The Dos and Don’ts of Influencer Marketing In Kenya

The Dos and Don’ts of Influencer Marketing In Kenya

Influencer marketing has become a significant method for organizations to interact with their target audience in today’s digital ecosystem. Influencers have developed enormous influence over consumer behaviors and purchasing decisions as social media platforms have grown in popularity. To fully realize the potential of influencer marketing, however, it is critical to understand the dos and don’ts that can make or break your campaign’s success.

Influence Marketing

Influencer marketing is the technique of promoting products or services by collaborating with individuals who have a large following and have an impact on social media platforms. It enables marketers to leverage the influencer’s credibility and reach in order to effectively reach and engage their target audience.

Traditional advertising strategies are becoming less effective at attracting consumers’ attention in today’s cluttered digital economy. This is where influencer marketing comes into its own. Brands can benefit from influencers’ honesty, creativity, and ability to connect with their audience on a personal level by collaborating with them.

Dos of Influencer Marketing

  1. Identifying the Right Influencers

Choosing the correct influencers for your brand is critical to the success of your influencer marketing strategy. It is critical to conduct research and identify influencers who share your brand’s values, target demographic, and niche. Consider aspects such as

  •  engagement rates, 
  • audience demographics 
  • influencer’s content style 
  • follower quantity.
  1. Building Genuine Relationships with Influencers

In influencer marketing, authenticity is essential. Rather than viewing influencers as merely advertising outlets, concentrate on developing meaningful relationships with them. Take the time to learn about their passions, motivations, and aspirations. Engage with their content, give feedback, and provide value beyond the campaign. This method builds long-term, mutually beneficial partnerships.

  1. Setting Clear Campaign Objectives and Goals

Define your objectives and goals before commencing an influencer marketing campaign. Do you want to raise brand awareness, improve website traffic, or enhance sales? Setting specified, measurable, achievable, relevant, and time-bound goals (SMART) ensures that your campaign stays focused and measurable.

  1. Creating Authentic and Engaging Content

To connect with your target audience, you must produce real and compelling content in partnership with influencers. Allow influencers creative flexibility while adhering to your brand requirements. Allow them to present your products or services in a natural way for their audience. Authenticity and narrative are critical to grabbing your target market’s attention and trust.

  1. Measuring and Analyzing Campaign Performance

It is critical to set KPIs and measure results in order to assess the success of your influencer marketing activities. Analytical tools should be used to track important performance measures such as reach, engagement, click-through rates, and conversions. Data analysis will provide useful insights into what is working and what can be changed for future initiatives.

Don’ts of Influencer Marketing


While influencer marketing has enormous potential, there are some pitfalls that brands should avoid. By avoiding these frequent blunders, you can increase the efficiency of your advertisements.

  1. Relying Solely on Follower Count

Make the mistake of depending exclusively on an influencer’s follower numbers to determine their effectiveness. Follower counts can be deceptive because they do not always represent true involvement or audience relevance. Look for influencers with a large following and examine indicators like likes, comments, shares, and saves.

  1. Ignoring Audience Demographics and Relevance

Your target audience should be prioritized during the influencer selection process. Make sure the demographics of the influencer’s audience match your target market. Consider your age, region, interests, and purchase habits. Collaboration with influencers whose audience is similar to your desired consumer profile can produce better outcomes.

  1. Overlooking Influencer Authenticity

Authenticity is essential in influencer marketing. Working with influencers that actually resonate with your company and its ideals is critical. Their honesty will shine through in their work, strengthening their bond with their audience. Make certain that the influencers you select are genuinely interested in your company and can promote it in a genuine and credible manner.

  1. Failing to Disclose Sponsored Content

In influencer marketing, transparency is essential. Failure to declare sponsored content breaches not only ethical norms, but also erodes trust between the influencer and their audience. It is critical to follow the platform’s disclosure requirements and explicitly identify any sponsored partnerships. This transparency protects the influencer’s ethics while also increasing trust in your brand.

  1. Neglecting Long-Term Partnerships

While one-time collaborations might be helpful, long-term ties with influencers should not be underestimated. Creating long-term connections allows for deeper brand integration, higher trust, and the possibility of more impactful campaigns. Long-term relationships also allow influencers to incorporate your brand more authentically into their material, making the collaboration feel more organic and seamless.

Best Practices for Influencer Marketing Success

Best practices

To achieve success in your influencer marketing efforts, it’s critical to adhere to key best practices that can optimize the impact of your initiatives.

Define your marketing objectives, your target and the platforms targeted

Clear objectives for quality content and concrete results

You want to launch an influence marketing campaign to promote your business and its products. The first recommended practice is to outline your campaign objectives explicitly. Some of your objectives can include;

  • Increase your visibility and notoriety, 
  • Produce leads and sales,
  • Increase your social media involvement by gaining new followers,
  • Promote a new product or service, 
  • Reach out to new consumers who can become true brand ambassadors, 
  • Change your brand’s image, and so on.

