The high internet connectivity in the country which stands at over 85 per cent has encouraged digital marketing which has currently become high demand in the country.
Amplified by the outbreak of the Covid-19 pandemic in 2020, the internet has allowed business owners to conveniently navigate the risk and expensive costs of owning physical commercial outlets.
A website is cheaper in comparison, and allows businesses to reach more people while physical stores are geographically restricted, but on the internet, you can reach and sell to people all over the globe.
Social media marketing provides companies with a way to engage with existing customers and reach new ones while allowing them to promote their desired culture, mission, or tone.
At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers individuals who have a dedicated social following and are viewed as experts within their niche.
In a nutshell, an influencer is anyone who earns money by influencing the buying habits of others.
For instance, among the highest paid influencers in Kenya TikToker and actress Azziad Nasenya’s rate card shows a person or company would have to part with Sh100, 000 for a single post on Facebook, Tik Tok and Instagram.
A week’s package costs Sh250, 000, while a monthly package for about two to three posts on each of her social media accounts would cost Sh500, 000.
America’s influencer Kylie Jenner, for example, reportedly makes more than $1 million for a single social media post. Meanwhile, top Tiktok influencer Loren Gray makes more than $53 million in a year.
Unfortunately, social media also has negative effects such as cyber-bullying, depression and anxiety, FOMO (Fear of Missing Out) and unrealistic expectations.
In depression and anxiety, social media lets you see the carefully selected best parts of everyone else’s lives, which you then compare to the negatives in your own life.
Comparing one’s self to other people is a sure path to anxiety and unhappiness, and social media has made this much easier to do.
Bullying was something that was only possible to do face-to-face. Nonetheless, now people can bully others online—anonymously or not.
Early last year Kenyan comedian David Oyando alias Mulamwah had quit comedy after a section of his online fans ganged up against him and reported his Twitter account that consequently got it suspended.
Additionally, fear of missing out is a form of anxiety that you get when you’re scared of missing out on a positive experience that someone else is having.
Unsurprisingly, it’s one of the most widespread negative effects of social media on society.
Further, unrealistic expectations are also a negative impact in social media.
People have been seen to post what is regarded as ‘soft life’ this can be an effect to some as the life presented might not be affordable to everyone.
One tends to forget some do not have authenticity, they only post parts of their life that they are happy and doing well.