How Influential are social media Influencers?
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Influencer Marketing is all the rage today, but how influential are influencers really? This presentation was made at the 5th Annual Top Marketers Club Conference in Nairobi on the 2nd of December 2022.
How Influential are social media Influencers?
- 1. Top Marketers Conference Presentation - 2nd December 2022 Presented by: Mwongera Mutiga C Director, RedBrick Africa 1 How influential are social media influencers?
- 2. 2 RedBrick Africa is a full service Market Intelligence service provider with a global footprint
- 3. 3
- 4. Market Research We help clarify what the market wants, needs or gravitates towards Insights and Exploration We explore your world with you, providing you with insights on your customers, competitors and environment Industry Analysis We take a holistic view of entire industries, helping map out the players and dynamics, all presented in a simple format Consumer behavior We take you on a journey into the mind of your consumer revealing to you their longings, fears, motivations, attitudes and loyalties. Impact Assessment and Evaluation Using robust tools and team expertise, we are uniquely placed to provide you with insights into your impact as an organization 4
- 6. a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media. influencer /??nfl??ns?/ 6
- 7. a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. influencer marketing /??nfl??ns?/ /?m┿?(r)k?t??/ 7
- 8. Numbers The influencer has a large enough following Engagement The audience is properly engaged Alignment There is adequate alignment with the brand Successful Influencer Marketing presupposes 8
- 9. What do we know about audiences in Kenya today?
- 10. 57% 43% Male Female Facebook Users in Kenya 60% Under 24 Global TikTok Users Source: Desk Research done by RedBrick Africa from various online and offline sources Average time spent online C Kenya 10
- 11. Social Media Consumption C Millions of users Source: Desk Research done by RedBrick Africa from various online and offline sources 12 11 9.29 2.9 2.5 1.75 1.35 Facebook FB Messenger YouTube LinkedIn Instagram Snapchat Twitter 2.30 1.70 0.54 0.45 1.90 1.40 1.10 2.19 1.80 0.43 0.42 2.00 1.60 1.99 0.94 0.74 0.13 0.12 0.87 0.68 0.28 M F M F M F All Facebook Instagram FB Msgr Linked In 18 to 24 25 to 34 35 to 44 11
- 12. 1% 7% 37% 29% 23% 3% 0 to 9,999 10,000 to 19,999 20,000 to 29,999 30,000 to 49,999 50,000 to 99,999 100000+ Kenya wage distribution (KES p.m.) 9% 15% 16% 16% 12% 10% 8% 6% 5% 3% 15 to 19 20 to 24 25 to 29 30 to 34 35 to 39 40 to 44 Kenya workforce distributio n (by age) Source: Desk Research done by RedBrick Africa from various online and offline sources 51% 49% Male Female Kenya workforce distribution (by gender) 12
- 13. Typical Kenyan Social Media user: Adult male 25 and 34 yo Uses Facebook, Messenger, YouTube and LinkedIn Typical Kenyan Consumer: Adult Male 25 to 44 yo Monthly income of under KES 50,000 13
- 14. So who exactly are you influencing with your campaigns?
- 15. 59% 65% 65% 75% 78% 80% 83% I would buy a product promoted online by a social media influencer I trust online reviews of products sold online I trust brands that I interact with online I have been disapointed by the quality/appearance of a product I bought advertised online I rely on my offline knowledge of the brand before I buy something online I research extensively before I buy a product promoted online I would buy something recommended online by someone I know personally Source: RedBrick Africa survey of adults aged 25 to 44 in Nairobi 15
- 16. Social Media Influencers Paid to reach a broad audience through their influence Regular Users They use the product and occasionally speak about it Super Users They are sold out on the brand and promote it without prompting or payment Funnel of Influence Ideally, you want to grow your influence to the point of having Super Users on your team 16 Source: RedBrick Africa Influencer Marketing Panel Survey C Q42022
- 17. Influencing Dynamics ? Nature of the Content ? Is it Educative, Entertaining or Influential C Audience engagement differs depending on this factor ? Approach of the Influencer ? Is it all about the product/brand or does the content align with their lifestyle ? Technical considerations ? SM algorithms influence the kind of content your audience sees, not just the influencer. Is your brand aligned? 17 Source: RedBrick Africa Influencer Marketing Panel Survey C Q42022
- 18. What do brands need to consider when it comes to social media? People relate better with personal connections The more knowledgeable you are about the topic the more credible you are There is a general mistrust of brands that self promote on social media Brands with an off-line presence are trusted more online 18 Source: RedBrick Africa Influencer Marketing Panel Survey C Q42022
- 19. So´ what next?
- 20. 1. Diversify C Make your marketing mix broad, don¨t just rely on influencers, have a broader strategy; influencing is not a magic bullet 2. Measure C Be sure you are talking to and impacting the right audience; your influencers work for you, not the other way around 3. Dig deeper C Seek out, cultivate and groom your super users, they are far more valuable to your brand than influencers ever could be 20
- 21. Sources https://gs.statcounter.com/social-media-stats/all/kenya https://www.geopoll.com/blog/influencers/ https://www.talkwalker.com/resource/africa/0709-africa-influencers.xlsx https://growthpad.co.ke/social-media-users-in-kenya-2022/ https://datareportal.com/reports/digital-2021-kenya?rq=kenya https://www.statista.com/statistics/1029198/facebook-user-share-in-kenya-by-age/ https://gs.statcounter.com/social-media-stats/all/kenya https://napoleoncat.com/stats/social-media-users-in-kenya/2022/ https://www.researchgate.net/publication/346967208_The_Kenyan_Social_Media_Landscape/link/5fd546bf92851c13fe80f750/download https://www.businessdailyafrica.com/bd/news/74pc-of-salaried-kenyans-earn-less-than-sh50-000-2228858 https://www.knbs.or.ke/wp-content/uploads/2021/07/Inequality-Trends-and-Diagnostics-in-Kenya-Report.pdf https://www.data4sdgs.org/blog/beyond-top-1-kenyans-and-employed-there-are-kenyans-who-dont-exist https://content.knightfrank.com/research/83/documents/en/the-wealth-report-2021-7865.pdf https://kenya.paylab.com/salaries-in-country https://www.statista.com/statistics/1233943/labor-force-in-kenya-by-age/ Photo by George Becker: https://www.pexels.com/photo/black-and-white-chessboard-set-near-white-wall-112854/ https://data.worldbank.org/indicator/SL.TLF.TOTL.FE.ZS?locations=KE 21
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