiasi S3 First Look

Nairobi’s dating scene is about to get messy: Single Kiasi...

Win New Year Crossover Mugithi Tickets With Odibets

The event has attracted prominent Kikuyu musicians who will be headlining the event including Samidoh and Muigai wa Njoroge.

For Coloured Girls is Theatre Production of the Year

The play ‘For Coloured Girls (who have considered suicide/ when...

Tusker Oktobafest Rolls East African Cultures into One

From regional events across Kenya to inaugural gatherings in Uganda and Tanzania, and the Tusker Oktobafest grand finale in Nairobi, the festival harmonized traditions, celebrated diversity, and highlighted the rich cultural tapestry of the East African culture

Lupita’s Little Brother Junior Nyong’o Charting His Own Path in Acting

Junior Nyongó, who is also a musician and a DJ and now a graduate of UC San Diego with an MFA in Acting, is crafting his own solid path in the world of acting with roles in major theatre productions.

Safaricom To Power Tusker OktobaFest Beer Festival

Safaricom’s involvement in OktobaFest as a technology and payments partner will focus on fostering seamless in-festival connectivity, empowering the youth and Gen Z community through Safaricom Hook, and powering digital payments through M-PESA.

Music Producers Launch Organization To Streamline Recording Industry

Recording Industry of Kenya (RIKE) was launched on 9th October 2023. Registered in 2022 as a not-for-profit organization, RIKE aims to promote the collective interests of producers of sound recordings in the country.

Nairobi’s Hero Bar Listed Among World’s 50 Best Bars

World Best Bars: Hero Bar in Nairobi continues to climb the list, moving up six places to No.62 and Johannesburg’s Sin + Tax comes in at No.94. Dubai new entry Ergo is at No.69 and Melbourne’s Byrdi has re-entered the list at No.61.

Kenyan DJs Face Off In Smirnoff Battle Of The Beats Season 3

The Smirnoff Battle of the Beats Season 3, a DJ competition, is poised to unleash an unprecedented musical frenzy countrywide.

The Highs And Lows Of Betty Kyallo, Sisters Show As Season 2 Ends

Kyallo Kulture has always been, above all, about sisterhood, and in Season 2 we have witnessed the charm of it - the ups that gave us wholesome moments as the sisters led by Betty Kyallo spent time together.
BUSINESS TODAY
BUSINESS TODAYhttps://businesstoday.co.ke
editor [at] businesstoday.co.ke

Mary Njeri: I Saved Sh750,000 Working as a Maid … then Mum Squandered it

Although Mary Njeri did not have the required documents, an agent helped her obtain them and off she left for Saudi Arabia.

KCB, MasterCard Deal Sets Pace for Payments in East Africa

KCB, MasterCard have signed a five-year strategic collaboration framework that will see cardholders across East Africa benefit from enhanced value propositions.

Ifeanyi Odoh Appointed New Schneider Electric Kenya Country President

Schneider Electric™ Kenya has appointed Ifeanyi Odoh as its new Country President effective February 2024. Ifeanyi joins Schneider Electric Kenya from South East Asia where...

LEAVE A REPLY

Please enter your comment!
Please enter your name here