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Executive Voice

An Exclusive Interview With Leading Influencer Marketing Platform Afrostylicity’s Founder Joy Nyargem

Synonymous with social media are the influencers who are primarily influential in a consumers’ purchase making decision. Today, influencers are a force to reckon with, and brands collaborate with them to reach and engage with potential consumers. Joy Nyargem is one such blogger, influencer, and digital content creator who has become immensely popular with her brand’ Afrostylicity.’ With more than 100,000 followers, Nyargem has converted her passion into business to spark joy and positively impact her followers’ lives.

Joy, tell us about yourself and the birth of your brand ‘Afrostylicity’  

Being fashion conscious since childhood, I loved playing dress-up and experimenting with fashion. Additionally, I also enjoyed traveling, reading, and writing. This culminated in launching a blog to chronicle my passion and share my delight with the world of unearthing unique products and acquiring varied experiences. In May 2016, the blog evolved into a digital marketing platform, Afrostylicity that showcases fashion, lifestyle tips, and travel. Soon, it gained traction and propelled me into the position of a social media influencer. We aim to create brand awareness and subsequent conversions.

How did you manage to juggle your job and Afrostylicity?

Working a full-time corporate job in healthcare administration and managing Afrostylicity while still in its nascent stage was challenging and immensely rewarding. The key to ensure both aspects thrive is to attain a delicate balance. Hence, I dedicated equal time and attention to both. Today, I have successfully pivoted from an employee to a successful entrepreneur.

With such stiff competition in the influencer marketing sphere, what is the USP of the platform that gives it an edge over others? 

The brand is built on the core foundation of authenticity. Consumers’ purchases are primarily influenced by the reviews they read. Afrostylicity offers genuine and unbiased reviews and recommendations. We collaborate with a brand solely based on our usage and experience with the products, services. We share our views on brands that we genuinely love and care about.

Also, in 2017, I realized that while many influencers are catering to women, the men were generally ignored. This created an opportunity to offer a dual and unisex perspective. Hence, my fiancé, Hugo, came on board to fulfill the gap and represent the male audience. Catering to both genders has made us a formidable brand and attributed to our exponential rise since inception.

As an influencer, how are you dealing with the impact of the current COVID 19 pandemic situation?

Our position as market influencers is to bridge the gap between brands and potential customers. Our social media channels such as Instagram, TikTok, Pinterest, and Facebook, serve as the medium for brands to engage and connect with our followers for promotional purposes. Even during the pandemic, it remains an affordable way for brands to maintain and deepen their engagement with the audience. We are working with clients to move forward and overcome the situation in a mutually beneficial manner.

Karishhma Mago is a former investment banker turned digital marketer. She has been in the digital marketing industry for over 6 years and has worked with clients across different sectors including Volkswagen Finance, Natera, Reliance, Standard Chartered amongst others. She has also done special content projects for Facebook. Karishhma is also a Wikipedia editor and has created over 300 pages for her clients. After founding Facilius Inc in 2014, she has helped grow the company from a two-person team to a dynamic team of 30 people.

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