Influencer marketing as the term connotes, is a type of marketing that targets influential people and use them as entrance to the ordinary people.

Ideally, influencer marketing should target influencers based on their line of influence. For instance, a fashion influencer should influence fashion products and services, a techie should influence new software and co.

But in Nigeria, influencers are decided based on their large social media following without paying attention to the line or area they influence. It is basically a popularity marketing and while the figures have not been gathered, it will be interesting to see how influencer marketing that targets influencers based on their individual strengths and areas and influencer marketing that targets influencers based on their popularity measures up.

For now, we wonder aloud if influencer marketing should only be about the numbers. Feel free to join the conversation.