Influencer Marketing Archives - African Marketing Confederation

Influencer Marketing

Paid influencers fawning over a procession of products is damaging their personal brands and losing them followers. Enter the ‘de-influencer’.

Ronaldo has over 500-million social media followers, but he’s arguably far from being the most enduringly successful influencer to date.

Recent analysis of some of Ronaldo’s sponsored Instagram posts show his involvement can boost brand ‘likes’ by many thousands of percent.

New study finds that social media influencers with an intermediate follower count represent the engagement ‘sweet spot’ for brands.

Influencer originality, follower size and sponsor salience enhance the efficacy of a message. But over-posting and new products diminish it.

Rogue influencers may initially boost sales, but cause long-term brand damage. Photo by Ivan Samkov from Pexels

Virtual influencers are most common in Asia and North America, but Africans are using new and often hybrid influencer solutions for brands.

Manchester United and Portugal striker has more followers than anyone else on Instagram. But his marketing endorsement comes at a price.

An academic study into influencers in the pet industry finds that disclosure of their connection to a brand diminishes audience engagement.

Successful influencers must remain one step ahead of the competition, both in content and platform, experts say.