The rise of the internet age has revolutionized many spheres of business, including how marketing is done. While traditional marketing channels are still important to many businesses, it is digital marketing spend that has been growing over the last decade.

One of the areas of marketing that has risen from obscurity to the top of any marketing strategy in just the last decade has been influencer marketing. Many businesses of all sizes are now engaging online influencers to push their product and brand awareness among target audiences. A 2019 Social Publi study found that 93% of marketers have used Influencer Marketing and over half of those regularly allocate at least ten percent of their budget to the channel. As a result, influencer marketing has now become a multi-billion dollar industry.

Influencer marketing in itself is not new. It has, however, completely changed from the idea of traditional endorsements by celebrities and sports stars into a modern-day content-driven marketing campaign driven primarily by online influencers who build their brand primarily through social networks. An online influencer is an individual who has established credibility in a specific area, such as fashion or travel, and created an audience who they can persuade by virtue of their authenticity. In many cases, influencers profit through promoting products to their audiences through various online channels.

Influencers in Kenya and Nigeria

To understand the impact of influencers on consumers and their role within a full marketing strategy, GeoPoll conducted a dipstick survey through our mobile application in two of Africa’s most active countries online, Kenya and Nigeria. The study was conducted with over 2,000 respondents in the last week of July 2020.

Here are some of the key findings from the survey:

• Facebook is the most preferred social network and is the channel where most followers keep up with their favorite influencers in Kenya and Nigeria, followed by Instagram.
• Lifestyle, fashion, and technology influencers are the most popular categories of influencers followed.
• Product reviews and live videos are the most engaging types of content by influencers.
• More consumers trust influencers than they trust brand messages; 53% say they trust influencers over brands themselves.
• Journalists and industry experts are the most trusted types of influencers.
• A large majority (80%) of the consumers in Kenya and Nigeria say they have bought products following influencer recommendations.

Full analysis and more detailed breakdown of results, including a list of the top 15 mentioned influencers in Kenya and Nigeria, are available in this free report.

To conduct your own study with GeoPoll’s global panel of respondents and multi-modal research platform, which enables research through SMS, CATI voice calls, mobile application, and mobile web, please contact us today.

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First launched in 2016, GeoPoll’s mobile application is a robust platform that can conduct surveys with text, video, and picture questions, quickly disseminate information, and gather pictures and other location-based data from individuals in specific areas. The reconfigured GeoPoll app provides respondents with a more seamless registration and survey-taking experience which will enable GeoPoll and our partners to more easily conduct app-based research in the coming years. Some key features of the new GeoPoll Application include:

• Device agnostic: GeoPoll’s application is built to work with any device, including older phone operating systems and varying screen sizes.
• Low data usage: The GeoPoll application is lightweight and uses little data, making it friendly for anyone to download and use, even those with limited airtime and low wifi coverage
• Seamless user registration and survey-taking flow: The registration process has been streamlined to verify new user accounts quickly and effectively
• Detailed location tracking: Using GPS data, the GeoPoll application can target surveys or other tasks to very specific areas, and can provide location information of our respondents with partners
• Multi-lingual: GeoPoll’s application supports multiple languages and alphabets including English, Arabic, French, Portuguese, Spanish and Swahili, as well as country-specific languages such as Tagalog, Urdu, Oromo, Amharic Latin, Kinyarwanda, Indonesian and Turkish.
• Video and picture support: Surveys can include video and picture content which respondents react to, and respondents can also upload their own photos and videos of products, billboards, retail stores, and more

Developed by GeoPoll’s tech team and drawing from both the best practices of modern design and feedback from users, the new mobile application is more user friendly and will provide GeoPoll partners with better survey functionality. The GeoPoll Application is a complement to other GeoPoll research methods including CATI voice calls, SMS, and mobile web links.

In addition to traditional survey functionality, the GeoPoll Application allows clients to build panels over time to track brand health, product usage, and consumption behavior, direct respondents to visit retail locations or billboards to report on them, and much more. For those looking to gather real-time insights in emerging regions, the functionality of the GeoPoll Application opens up a range of possibilities.

The new GeoPoll Application will be initially launched in over 40 countries in Asia, Africa, and Latin America, giving our partners greater access to more surveying capabilities and an ever-growing app userbase. To learn more about GeoPoll’s capabilities or get a quote for your next research project, please contact us today. To download the app and take surveys in exchange for payment through airtime credit or other methods, visit this page.

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