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Building Yourself as an Influencer, is More of a Long Game Than a Sprint — Gad Rogers

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The introduction of the internet birthed social media. Can you remember a time before social media? Whether you can or can’t, one thing’s for sure, social media has changed the way we live, communicate, and promote our businesses. Social media’s infiltration into the lives of internet users has been on the rise. The latest figures show that there are over 3.78 billion social media users globally in 2021—a five percent increase from a year ago.

Social media comes in many forms, including blogs, forums, business networks, photo-sharing platforms, social gaming, microblogs, chat apps, and last but not least social networks. In this article, I will focus on social networks.

Social networking websites are enabling users to build social networks or social relations with other users who share similar personal or career interests, activities, backgrounds, or real-life connections. Currently, the popular social networking websites include but are not limited to; Facebook, WhatsApp, LinkedIn, Twitter, Snapchat, Instagram, and Pinterest. Facebook of all dominates as the most used social networking platform globally.

The existence of these social media platforms, they have created a lot of opportunities, and in this article, I will look particularly at “Influencers’.

Influencers in social media are people who have built a reputation for their knowledge and expertise on a specific topic. They utilize a variety of social media platforms to express their opinions on specific brands, products, or services, consequently influencing their captive audience. They regularly make posts about that topic across their social media channels and generate large followings of enthusiastic, engaged people who pay close attention to their views. Brands love them a lot because they can create trends and encourage their followers to buy products or acquire services they promote.

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The concept of an influencer is simple – a person honestly reviews and discusses products/services with their audience. By doing so, they build a relationship of trust with their audience and gain a following.

Influencers are separated into different types — by follower count, type of content, level of influence as well as the niche in which they operate. They are characterized by Nano-influencers (1K–10K followers), Micro-influencers (10K–100K followers), Macro-influencers (100K–1M followers), and Mega influencers (1M+ followers).

So why not talk to one of the renowned young influencers in Uganda.

We caught up with Gad Rogers, he is one of the most renowned influencers besides him being a peer educator and an activist. He is a Micro-Influencer with a following of 61.3K followers on Twitter, 20K followers on Facebook, and over 10K followers on Instagram.

Gad told PC Tech Magazine that he joined social media just to connect with family and friends, just like any other person would do but as his platforms began gaining a lot of followers, he was introduced to the world influencing. What started out as fun to him, is today a source of living and passion to him. Here’s our phone chat with him;

1. How did you come to be a social media influencer and have you decided to influence the rest of your life?

I joined social media to connect with my friends and family but in the process, people got to know about me and I began to gain many followers on Facebook, Instagram, and Twitter. Where there’s fame, there are followers, and where there are followers, there is money. So I see influencing remaining part of my life.

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2. What type of content do you produce and what are the objectives on which you work?

I mainly post interactive content so as I can be in the position of getting a lot of engagement with my audience who can then go ahead and purchase a product or service I might be influencing. My objective is to close the gap between clients and their customers by heightening brand awareness and increase social community size.

3. What platforms do brands usually want you to use to promote their products or services?

For most of the influencing work, I use Twitter the most. But I also use Facebook and Instagram.

4. What type of collaborations do you prefer?

I like collaboration with brands that offer solutions to my community. Brands that stand for the value of my followers.

5. How much do you charge per collaboration?

Every collaboration comes with its own quotation, it all depends on the campaign and how long it will take. But I am very affordable. (Laughs….)

6. When would you decline a collaboration?

When the collaboration isn’t in line with what I and my followers believe in. Mostly political collaborations, when it comes to covering up for corrupt leaders in our communities or government officials, that I won’t work for.

7. Which previous collaborations have been your most successful?

I have collaborated with many brands and I have seen success in most of them. Brands like MTN Uganda, Jumia Uganda, the National Information Technology Authority (NITA) Uganda, and some Non-Government organizations, to mention a few. All I can say is that the brands I have worked with, it all turns out to be successful. Am happy, the client is happy. It is a win-win.

See also  Social and live stream commerce rose by 45 percent last year
Gad Rogers has influenced for brands like MTN Uganda. (PHOTO: Gad Rogers)
Gad Rogers has influenced for brands like MTN Uganda. (PHOTO: Gad Rogers)

8. What is the number 1 key to your influencer marketing?

I take my followers first.

9. As a social media influencer has the ban of Facebook in Uganda affected what you do?

The ban on Facebook has affected everyone. I have some platforms that I run as an administrator on Facebook and right now it’s very hard to target the audience in Uganda since everyone is using Virtual Private Networks (VPNs).

