Influencer marketing is the biggest emerging trend of 2019 and soon, more brands will be opting for organic individuals to help with their marketing objectives going forward. The best response to this growing trend is to equip yourself for the world of influencer marketing. Want to become an influencer in Nigeria? Here’s all you need to know on how to become a valuable social media influencer.
Before I begin, let me quickly state here that I do not necessarily agree with what Nigerians on social media have now come to accept as “influencer marketing”. For many digital marketers in Nigeria, “influencers” are most times individuals who are mostly only active on Twitter; the ones who ‘trend’ events or campaigns and all that.
Personally, I call these people described above ‘Twitter Marketers’, because really, that is all they are. These days, it appears Twitter has been clamping down on such accounts in the wake of the upcoming Nigerian elections, and it is not advisable for you as a person with interests in influencer marketing to go down that route.
Anyway, back to the reason for this post. How can you become a truly valuable influencer? Well, it is very simple, create your own content! In its report on topics and trends for 2019, Facebook identified “selfie selling” as one of the driving forces in commerce on its platforms. They acknowledged the influence of social media and user generated content in the rise of Influencer Marketing and Social Shopping.
What this means is that a growing number of millennials and members of Gen Z are now creating more of their own content, acting as brands and developing their own curated identities online, and you can be part of them! Here’s how to create a valuable brand for yourself as a social media influencer:
Pick a niche
This may sound old fashioned and all, especially for those of you who may read this who have been around for a while and may have read a few blog posts about ‘how to become a successful blogger’ in the past. However, it is very important to decide what direction you want your curated personality should go online.
Do you want to seem lighthearted and fun? edgy and bold? Or just serious and techy? Deciding what niche you want to carve for yourself is one of the first things you should consider before taking on the world of influencer marketing. Once you have decided, you can now move on to the next stage, picking your nest(s).
Pick the best platforms for you
So you want to be an influencer, you have decided what niche you want to carve for yourself and are ready to go! The second thing you need to consider is what platforms you want to use as your nest to nurture your budding influencer status.
For entertainers – those in the Nollywood industry or the music industry – I usually recommend vlogs on YouTube/Facebook and a healthy Instagram account. These platforms are essential for you as an entertainer because they are highly visual and have a great number of users you can tap from.
According to fusion.nakono.com, there are going to be about 47.63 million monthly active users on YouTube by 2020, and this number is quite a significant reason why you should start to curate your channel now.
Going further, YouTube insights indicate that there is a growing dependence on the platform by millennials for information on how to do even the most basic things. Wouldn’t it be great to tap into this emerging market?
I have noticed that quite a number of emerging Nigerian influencers are increasingly turning to comedy as their go to strategy for converting followers and fans. While this may seem like the best strategy for you to adopt, I believe it is quite lazy and more people need to embrace other forms of content as prospective influencers. It is great to make people laugh, but it is even more awesome to curate an online persona that would also deliver great value to users and would be clients in the long run.
Remember the first point in this article? Pick a niche. What can you help people learn? What can you help people do on their own with you as a digital guide? These are the questions to ask yourself when deciding what kind of influencer strategy you want to adopt. You should be as creative as possible with your strategy and find the best ways to tap into the needs of audiences based on insights.
According to Facebook, the following sectors have grown in the past year;
- Beauty and Fashion
- Eco-Products and Selfie Selling
- Food and Drink
- Productivity Hacks
- Wellness and Luxury
The list goes on, but you can download the full report by Facebook IQ here.
The above can also be used as a guide for your journey through curating your persona online and building a truly valuable influencer status.
Once you embrace your inner creative and you have discovered the best niche for you as a personal brand, it is important for you to always be prepared to deliver value. It is not enough for you to simply put up random posts on your social platforms, you have to constantly assert yourself in relevant spaces.
Ensure you attend as many networking events as possible and talk to as many people as possible about what you do. Also, it helps to be as exclusive as possible with the kind of content you create. Once it begins to look like you are taking on too much, find a way to sift through the noise and remain as original and organic as possible. Here are some of my favorite Nigerian influencers:
Sharon Ooja Egwurube
This may not be an exhaustive list, but these are a few of the people I liked to call ‘Influencers’ in the Nigerian digital space. An important example is Sharon Ooja who is one of the actresses starring in NdaniTV’s popular show, Skinny Girl in Transit. After the photo above was published to her Instagram page, the designer of the outfit she was wearing got tons of orders from women around the world! It must be exciting to wield such influence right?
Conclusively, to become a valuable social media influencer, you have to combine creativity with a sense of focus and direction. Set goals for your brand and watch your influence grow as you strive hard to monetize your curated online persona.
If you would like to ask me further questions about growing your personal brand, you can contact me via WhatsApp on +2347081291437.