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    Deal: Over 50,000 Housing Units to be supplied as NWSC and NHCC Sign Water Partnership MOU

    From Streams to Screens: Here Unveiling the IT and Digital Transformation of Uganda`s National Water and Sewerage Corporation Corp

    Stealing A Glance at Balokole Polls: Pastor Kyazze Takes Early Lead as Bisiyaga Assumes the Center Stage at The Election of New Leadership Today

    Stealing A Glance at Balokole Polls: Pastor Kyazze Takes Early Lead as Bisiyaga Assumes the Center Stage at The Election of New Leadership Today

    Fake Blackmail: Let Ham Deliver Nakivubo Stadia instead of Labeling Bond Okello, Audrine Nsubuga Unpatriotic

    Fake Blackmail: Let Ham Deliver Nakivubo Stadia instead of Labeling Bond Okello, Audrine Nsubuga Unpatriotic

    Heroine! Presidency Minister Milly Babalanda Saves Kyabazinga from Physical Assault at the Canada Busoga Symposium

    Heroine! Presidency Minister Milly Babalanda Saves Kyabazinga from Physical Assault at the Canada Busoga Symposium

    All Royal: HRH Kamuswaga Concludes His Official Trip to California with Lots of Investors` Attraction to Kooki Kingdom

    All Royal: HRH Kamuswaga Concludes His Official Trip to California with Lots of Investors` Attraction to Kooki Kingdom

    Of Daily Monitor’s 30th Well-Earned Birth Bazaar And the Tough Scribes That Have kept M7`s Sleep in Constant Check

    Of Daily Monitor’s 30th Well-Earned Birth Bazaar And the Tough Scribes That Have kept M7`s Sleep in Constant Check

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    Digital Technologies Could Help Uganda’s Economy Recover Faster

    Digital Technologies Could Help Uganda’s Economy Recover Faster

    Liquid Telecom to host first cloud event of its kind in Uganda

    Liquid Telecom to host first cloud event of its kind in Uganda

    TECNO Mobile Uganda Skills Graduates Through Its Graduate Trainee Program

    TECNO mobile Uganda skills graduates through its graduate trainee program

    UNBS closes Sunshare factory over failure to comply with Standards

    UNBS closes Sunshare factory over failure to comply with Standards

    Outgoing PRAU President Cynthia Mpanga (right) hands over the key to new PRAU President Sarah Kagingo as PRAU Patron Min. Frank Tumwebaze looks on

    Hon. Frank Tumwebaze graces PRAU Governing Council Handover Ceremony

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    Together for a National Cause: Tourism Minister Martin Bahinduka and Miss Uganda Beauty Queens Unite for a Charitable Safari Adventure

    Together for a National Cause: Tourism Minister Martin Bahinduka and Miss Uganda Beauty Queens Unite for a Charitable Safari Adventure

    Unveiling the Truth: My Nyege-Nyege experience revealed how the festival provides a liberating atmosphere and attracts a diverse crowd

    Unveiling the Truth: My Nyege-Nyege experience revealed how the festival provides a liberating atmosphere and attracts a diverse crowd

    Paul Joseph Put Together: As the Football Loving Nation Beholds his Already Tainted, Convicted Criminal Record, Ugandan Fans Wait to See their New Coach

    Paul Joseph Put Together: As the Football Loving Nation Beholds his Already Tainted, Convicted Criminal Record, Ugandan Fans Wait to See their New Coach

    A Useless Sports Forum: Very High-Profile and Very Useless Sports Meeting Without Fruitful Expectations Save for Opening Wounds – Both Old and Fresh

    A Useless Sports Forum: Very High-Profile and Very Useless Sports Meeting Without Fruitful Expectations Save for Opening Wounds – Both Old and Fresh

    Big Seal Loading: Held as Interim, Morley Byekwaso and Team Take to the Pitch for Appraisals as they hopefully Affix Coaching Job Signatures with Cranes

    Big Seal Loading: Held as Interim, Morley Byekwaso and Team Take to the Pitch for Appraisals as they hopefully Affix Coaching Job Signatures with Cranes

    To Hell with You: Indigenous Qualified Ugandans Shun Fufa Application Call for Cranes Head Couch Saying it was Lined-up for Only Non-Nationals

    To Hell with You: Indigenous Qualified Ugandans Shun Fufa Application Call for Cranes Head Couch Saying it was Lined-up for Only Non-Nationals

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    NWSC Graduates Second Troop of Staff members with Master’s Course in Sanitation at the Institute of Water Education in the Netherlands

