By Olajumoke Adigun

Practical strategies for startups to build effective communication pipelines that go beyond the trend of influencer marketing.

African startups have embraced influencer marketing with an almost obsessive fervour, often seeing it as the ultimate strategy to generate buzz and attract customers. In ecosystems like Nigeria and Ghana, startups spend millions of naira on influencer-driven campaigns, believing that celebrity endorsements and flashy marketing will yield immediate results. But when we dig into the numbers and evaluate the return on investment (ROI), the reality is far less promising. Influencer marketing, while valuable in certain contexts, is not a one-size-fits-all solution, and many startups are learning this lesson the hard way.

Between 2020 and 2022, Big Brother Naija (BBN) emerged as a prime platform for startups to splash their marketing budgets. Companies like Patricia and Abeg spent millions as headline sponsors, hoping to capitalise on the massive viewership of the reality show. For instance, Abeg reportedly spent over ₦2 billion on sponsorship in 2021, yet their market traction post-campaign fell short of expectations. Similarly, Patricia’s flashy sponsorships generated awareness but raised questions about the long-term impact on customer acquisition and retention. These campaigns drew attention but often failed to convert that attention into sustained business growth.

The challenge lies in how startups measure success. Many focus on vanity metrics like social media impressions and follower counts, neglecting deeper metrics like customer acquisition cost (CAC) and customer lifetime value (CLV). A 2022 report revealed that less than 25% of African startups using influencer marketing could directly attribute revenue growth to these campaigns. The result is a cycle where startups burn through budgets without clear insights into what’s working and what’s not.

In contrast, European startups tend to approach communication more strategically, emphasising value-driven content and long-term audience engagement. Take Revolut, a UK-based fintech giant, as an example. Instead of relying solely on influencers, Revolut built its brand through educational content, targeted email campaigns, and customer-centric storytelling. By investing in understanding their audience, they were able to drive adoption and loyalty without the need for costly celebrity endorsements.

So why do African startups gravitate toward influencer marketing? Part of the answer lies in the cultural dynamics of visibility. In markets like Nigeria, social proof carries immense weight. A celebrity endorsement or a shoutout from a BBN contestant creates instant credibility, even if the product itself isn’t differentiated. This mindset, while understandable, often leads startups to prioritise short-term hype over sustainable growth strategies.

The obsession with influencer marketing also stems from the allure of “shiny marketing.” Startups want to make a splash, create buzz, and appear larger than life. But as the Nigerian and Ghanaian tech ecosystems mature, it’s becoming clear that sustainable growth requires more than surface-level tactics. Effective communication pipelines are essential, and there are several practical strategies startups can adopt to move beyond influencer marketing.

First, leveraging community-based marketing can be a game-changer. Startups like Eden Life in Nigeria have successfully used communities to create advocates for their services. By focusing on user groups and referral programs, they’ve fostered organic growth driven by satisfied customers rather than fleeting influencer campaigns.

Second, partnerships can amplify a startup’s reach without the hefty price tag of influencer marketing. Ghanaian agritech startup Farmerline collaborated with NGOs and government agencies to expand their reach, ensuring their messaging resonated with rural farmers. This approach not only boosted adoption but also created meaningful impact by aligning with the values of their target audience.

Finally, startups must embrace data-driven marketing. Unlike influencer campaigns, which often lack measurable ROI, strategies like A/B testing and performance tracking provide actionable insights. European startups excel in this area, and there’s no reason African startups can’t adopt similar practices to refine their messaging and maximize impact.

The economic implications of prioritizing flashy marketing over strategic communication are significant. A poorly planned campaign not only wastes resources but can also erode brand credibility. In a continent where over 80% of startups fail within five years, according to the World Bank, these missteps can be fatal.

To be clear, influencer marketing isn’t inherently bad. When used strategically, it can complement other efforts. But it should never be the sole pillar of a startup’s communication strategy. Startups must remember that the ultimate goal is not just to create awareness but to drive meaningful engagement and long-term growth.

African startups have the potential to redefine industries and solve critical problems, but that requires a shift in mindset. It’s time to move beyond the obsession with influencer marketing and embrace strategies that build genuine connections with customers. The startups that master this will not only thrive but will set the standard for what effective communication looks like in Africa’s dynamic tech landscape.