Corona rocked everybody hard! Especially in the world of businesses; the negative impact cannot be highlighted enough. We can all attest to the fact that last year was generally a year to forget..
But every cloud has a silver lining. In this case, somehow despite the adverse effects of COVID, some Ghanaian businesses saw this as a blessing. While some businesses were collapsing, others were booming using a particular marketing strategy: influencer marketing.
We have previously covered what influencer marketing basically is. In this article we will take a look at why this marketing strategy has been so effective and some Ghanaian brands actively adopting this marketing strategy
How The Pandemic Made Influencers Boom
Influencer marketing was already a popular and rising strategy, but with the outbreak of the COVID pandemic, resulting in lockdowns, unlocked the inner creativity within people, and with the perfect timing of the growth of TikTok caused this relatively modern strategy to blast off the roof as far as social media was concerned.
Content creators such as Hajia Bintu and Jackline Mensah, who joined early became the new stars of the social media platforms in lockdown with their video content, gaining immense viewers and followers and with that, the holy grail of thousands of loyal followers. From Instagram to Tiktok to Snapchat and even LinkedIn, video content increased exponentially and social networks saw a dramatic rise in memberships.
Forward-thinking businesses got a wind of this, smelled blood and struck while the iron was still hot. Some Ghanaian brands somehow felt that if users consistently flocked and were willing to spend hours to watch the content of their favourite YouTube and TikTok stars, then it would naturally make sense to partner with these stars to market or promote their products and services.
Brand ambassadorships with social media stars became a common thing to see where influencers promoted businesses in their content.
And it worked to an astounding degree! In no time, many brands were rewarded with increase in sales and revenue.
The impressions these influencers generate is the real reward. Why? Because your brand gets seen on the timelines of thousands of viewers. Granted, impressions are not sales, but impressions lead to the sales. The more impressions, the greater the potential for more sales.
The influencer ecosystem keeps growing. Existing influencers are getting bigger and new influencers emerge everyday. With careful planning you can integrate an influencer marketing into your campaign
