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The rise of influencer marketing has completely revolutionized the advertising industry. It should come as no surprise that businesses are turning to influencer marketing as a strategy to improve their brand awareness and reach a wider audience on social media platforms. The future of influencers has become increasingly popular in recent years. Start-ups now have the ability to connect with the personal networks of influential individuals and harness their credibility and influence to reach new potential clients, thanks to a marketing strategy known as influencer marketing. Because there is more competition for start-ups in today’s saturated market, the role that influencer marketing plays in growing start-up awareness is becoming increasingly crucial.


Why Influencer Marketing for Your Start-Up?

Why Influencer Marketing for Your Start-Up?When you want to promote a product or service, influencer marketing entails collaborating with people who have a significant number of followers on social media platforms. These influencers often have a high degree of engagement with their followers, which can lead to greater sales and brand exposure for your start-up.

The Benefits of Influencer Marketing for Start-Ups

The Benefits of Influencer Marketing for Start-UpsThere are many different factors that contribute to the success of influencer marketing for businesses.

  • To begin, it enables you to swiftly communicate with a large number of people. You can reach more potential customers by capitalising on the fact that influencers already have a pre-existing audience. 
  • The second benefit of engaging in influencer marketing is that it can assist in the development of trust and credibility for your start-up if an influential person endorses your goods or services. The people who follow them are more inclined to believe what they have to say. This is because they can see that someone they look up to is using and enjoying the product.
  • Third, in comparison to other types of marketing, influencer marketing may be a more efficient use of resources. When you collaborate with influencers, you can reach a sizable audience without having to invest a significant amount of money. And because you only pay for results, such as clicks, sales, or leads, you can be certain that you are getting a decent return on your investment, as you are only paying for actual results.
  • Last but not least, marketing with influencers can assist you in creating interest and buzz about your start-up.  If people notice that an influencer continues to use and talk about your product or business, it increases the likelihood that those people will check it out for themselves.  This could result in more people using and talking about your product, which would be beneficial for your start-up’s growth and revenue.


Choosing the Right Influencers for Your Start-Up

It is absolutely essential to the success of your influencer marketing campaign that you identify the ideal influencers to represent your start-up’s credibility and reputation, while also driving engagement and sales. This can all contribute to an increase in brand awareness. Finding the correct influencers, on the other hand, can be difficult. So it is essential to address the problem in a logical and comprehensive manner.


Tips for Identifying the Right Influencers

Tips for Identifying the Right Influencers

  • Determine who your ideal clients are.

When you know exactly who your target audience is for your influencer marketing campaign. You can better identify the appropriate influencers to reach that target audience.


  • Look for influencers in your niche.

Look for people who have a following that fits with your niche and your target demographic. If you are in the beauty industry, for instance, you will want to collaborate with beauty influencers.  Therefore, ensure they have a sizable following of people and who are also passionate about beauty.


  • Consider their engagement rate:

It is important to look at the level of engagement that they receive from their audience. A high engagement rate indicates that their followers are actively engaged with and interested in the content they produce.


  • Evaluate their genuineness.

When it comes to influencer marketing, authenticity is the most important factor. Look for influencers with a genuine and authentic voice who are passionate about your start-up and the cause it serves.


  • Do they fit with the brand?

Determine whether the influencer’s core beliefs, personality, and general aesthetic align with what your business is looking for. Seek to collaborate with influencers who have a voice and attitude that are compatible with your business and who can assist in the promotion of your brand in a way that is genuine and unforced.  Chemistry is very important.

You may improve the likelihood of the success of your influencer marketing campaign and realize your objectives for increasing brand awareness, engagement, and sales if you take a systematic and analytical approach in choosing the ideal influencer for your new business venture.


Types of Content for Influencer Marketing Campaigns

There are a few categories of content that have a higher possibility of being successful with influencer marketing.

User-generated content refers to any type of content that is produced by brands or businesses. This may take the form of a review, a testimonial, a photo, or even a video. Because users generally view UGC as more trustworthy and genuine than traditional advertising, UGC has the potential to be more effective.

Original Content is yet another kind of content that does well when it comes to influencer marketing. This is material that has been developed particularly for the audience of the influencer and is typically of an extremely high standard.

If you are dealing with an influencer that has a high number of followers and is actively involved in their community, then creating original content is a fantastic method to reach out to their community. On the other hand, it is essential to keep in mind that the production of this kind of content can be both expensive and time-consuming.

Finally, let’s take a look at content that has been recycled. This is the type of content that has already been published, but the influencer has added their own unique perspective to it. For instance, they may have adopted an already published blog piece in the form of a video or infographic.

When it comes to delivering content to an influencer’s followers, repurposing existing material can be an excellent method to save time and money while still maintaining a high level of content quality.

