The Power of Influencer Marketing in Ghana | by Jeffrey Fosu Addae | Apr, 2023

In today’s digital age, influencer marketing has become a dominant force and an effective way for businesses to reach their target audience. It has proven to be a powerful tool for businesses to grow their brand and achieve Top of mind awareness (TOMA).

However, in Ghana, the context and culture of the country present a unique opportunity for businesses to tap into the power of local influencer marketing and scale their businesses. Building lasting connections with their target market and creating a more meaningful impact.

The Ghanaian context

My master’s dissertation on the topic a few years ago, revealed a unique trend when it comes to influencer marketing in Ghana. All over the world, and in many kinds of research carried out around the globe, influencers exert influence and are accepted usually because of some perceived credibility. However, it is not the case in Ghana. My research revealed that while this is not the case here, It is not necessarily a disadvantage. Instead, The average Ghanaian often values friendships and community bonds as a way of accepting influence. Hence, local influencers usually form strong relationships with their followers/communities which can be highly effective in driving marketing campaigns.

But it’s not simply about finding “any” influencer. It is imperative to identify the right influencer for your brand and niche, one that resonates with your target audience and produces content that aligns with your values and their “taste buds”. Building a strong relationship with that influencer is also important. It’s about giving them something of value in return for their endorsement of your brand.

Benefits of influencer marketing to Brands in Ghana

One of the significant benefits of leveraging influencer marketing for brands in Ghana is the deep understanding that local influencers possess of their communities and the cultural nuances that shape them. Despite trust not being the primary factor that influences community members in Ghana to follow an influencer, these influencers have still managed to cultivate a dedicated following of engaged individuals who seek their guidance and recommendations, resulting in a loyal and almost cult-like following.

Additionally, social media has become the first point of reference for many people when they hear about brands. They check out their social media to get a sense of who they are and what they do. In doing so, the “numbers” on they play an important role in the perceptions formed about your business in that instance. Influencers in Ghana have a highly engaged audience, and partnering with them can help brands increase engagement with their target audience. By creating engaging content that resonates with the audience, brands can increase their followers’ engagement with their brand.

Furthermore, influencers are noted for increasing the brand awareness of their clients — a no-brainer in this digital ecosystem. However, the influence transcends this. Many studies reveal their ability to first engender purchase intentions amongst the targets which ultimately leads to making purchasing decisions. By partnering with influencers, brands can increase their visibility and raise awareness of their products and services and also directly increase sales.

Lastly, influencer marketing offers a relatively cheaper alternative to reach your target audience. A rather controversial assertion some may say. However, unlike traditional advertising methods, influencer marketing allows brands to reach a larger audience at a lower cost. Influencers give brands access to more eyeballs than most traditional forms of advertising and offer an emotional connection that traditional advertising platforms may not necessarily have.

Ultimately…

Influencer marketing has become an indispensable marketing strategy for both brands in Ghana and worldwide. The Ghanaian context presents a unique opportunity for brands to leverage the power of local influencer marketing to grow their businesses. By partnering with the right influencers who have a deep understanding of their communities, brands can tap into the loyal and engaged following of these influencers to increase engagement, and brand awareness, and ultimately, drive sales.

Thus, brands in Ghana should consider influencer marketing as a valuable tool in their marketing arsenal and take advantage of its benefits to achieve top-of-mind awareness and scale their businesses.