    NWSC Graduates Second Troop of Staff members with Master’s Course in Sanitation at the Institute of Water Education in the Netherlands

    A Silent Boy-Child Killer Exposed: Unveiling Brenda, A Gorgeous City Dove at Whose S3X Network a Formidable Corporate Figure Donny Nearly Collapsed Dead

    A Silent Boy-Child Killer Exposed: Unveiling Brenda, A Gorgeous City Dove at Whose S3X Network a Formidable Corporate Figure Donny Nearly Collapsed Dead

    Trouble as Ministry of Internal Affairs is drawn into a High-Stakes Child Custody Battle Involving a Prominent City Car Dealer being Accused of Immigration Influence

    Trouble as Ministry of Internal Affairs is drawn into a High-Stakes Child Custody Battle Involving a Prominent City Car Dealer being Accused of Immigration Influence

    Tribute to Elly Wamala: Remembering the Ever-Green Icon, the Father of Uganda’s Music Recording Industry and His Unforgettable Legacy

    Tribute to Elly Wamala: Remembering the Ever-Green Icon, the Father of Uganda’s Music Recording Industry and His Unforgettable Legacy

    Musambwa Goes Dormant: Government Soldiers Secure Buganda’s Mysterious Shrine Amidst Renovations of Mandela National Stadium”

    Musambwa Goes Dormant: Government Soldiers Secure Buganda’s Mysterious Shrine Amidst Renovations of Mandela National Stadium”

    Finding Peace and Healing: Sleeping with your biggest enemy sounds illogical! It is hard to safely put up with the real source of the trauma but…

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    UNBS closes Sunshare factory over failure to comply with Standards

    UNBS closes Sunshare factory over failure to comply with Standards

    UG Pineapple at B&W

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    To Connect the Unconnected with Innovations towards Inclusive Growth

    To Connect the Unconnected with Innovations towards Inclusive Growth

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    Cindy Sanyu to headline Eastern Megafest

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    Deal: Over 50,000 Housing Units to be supplied as NWSC and NHCC Sign Water Partnership MOU

    From Streams to Screens: Here Unveiling the IT and Digital Transformation of Uganda`s National Water and Sewerage Corporation Corp

    Stealing A Glance at Balokole Polls: Pastor Kyazze Takes Early Lead as Bisiyaga Assumes the Center Stage at The Election of New Leadership Today

    Stealing A Glance at Balokole Polls: Pastor Kyazze Takes Early Lead as Bisiyaga Assumes the Center Stage at The Election of New Leadership Today

    Fake Blackmail: Let Ham Deliver Nakivubo Stadia instead of Labeling Bond Okello, Audrine Nsubuga Unpatriotic

    Fake Blackmail: Let Ham Deliver Nakivubo Stadia instead of Labeling Bond Okello, Audrine Nsubuga Unpatriotic

    Heroine! Presidency Minister Milly Babalanda Saves Kyabazinga from Physical Assault at the Canada Busoga Symposium

    Heroine! Presidency Minister Milly Babalanda Saves Kyabazinga from Physical Assault at the Canada Busoga Symposium

    All Royal: HRH Kamuswaga Concludes His Official Trip to California with Lots of Investors` Attraction to Kooki Kingdom

    All Royal: HRH Kamuswaga Concludes His Official Trip to California with Lots of Investors` Attraction to Kooki Kingdom

    Of Daily Monitor’s 30th Well-Earned Birth Bazaar And the Tough Scribes That Have kept M7`s Sleep in Constant Check

    Of Daily Monitor’s 30th Well-Earned Birth Bazaar And the Tough Scribes That Have kept M7`s Sleep in Constant Check

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Tech
    • All
    • Apps
    • Gadget
    • Mobile
    • Startup
    Digital Technologies Could Help Uganda’s Economy Recover Faster

    Digital Technologies Could Help Uganda’s Economy Recover Faster

    Liquid Telecom to host first cloud event of its kind in Uganda

    Liquid Telecom to host first cloud event of its kind in Uganda

    TECNO Mobile Uganda Skills Graduates Through Its Graduate Trainee Program

    TECNO mobile Uganda skills graduates through its graduate trainee program

    UNBS closes Sunshare factory over failure to comply with Standards

    UNBS closes Sunshare factory over failure to comply with Standards

    Outgoing PRAU President Cynthia Mpanga (right) hands over the key to new PRAU President Sarah Kagingo as PRAU Patron Min. Frank Tumwebaze looks on

