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OP-ED: Why Brands Need to Train Their Influencers

To maximize the potential of influencer marketing, brands should invest in periodic training sessions for their chosen influencers.

During an influencer briefing last week, one influencer commented, “I don’t see why I was invited to this briefing. I’m a TikToker; all you needed to do was send me the product, and I’d create content.”

This statement was quite disappointing and highlighted a gap in understanding and engagement within the influencer landscape in Uganda.

If you ask me, we still have a way to go to have better-defined influencer strategies. As you’ve seen 60% of TikTokers in Uganda, create content by dancing and casually placing a logo in the corner of their videos. Without caring about the music, or product —to them, as long as a song is trending, as long as a dance challenge is trending. While this might be effective for creating brand awareness, it falls short when it comes to driving conversions and actual ROI.

For brands aiming for awareness and conversions, I’d recommend a mix of content creators and influencers where influencers can amplify pre-created content and have their key performance indicators as reach and visibility.

Why do influencers need to understand your brand before you trust them to support it?

As a brand, influencers need to have a deep understanding of your product before promoting it.

1. Brand Knowledge: When influencers understand your brand’s details, they can speak authentically and confidently about it on their social platforms. This knowledge allows meaningful interactions, ensuring that their communication aligns with brand value. In addition, influencers can accurately represent the brand in aspects like language, dress code, and target audience.

2. Audience Trust: Audiences are more likely to trust and purchase from influencers who demonstrate a genuine understanding of the product. This familiarity builds credibility and trust.

3. Bridges the miscommunication gap: Briefings and training sessions can significantly reduce errors like misspelling brand names, using incorrect hashtags, or tagging the wrong brand pages. Proper education bridges gaps in communication and ensures consistent, accurate messaging.

4. Building a brand army: Influencers should be treated similarly to other key stakeholders, like media partners. Establishing strong relationships and partnerships with influencers can create a dedicated brand army, ready to advocate and promote your brand effectively.

To maximize the potential of influencer marketing, brands should invest in periodic training sessions for their chosen influencers. Equip them [influencers] with the knowledge and resources to support your marketing efforts fully. By doing so, brands ensure that influencers can authentically and effectively represent them, driving awareness and conversions.


Editor’s Note: By; Arinaitwe Ritah (X, @Rita_Arinaitwe)



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