10. Name five influencers that you would collaborate with?

I can’t tell because my fellow influencers all work and deliver well. All I want is to see if we as influencers can have a platform that brings us together to see how we can grow both financially and socially. Building yourself up as a social media influencer is more of a long game than a sprint. Do it right and you’ll be able to be your own boss.

Here is an Infographic on how to become a social media influencer like Gad Rogers.

source: dollarsprout
source: dollarsprout

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Social Media Marketing Trends To Watch In 2022

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Marketers aren’t clairvoyant but they can keep a finger on the pulse of trends. To help brands stay ahead of the competition, HubSpot Blog surveyed more than 1,000 global marketers from B2B and B2C brands and a handful of industry experts to create a 2022 marketing trends guide, covering privacy and AI to social media and SEO. Ahead we break down HubSpot’s findings on social media marketing trends.

As HubSpot notes, 79 percent of Americans have some type of social media account while there are 3.7 billion social media users worldwide, making it a regular part of people’s lives and a critical tool in enhancing any marketing strategy.

Live Content Will Be A Leading Social Media Format

Among the social media marketers HubSpot polled, 68 percent reported that audio chat rooms such as Clubhouse are the most effective social media content while 59 percent report the same for live video.

Ninety-six percent of those investing in live audio content intend on spending the same amount or more on it through 2022. Live video, on the other hand, is reported by 9 percent of respondents as driving the largest return on investment (ROI) of all social media formats. These formats enable brands to connect directly with audiences in a meet-them-where-they-are context while discussions range from current issues and events to the brand’s stance on those issues to the products and services themselves. 

The authenticity and dynamic nature of this format can’t be matched as heart-to-heart conversations may be interspersed with expert opinions, Q&A-style discussions, how-tos and entertainment.

TikTok Will Continue To Gain Brand Interest

TikTok began to go viral roughly three years ago, sparking a new medium through which brands can connect with audiences without sounding sales-y. The social media app now boasts 1 billion global users and caters to a vast array of audiences. Having recently launched a number of advertising and marketing features for businesses and creators, TikTok has positioned itself front-and-center in the race to secure the highest quality content, the highest number of users and creators and brands that will continue engaging with it for marketing purposes.

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Sixty-seven percent of marketers intend on increasing their TikTok investment in 2022 and 10 percent of marketers who employ some sort of social media into their overall marketing strategy intend on investing the most in TikTok throughout 2022.

Most Marketers Will Concentrate On Three To Five Social Media Platforms

Of those social media marketers polled, 64 percent use three to five platforms, 11 percent use one or two, and 7 percent use seven or more. Managing three to five platforms allows brands to expand their reach to a variety of audiences while allowing for their marketers to engage with each one without exhausting their bandwidth or producing low-quality content.

In order for a brand to determine how many platforms to be on, i.e., how able a social media marketing team will be at building an effective and engaging strategy, HubSpot suggests answering the following:

  • How many social media marketers are on your team?
  • Which social media platforms have audiences that best align with your brand’s targets?
  • How much time will it take to master a strategy on each of the platforms?
  • Which platforms, if any, will not benefit the overall marketing strategy right now?
  • Which platform’s content, if any, can be easily repurposed? (such as TikTok and YouTube Shorts)

Influencer Marketing Will Evolve From Trend To Common Marketing Tactic

When HubSpot asked global marketing professionals which trends they planned to invest in for 2022, 34 percent said influencer marketing, ranking it first and above other trends like mobile web design and short-form video marketing.

While 57 percent of respondents that currently leverage influencer marketing say influencer marketing is effective, 46 percent of them plan to increase their investments in 2022. Additionally, 11 percent say influencer marketing is the top ROI-generating trend they’ve tested.

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More than 56 percent of marketers who invest in influencer marketing work with micro-influencers, according to HubSpot.

Video Marketers Will Keep Content Short

HubSpot found that short-form content is the second most effective trend marketers are currently utilizing. Short-form content requires less bandwidth and aligns well with the fast-paced attention spans of online audiences in a variety of demographics

More than 31 percent of global marketers currently invest in short-form video content, 46 percent of them consider the strategy effective when it comes to performance and engagement. In addition, next year 89 percent of global marketers plan to continue investing in it or increase their investment.

Permanent Social Media Posts Could Overtake Ephemeral Content

Brands have observed that permanent social media content—namely standard posts, videos and live events that live on a platform’s feed and can be viewed again days later—might be more effective than ephemeral content such as Instagram Stories and Snapchat.

