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    EC Sets programme and polling date for Bukimbiri County Parliamentary by-election 

    EC Sets programme and polling date for Bukimbiri County Parliamentary by-election

    Soroti City East By-elections: EC sets Tentative but Statutory deadline as Justice Byabakama Preaches fairness and Free process

    Soroti City East By-elections: EC sets Tentative but Statutory deadline as Justice Byabakama Preaches fairness and Free process

    More Clout: Stanbic Bank’s CEO Anne Juuko Business Leadership Skills Continues to Star, wins at the ABLA

    More Clout: Stanbic Bank’s CEO Anne Juuko Business Leadership Skills Continues to Star, wins at the ABLA

    Electoral Commission Issues Detailed 2022 Guidelines for Women Councils and Committees From Village to District Levels

    Electoral Commission Issues Detailed 2022 Guidelines for Women Councils and Committees From Village to District Levels

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

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

    Still on MPs` Salary Upsurge? Well, Hon. Speaker Anita Among`s UGX2.5Bn New Mercedoz Finally Jet into the Country! 

    Still on MPs` Salary Upsurge? Well, Hon. Speaker Anita Among`s UGX2.5Bn New Mercedoz Finally Jet into the Country!

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    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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    To Connect the Unconnected with Innovations towards Inclusive Growth

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    Fresh Dairy donates classroom desks to Kirinya Catholic Primary School

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    We Told You: Juliana Kanyomozi, a Conduit of Cold War between Swangz and Fenon Events Confirms her Return to Stage 

    We Told You: Juliana Kanyomozi, a Conduit of Cold War between Swangz and Fenon Events Confirms her Return to Stage

    Isaac Rucci: Minister Among has a Sinister Agenda to Gag UMA Elections just to Avert the Bobi Wine Factor in the Industry

    Isaac Rucci: Minister Among has a Sinister Agenda to Gag UMA Elections just to Avert the Bobi Wine Factor in the Industry

    Final Whistle: UMA and NCF Floor UNCC as Ministry of Gender, Labor and Social Development Okays 28th June as Date for New Leaders Elections

    Final Whistle: UMA and NCF Floor UNCC as Ministry of Gender, Labor and Social Development Okays 28th June as Date for New Leaders Elections

    English Whistle: Englishman Anthony Woodthorpe Won’t Stomach Stubbornness at Rugby Africa Cup in France 

    English Whistle: Englishman Anthony Woodthorpe Won’t Stomach Stubbornness at Rugby Africa Cup in France

    Never Say Never: Doreen Kabareebe to finally Represent Uganda at the MS International Beauty Pageant

    Never Say Never: Doreen Kabareebe to finally Represent Uganda at the MS International Beauty Pageant

    Good to Fly: Crested Cranes CECAFA SWC Triumph Signals a Ready Team for the Morocco Bound AFCON

    Good to Fly: Crested Cranes CECAFA SWC Triumph Signals a Ready Team for the Morocco Bound AFCON

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    NWSC Improves Apac Water Supply with over 150 Kms of Main Extensions to Cover 60% of the Quantity Projected 

    NWSC Improves Apac Water Supply with over 150 Kms of Main Extensions to Cover 60% of the Quantity Projected 

    Expert adds Scientific Angle to NCS’s Witchcraft Scandal without Dismissing the Vice as a Big Pass time for Africans

    Expert adds Scientific Angle to NCS’s Witchcraft Scandal without Dismissing the Vice as a Big Pass time for Africans

    Covid-Funds-Theft Records: Top Health Ministry Officials Stuck with UGX52Bn Loot as Districts Jam to Account for Air 

    Covid-Funds-Theft Records: Top Health Ministry Officials Stuck with UGX52Bn Loot as Districts Jam to Account for Air

    National Water and Sewerage Corporation Technical Staff’ Skills Enhanced for Better Service Delivery 

    National Water and Sewerage Corporation Technical Staff’ Skills Enhanced for Better Service Delivery

    The Story: How Nabilah’s Sobbing Husband Ssempala Left a Hole into which Barya Slipped and Filled

    The Story: How Nabilah’s Sobbing Husband Ssempala Left a Hole into which Barya Slipped and Filled

    U`re Hypocrites: Ugandan Socialite Zaituni Kirigwajjo aka Zari Freezes her Appearances on all Uganda Events 

    U`re Hypocrites: Ugandan Socialite Zaituni Kirigwajjo aka Zari Freezes her Appearances on all Uganda Events

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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

  • 2021 Uganda Elections
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    EC Sets programme and polling date for Bukimbiri County Parliamentary by-election 

    EC Sets programme and polling date for Bukimbiri County Parliamentary by-election

    Soroti City East By-elections: EC sets Tentative but Statutory deadline as Justice Byabakama Preaches fairness and Free process

    Soroti City East By-elections: EC sets Tentative but Statutory deadline as Justice Byabakama Preaches fairness and Free process

    More Clout: Stanbic Bank’s CEO Anne Juuko Business Leadership Skills Continues to Star, wins at the ABLA

    More Clout: Stanbic Bank’s CEO Anne Juuko Business Leadership Skills Continues to Star, wins at the ABLA

    Electoral Commission Issues Detailed 2022 Guidelines for Women Councils and Committees From Village to District Levels

    Electoral Commission Issues Detailed 2022 Guidelines for Women Councils and Committees From Village to District Levels

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

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

    Still on MPs` Salary Upsurge? Well, Hon. Speaker Anita Among`s UGX2.5Bn New Mercedoz Finally Jet into the Country! 

