Insta Millionaire



In the wake of smart phones, increased internet penetration, urbanization, gist, gossips and juicy scandals, social media has grown in leaps and bounds throughout Africa. Only one who is living under a rock or dangling somewhere on the edge of the planet isn’t on social media. My aunt just gave birth a few weeks ago and her cute baby already has a social media account – Instagram particularly – and I’m certain that before she turns 14 she would probably have at least 14,000 followers on Instagram – don’t you dare laugh.

Due to the drivers highlighted in the opening paragraph and more, social media, especially Instagram which has become a force to reckon with as many people are being turned into Insta millionaire or Insta celebrities if you like. Its highly visual interface and easy interactive features helps its affinity.

Also, the always on trend hugely observed among millennials and Generation Z is fueling online communities as people want to stay informed and follow everything these Insta sensations are doing on a daily basis.

This provides a great opportunity especially for brands and marketers as it makes reaching the desired TA easier – birth of online influencer marketing.


Instagram communities have become highly interactive which is speedily making it the go to place for information about brands and people.

In fact, this is the time that businesses need to capitalize on brand expansion and business growth – and social media platforms. 

Instagram currently has over 2 million advertisers worldwide sharing contents on their stories and feeds to drive business results. 60% of people say they discover new products on Instagram. over the last few years, Instagram has grown so much, and today is influencing consumer behavior. With over 25 million business profiles that currently exist on the platform worldwide this leaves no doubt that it is delivering ROI to businesses - Bizcommunity.

I am of the opinion that everyone is a marketer as we are all selling something. This therefore means that we can no longer ignore Instagram as a major driver for sales and consumer connections.

Live it, Own it


Source: Unsplash

Source: Unsplash

I woke up one day to find out that a couple of contents which go out on social media weren’t getting the visibility that they needed. And so I set out to understand what was going on especially across social media platforms.

Findings showed that Social media platforms have begun to show less and less data to communities, thereby reducing the visibility a content is supposed to have. They claim that social media is becoming business driven and would want to employ means to enforce meaning conversations amongst people online – people should get social on social media once again. This therefore makes it imperative for communities to create owned media – these are media platforms ultimately controlled by the brands.

Source: Unsplash

Source: Unsplash

Why Owned Media?

It gives you ultimate control over your platforms whether it’s a blog, YouTube channel, social media pages and so on.

It is cost effective, you do not need to break the bank to get the ball rolling in the right direction but you must understand that your contents must be authentic and engaging.

These controlled platforms helps a brand carve out a niche audience to itself and also encourage consumer loyalty.

This type of media encourages longevity and versatility on the side of the brand. It employs a pragmatic approach to cater for its consumer database.



Source: Pexels

Source: Pexels

2018 was definitely a great a year especially in the world of marketing; we saw quite a number of marketers reveal some new tricks in trying to reach their target audience, advertising across Africa attained new feats whilst executing ground breaking strategies and campaigns. Creativity obviously hit its peak and is currently searching for a new one. However, in all these great things that happened in the outgoing year, the female audience still need to be looked into.

Only a few brands across Africa deliberately set out to reach the female audience. Following the success of campaigns such as #metoo and #likeagirl we have seen more businesses reach out to the female audience. According to the ‘What Women Want’ research done by Kantar South Africa, brands skewed for women are 6% healthier than those skewed for men. Films and ads have done such a poor job in improving their self-esteem, and 86% of women are likely to stop viewing an ad that seemingly doesn’t represent them appropriately

Source: Pexels

Source: Pexels

Ahead of 2019, it important that brands and marketers know that the women are watching and your sales are likely to improve if you they are deliberately looked into. Also, the women constitute a higher percentage of customers especially for fast moving consumer goods (FMCG).

Now that many businesses have wound down for the year; the new planning process is set to kick in at the beginning of next year, ensure that your marketing activities accommodates the women more as we have not seen the last of feminist movements just yet.