How to Choose the Right Content Creator for Your Brand. (Why That Viral Video Did Not Sell One Bottle of Drink)

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How to Choose the Right Content Creator for Your Brand. (Why That Viral Video Did Not Sell One Bottle of Drink)

You know how Nigerians love to chase trends. One day everybody is doing the Zanku dance, next week we have moved to something else. Same thing happens with brand marketing in this our country.

Let me tell you what happened to one small drink company in Lagos in 2017. These people had good product oh. The drink was sweet, the price was fair, and they even used local ingredients. But nobody knew them from Adam. Their Instagram page was as dry as harmattan season.

So they had a meeting. Should we pay one popular comedian to advertise for us one time, or should we find someone to represent our brand long term? They chose the comedian.

The guy did his thing. He made one funny skit with their drink. Lagosians shared it like fire. The video got thousands of views, people were commenting left and right, their website traffic went up like rocket. The brand people were feeling like they had arrived.

Two weeks later, wahala. Sales came back down. The hype died. People remembered the joke but forgot the drink completely.

But this same company, they learned their lesson. Six months later, they tried again. This time, they found one lifestyle girl on Instagram. She was not Tiwa Savage or anything, but her followers trusted her well well. Instead of just posting one advertisement, she made the drink part of her life. She was drinking it in the morning, carrying it to parties, even showing it when she was arranging her fridge. Her followers started asking her where to buy the thing. Some of them even started posting it on their own pages.

That was when sales really started moving. And it did not come down again.

You see the difference? The comedian was like fireworks during New Year. Big noise, bright lights, then darkness. The lifestyle girl was like the street light on your street. Always there, showing you the way home every night.

But not every influencer can sell your product for you. I remember one time we worked with one big musician. The guy had millions of followers, more than some Nollywood stars. But he could not sell ordinary pure water for us. His fans loved his music, but they did not care what he was drinking or wearing. We learned that plenty followers without connection is just noise.

So how do you choose the right person?

First thing, check if the person fits your brand. If you are selling expensive cream for rich women, do not pick someone known for making rough jokes. If you are selling tech gadgets, find someone who already talks about gadgets and innovations.

Next, look at how people respond to their posts. Not just likes oh. Are people commenting real comments? Are they sharing the posts? Are they asking questions? Are they buying things the person recommends?

Last thing, think about the future. One time post might help you test the waters. But if you want customers who will keep buying and bringing their friends, you need someone who can grow with your business. Someone whose followers see them as trusted friend, not just advertisement board.

I have seen brands waste millions chasing celebrity names. I have also seen small businesses blow up because they found one micro-influencer who genuinely loved their product and showed it.

The real choice is not between spending small money or big money. The choice is between being noticed today and being remembered tomorrow.

Make your choice wisely. End.

Facebook: Jbm Advertising Agency

Words that sell. Stories that stick. Strategy that works. That’s how I write. That’s how we win.

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