The Future of Influencer Marketing: ID Africa’s Iretomiwa Delves into AI’s Emergence.

Navigating the influencer landscape, Iretomiwa Akintunde-Johnson, the Regional Manager for West Africa at ID Africa, delivered a captivating presentation on Saturday, December 16th, highlighting the importance of staying abreast of trends in the realm of influencer marketing during the Entertainment Week Lagos (EWL) masterclass.

Dissecting the subject of trends, Iretomiwa explored the groundbreaking impact of Artificial Intelligence in this evolving era, urging influencers to remain curious, adaptive, and discerning in their collaborations. “AI is poised to take over various aspects of our lives,” she cautioned, highlighting the emergence of AI Instagram influencers with massive followings.

Addressing the audience, Iretomiwa underscored the potential risks associated with misinterpreting trends, especially as those anticipated in 2024 begin to take shape. The necessity of research was emphasised as she urged influencers to research into the brands they endorse. 

“Getting it wrong can be disastrous,” she cautioned. “Place trust in your collaboration partners,” Iretomiwa stressed, linking the concept of trust to public relations. She underscored the dangers of blindly following trends without a genuine affinity for the brand or product. 

Spotlighting the essentials of a successful campaign or brand communication, she encouraged influencers to mould their messages around the right voice, right message, and right timing, solidifying their reputation as trendsetters, as she cited various successful campaigns that revolved around these factors.