So, what kind of content is most successful when it comes to influencer marketing? 

It is dependent on the aims and ambitions that you have. UGC is an excellent choice if you want to increase your credibility and develop trust with your audience. Original content can be the way to get you to attract a new audience to your site while providing them with valuable information. Therefore, if you are searching for a way to cut costs and save time altogether, then repurposed content might be the answer you are looking for.


Evaluating the Success of Your Influencer Marketing Campaign

When evaluating the performance of your influencer marketing campaign, consider key metrics. First, measure engagement by tracking likes, comments, and shares on your posts. Second, monitor new follower acquisition during the campaign. Third, assess reach, indicating how many users viewed your content. Quantify reach by counting impressions per post. Finally, analyze conversion rate, measuring actions like clicks or purchases. Calculate it by dividing total conversions by impressions. These metrics provide valuable insights into your campaign’s effectiveness.


Case Studies of Successful Influencer Marketing Campaigns


Nike’s collaboration with Kenyan Olympic gold medalist Eliud Kipchoge stands out as a brilliant example of influencer marketing success. In 2019, Kipchoge, known for breaking the two-hour marathon barrier, partnered with Nike to promote their cutting-edge running gear. This campaign not only highlighted Nike’s advanced athletic wear but also linked the brand with Kipchoge’s spirit of determination and excellence, resonating strongly with both athletes and enthusiasts alike. This influential partnership significantly contributed to Nike’s continued prominence in the sportswear industry.

Key Takeaway: Nike’s strategic collaboration with Kenyan Olympic champion Eliud Kipchoge not only showcased their top-tier running gear.  But also associated the brand with determination, excellence, and the pursuit of greatness. This influencer campaign played a pivotal role in solidifying Nike’s position as a leading force in the sportswear industry, inspiring athletes and enthusiasts worldwide.



As one of the leading telecommunication companies in Kenya, Safaricom has consistently utilized influencer marketing to promote its services. In 2021, Safaricom collaborated with popular Kenyan music band Sauti Sol for the launch of their “Twaweza Live” concert series. The campaign not only showcased Safaricom’s commitment to supporting local talent but also strengthened its connection with the vibrant music culture in Kenya.

Key Takeaway: Safaricom’s partnership with Sauti Sol not only brought together  influential names in the Kenyan entertainment industry but also highlighted the company’s dedication to empowering local talent and fostering a sense of unity and creativity among its customers. This influencer-driven campaign successfully resonated with the diverse audience of Safaricom.



The popular sports betting platform, SportPesa, has effectively used influencer marketing to connect with its audience. In 2019, they collaborated with renowned Kenyan footballer Dennis Oliech for a campaign promoting responsible gambling. The campaign emphasized the importance of betting responsibly and staying within one’s limits. Therefore contributing to a more balanced and informed approach to sports betting.

Key Takeaway: SportPesa’s partnership with Dennis Oliech not only demonstrated their commitment to responsible gambling but also leveraged the influence of a respected figure in Kenyan football to convey a socially responsible message to their audience. This campaign aimed to promote a healthier and more conscious betting culture among sports enthusiasts in Kenya.


Equity Bank: 

In the financial sector, Equity Bank has successfully employed influencer marketing. They partnered with renowned Kenyan entrepreneur and media personality Betty Kyallo to promote their Equitel mobile banking service. Betty’s influential presence on both traditional and digital media platforms helped raise awareness about Equitel’s convenience and accessibility.  Particularly for the younger, tech-savvy audience.

Key Takeaway: Equity Bank’s collaboration with Betty Kyallo effectively tapped into her extensive reach and influence, driving interest in Equitel among a diverse demographic. This influencer campaign demonstrated how Equitel catered to the evolving banking needs of the modern, digitally connected generation in Kenya.


Pepsi’s 2017 ad featuring Kendall Jenner

The commercial, which aimed to project a message of unity and protest, was widely criticized for trivializing important social justice issues.

Many viewers found the ad to be tone-deaf and accused Pepsi of trying to profit from serious social and political movements. As a result, the campaign was swiftly pulled, and Pepsi issued an apology for the misjudgment.

Key Takeaway: This campaign serves as a reminder of the importance of cultural sensitivity, and understanding the gravity of social issues when creating marketing content.



Influencer marketing is a powerful strategy for start-ups to connect with their target audience and enhance brand visibility. By partnering with trusted influencers in your niche, you can create compelling and influential content. Entrepreneurs should be mindful of key factors: selecting the right influencers, tracking campaign performance, and managing ethical considerations. Following industry best practices will enhance your start-up’s brand awareness and audience engagement. Share your thoughts on influencer marketing or tell us about your experiences. Let’s start a conversation!


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