HubSpot’s survey results show that 44 percent of global marketers plan to increase their investment in permanent social media content, while 8 percent say it generates the most ROI compared to other marketing strategies they leverage. Meanwhile, 25 percent of respondents cited ephemeral content as the “least effective” trend they invested in.

Lastly, 37 percent of marketers said they plan to decrease their investment in ephemeral content.

However, HubSpot cautions against writing off ephemeral content completely as it can still provide other brand awareness benefits and unique content experiences.

According to Kelly Hendrickson, a social media marketing manager at HubSpot, Instagram Stories’ fleeting design and fun editing options give brands a new strategy for producing content that varies from their other social media content.

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“Instagram can organically serve up a wall post across a wide span of time, so there’s less of an opportunity for brands to be timely (who wants to see New Year’s post when they’ve already given up on their resolutions?!). Since Instagram users are more active on weekdays, during the standard workday, it seems users are looking for a break,” Hendrickson said.

Hendrickson urges marketers to remember that the combination of a running clock and a lively audience presents a big opportunity for brands to lean into quick, in-the-moment content that showcases the light-hearted side of their brand, adding that succinctness and clarity are key in content.

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Getting the Most Out of Shopify

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The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events
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4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

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The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events
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4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

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Ifeoma Ozoma: US tech whistleblower helping others speak out

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Being a whistleblower comes down to careful preparation but also an eye trained for dirty tricks, said Ifeoma Ozoma, an ex-employee of several Silicon Valley giants turned revealer of tech world wrongdoing.

“I planned it like a program or product launch. Obviously the experience is something very personal, but I approached it like work,” she told AFP.

While Facebook whistleblower Frances Haugen has become a figurehead for the fight against social media’s faults, there are others in the tech world, like Ozoma, who have also taken big risks to stand up.

An African-American, former policymaker relations specialist for Google, Pinterest and Facebook, she continues to work for ethics in tech, but from the outside, via her consulting firm Earthseed.

She has marked a first big success via the recent adoption in California of a law she co-sponsored, called “Silenced No More.”

Starting in January, this law will prohibit employers from using confidentiality clauses to prevent victims of harassment or discrimination in the workplace from speaking out.

In mid-October, she posted online a guide for whistleblowers.

“The difference with tech companies and other industries is on the power that they wield, but also they pretend they’re better for workers, consumers, society than more traditional industries,” she told AFP. “That’s just not borne out in reality.”

– Keep the emails –

A Yale University graduate in political science, the 29-year-old was born in Alaska to Nigerian immigrants.

She left Pinterest at the end of May 2020, with six months of salary, after months of making complaints internally and also to the state of California, accusing the social network of discrimination and racist retaliation.

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She said the company paid her less than if she had been a man, but she also complained about their lack of action after a colleague posted her personal details online to expose her to anonymous harassment.

In mid-June 2020, as the Black Lives Matter anti-racism movements were in full swing in the United States, her damning account on Twitter of her experience sparked a scandal for the company that had largely avoided controversy.

“Pinterest, told a number of reporters that the CEO had no knowledge of me being doxxed… and I was essentially making up a story about him being aware,” Ozoma said.

“I knew that it was something that would probably come up later. And so I had the emails,” she added.

The accused firms try to discredit whistleblowers by many means, said Libby Liu, the director of Whistleblower Aid which is working with Haugen.

“They will throw up against the wall every discrediting thing they can think of, through like every media organization on the face of the Earth,” she added.

– Losing their health insurance –

The whistleblowers that come forward often have a lot to lose.

“Just one example here in the United States — because our health care is tied to our employment — when you decide to whistle blow, you’re also making a decision for yourself and for your family to lose access to your health insurance,” Ozoma said.

“That is not a small thing to ask of people,” she added.

Whistleblower leaks and damning media reports have tarnished Big Tech’s image, but they have had limited tangible consequences for Silicon Valley.

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In fact, Haugen’s oft-repeated accusation that Facebook puts profits over safety is not entirely new.

“There are countless nonprofit organizations and reporters, who reported on the exact same thing for years,” said Ozoma. “It remains to be seen whether anything fruitful will come of it.”

But from anti-sexism protests at Google in 2018 to warnings from former top Facebook officials, the pressure for change is steady.

After Ozoma spoke out at Pinterest, other female workers did too.

The company paid $22 million in December 2020 to Francoise Brougher, its white, former COO to settle a gender discrimination lawsuit.

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