INFLUENCER CULTURE IN NIGERIA – Genesis

Inside Nigeria Influencer culture
Inside Nigeria Influencer culture

Opening up any social media app and scrolling through your feed, it doesn’t take but a minute before you stumble across an influencer posting about the latest product in town, be it a wig, a pair of shoes, a new skincare product, or an alcoholic drink. Influencers are the new class of celebrities taking over our feeds and in some cases our hearts; but still, even as more people in Nigeria become digitized and the influencer job description grows in legitimacy and genuine currency (lots of it), the term carries with it a negative connotation.

Our world changes drastically as its technological development progresses. Amidst the rise of social media within the first decade of the 2000s  came this great leveling — the rise of ‘social media influencers’ which saw the everyday individual catapulted to fame.

Influencer’ is one of those words that has been rendered somewhat derogatory, owing in part to its ubiquity. The influencer is, firstly, both a lifestyle and occupation for one to aspire to, ( that is if you have the right elements to become one) and also a title to hate on if you’re unable to infiltrate this class of pseudo-celebs getting all the freebies from your favorite brands. Though the actual role of an influencer is simple – in essence, a contracted individual hired to promote a product or service, or ideology.

Amidst the rise of social media within the first decade of the 2000s  came this great leveling — the rise of ‘social media influencers’ which saw the everyday individual catapulted to fame.

Taking two steps back from the Influencers palava, with the advent of technology and social media, we’ve begun to attribute the worth of a person or idea to how well they fare on social media platforms – judging authenticity and relevance by how many likes, views, clicks, and shares it was able to garner. Now back to the Influencer gist, The more views an influencer gets on their page, the more brands trust that their products are getting to as many eyes as possible – it’s a simple marketing technique primed to generate more sales in this capitalistic ecosystem.

This isn’t to overlook an important ingredient in an influencer’s success story: their ability to form an authentic connection with their followers and this is how the top influencers are able to affect the spending habits of their followers. With viewers invested in their signature aesthetics or larger-than-life personalities, there is a level of trust built by the influencer, to their audience, just by the sheer authenticity and seemingly close proximity between the influencer and their audience. With this assumed proximity – that stems from the fact that this generation of influencers keeps fans religiously updated on their lives – influencers become the taste buds through which their audiences make decisions, whether that be fashion, beauty, or even lifestyle choices like where to purchase the next designer shoe or which beauty product to use.

Inside Nigeria Influencer culture

Influencer culture would continue to blossom. It still thrives and, daily, it reaches new heights.  Thanks to the help of vlogging platforms such as TikTok and YouTube, we’re seeing the rise of more Gen Zers and they are quite able to catch the attention of the internet. It’s already happening and from what we have presently, the younger lads are more actively involved than expected already. they are so (including ), want to see how influencers live, they want to hear about who they are friends with or where the beefs at, what they are wearing, which products they’ve just bought, who’s rendering their essential services, and they want to know all this even in the midst of the past pandemic and waves of insecurity, they still need those updates 

Nigeria has never been a socially conservative nation, the Nigerian street is an active contributor in the conversations going on in almost all popular social platforms, no one can deny the strides that this generation of creatives have made since the starting out of careers as influencers.

However, In today’s world, all it takes is one viral moment to usher any random person into influencer-stardom and here in Nigeria, as we continue to see the creative industry grow, more influencers are going to be born and so would more activities that weight both positive and negative influences to the physical community.

Recently we have seen social media, with the aid of these influencers, raise awareness campaigns that have helped improve societal standards, we have also seen influencers promote ventures that have led to mass misinformation or the loss of finances. Social media is but a tool to a world that needs their voices amplified and their reaches stretched, human beings are socially interactive and we can’t hide from being influenced by these voices but we have a say on which of the voices that influences us. 

This is a new world of its own where anyone can become, and since the currency of influencing is follower connections and follower impression, most of these can be staged, not the connection but who the followers think they are connected to. So the lifestyle might be temporary for the influencer but the impression on the follower would most likely last longer. So in the influencing world, there are a lot of guises that may lead to emotional bobby traps but that isn’t exactly the topic for today.

We’re coming into times where the creative industry is witnessing a huge boom in stakeholders but factors like budget and funding are still a hindrance to how much stronger the influencer’s magnetic field would grow to be, but before we get there let us sit back and within the next few episodes of the influencers culture, look critically on the pros and cons of this industry and how they affect our lives, emotions and the choices we are presented with  

What do you think of this modern ‘culture of influence’? Sick of it? Love it? Think it’s on its last legs? Want to drop suggestions on some of the topics we should cover? Feel free to share your views below in the comment section

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1 Comment

  • Popularne Blogi
    4 weeks ago Reply

    brilliant web publication article. I’m going to bookmark and read much more often. I adore the blog template

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