Kenyan influencers, the ethical dilemma of Brand advocacy and public responsibility

Piece by: PAUL AMUKO

20 June 2023

• Brands turn to influencers on Instagram prioritizing damage control over implementing tangible solutions.

• Influencers often advocate for products and services that seem to work exclusively for them.

• The pursuit of financial gain seems to trump moral considerations for many influencers.

A significant debate has emerged within Kenyan social media circles regarding the ethical responsibility of influencers when it comes to brand advocacy and engaging with government officials.

The discussion was sparked by a series of incidents involving popular influencers and their associations with brands and political figures.

Let us delve into the controversy, examining the concerns raised by the public and the contrasting perspectives on the role and impact of influencers in Kenyan society.

The power of social media and brand engagement:

Social media platforms, particularly Twitter and Instagram, have become powerful channels for public discourse, enabling users to voice their concerns and hold brands accountable for their actions.

Kenyan netizens have turned to these platforms to express their grievances whenever a brand fails to meet their expectations or address pressing issues adequately.

One Twitter post by Mwenda Ngao highlighted a pattern where brands turn to influencers on Instagram to improve their image, rather than engaging in real conversations with their customers.

This observation came after public outcry regarding the safety of certain cab services following a high-profile incident involving Ciku Muiruri and her child.

Although vague responses were provided, it seemed that the companies prioritized damage control over implementing tangible solutions. Subsequently, Instagram campaigns featuring a slew of influencers attempting to recover these brands' reputations only added to the frustration.

The Ciku Muiruri incident:

The catalyst for the current debate was the alarming kidnapping of Ciku Muiruri's daughter and her friend' while using a cab service.

Concerns regarding the safety of such services flooded social media, with users demanding immediate action and accountability from the involved companies.

Unfortunately, the response was unsatisfactory to the public.

Weeks later, Instagram was flooded with image-rebuilding campaigns featuring various influencers endorsing the same brands.

This raised questions about the influencers' integrity, as they seemingly prioritized financial gain over moral implications and the long-term effects on their personal brand.

The paradox of influence:

An interesting observation is that influencers often advocate for products and services that seem to work exclusively for them. Whether it's facial products, restaurant experiences, or the safety of cab companies, the public questions the authenticity of these endorsements and the influencers' genuine concern for their audience.

Critics argue that the pursuit of financial gain seems to trump moral considerations for many influencers. Some claim that influencers endorse products, services, and establishments, creating an illusion that they are exceptional when, in reality, the experiences may not match the hype.

The prevailing sentiment suggests that influencers are primarily concerned with securing lucrative deals, regardless of the potential long-term effects on their reputation or the impact on their followers.

Influencer integrity vs. Economic realities:

However, not everyone places the blame solely on the influencers. Some argue that in a challenging economic climate, if given a substantial financial incentive, even they would be willing to support a brand despite reservations.

Nonetheless, the question arises: after sanitizing a tarnished brand, what happens when future opportunities dry up? Should influencers be prepared to shoulder the consequences of their actions for short-term gains?

The allure of a large paycheck must be balanced with the potential repercussions on one's reputation and career trajectory.

Influencers as social change agents:

Conversely, some argue that influencers have a unique opportunity to effect positive change in society by engaging in constructive dialogue with government officials.

However one notable incident that stirred controversy was their recent visit to State House, where instead of initiating meaningful discussions, they appeared more focused on capturing photo opportunities with government officials.

The dissatisfaction stems from the fact that despite the influencers' massive followings on social media platforms, their impact and influence on politicians and policies remain questionable.

When faced with the opportunity to engage in constructive dialogue regarding the finance bill of 2023, they allegedly fell short of raising relevant concerns or pushing for change.

Prioritizing photo opportunities with politicians over substantive discussions on pressing matters disappointed their followers, who rely on them for relevant and insightful content and to address critical issues that affect their lives.

Conclusion:

The controversy surrounding Kenyan influencers' engagement with brands and government officials highlights a broader discussion about ethics, responsibility, and the delicate balance between financial gains and public perception.

While the allure of brand campaigns and photo ops with politicians may seem enticing, influencers must carefully consider the impact of their choices on their followers, personal integrity, and the society they represent.

Only by fostering genuine conversations, advocating for constructive change, and prioritizing the public interest can influencers regain the trust and admiration of their audience.