Role of Influencers



Businesses all over have make use of celebrities or popular figures to help promote their products. This has been the case for many years now.

Associating your product or brand with a personality who has a large following and is able to influence the lifestyle of others has always been a robust approach to drawing huge attention to your product or service as the case may be. Introducing or rebranding your product or service via popular personalities is not a trend that is definitely here to stay. In fact, researches show that the number of young entrepreneurs patronizing this form of advertisement increases by 40% every year

If your business is struggling to gain recognition, hiring a social media influencer could prove to be the masterstroke to change your fortunes.

Tom Cruise

With the presence of a variety of social media platforms which hosts billions of users from all over the world, influencer marketing is assuming control of the advertisement scene.

Prior to the period where social media was highly patronized by the old and young alike, only huge brands could afford to utilize influencer marketing. Most of these companies had to enter into onerous contracts with these celebrities who may be actors, musicians, athletes etc. who charged astronomical fees. As if that was not enough, they had to pay equally exorbitant prices to have the adverts they had put together published through print or media.

The rise of social media has however provided a levelled playing field from which a variety of options exist for different scales of businesses to utilize. From platforms such as Facebook, Instagram, Twitter, Tiktok, Snapchat etc., the everyday person can also grow a large following and an incredibly high fanbase. These ‘online celebrities’ charge relatively reasonable prices for advertising a product or service which provides most businesses a wide variety for brands to choose from.

How can influencers help your business grow:

  • Brand Awareness and Identity
  • Lead Generation
  • Creating Meaningful Content for your target audience
  • High Returns on Investment (ROI)

Brand Awareness and Identity
Brand identity and awareness is key to any business especially new ones. You want people to recognize your brand and what you offer. Thus, not only should a consumer be able to recall a specific brand name but should be able to identify distinct features that would influence buying decision. If your brand is associated with a strong influencer in a particular niche, it would help your business thrive.

Lead Generation
A proper influencer is not one who simply has a large following. They usually specialize in a particular niche and that is what they produce content on. Therefore, marketing your product with an influencer who specializes in your area of interest and with a following who share similar interests is likely to generate more leads to your business or brand.

Creating Meaningful Content for your target audience
A key aspect of being an influencer is to produce content that sells. A good influencer knows the product or service in and out. Therefore, they would be able to create content that would draw the right kind of attention, reach out to the right kind of audience and intrigue them enough to probe more about your product or you’re your brand. Instead of just listing the features of your product or brand, an influencer would go the extra mile of understanding what their audience wants and as such demonstrate in various ways why your product is the best.

High Returns on Investment
You can hire an influencer at an affordable rate for your business. In Ghana, you can hire influencers for as low GHC80 depending on the campaign and its duration. Thus, with a little investment, you can get an excellent ROI (Return On Investment) on your marketing efforts via your social media influencers. This is because with social media influencers, there is a carefully thought out approach involved which is streamlined to reach your desired results. Your product or service is therefore is most likely to reach the receive the right attention.

Who are Influencers?

Influencer marketing is a blend of the old and new marketing method. It combines the traditional idea of using famous people to endorse a product with the modern-day content driven marketing campaigns across various social media platforms.
Thus, if a person has adequate content and expertise on a product or service, thereby generating a large following and brand reputation to influence a buying decision, that person could be regarded as an influencer.

As a business or brand, making use of brand influencers who are largely referred to as social media influencers can prove to be the masterstroke in your businesses development. If your business is struggling to gain recognition or you are unable to generate enough leads or make sales, you should definitely consider influencer marketing.

There are so many great reasons why you need influencers in today’s business ecosystem. Identify the key features of a good brand influencer and how to select the right one for your business. In Ghana, there is a growing list of brand influencers across various social media platforms.

If you are growing business and cannot afford the rates of the already established influencers, your best bet would be to hire an affordable influencer and work with him or her on achieving your goals. You can identify up and coming influencers whose development within 3 to 6 months would be substantial and start with them.

It would pay off down the road.