    Hon. Frank Tumwebaze graces PRAU Governing Council Handover Ceremony

    UG Pineapple at B&W

    It was Blankets and Pineapple Waragi as SA’s Distruction Boys entertain Kampala

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
  • Entertainment
    • All
    • Gaming
    • Movie
    • Music
    Together for a National Cause: Tourism Minister Martin Bahinduka and Miss Uganda Beauty Queens Unite for a Charitable Safari Adventure

    Together for a National Cause: Tourism Minister Martin Bahinduka and Miss Uganda Beauty Queens Unite for a Charitable Safari Adventure

    Unveiling the Truth: My Nyege-Nyege experience revealed how the festival provides a liberating atmosphere and attracts a diverse crowd

    Unveiling the Truth: My Nyege-Nyege experience revealed how the festival provides a liberating atmosphere and attracts a diverse crowd

    Paul Joseph Put Together: As the Football Loving Nation Beholds his Already Tainted, Convicted Criminal Record, Ugandan Fans Wait to See their New Coach

    Paul Joseph Put Together: As the Football Loving Nation Beholds his Already Tainted, Convicted Criminal Record, Ugandan Fans Wait to See their New Coach

    A Useless Sports Forum: Very High-Profile and Very Useless Sports Meeting Without Fruitful Expectations Save for Opening Wounds – Both Old and Fresh

    A Useless Sports Forum: Very High-Profile and Very Useless Sports Meeting Without Fruitful Expectations Save for Opening Wounds – Both Old and Fresh

    Big Seal Loading: Held as Interim, Morley Byekwaso and Team Take to the Pitch for Appraisals as they hopefully Affix Coaching Job Signatures with Cranes

    Big Seal Loading: Held as Interim, Morley Byekwaso and Team Take to the Pitch for Appraisals as they hopefully Affix Coaching Job Signatures with Cranes

    To Hell with You: Indigenous Qualified Ugandans Shun Fufa Application Call for Cranes Head Couch Saying it was Lined-up for Only Non-Nationals

    To Hell with You: Indigenous Qualified Ugandans Shun Fufa Application Call for Cranes Head Couch Saying it was Lined-up for Only Non-Nationals

  • Lifestyle
    • All
    • Fashion
    • Food
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    NWSC Graduates Second Troop of Staff members with Master’s Course in Sanitation at the Institute of Water Education in the Netherlands

    NWSC Graduates Second Troop of Staff members with Master’s Course in Sanitation at the Institute of Water Education in the Netherlands

    A Silent Boy-Child Killer Exposed: Unveiling Brenda, A Gorgeous City Dove at Whose S3X Network a Formidable Corporate Figure Donny Nearly Collapsed Dead

    A Silent Boy-Child Killer Exposed: Unveiling Brenda, A Gorgeous City Dove at Whose S3X Network a Formidable Corporate Figure Donny Nearly Collapsed Dead

    Trouble as Ministry of Internal Affairs is drawn into a High-Stakes Child Custody Battle Involving a Prominent City Car Dealer being Accused of Immigration Influence

    Trouble as Ministry of Internal Affairs is drawn into a High-Stakes Child Custody Battle Involving a Prominent City Car Dealer being Accused of Immigration Influence

    Tribute to Elly Wamala: Remembering the Ever-Green Icon, the Father of Uganda’s Music Recording Industry and His Unforgettable Legacy

    Tribute to Elly Wamala: Remembering the Ever-Green Icon, the Father of Uganda’s Music Recording Industry and His Unforgettable Legacy

    Musambwa Goes Dormant: Government Soldiers Secure Buganda’s Mysterious Shrine Amidst Renovations of Mandela National Stadium”

    Musambwa Goes Dormant: Government Soldiers Secure Buganda’s Mysterious Shrine Amidst Renovations of Mandela National Stadium”

    Finding Peace and Healing: Sleeping with your biggest enemy sounds illogical! It is hard to safely put up with the real source of the trauma but…

    Finding Peace and Healing: Sleeping with your biggest enemy sounds illogical! It is hard to safely put up with the real source of the trauma but…

    Trending Tags

    • Golden Globes
    • Game of Thrones
    • MotoGP 2017
    • eSports
    • Fashion Week
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    UNBS closes Sunshare factory over failure to comply with Standards

    UNBS closes Sunshare factory over failure to comply with Standards

    UG Pineapple at B&W

    It was Blankets and Pineapple Waragi as SA’s Distruction Boys entertain Kampala

    To Connect the Unconnected with Innovations towards Inclusive Growth

    To Connect the Unconnected with Innovations towards Inclusive Growth

    Cindy Sanyu

    Cindy Sanyu to headline Eastern Megafest

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Raw Deal: Businesses cry Foul, says they Reap Zero out of Billions they Invest in ‘Influencers’ that Never Attract a Penny in Sales

June 6, 2022
inBusiness
Raw Deal: Businesses cry Foul, says they Reap Zero out of Billions they Invest in ‘Influencers’ that Never Attract a Penny in Sales

Social Media Influencers are the way to go but... (Internet Photo)

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KAMPALA, Uganda: Until very recently, top local companies had taken on influencing as a medium of marketing with a belief that one’s numbers on social media or ranking in the local entertainment industry would reflect and quadruple sales of their products, The Investigator reports.