Set KPIs for each aim that you want to attain. They will enable you to assess the effectiveness of your influencer campaign at each level. A specific goal can help in selecting the appropriate social media to use.

Once your campaign objectives are clear, you will be able to define the following;

  • Your target audience, or the audience you want to reach.
  • What is your goal? What are its distinguishing features?
  • What platform is it running on? Are they active on Instagram, TikTok, or YouTube…?
  • Who are their clients?
  • What topics pique their interest?
  • Etc.

Now that you know who you want to contact, you can find out which social networks they frequent. These are the platforms where you will launch your influence campaign. Because each platform has its own characteristics (Instagram, TikTok, Youtube, etc.), it will be required to change the material to address customers. 

As you may have guessed, the steps follow one another. You must not skip any of them; these are what will ensure the success of your influencer marketing strategy.

Support the influencer from A to Z

It is critical to advise and encourage each influencer during your partnership to ensure that you reach your goals and that everything runs as smoothly as possible. 

It all starts with creating a concise campaign brief that includes; 

  • The campaign’s objectives, 
  • Your brand’s appearance, 
  • The concept description, the projected deliverables with dates, and the media involved (Instagram, TikTok, etc.), 
  • Users’ key messages,
  •  The dos and don’ts. 

Writing a detailed brief is critical since it will guide the influencer throughout your cooperation and act as the foundation for developing their content and the message they must express.

To ensure the success of your influence marketing strategy, you must constantly monitor the influencer by sending them regular reminders, expected needs, and deadlines. Proper partnership management ensures that you develop content that is consistent with the message you wish to express. 

Be cautious: supporting the influencer does not imply permanent power over them! Give him/her the broad strokes of your campaign, but allow him/her to be creative. The messages that the influencer distributes to their internet followers must be natural and real.

Amplify the visibility of your influencer campaign on a social network

To maximize the ROI of your influence campaign on a social network, it must be part of a larger strategy. 

Your campaign’s concept and messages should flow naturally from a larger communication strategy. You cannot rely entirely on the actions of a few influential people. 

Distribute your messages consistently on your own social networks (Instagram, TikTok, YouTube videos, and so on), your website, and your email campaigns.

Integrate different communication channels (press pieces, advertising spots, sponsored publications, etc.) and consider modifying the media (videos, photographs, podcasts, interviews, etc.) depending on your marketing objectives, target audience, and budget.

All of these actions working together will magnify the benefits of your influencer marketing strategy. However, be careful not to disperse too much; you must strike the proper proportion.

Go further in your collaboration with influencers


Among the best practices for maximizing the impact of your influence efforts, don’t be afraid to think bigger and further, and to consider more than a one-time partnership with the influencer. 

Prioritize long-term collaborations with each influencer you select. They will be with you for the duration. They will eventually feel like members of your team. They will automatically feel more invested in the progress and development of your brand, which will be felt in the way they discuss your products.

Being more real and involved in their communications will have a stronger influence on their subscribers, who can become true brand ambassadors.

Consider co-creation with your influencers as well! This influence marketing method entails establishing a close working relationship between the influencer and your brand. You collaborate to produce a one-of-a-kind product or service.

Your cooperation culminates in a capsule collection with the influencer’s name attached. This method is quite successful! Products co-created with influencers typically sell out quickly and are well received by consumers.

Follow the trends to come…

Furthermore, in order for your influence marketing activities to be as effective and impactful as possible, we recommend that you always keep one step ahead! 

Keep an eye out for internet and social media trends and news. New means of communicating arise on social networks on a regular basis, causing a stir. Always be on the lookout for new opportunities. Remember to follow other brands in your industry in order to stand out throughout your influencer efforts. Don’t be afraid to experiment with new formats to break away from the traditional post: video, real, carousel, podcast… everything is possible!

Leveraging User-Generated Content

Encourage your audience to create their own content relevant to your business or products in addition to the content created by influencers. User-generated content (UGC) is a valuable asset that can be used to supplement your marketing efforts. It not only displays real-life examples and testimonials, but it also develops a sense of community and involvement with your company.

Our final piece of advice is to take risks! This is what will set apart all of the content released every day on the internet and have a genuine influence on customers.


In today’s digital landscape, influencer marketing has emerged as a critical technique for brands to interact with their target audience. You can enhance the impact of your campaigns and achieve success by adhering to the dos and don’ts of influencer marketing. 

Remember to emphasize authenticity, cultivate genuine relationships, establish clear goals, and track performance. Your brand may realize the full potential of influencer marketing by applying best practices and constantly reacting to the shifting influencer ecosystem.


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