Throughout our lives, various individuals have left a lasting impact on us—whether it was the guidance of our parents, the support of friends and family, or even the inspiration drawn from a well-known figure.
Similarly, in the world of business, brands strive to establish a strong influence to convince consumers that they are the superior choice among competitors.
What sets your brand apart from the rest? Is it the innovative concepts driving your business forward, the unwavering dedication of your enthusiastic staff and business partners, or perhaps your savvy use of influencer marketing?
Although influencer marketing has been a hot topic lately, its true essence remains elusive to many. So, what exactly is influencer marketing, and how can it be harnessed to benefit your business?
What is Influencer Marketing?
Influencer marketing, a form of social media promotion, involves collaborating with influencers to promote your business or product.
While both consumer-facing and business-to-business companies can leverage this strategy, its effectiveness may vary based on the nature of the businesses involved.
Certain industries find influencer marketing to be more impactful than others.
“Influencer Marketing Is The Modern Word Of Mouth & Is Eating The Lunch Of Traditional Digital Media In Many Ways.” — Kinser.
For a long time, traditional media played a vital role in informing and captivating people’s attention.
Nevertheless, with the emergence of new media, also known as digital media, this reach has expanded exponentially, offering fresh avenues for engagement.
Examples of new media include video games, online news sources, blogs, and, notably, social media, which is the focus of our discussion.
These diverse platforms collectively represent the dynamic landscape of new media, providing exciting opportunities to connect and interact with audiences in innovative ways.
Also Read: Mastering Social Media Marketing: Strategies for Success
Social Media Influencing
Social media is an undeniable force. Social media has infiltrated so many facets of our lives, including politics, business, family life, and other sectors. It is now the center of power where a career is made or broken in just a second.
People now have a platform to express their voices to the world thanks to the internet’s power. A new category of celebrity, the influencer, has emerged as a result of the growth of social media.
Social media users who have a huge following and the power to sway their followers are known as Social Media Influencers.
An influencer, however, is not merely someone with a large number of followers; they are also capable of influencing and engaging their audience. As the creative director, Timi Azeez rightly noted:
“Influencer Marketing is not about quick results. It’s a slow and steady approach as Social Media and Content Marketing, where your campaign isn’t about directly selling your wares. Instead, it’s about demonstrating your craft in your industry.”
Having a large number of followers on social media—hundreds or millions—is not enough to be influential. It’s about using those followers as a commercial opportunity so that companies yearning for a large audience may hire your services and reach their intended target market.
Businesses and marketers collaborate with well-known celebrities and powerful influencers to promote their goods and services to new target markets. This is so even in Nigeria.
Also Read: Top 10 Digital Marketing Agencies in Nigeria
Social Media Influencing in Nigeria
“One of the biggest mistakes that traditional media makes is a failure to see the difference between celebrities and online influencers. To be an influencer is to have a community of like minds, not a fanbase.” — Timi Azeez
When it comes to social media influence in Nigeria, there are certain top influencers who have truly mastered the art of promoting brands and securing paid endorsements through their large followings.
Some prominent Instagram influencers in Nigeria include Kunle Remi, Adaora Lumina, The Fit Priest, Kie Kie, Bimbo Ademoye, and Adesua Wellington.
On Twitter, we have Eni Adeoluwa, Aproko Doctor, Dr. Olufunmilayo, Mazi Ibe, and others.
Additionally, there are notable Facebook influencers like Harrison Gwamnishu, Oluwanishola Akeju, and Angela Nwosu.
These individuals, alongside other well-known figures, have undoubtedly established themselves as influential forces.
One fascinating aspect of being a social media influencer in Nigeria is the potential for significant financial gain.
Influencer campaigns have rapidly become one of the most booming online marketing platforms.
Many of the influencers mentioned above have honed their skills and successfully turned their influence into lucrative careers, whether through micro or macro influencing.
For those wondering about the earning potential, the income of Nigerian influencers varies depending on their follower count and reach.
According to social media strategist Adewale Adetona, micro-influencers usually earn between NGN 30,000 and NGN 60,000 per campaign, while macro-influencers receive anywhere from NGN 100,000 to NGN 300,000 per campaign, which can last from a week to several months.
Nano influencers, who have fewer than 15,000 followers, typically earn around NGN 40,000, while micro-influencers charge at least NGN 150,000, with follower counts ranging from 100,000 to 500,000.
On the higher end, macro and mega influencers can charge at least NGN 700,000 and around NGN 2,000,000 for their posts, respectively.
The amount influencers charge is influenced by factors such as their reach, level of influence, the brand they collaborate with, and the available budget.
It’s essential to recognize that these figures may vary depending on individual arrangements.
Interestingly, even though these sums might seem substantial, brands continue to invest willingly in influencer marketing, as it remains an effective way to reach and connect with consumers in the digital age.
Why?
To grow their business, several companies use brand influencers.
They are prepared to spend money because they are confident they will make their money back and more at the end of the month.
This is because, according to marketing statistics, 48% of consumers depend on influencer recommendations when making a purchase decision, and 62% of consumers are more likely to purchase after seeing an influencer suggest it on social media.
However, you shouldn’t go above your budget and means while working with an influencer. Like Steve de Niese said:
“Many businesses are discovering that reaching for the influencer stars is not always the best marketing strategy and that there are ways to work with social media influencers that don’t break the bank but can yield excellent results”.
So then, how do you leverage these social media influencers to attract customers?
How To Leverage Social Media Influencers in Nigeria
Leveraging social media influencers to expand your customer reach comes with a range of commendable strategies.
A simple yet effective approach is having influencers share a photo of themselves praising and talking about your brand, boosting brand awareness.
Guest blogging offers another fantastic opportunity for brands to connect with an influencer’s audience.
Engaging in live interviews is another way to establish a deeper connection with the influencer and their followers.
These strategies work well whether you’re working with Instagram influencers, Twitter influencers, or others on various social media platforms.
However, before diving into influencer marketing, it’s crucial to understand your brand’s target audience and which social media platforms align best with your company’s values.
Also, ensuring that the influencer’s audience matches your brand’s target audience is essential.
Once you’ve identified potential influencers, running a background check is essential. Look for any red flags on their social media pages, like negative comments or fake followers.
Additionally, investigate their previous collaborations and the type of content they usually post to ensure they align with your brand’s image and values.
Making informed decisions about influencers can lead to a successful and fruitful partnership for your brand.
Final Thoughts
At Merjoh, we help small businesses connect with their ideal influencers to drive sales and traffic, supervising the content creation and content promotion phases from start to finish.
Check out our digital marketing packages here
We conclude with an inspiring quote from Jason Miller:
“Adding Influencers To Your Content Initiatives Helps Validate Your Own Good Content While Helping To Promote The Influencers In Your Industry. It’s A Win-win-win For You, The Influencers, And Ultimately Your Audience.”