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5 tips for navigating pan-African influencer marketing campaigns

As marketers, we face a unique challenge when presented with the task of promoting a single product across multiple countries throughout the African continent. Not only must we understand the intricacies of each market, but we must also navigate the different approaches to influencer performance within those markets.
Asha Singh, senior customer success manager at Humanz
Asha Singh, senior customer success manager at Humanz

We must pay close attention to brand messaging, and individual influencers' contributions. The goal goes beyond reach and awareness; it's about driving tangible outcomes such as clicks, new customers, increased sales, and app downloads.

Against this backdrop, the conversation around pan-African influencer marketing assumes heightened relevance for marketers worldwide. Beyond its sheer market potential, coping with the challenges of influencer marketing in Africa offers valuable insights and lessons that go beyond geographical boundaries. Here are five lessons that I’ve learned from my experience in pan-African influencer marketing so far:

Language barriers across Africa

Language diversity is both a hallmark and a hurdle in pan-African influencer marketing. While technological aids like Google Translate and ChatGPT are a great help in bridging the linguistic gaps, language presents daily challenges in pan-African campaigns. Dealing with misunderstandings and misinterpretations requires both linguistic agility and cultural sensitivity.

Different price expectations across different regions

One of the most striking realisations in my experience so far has been the staggering differences in influencer costs across different regions within Africa. An influencer that would charge $100 in one region will charge $2000 in another. This inconsistency makes it incredibly difficult to forecast prices and budgets for each campaign.

However, by understanding the economic dynamics of each region, we can effectively plan around this inconsistency and negotiate better prices with various creators to ensure that your goals are achieved without exceeding the allocated budget. To effectively navigate this, it is essential to thoroughly study and approach each region with a tailored strategy, respecting its unique characteristics. A one-size-fits-all approach is not suitable in this context.

Diversity and cultural sensitivity

With 54 diverse nations, each having its unique cultural fabric, it's no surprise that cultural diversity would pose a distinct challenge. What resonates in Ghana might not necessarily hit the mark in Rwanda or Tanzania. Understanding these nuances is crucial for effective marketing.

Trust and collaboration is the best way to work around this challenge.

As marketers, we must acknowledge that every influencer excels in engaging and communicating with their audience. We must have faith in their ability to effectively convey the campaign objectives and goals through content creation. Empowering influencers and entrusting them to devise the optimal creative strategy is key to achieving the campaign's KPIs.

5 tips for navigating pan-African influencer marketing campaigns

Dealing With miscommunications

Despite our best efforts, miscommunications are an inevitable part of the journey. From misplaced posts to unexpected content formats. When working on a pan-Africa influencer campaign, we need to pay closer attention to how we communicate and ensure that each instruction is clearly conveyed and confirmed.

Managing campaigns for pan-African audiences differs from local campaign management. The approach to conveying the campaign brief and delivering various components cannot be uniform.

Clarity, patience, and flexibility are needed to build successful influencer partnerships with influencers from different regions.

International payments can be a challenge

The complexity of international payments, which involve multiple banks and currencies, adds another layer of complexity. Deciding whether to contract an influencer in USD, ZAR (as a South African company), or the influencer’s local currency can be challenging, especially with fluctuating exchange rates. Effectively dealing with these pitfalls requires meticulous planning, clear communication, and a willingness to adapt to evolving circumstances.

In conclusion, pan-African influencer marketing is highly rewarding but not for the faint-hearted. However, amidst the challenges lies the opportunity for growth, learning, and cultural exchange. By embracing the lessons learned and approaching each obstacle with tenacity and resilience, we can unlock the vast potential of this dynamic and diverse region.

As the impact and effectiveness of African influencers continue to grow, the conversation around pan-African influencer marketing is one that we cannot afford to overlook.

Get in touch with the Humanz team

10 Apr 2024 12:13


About the author

Asha Singh, senior customer success Manager at Humanz