Influencer marketing in Uganda: Does it work?

Influencer marketing has become a buzzword in the world of advertising and marketing, and Uganda is no exception. With the rise of social media platforms, more and more businesses in Uganda are turning to influencer marketing. However, many businesses are still sceptical about whether influencer marketing works. In this article, we will take a closer look at influencer marketing in Uganda and evaluate its effectiveness.

But first, let us give you an insight into what it is and how it works.

What is Influencer Marketing and how does it work?

Influencer marketing is a type of marketing where businesses partner with individuals who have a large following on social media platforms. These can be Instagram, Twitter, Facebook, or YouTube. The influencers are then tasked to promote the business’s products or services to their followers. In exchange, they are paid or given any form of compensation.

The idea behind influencer marketing is that influencers have built a relationship of trust and credibility with their followers. This makes their recommendations more impactful than traditional forms of advertising. Unlike conventional advertising, influencer marketing is designed to feel more authentic and personalized. Instead of bombarding audiences with ads, influencer marketing leverages the influencer’s voice to connect with audiences more naturally and organically.

Forms of Influencer Marketing in Uganda

Sponsored social media posts

Influencers create posts on their social media accounts that promote a product or service in exchange for compensation.

Product Review

Influencers receive a product or service for free and create a review or tutorial on how to use it.

Brand ambassadorships

Influencers enter into long-term partnerships with brands to promote their products or services regularly.

Social media takeovers

These involve the influencer taking over a brand’s social media account for a day to create content and engage with followers.

Read also: Social Media Marketing: Twitter ads vs Facebook ads.

The State of Influencer Marketing in Uganda

In Uganda, influencer marketing is a relatively new concept but is rapidly gaining popularity. Ugandans use social media platforms like Facebook, Instagram, and Twitter widely. In addition to this, local influencers have a considerable following on these platforms. Many businesses in Uganda have recognized the potential of influencer marketing as a cost-effective way to promote their products or services.

The current state of influencer marketing in Uganda is still in its early stages. This is because many businesses and marketers still trying to understand how to use it effectively. However, the potential of influencer marketing in Uganda is enormous, given the significant number of social media users and the rise of e-commerce in the country.

Influencer marketing in Uganda is that it is relatively inexpensive compared to traditional forms of advertising. Many local influencers are willing to work with businesses for a reasonable fee or other forms of compensation, such as free products or services. This makes it an attractive option for businesses with limited marketing budgets.

The use of influencer marketing in Uganda is not limited to a particular industry, with businesses in various sectors such as fashion, beauty, food, and hospitality, using influencers to promote their products or services.

Influencer marketing in Uganda is expected to grow significantly in the coming years, as more businesses realize the potential of this strategy. As internet access continues to increase in the country, it is poised to become an even more critical aspect of marketing in Uganda.

Overall, the current state of influencer marketing in Uganda is promising, with many businesses recognizing the benefits of this marketing strategy.

The Effectiveness of Influencer Marketing in Uganda

So, does influencer marketing actually work in Uganda? The answer is yes but with some caveats. Several factors affect the success of influencer marketing. These include the product or service being promoted, the target audience, and the influencer’s reach and engagement.

One of the challenges of influencer marketing in Uganda is that many people are still sceptical about the authenticity of influencers’ recommendations. This is partly due to the prevalence of fake followers and engagement on social media platforms. As a result, it’s essential to work with influencers who have a genuine following and engagement with their followers.

Another factor to consider is the target audience. Some products or services may be more suited to influencer marketing than others. For example, visually appealing products, such as fashion or beauty products, may work well with influencer marketing. In contrast, products that require more explanation or are complex may not be as effective.

Examples of successful Influencer Marketing Campaigns in Uganda

Despite being a relatively new marketing strategy in Uganda, there have already been some successful influencer marketing campaigns. Let’s take a closer look at a few examples.

Coca-Cola Uganda’s #TasteTheFeeling Campaign

Coca-Cola Uganda partnered with several popular influencers, including musicians and social media personalities, to promote their #TasteTheFeeling campaign. The campaign involved sharing photos and videos of people enjoying Coca-Cola, using the hashtag #TasteTheFeeling. The influencers’ posts were seen by thousands of people on social media, generating a significant amount of buzz around the campaign.

Jumia Uganda’s Black Friday Campaign

Jumia Uganda, an online marketplace, partnered with several influencers to promote their Black Friday sale. The influencers shared discount codes and promoted Jumia Uganda’s products on their social media platforms, encouraging their followers to take advantage of the deals. The campaign was a huge success, with Jumia Uganda reporting a significant increase in sales during the Black Friday period.

MTN Uganda’s MoMoNyabo Campaign

Mobile network provider MTN Uganda launched their MoMoNyabo campaign, which encouraged people to use their mobile money services for a chance to win cash prizes. They partnered with several influencers, including comedians and actors, to promote the campaign on social media. The influencers’ posts were funny and engaging, generating a lot of excitement around the campaign and encouraging people to participate.


If you’re considering using influencer marketing to promote your business in Uganda, there are several key strategies you can use to maximize your success.

First, be sure to work with influencers who have a genuine following and engagement with their followers. Look for influencers who are aligned with your brand values and target audience, and who have a history of producing high-quality content.

Next, be clear about your goals and expectations for the influencer marketing campaign. Are you looking to increase sales, build brand awareness, or engage with a new audience? Communicate your goals to the influencers you work with, and collaborate with them to create content that will resonate with their followers.

It’s also important to track and measure the results of your influencer marketing campaign. Use tools such as Google Analytics or social media analytics to monitor engagement, click-through rates, and other metrics.

By following these strategies, businesses can make the most of digital marketing in Uganda and reach a wider audience with their message