TikTok influencers can partner with Italian brands

Kenyan influencers can collaborate with brands on TikTok, a platform that has gained enormous popularity across the globe. With over a billion users worldwide, it is also the most downloaded app in history.

The platform has captured the hearts of Gen Z and millennials, who spend an average of 95 minutes a day, much of that time on TikTok. This is important to note when considering the platform’s potential for marketing, especially in a country where over 40% of the population falls into that age range.

Over the last few years, TikTok has taken over Kenyan social media as the app of choice for content consumption.

🤳🏽 Finding influencers on TikTok

The simplest way to connect with influencers is through TikTok itself. A simple search for a brand’s niche can yield a myriad of influencers. For example, searching for Kenyan food can reveal dozens of food influencers.

Another option is to search for trending hashtags within a niche. For example, searching for #kenyanfood has more than 13 million views on the platform, while #foodie has more than 6 billion views.

However, TikTok does not allow users to search for hashtags within a specific location, making it difficult for brands to find influencers who cater to their audience.

📧 Contacting influencers

Once an influencer has been found, the next step is to contact them via their preferred contact method. Most influencers have either their email or WhatsApp contact in their bio, which can be accessed by anyone.

Some influencers also prefer to be contacted using direct messages on TikTok. However, contacting an influencer via DMs is much less preferred than the other two methods. DMs can get buried in notifications, and some influencers may not check them regularly, if at all.

🪙 Payment methods

Once an influencer agrees to work with a brand, the next step is to agree on how they will be paid. This can be in cash or through products or services. However, cash payments are the most preferred, as they allow for better flexibility on the influencer’s part.

The most common payment method is through mobile money, which has become the backbone of cashless payments in Kenya. Mobile money services like M-Pesa, Airtel Money and T-Kash are widely used by Kenyans and are accepted by most individuals and businesses. They allow users to send and receive money instantly, making them ideal for paying influencers.

🏢 Influencer agencies

Brands can also partner with influencers through influencer agencies. Agencies can not only connect brands with influencers, but they can also help facilitate the collaboration process from start to finish.

Agencies can help brands identify influencers that fit within their marketing goals, send products to influencers, oversee the creation of content, and even handle payments. This is especially important for brands that want to run large scale marketing campaigns that involve multiple influencers.

Some influencer agencies operating in Kenya include;

1. Baoliba

Baoliba is a global influencer marketing agency with a presence in over 100 countries, including Kenya. The agency specializes in providing brands with local influencers who can promote their products and services effectively to their target audiences.

The agency’s presence in multiple countries provides it with a unique advantage, as it can help brands expand their reach across borders. Brands can partner with Baoliba to access influencers across countries and continents, all while working with one agency.

2. Influencer Tribe

Influencer Tribe is a Kenyan influencer marketing agency that connects brands with influencers on various social media platforms. The agency allows brands to post their collaboration requests on their website, which influencers can then browse through and apply to.

They also provide brands with influencer marketing strategies, campaign management and content creation services.

3. Tano Agency

Tano Agency is another Kenyan influencer marketing agency that offers influencer sourcing, campaign management and analytics services. The agency has a roster of over 1,000 influencers across different niches and platforms.

4. Niaje Agency

Niaje Agency is a Kenyan agency that connects brands with influencers across East Africa. The agency specializes in influencer marketing, social media management and public relations.

📈 Importance of TikTok influencers

TikTok influencers can help brands generate buzz about their products and services, resulting in increased popularity and ultimately more sales.

According to a survey conducted by Nielsen, 42% of TikTok users say they are likely to purchase a product after seeing it used by an influencer on the platform. The same survey also revealed that 67% of TikTok users say they feel more connected to brands that they see on TikTok compared to other platforms.

Another survey conducted by the Media Science Institute revealed that TikTok ads are 23% more effective than other social media ads. The same study also revealed that TikTok users are 25% more likely to take action after seeing an ad than users of other social media platforms.

🏞️ Local brands that have used TikTok influencers

Some Kenyan brands have already adopted TikTok influencer marketing. These brands have partnered with local influencers to promote their products and services.

1. KFC

KFC is a global fast food chain that specializes in fried chicken. The brand has partnered with several influencers to promote their food on TikTok. Influencers have created fun and engaging videos that feature KFC products, showcasing how they enjoy the food and encouraging viewers to try it out for themselves.

2. Maisha Magic

Maisha Magic is a television channel that airs local content. The channel has partnered with influencers to promote their shows on TikTok. The influencers create content related to the channel’s shows, encouraging viewers to tune in.

3. Nivea

Nivea is a skincare brand that has operated in Kenya for over 40 years. The brand has partnered with influencers to promote their products and encourage their followers to try them out.

💻 Future of TikTok influencer marketing in Kenya

As TikTok continues to grow in popularity, more and more brands are expected to embrace the platform for their marketing efforts. In 2023, TikTok surpassed Google as the most popular website in the world. This marks the first time in history that a social media platform has outranked Google for the top spot.

In an article published by Mobile Marketer, it was revealed that 90% of TikTok users say they discover new brands and products on the platform. Furthermore, more than half of TikTok users say they are likely to make a purchase after seeing an ad or influencer pitch on TikTok. This creates a unique opportunity for brands to capture the attention of their target audiences and convert them into customers.

👀 Conclusion

TikTok influencers can help Kenyan brands promote their products and services to millions of active users on the platform.

With more and more brands embracing TikTok influencer marketing, the best time to start is now. Whether brands choose to reach out to influencers directly or partner with an agency, the potential for growth is enormous.

Baoliba will continue to update trends in Kenya influencer marketing. Follow us for more.