Influencer marketing has become a cornerstone of digital strategy in Kenya. From beauty products to lifestyle brands, influencers are often the first point of contact between companies and potential customers. But while influencer marketing has proven to be effective, many brands in Kenya are still getting it wrong. There’s a deeper, more strategic way to engage with influencers that not only benefits your brand but also helps build an authentic relationship with the audience. In this article, we’ll dive into what’s going wrong with influencer marketing in Kenya and how we can do it better—drawing comparisons with how influencer marketing is done in more developed markets like the US, UK, and other global players.
The Problem with Follower Count Obsession: For many Kenyan brands, influencer selection still revolves around one key metric: the number of followers. While a large following can seem like an easy shortcut to visibility, it doesn’t always guarantee engagement or conversion. Many influencers with millions of followers have low engagement rates, meaning their audiences are passive rather than active participants in conversations.
For instance, in Kenya, we often see brands partnering with influencers who have large followings, like popular figures on Instagram. However, the followers may not be as invested in the influencer’s posts as brands would hope. This is not unique to Kenya—many global brands have fallen into the same trap.
Take the example of Daniel Wellington, a brand that built its global reputation not by partnering with celebrities but by engaging with influencers who had smaller, yet highly engaged followings. Micro-influencers with fewer than 100,000 followers became the driving force behind Daniel Wellington’s Instagram success, showing that smaller, more engaged audiences often yield better results than millions of passive followers.
The Fix: Micro and Nano-Influencers as the New Stars: The future of influencer marketing in Kenya lies in the hands of micro- and nano-influencers. These influencers may not have massive followings, but they are able to engage with a highly targeted, niche audience. Their followers often trust their opinions more deeply, resulting in better engagement rates and more organic connections. It’s time brands shifted their focus from the quantity of followers to the quality of relationships.
Globally, brands have realized that micro- and nano-influencers provide better ROI. For example, in the UK, the skincare brand The Ordinary has consistently partnered with influencers who have smaller but fiercely loyal followings, leveraging their authenticity to drive meaningful conversations and boost sales. This strategy focuses on creating long-term connections with a focused, engaged audience rather than chasing fleeting visibility through massive influencers.
Overlooking the Importance of Value Alignment: A common mistake is partnering with influencers simply because they are popular or have the right look. However, this often leads to campaigns that feel disjointed and inauthentic. Consumers today are highly attuned to inauthentic partnerships, and if the influencer’s values do not align with the brand’s message, the results can backfire.
A prime example can be seen with Patagonia in the US. The brand partners with influencers who are advocates for sustainability and the environment, such as outdoor enthusiasts and activists. By aligning with influencers who genuinely care about these causes, Patagonia has built trust and authenticity around its eco-conscious brand values. This approach has helped the brand stand out, especially in an age where consumers increasingly demand transparency and authenticity.
The Fix: Prioritize Authenticity and Shared Values: Brands should focus on finding influencers whose personal values align with their brand message. This ensures that the collaboration feels natural and resonates more deeply with the target audience. Influencers are trusted because of their perceived authenticity—if they are promoting something that genuinely aligns with their lifestyle or beliefs, it will be more likely to convert.
A good example in Kenya is Kiss FM’s Carol Radull, who often promotes products she genuinely uses and believes in, such as tech gadgets and fitness products. Her followers trust her because they see her as authentic and aligned with her endorsements. This type of genuine partnership often leads to better conversions compared to simply choosing influencers based on popularity alone.
Neglecting the Power of Local and Niche Communities: Kenya’s social media landscape is vibrant and diverse, yet many brands still focus on influencers who are only known in mainstream, urban spaces. By overlooking niche communities, especially those in smaller towns or specific interest groups, brands are missing opportunities to connect with an underserved audience.
Globally, many successful brands have been able to scale precisely by tapping into niche communities. For instance, in Japan, the tech company Sony partnered with local gaming influencers who had small but extremely engaged audiences. By focusing on niche segments, Sony was able to create stronger bonds with their audience and drive sales in a competitive market.
The Fix: Invest in Niche Influencers: There’s immense power in local, community-based influencer collaborations. Kenyan brands should look for influencers in niche sectors—whether it’s fashion in smaller towns, fitness enthusiasts, or tech bloggers. These influencers often have a hyper-engaged audience that can drive significant results.
How to Build Long-Term, Mutually Beneficial Relationships: Another issue plaguing influencer marketing in Kenya is the transactional nature of many partnerships. Brands often work with influencers for a single campaign and then move on to the next. This approach doesn’t allow for the creation of long-term, meaningful partnerships.
Globally, many brands are shifting towards long-term relationships with influencers. Nike, for example, has created lasting partnerships with athletes like Serena Williams and Cristiano Ronaldo. Their collaborations are not just one-off promotions but extended relationships that have helped solidify their brand identity over time. This approach has been incredibly successful in fostering loyalty, as it provides a sense of continuity and trust.
The Fix: Invest in Long-Term Relationships: Building ongoing, genuine relationships with influencers leads to better results over time. A long-term partnership fosters trust between the brand, the influencer, and their audience. It’s not just about a one-off post but about creating a brand ambassador who genuinely believes in what you offer.
Influencer marketing in Kenya is still in its infancy, and there’s significant room for growth. By focusing on the quality of engagement over quantity, aligning with the right influencers, tapping into niche communities, and building long-term relationships, Kenyan brands can leverage influencer marketing in a more meaningful and impactful way. Looking to examples from around the world, such as Daniel Wellington, Patagonia, and Nike, we can refine our approach and ultimately build stronger, more authentic connections with our target audiences.