Influence marketing: a new horizon for African companies

Over the past decade, influencer marketing has experienced phenomenal growth worldwide. It has become a powerful tool for companies seeking to increase their visibility and reach new audiences. In Africa, this phenomenon is no different; however, it is gaining ground at a faster pace. Today, more and more African companies are turning to influencer marketing as an effective way to improve their reach and engagement.

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Why is influencer marketing relevant for African companies?

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There are many reasons why African companies should consider influencer marketing.

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1. The explosion of social media in Africa

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Africa has seen exponential growth in the use of social media, thanks to greater Internet accessibility. Social media platforms are now deeply embedded in the cultural and social fabric of the continent, enabling influencers to forge close ties with their subscribers. What's more, with over 526 million Internet users in Africa by 2020, the potential reach for companies using influencer marketing is enormous.

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2. Reaching a wider, more diverse audience

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Influencer marketing offers African companies the opportunity to reach a wider, more diverse audience. Thanks to each influencer's unique personality and creative content, companies can target different segments of the population in an authentic and compelling way. This enables companies to diversify their reach beyond their traditional marketing and advertising channels.

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3. Increased trust in local influencers

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In Africa, influencers enjoy a high level of trust among their followers. This is due to their ability to share personal experiences and tell stories in an authentic and compelling way. Companies that collaborate with these influencers can therefore benefit from this level of trust to reinforce their brand image and promote their products or services.

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4. Impact on brand loyalty and sales

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Direct interaction between influencers and their subscribers creates a form of relationship marketing. Subscribers feel more connected to the brand, which can lead to greater brand loyalty. What's more, recommendations made by influencers can have a significant impact on purchasing decisions. According to a Nielsen study, 92% of consumers trust product suggestions from individuals (even if they don't know them) more than from brands themselves.

In short, influencer marketing in Africa is not just a passing trend, but rather an important strategic shift for companies looking to grow and prosper in the African market.

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Africa's influencer landscape

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African influencers are diverse and dynamic, ranging from music superstars like Davido and Burna Boy, to influential fashion bloggers like Afua Rida and Trevor Stuurman, to social networking activists like J.J. Omojuwa. These influencers are important vectors of African cultural identity and have a huge impact on their audiences, making them highly attractive to brands.

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1. Diversity of African influencers

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African influencers are as diverse as the continent itself. They come from different countries, speak different languages, and have a variety of interests and specializations. From fashion bloggers to technology experts, from food critics to human rights activists, African influencers are present in almost every field imaginable. This diversity offers companies a range of options for finding the influencer who best fits their brand and target audience.

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2. Fashion and beauty influencers

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In Africa, the fashion and beauty industry has grown rapidly, and many fashion and beauty influencers have emerged to make their mark. Fashion bloggers such as Noble Igwe from Nigeria, Jessica Nkosi from South Africa, and Afua Rida from Ghana have gained considerable popularity. These influencers not only have the ability to attract and hold the attention of their followers, they also have the power to shape fashion and beauty trends on the continent.

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3. Technology influencers

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Africa is also at the forefront of technological innovation. Many tech influencers are helping to spread the word about the latest trends and innovations, both on the continent and abroad. For example, Eric Olander and Cobus van Staden of the "China in Africa" podcast help inform their listeners about China's impact on African technology markets.

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4. Social influencers and activists

Social activism is another area where African influencers have made their mark. Figures like Boniface Mwangi in Kenya use their platform to raise awareness of social and political issues. These influencers have the power to mobilize the public and inspire change across the continent.

In short, the influencer landscape in Africa is vast and varied, offering companies many opportunities to collaborate with individuals who have real reach and a significant impact on their audience.

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Case study: corporate success through influencer marketing

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Several African companies have already experienced success thanks to influencer marketing.

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1. Jumia and the power of influencer marketing

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Jumia, often referred to as the "Amazon of Africa", is an excellent example of the effective use of influencer marketing. To increase its visibility and attract new customers, Jumia has collaborated with popular fashion influencers to promote its products. Thanks to these partnerships, the company was able to increase its reach, win consumer trust and boost sales.

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2. Globacom and the brand ambassador strategy

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Nigerian telecommunications company Globacom has also leveraged influencer marketing, using local and international celebrities as brand ambassadors. Through partnerships with popular figures such as footballer Michael Essien and music artist Wizkid, Globacom was able to increase its brand awareness and customer base.

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3. Nivea and the targeted influencer marketing campaign

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Nivea, an international skincare brand, used a targeted influencer marketing approach in South Africa. They collaborated with Pearl Thusi, a South African actress and model, to promote their line of products for black skin. By partnering with an influencer who resonated with their target audience, Nivea was able to increase brand relevance and increase customer loyalty.

These case studies demonstrate the potential of influencer marketing to help companies increase their visibility, reach new audiences and strengthen brand loyalty. By strategically using influencer marketing, companies can meaningfully connect with African consumers and propel their growth on this booming continent.

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Boali and the countryside with Trenderz

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Boali Abidjan, a restaurant located in the heart of Angré 8ème Tranche. in Abidjan.

He recently subscribed to the innovative Trenderz platform to enable him to conduct regular, unpaid colloborations with influecneurs.

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1. The Trenderz approach

Before joining Trenderz, the restaurant was looking for an effective way to attract new customers and stand out in a highly competitive market.🚀

When"Baoli Abidjan" discovered Trenderz, they seized this unique opportunity to use influencer marketing to boost their visibility and increase their customer base. 

They created an influencer campaign in just a few clicks, offering free meals to influencers, who then shared their experience on their social networks.🔥

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2. The impact of Trenderz

In the space of just a few weeks, Baoli has seen a significant increase in its clientele. 

Bookings increased by 30% and many new customers discovered the establishment thanks to authentic and engaging influencer posts on social networks.🌟

Not only did the influencer campaign help Baoli to attract new customers, it also strengthened its reputation in the region. 

Influencers shared their culinary experiences with their followers, generating positive word-of-mouth and an increase in booking requests.

And that's just the beginning 🎉

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Conclusion

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With increasing internet accessibility and the explosion of social media in Africa, influencer marketing offers new potential for African businesses. By leveraging the authority and influence of local influencers, companies can reach a wider audience, strengthen brand loyalty and boost sales. Clearly, influencer marketing is a promising new horizon for African businesses.

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1. The potential of influencer marketing in Africa with Trenderz

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As the African digital landscape continues to develop and diversify, influencer marketing is emerging as a strong trend, driven by innovative companies like Trenderz.

Thanks to the Trenderz platform, more and more African companies are able to connect with local influencers to develop their brand awareness and engage a wider audience.

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Of course, exploring these new marketing horizons is not without its challenges. Influencer credibility and campaign authenticity are major concerns. That's where Trenderz comes in. With its team of experts and strategic approach, Trenderz guides companies through these challenges, ensuring that every influencer campaign remains authentic and effective.

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2. Free consultation with an influencer marketing expert

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If you're an African business and you're curious to see how influencer marketing can help your brand grow, why not talk to a Trenderz expert?

They're offering a free strategy session to help you understand how influencer marketing can be integrated into your marketing strategy. Click here to book your session.

This is a great opportunity to discover how you can leverage influencer marketing to achieve your business goals.

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3. In conclusion

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The power of influencer marketing in Africa is well established. With companies like Boali already reaping the rewards of this strategy, it's clear that influencer marketing offers a unique opportunity for African businesses to connect meaningfully with their audiences. With Trenderz by your side, exploring this new horizon has never been easier. Don't hesitate to get in touch - our team is ready to accompany you on this exciting adventure.

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