By Reason Masengu and Benson Ruzive

“Influencer marketing is the key to unlocking a passionate, engaged and invested audience.” – Aliza Licht

Firms that seek to promote their brands’ products or services to their followers adopt a concept called influencer marketing which is basically a type of marketing strategy that involves partnering with individuals whose following on social media or other platforms is quite significant. The aim of influencer marketing is to get the attention of as much audience as possible, increase brand awareness, and push as much sales volumes as possible. Influencer marketing takes advantage of trust that influencers have built with their followers over a long period, to leverage the influence and help brands connect with their target audience in a more authentic and meaningful way. Some of the strategies that are used include having influencers involved in sharing sponsored posts, creating sponsored content, or participating in brand campaigns.

Trend of influencer marketing in Zimbabwe

Zimbabwe has been taken by storm as the concept of influencer marketing has become a popular trend and is being used by many businesses to reach their target audience and increase their brand visibility. Businesses have been known to partner with influencers, who have a significant following on social media or other platforms, to promote their products or services. Influencer marketing provides businesses with an opportunity to reach a large and engaged audience, increase brand awareness, and drive sales. In Zimbabwe, social media platforms such as Instagram, Facebook, and Twitter have become popular in the promotion of the concept of influencer marketing. Businesses are partnering with popular influencers in Zimbabwe to reach a younger, tech-savvy audience. The ability of influencer marketing to reach a large and engaged audience at a fraction of the cost of traditional advertising methods has made it popular proven to be a cost-effective and impactful marketing strategy for businesses in Zimbabwe. Nevertheless, the adoption of the concept of influencer marketing is not from business challenges. For example, businesses must be cautious when selecting an influencer because their reputation can significantly impact a brand’s reputation in the event that the influencer does something that is unbecoming. Partnering with influencers who are ready to align with a brand’s values and whose followers are interested in the products or services being offered is very crucial if the concept is to be deemed successful. There is no room for failing to comply with local laws and regulations, such as the rules and regulations governing influencer marketing in Zimbabwe when influencers execute marketing campaigns.

Social media has been instrumental in driving the concept of influencer marketing to change consumer behavior and preferences. For example, currently in Zimbabwe the use of micro-influencers has proven to be attracting the attention of a smaller but highly engaged following. The ability of micro-influencers to provide more targeted reach and a more authentic connection with the audience has amassed brands recognition and provided potential of working with micro-influencers. For example, a fashion brand might partner with a micro-influencer who specializes in fashion and lifestyle content, to promote its products to a highly engaged audience that is interested in fashion and style. Another trend in influencer marketing in Zimbabwe is the emphasis on authenticity. The quest of brands in partnering with influencer in marketing their products is that they are looking for influencers who align with their values and whose followers trust and engage with their content. It is believed that authentic influencer partnerships are more likely to generate positive results, as the audience is more likely to trust and engage with the content. Brands that are looking for the creation of long-term relationships with influencers and reach a wider audience through collaborations between multiple influencers can also pursue influencer collaborations as these are also increasingly becoming common. For example, a food and beverage brand might partner with several food bloggers to promote its products, creating a campaign that reaches a wider audience and builds brand awareness. Videos that possess rich content are becoming more popular in influencer marketing in Zimbabwe, as it offer active opportunities for brands to tell their stories and engage with their target audience in a more visual and dynamic way. Video content can be used to showcase product features, tell brand stories, and create engaging content that resonates with the audience.

Challenges of influencer marketing and provide tips for effective influencer marketing strategies.

Even though the Zimbabwean market has adopted the concept of influencer marketing and popularised this marketing strategy for brands looking to reach their target audience, some challenges have been identified. These challenges will be identified and discussed in the following discussions and provide marketers with tips for effective influencer marketing strategies. In as much as it is hard if not almost difficult to find the right business environment, so much has it been also to identify the right influencer. Sometimes it is difficult for brands find an influencer who aligns with their values and has a significant following in their target audience. A proposed solution in overcoming the challenge of finding influencers, brands should research the influencer’s audience, engagement rate, and content to ensure they are a good fit for the brand. Selection of an influencer whose followers are interested in the brand’s products or services is vital in today’s business given the levels of competition that are prevailing. This will increase the chances of the influencer’s content resonating with the target audience.

It is also a challenge to ensure the authenticity of the influencer’s content as well as making sure that content is aligned to the brand’s values and message. Brands should also ensure that the influencer’s followers trust and engage with their content. Choosing an influencer whose followers are interested in the brand’s products or services is crucial if success of the concept of influencer marketing is to be registered. Relevancy of the influencer’s content to the needs of the followers provides value. Wider audiences and building brand awareness can be achieved if brands collaborate with multiple influencers. Brands can be able to reach multiple target audiences and increase brand exposure by adopting this strategy. Nevertheless, brands should ensure that all influencers align with their values and message, and that the content is consistent across all influencer partnerships.

The future of influencer marketing in Zimbabwe

The rapid growth of the concept of influencer marketing in Zimbabwe over the past few years and the recognition by businesses on its potential as a powerful tool to reach their target audiences has been a welcome development. A growth of influencer marketing in Zimbabwe over the coming years is envisioned as businesses continue to look for innovative ways to reach and engage with their target audiences. One of the major trends that is expected to be seen in the future of influencer marketing in Zimbabwe is the continued rise of micro-influencers. Micro-influencers are individuals with smaller followings, typically between 1,000 to 100,000 followers, who have a high level of engagement with their followers. The value of these micro-influencers is starting to be recognized by businesses as they are often able to reach highly targeted audiences that are more likely to be interested in their products and services.

It is also expected that there will be an increased use of artificial intelligence (AI) and machine learning in influencer marketing. These technologies are expected to help businesses to identify the most effective influencer marketing strategies, as well as to monitor and evaluate the results of their campaigns. The use of AI and machine learning is expected to make it easier for businesses to automate their influencer marketing efforts, freeing up time and resources that can be used to focus on other areas of their business. Measuring the success of marketing campaigns by influencer marketing is expected to pose challenges for businesses in Zimbabwe. The rapid growth of influencer marketing is increasingly making it difficult to determine the return on investment (ROI) of these campaigns. New and innovative ways to measure the success of their influencer marketing efforts by businesses should be sought if these businesses are to continue to reap the benefits of this marketing channel.

In conclusion, the future of influencer marketing in Zimbabwe looks bright as businesses continue to recognize its potential as a powerful marketing tool. To be successful in the future, businesses must be proactive and stay on top of the latest trends, continue to be innovative and find new ways to measure the success of their campaigns. The concept of influencer marketing is one of the strategies that businesses can employ to ensure that they remain ahead of the curve and continue to reach their target audiences in a highly effective and engaging way.

Reason Masengu is a Senior Lecturer in Business Management at Middle East College in Muscat, Oman. He teaches courses such as Global Marketing, Marketing Management, and Digital Marketing strategy. He has over 7 years of teaching experience in Higher Education.

Benson is a PhD student with University of Kwa-Zulu Natal a South African university. He is currently employed by Modern College of Business Science one of the leading institutions of Higher Education in Middle East as a lecturer in the Department of Business and Economics.