The world of black influencers is not always easy. Global brands need a to set a cultural approach when it comes to digital marketing in sub-Saharan Africa.
The few points I have made are:
- Celebrity branding which now fails to work effectively.
- the problem of available products.
- the issue of mass communication and the principle of exclusivity which reduces the possibility to reach a wide audience with a good purchasing power.
- failure to respect the work of influencers
I could have written a long post on the misunderstandings that come out of marketing campaigns in sub-Saharan countries but I will let these influencers explain the mistakes of agencies and beauty brands.