In modernized economies, an influencer is someone in your niche or industry with sway over your target audience. `Professional` Influencers normally have specialized knowledge, authority or insight into a specific subject. Their pre-existing presence in a niche makes them a useful launching pad for brands in search of credibility.

However, in Uganda, several companies, most especially those dealing in Telecommunications, beverage, skin, body and sexual enhancing borrowed the cue and signed on many influencers. But this seem a raw deal for them as you will learn below.  With the emergence of social media and the impact of influencing impact in the marketing sphere, there was a mad rush into investing in the new marketing normal, thus the hunt for social media influencers locally.

Anyone with numbers on their social media handles, was a target, forgetting that many of our local entertainment personalities have teams and geeks who doctor figures. What they ignored was the fact that one must have established credibility in a specific industry, access to a huge legitimate audience that can persuade others to act, based on their recommendations.

In fact, influencer marketing is fast evolving to become a key tool in a company’s arsenal when done right. Indeed, influencing or rather having a ‘big’ personality endorse your product and post it on their social media pages, or appear on local TV, was initially believed to do wonders in marketing.

One of the most notable entertainment personalities to be endorsed by a company was the trio of Robert Ogwal aka Rasta Rob MC, the late Menton Summer and Emperor Orlando, who ‘sold’ Coca Cola, and then house hold skin product ‘Sirika Baby’ an on-road and stage marketing tool during their appearances or shows. For those who have been around for some time, you might remember a time when singer Jose Chameleon was endorsed to sell a certain alcoholic beverage, only days later to be caught on camera partaking a rivaling brand with relish.

Ugandan Social Media Influencers are getting it wrong (Internet image)

Fast forward, in an era where every media and entertainment personality own social media handles with ‘numbers’ assumed to drive sales, many have recruited these personalities going on to issue them cheques in millions of shillings per month, for appearance and performance. However, the trickledown effect on sales compared to the investment is almost nil.

A story is told of a controversial TV and local drama personality who was being paid over UGX5M to endorse health products, but failed to deliver even a single video promoting or engaging her audience about the same. She was fired three months later. The same applies to several Television personalities who have used their influence to lure companies into advertising on their respective U-Tube and other social media channels with a ploy to deliver sales.

Some of these influencers have indeed made the same companies that paid them for a service into a life ‘SOS’ of sorts. They have become an inconvenience for some beverage companies, most especially those dealing in alcoholic products who actually have run into debt after influencers overshot their ‘appearance’ budget.

Who doesn’t remember a time when a multitude of influencers would post pictures of them indulging in binges, yet in the confines of their homes instead of embarking on in-bar night runs? Eventually for lack of value for money, the project was abruptly discontinued. Those influencing for fashion houses haven’t spared their owners either, with complete wardrobe demands on a daily basis.

Ugandans ought to do it right (Courtesy Image)

A fast-food eatery and several restaurants have interesting stories to tell about how some influencers nearly run their kitchens empty. Yet surprisingly, some personalities with questionable history but general acceptance like Shanita Namuyimbwa, aka Bad Black, are generating sales whilst promoting sexual enhancing and bleaching products that she uses in her everyday life.

Multi Choice at one time found a marketing ‘gem’ in comedian Dickson Zizinga who, continues to comfortably ‘sell’ their seasonal promotions. However, these same advertisers are crying foul over what they now term ‘stupid’ marketing and advertising investments. 

The onus for influencer marketing visa vies the entertainment industry in Uganda, is for the major players to understand what the arrangement they have with companies. Their sole task is to bring sales but not drive companies and their products into oblivion or bankruptcy. The above concerns and more, were aired by the victims themselves on Friday June 3rd 2022, at Sheraton Hotel Kampala. This was via their annual `Marketers and Insurers Dinner`, this edition dedicated to `Influencers Marketing` topic.   

Author Profile

Jako David Waluluka
Jako David Waluluka
Mr. Jacko David Waluluka is another unique entertainment and general investigative news writer, a field he has diligently covered for over fifteen years. He’s also the Chief Administrator at The Investigator. He can easily be reached via [email protected]
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