Influencer marketing is all about using people with large followings on social media to promote products or services. Instead of brands relying solely on traditional adverts, they collaborate with influencers to reach a bigger and more engaged audience.
For Ugandans, this tactic has taken over as businesses realize that influencers can make their products or services go viral. Whether it’s a new restaurant, a fashion brand, or a tech gadget, having the right influencer talk about your product has proved profitable for companies, even Jumia went to TikTok to spread word of their black Friday flash sale deals.
But what is causing this boom, and why now? Social media has always been around and influences have also been around for some time. Well, turns out the reasons are quite several, we just overlooked them.
Increased Social Media Usage: The number of Ugandans on social media has greatly increased over the past few years. When the lockdowns hit, many of found themselves at home with nothing to do. Some, those with the talent went into content creation as the rest watched what they made…the results? More social media influencers and more users. Update, platforms like Instagram, TikTok, Twitter (now X), and Facebook are filled with users looking for content that resonates with them. Influencers tap into these audiences and bring businesses right to their target market.
Smartphones and Internet spread: Smartphones haven’t always been this accessible in Uganda, over the past few years however, the Internet has penetrated and reached further places as smartphones, for those that are not aiming for the flagship brands have become more manageable. This has increased the number of social media users because quite frankly anyone buying a smartphone will find themselves signing up for a social media account, at least WhatsApp.
Youthful Population: Uganda has one of the youngest populations in the world. With a majority of the population being digital natives, social media has become a primary source of information, entertainment, and trends. Businesses are naturally drawn to this demographic, making influencers a perfect channel to engage them.
Trust and Relatability: Unlike traditional avenues, influencers often feel more relatable. They share their daily lives, struggles, and successes, making their recommendations feel genuine. When an influencer recommends a product, their followers are more likely to trust it compared to a faceless corporate ad.
For example, some of our influencers have made niches and monopolized some industries…
Bryan Ahumuza (Abryanz), a fashion icon but also a significant influencer in Uganda’s fashion scene. His collaborations with brands like MTN and Nile Breweries have shown how influencer marketing can be both stylish and effective.
Martha Kay, the self-proclaimed “Range Rover girl” has been a prominent figure in influencer marketing. Martha Kay has worked with brands like TotalEnergies and Coca-Cola, leveraging her relatability and humour to promote products.
Sheila Gashumba, known for her vibrant personality and fashion sense has partnered with numerous brands, including beauty and fashion companies, to drive their messages home to her massive following.
Patrick Salvado, the comedian-turned-influencer has worked on several campaigns, especially with telecom companies. His comedic touch makes ads feel less like marketing and more like entertainment.
Uncle Mo, if you are into Ugandan comedy skits and content, mechanic Uncle Mo has graced your YouTube feed a couple of times…and your TV too with adverts for companies like Airtel and Prudential Uganda. His ability to effortlessly weave brand messages into his comedy content (which I often find very truthful and relatable) makes him a go-to influencer for companies looking to connect with audiences in a lighthearted yet impactful way.
Influencers often leverage and utilize some benefits other advertising avenues may find hard to tackle, which is exactly why companies use them. For example,
Targeted Reach: Influencers often have niche audiences, a kind of category they “influence” in. A beauty brand, for instance, would benefit more from partnering with a beauty influencer than running a general TV ad. This targeted approach ensures businesses reach the right people.
Higher Engagement: People are more likely to engage with content from influencers. Whether it’s liking a post, commenting, or sharing, influencer content tends to generate more buzz than traditional ads which works in favour of the parent company… or not, depending on the consumer comments.
Cost-Effective: Compared to traditional advertising methods, influencer marketing can be more affordable. Businesses can collaborate with micro-influencers (those with smaller but highly engaged followings) to get better results at a lower cost.
Despite this growth and adaptability on the Ugandan marketing space, influencer marketing has had its fair share of backlash. Things like;
Credibility Issues where some influencers are seen as “pay-to-play,” promoting anything for a quick buck. This can hurt their credibility and, by extension, the brands they represent. For example, in 2018, Hollywood actress Gal Gadot faced backlash after promoting the Huawei Mate 10 Pro on Twitter, only for Marques Brownlee (MKBHD) to point out that her tweet was sent from an iPhone. The blunder quickly went viral, with many questioning the authenticity of celebrity endorsements.
Gal Gadot with the Huawei ad… tweeted from an iPhone. Niceeeee pic.twitter.com/aEKJVwoyBL
— Marques Brownlee (@MKBHD) April 24, 2018
That said, influencer marketing seems to be on a rising trend with no sign of dying down. As more people join social media platforms and digital connectivity improves, the potential for influencer marketing also continues to grow. It has become a major publicity tool for Ugandan businesses. It’s personal, relatable, and, most importantly, effective. A small startup or an established brand, utilizing the power of influencers could be your ticket to capturing Uganda’s dynamic and growing market.
