Sesan Olukoya, a leading experiential marketing communications expert, has called for a redefinition of influence in Nigeria’s fast-evolving digital economy, warning that the current obsession with follower counts and viral stunts is diluting its true meaning.
In a recent statement, Olukoya argued that genuine influence—rooted in shaping thoughts, guiding behavior, and inspiring action—is being overshadowed by what he calls a “performance economy.”
Olukoya highlighted the stark contrast between authentic influence and the superficial metrics dominating platforms like Instagram and TikTok. “Scroll through your feed, and it’s a barrage of skin creams one day, sports betting codes the next, and cryptocurrencies by the weekend,” he said.
“Many influencers have become digital billboards, their voices sold to the highest bidder.” He pointed out that in Nigeria, macro-influencers often see engagement rates as low as 0.5–1%, well below the global benchmark of 2–5%, underscoring that millions of followers do not necessarily translate into meaningful impact or customer conversions.
Drawing a clear line between influencers and Key Opinion Leaders (KOLs), Olukoya emphasized that true influence lies in credibility, not just visibility. He cited examples like Aproko Doctor, whose health advice commands attention, Fisayo Fosudo, a trusted voice in gadget reviews, and Bizzle Osikoya, a pivotal figure in Nigeria’s music industry. “These are not just influencers; they are custodians of trust and culture,” Olukoya noted. “Their voices shape behavior and inform decisions, not just trend for a moment.”
The rise of “clout chasers”—content creators who prioritize shock value through stunts like jumping off buses or staging fake pranks—was another concern raised by Olukoya. He criticized brands for rewarding such antics with budgets simply because they generate fleeting attention. “What are they influencing, other than encouraging the next outrageous stunt?” he questioned.
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To address these challenges, Olukoya offered a roadmap for brands to rethink their approach to influencer marketing:
-Focus on purpose: Identify the specific behavior or belief a campaign aims to shift and align with voices that resonate authentically.
-Look beyond metrics: Treat engagement rates and reach as context, not definitive proof, and complement them with real-world tracking like promo codes or surveys.
-Prioritize credibility: A mid-tier KOL with deep community trust can outperform a macro-influencer with viral reach but low believability.
-Ensure accountability: Set clear KPIs, use audited metrics, and tie compensation to tangible business outcomes like leads or conversions.
-Balance short- and long-term goals: Use influencers for immediate campaigns but invest in long-term partnerships with credible voices to build lasting impact.
Olukoya’s bottom line was clear: “Influence without credibility is just content, easily lost in the scroll.” He urged marketers in Nigeria and beyond to shift their focus from chasing follower counts to seeking voices with deep trust. “Until we prioritize trust over hype, marketing budgets will keep funding noise instead of genuine persuasion,” he concluded.
Sesan Olukoya is the Managing Partner of 2020 Marketing
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