“Are influencers in Rwanda effective? I find that people who hold influence aren’t typical influencers,” my friend asked, seeking my opinion on whether to incorporate social media influencers into their latest marketing campaign. This question resonated deeply with me, prompting a reflection on the evolving landscape of marketing strategies. The use of social media influencers to market products has become a significant trend over the past decade. Initially, influencers—individuals with large followings on platforms like Instagram, Twitter, and TikTok—were heralded as the new kings and queens of marketing. Companies believed that by associating their products with these online celebrities, they could tap into a ready-made audience of engaged followers. However, as the digital landscape evolves, so too must our marketing strategies. While influencers can still play a role, the effectiveness of traditional influencer marketing is waning. Audiences have grown savvy to the tactics of influencers, often viewing their endorsements with skepticism. The focus on follower count rather than the quality of content and genuine engagement has diluted the impact that influencers once had. This shift presents an opportunity for companies to rethink their approach and explore new strategies for reaching their audiences. One such strategy is to leverage the authentic voices within the organisation—company staff—to drive campaigns and market products. Employees are the lifeblood of any organisation and have a vested interest in its success. Their genuine enthusiasm and insider knowledge can create a more trustworthy and relatable connection with the audience. Having employees as brand ambassadors offers several advantages. First, it humanises the brand. Customers are more likely to trust recommendations from real people who are passionate about the products and services they work with every day. These internal advocates can share behind-the-scenes insights, personal experiences, and authentic stories that resonate more deeply than a paid endorsement. Second, employees are already integrated into the company culture and have a deeper understanding of the brand’s values and mission. This alignment ensures that the messaging is consistent and authentic, enhancing overall credibility. Moreover, fostering a culture where employees are encouraged to share their experiences on social media can amplify the company’s reach organically. Social media platforms reward genuine engagement, and posts from employees are often perceived as more authentic and relatable compared to traditional influencer content. In addition to leveraging internal voices, companies should explore other innovative marketing trends to stay ahead. For example, interactive content, such as polls, quizzes, and live streams, can engage audiences in new and exciting ways. Personalised marketing, driven by data analytics, can tailor messages to individual preferences, creating a more impactful connection with potential customers. Another strategy is to invest in content marketing. High-quality, informative, and engaging content can establish a company as a thought leader in its industry. This approach not only builds brand authority but also attracts organic traffic and fosters long-term relationships with the audience. Ultimately, the key to successful marketing lies in authenticity and genuine engagement. While social media influencers may still have a role to play, it is crucial to look beyond follower counts and focus on the content and the value it provides. By empowering employees to be the face of the brand and exploring new marketing trends, companies can create more meaningful and lasting connections with their audience. As we navigate the ever-changing landscape of digital marketing, it’s essential to remember that influence is not merely about numbers; it’s about the impact of the content and the authenticity of the connection. Embracing this philosophy will ensure that our marketing efforts remain effective and relevant in the years to come. Bob Rutarindwa is the Corporate Communications Manager at Bank of Kigali PLC.
