Influencer Game: How Kenyan Influencers Get Paid
Part 2 of our series Influencer Game delves into how these digital trendsetters in Kenya make money. Influencer culture, as we know it today, is inextricably tied to consumerism and the rise of technology. These influencers wield the power to affect the buying habits or quantifiable actions of others by uploading endearing messages on their platforms tied to specific products/services.
So, how do these influencers get paid?
Social Media Sponsored Posts
Sponsored social media posts are the most popular ways for Kenyan influencers to make money on social media. Brands or marketing agencies pay these digital trendsetters good money to promote a certain brand or product on a social media post. Take Akothee for example; her product placements are far from inconspicuous. Rule of thumb for social media sponsored posts is to be subtle. But Akothee goes all out! To the point it feels like spamming. But it’s working out well for her. Her rates per post start from Ksh 100,000.
This kind of partnership is normally an extended contract lasting for at least a couple of months instead of just a one-off partnership. In some cases, the contract may last for several years as well. Brand ambassadors not only get paid per post, they get free products from the brand. Catherine Kamau AKA Kate Actress signed a multiyear, multi million contract with Reckitt Benckiser to promote their product Harpic.
Another way influencers in Kenya make money on social media is through affiliate marketing. In this type of arrangement, influencers direct their followers to use product/service affiliate links or codes. And for every conversion resulting from your link or code they earn a commission. Xtian Dela uses this strategy to gain traction on social media. #Gainwithxtiandela anyone? He charges up to Ksh 250,000 per campaign.
Keep it here for part 3 of our Influencer Series. We will be highlighting the controversies dogging this lucrative business.