    Still on MPs` Salary Upsurge? Well, Hon. Speaker Anita Among`s UGX2.5Bn New Mercedoz Finally Jet into the Country!

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Tech
    • All
    • Apps
    • Gadget
    • Mobile
    • Startup
    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

    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

    Vincent Omoth – Marketing Manager Fresh Dairy (L) hands over 20 classroom desks to Head Teacher Kirinya Catholic School

    Fresh Dairy donates classroom desks to Kirinya Catholic Primary School

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
  • Entertainment
    • All
    • Gaming
    • Movie
    • Music
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    We Told You: Juliana Kanyomozi, a Conduit of Cold War between Swangz and Fenon Events Confirms her Return to Stage 

    We Told You: Juliana Kanyomozi, a Conduit of Cold War between Swangz and Fenon Events Confirms her Return to Stage

    Isaac Rucci: Minister Among has a Sinister Agenda to Gag UMA Elections just to Avert the Bobi Wine Factor in the Industry

    Isaac Rucci: Minister Among has a Sinister Agenda to Gag UMA Elections just to Avert the Bobi Wine Factor in the Industry

    Final Whistle: UMA and NCF Floor UNCC as Ministry of Gender, Labor and Social Development Okays 28th June as Date for New Leaders Elections

    Final Whistle: UMA and NCF Floor UNCC as Ministry of Gender, Labor and Social Development Okays 28th June as Date for New Leaders Elections

    English Whistle: Englishman Anthony Woodthorpe Won’t Stomach Stubbornness at Rugby Africa Cup in France 

    English Whistle: Englishman Anthony Woodthorpe Won’t Stomach Stubbornness at Rugby Africa Cup in France

    Never Say Never: Doreen Kabareebe to finally Represent Uganda at the MS International Beauty Pageant

    Never Say Never: Doreen Kabareebe to finally Represent Uganda at the MS International Beauty Pageant

    Good to Fly: Crested Cranes CECAFA SWC Triumph Signals a Ready Team for the Morocco Bound AFCON

    Good to Fly: Crested Cranes CECAFA SWC Triumph Signals a Ready Team for the Morocco Bound AFCON

  • Lifestyle
    • All
    • Fashion
    • Food
    • Health
    • Travel
    NWSC Improves Apac Water Supply with over 150 Kms of Main Extensions to Cover 60% of the Quantity Projected 

    NWSC Improves Apac Water Supply with over 150 Kms of Main Extensions to Cover 60% of the Quantity Projected 

    Expert adds Scientific Angle to NCS’s Witchcraft Scandal without Dismissing the Vice as a Big Pass time for Africans

    Expert adds Scientific Angle to NCS’s Witchcraft Scandal without Dismissing the Vice as a Big Pass time for Africans

    Covid-Funds-Theft Records: Top Health Ministry Officials Stuck with UGX52Bn Loot as Districts Jam to Account for Air 

    Covid-Funds-Theft Records: Top Health Ministry Officials Stuck with UGX52Bn Loot as Districts Jam to Account for Air

    National Water and Sewerage Corporation Technical Staff’ Skills Enhanced for Better Service Delivery 

    National Water and Sewerage Corporation Technical Staff’ Skills Enhanced for Better Service Delivery

    The Story: How Nabilah’s Sobbing Husband Ssempala Left a Hole into which Barya Slipped and Filled

    The Story: How Nabilah’s Sobbing Husband Ssempala Left a Hole into which Barya Slipped and Filled

    U`re Hypocrites: Ugandan Socialite Zaituni Kirigwajjo aka Zari Freezes her Appearances on all Uganda Events 

    U`re Hypocrites: Ugandan Socialite Zaituni Kirigwajjo aka Zari Freezes her Appearances on all Uganda Events

    Trending Tags

    • Golden Globes
    • Game of Thrones
    • MotoGP 2017
    • eSports
    • Fashion Week
  • Opinions
    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

  • 2021 Uganda Elections
No Result
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The Investigator News
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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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  • Entertainment2022.06.28We Told You: Juliana Kanyomozi, a Conduit of Cold War between Swangz and Fenon Events Confirms her Return to Stage
  • Entertainment2022.06.28Isaac Rucci: Minister Among has a Sinister Agenda to Gag UMA Elections just to Avert the Bobi Wine Factor in the Industry
  • Featured2022.06.24Stop Right There: Finance tells EC to Suspend Programme for Women Councils and Committees Elections
  • Entertainment2022.06.24Final Whistle: UMA and NCF Floor UNCC as Ministry of Gender, Labor and Social Development Okays 28th June as Date for New Leaders Elections
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