Influencer Marketing: Adapting to Markets and Cultures

Managing influencer campaigns within specific territories or cultures can be very challenging, particularly for brands and marketers who don’t have expertise within particular regions. There are challenges related to culture, audiences and legislative requirements and restrictions.

At R-Squared, we operate globally, running influencer campaigns for multi-national groups in a variety of vertical markets. We have expertise in managing campaigns within a range of regions and cultural realities. We believe that understanding how influencer marketing differs from region to region is fundamental to the overall success of a campaign, affecting engagement and campaign costs.

Setting individualised missions for influencers is essential, factoring in all of the market and influencer-related specifics. Questions to be considered include market maturity – is influencer marketing well established in the region, or is it still a developing market? The answers will affect how competitive the market is, whether an audience will click on a link (conversion rate), influencer fees and influencer availability.

Once a brand or agency has established the above in the specific local markets internationally, and has created a brief for the influencers, the brand or agency should work with the influencer to understand their lifestyle, and how to integrate the brand concept into authentic content.

By sending one brief to all influencers for the same campaign, all influencers will produce very similar content. Within specific verticals, there is often an audience overlap, in which case, followers following several influencers who are all part of the same campaign will see the same type of content produced, which may alienate the audience. At this point, the importance of influencer mission setting plays a role in the success of the overall campaign.

It’s paramount to match the missions to the influencers and not the influencers to the missions. With the influencer tailoring lifestyle journeys, the content the influencers’ create will reinforce the brand message in their signature style. The tasks the brand or agency set should be a framework for the influencer to work from, not a script.

Thinking out of the box is necessary when it comes to dealing with influencers. It’s all about creating the perfect framework that allows for full creativity, authenticity and engagement while remaining aligned with the brand’s objectives and protecting its brand equity. Authenticity in the content is crucial to ensuring the message resonates with the target audience, in a way that is original and organic. In our opinion, agencies discussing individual missions with the influencers, and agreeing on those missions and objectives together, ensures that the content perfectly tells the influencer’s story, while aligning with the needs of the campaign.


Michelle Marais, Digital Marketing Manager

Michelle Marais is the Digital Marketing Manager at R-Squared, a leading influencer marketing agency partnering with some of the largest brands in South Africa and internationally. Our team focuses on out of the box solutions for authenticity in influencer marketing.


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