How content creators and social media influencers can drive sales for SMEs through the new Twiva platform

From left to right: Rachel Muthoga Team Lead Kenya Catalytic Jobs Fund (KCJF); Peter N. Kironji CEO Twiva; Monica Amoro, Director, Public Communication, Ministry of ICT; and Martha Cheruto Deputy CEO KEPSA at the launch of the Twiva platform on 29th October 2021.

Twiva, an influencer campaign management company, has been unveiled a new platform for digital marketing which will be the link between content creators and businesses.

The new platform will ensure businesses get value for the money in marketing by pegging sales as part of the contract.

The platform will also make it easier for businesses to access influencers and vice versa. They will also have a preference to pick the products or services they want to market which are aligned with their brands.

Launched on Friday (October 29, 2021), this will be a shift from the traditional influencer marketing platforms that only link influencers with businesses to market their products but rarely drive sales.

Twiva is out to fill the gap on not only access to the market but also the skill set and capacity to market online.

“Despite the fact that micro small and medium enterprises(MSMEs) hold more than 70 per cent of the economy, most of them suffer from a lack of affordable, accessible, effective, and digital access to the market,” said Peter Kironji, Twiva chief executive officer.

Kironji said influencers have the skill set to reach the market that MSMEs need in order to grow their businesses and expand.

"Influencers know how to position products and brands online more than business owners who continue to lack digital marketing skills to navigate these platforms,” further explained Kironji.

Kenya Private Sector Alliance (Kepsa) Deputy chief executive officer Martha Cheruto said Twiva adds to the list of other means of market reach for SMEs courtesy of e-commerce.

“We are determined to help SMEs leverage on platforms like Twiva to move from offline to online. We are also going to equip the SMEs to have an impact on their growth and presence online through training,” said Cheruto.

ICT Innovation and Youth Affairs Cabinet Secretary Joe Mucheru said the goal of the ministry remains to facilitate universal access to reliable and affordable ICT infrastructure all over the country as an enabler of socio-economic growth as envisioned in our economic development blueprint, the Vision 2030.

“This innovative model of social commerce facilitates seamless business operations for Micro, Small and Medium Enterprises, (MSMEs) while creating job opportunities and multiple streams of income for young people,” said Mucheru in a keynote speech at the event.