The Lucrativeness of Influencer marketing in Cameroon
Influencing marketing is on the rise in Cameroon, especially among the youth, but many influencers believe that in order to leverage this opportunity and make money from the sector, there is need for investment in building a strong online presence and perfecting the art of social media marketing.
Scrolling through social media platforms like Facebook, TikTok and Instagram, among others, it is common to see videos and write-ups of young Cameroonians directly or indirectly advertising products or services. This form of business is known as influencer marketing, and it has been on the rise among youths. This is partly thanks to the increase in the number of internet users. According to recent statistics from Datareportal, there were 12.73 million internet users in Cameroon at the start of 2024, when internet penetration stood at 43.9 percent. And Cameroon was home to 5.05 million social media users in January 2024, equating to 17.4 percent of the total population. With this increase, it is but normal to see more young people joining the trend to become social media influencers. At first glance, influencer marketing seems so easy and lucrative, but experts in the domain say it takes a lot of time, effort and money to build a reputable brand. According to Dr. Gisel Mbongko, a medical doctor and a skincare Instagram influencer, being an influencer is not a get-rich quick scheme. It may take a couple of years before one starts making the kind of money you will wish to earn as an influencer.
To her, earning money in this sector means that you have a large online following and a solid community, and it starts with you spending your money to create content before you can eventually get endorsement deals and the deals start coming with very minimal fees, but could eventually become more profitable if the influencer is willing and committed to forge ahead despite the setbacks. “ It starts with you spending your own money, you invest your money for a very long time before getting the returns. This is because you need to buy products with your own money, produce and deliver top-notch content and probably invest in your skills in order to meet the requirements of this sector.” Dr Mbongko Gisel adds.
With regard to the pay package, many influencers are unanimous that there is no fixed amount of money one can earn at the end of the month. But in order to have a steady flow of cash, they opt for other online services like the sale of the products they advertise. “ It’s impossible to fix a particular amount an influencer can make in a month because the pay varies from one person to another depending on the influencer’s online presence, credibility and all that. But when an influencer has gained visibility and engagement, with brands knowing you and wanting to collaborate with you, you get to make money through steady collaboration offers. For some people it’s different depending on how much they charge and that is where branding yourself as an influencer is very important.” Dr. Mbongko expantiates.
Despite the fact that there is a lot of money in influencer marketing, experts, however advise upcoming influencers to invest in themselves by learning more about marketing, taking up training in photography and film editing, among others, before venturing into the industry.
