Uburyo bwo kwamamaza hifashishijwe ibyamamare byo ku mbuga nkoranyambaga, buzwi nka ’Influencer Marketing’, ntabwo bukiri uburyo bushya bw’iyamamaza ahubwo bumaze kuba imwe mu nkingi zikomeye zifasha ibigo kugera ku bakiriya babyo.

Mu Rwanda, iri soko riragenda rikura ku muvuduko munini, aho ibigo byigenga, ibya Leta, imiryango mpuzamahanga n’abikorera batangiye kurushaho gukorana n’abakora ibishyirwa ku mbuga nkoranyambaga (content creators) mu kumenyekanisha ibicuruzwa, serivisi ndetse n’ubukerarugendo bw’igihugu.

Mu myaka mike ishize, kwamamaza byashingiraga cyane kuri radiyo, televiziyo, ibinyamakuru n’ibyapa byo ku mihanda. Ubu ibintu byarahindutse. Miliyoni z’abantu bamara amasaha menshi ku mbuga nkoranyambaga nka TikTok, Instagram, Facebook, X na YouTube, bituma ari ho ibigo byinshi bishakira abakiriya.

Ibi byongeye kugarukwaho cyane nyuma y’uruzinduko rw’Umunyamerika Ashton Hall, umwe mu bafite izina rikomeye ku mbuga nkoranyambaga kubera amashusho agaragaza imyitozo ngororamubiri n’imibereho ye.

Mu rugendo rwe mu Rwanda yaherekejwe na Enock Uwizeye uzwi nka Kagarara, bombi basura ahantu hatandukanye harimo Bigogwe n’ibindi bice nyaburanga.

Amashusho yabo yakwirakwiye ku Isi hose, arebwa n’abarenga miliyoni nyinshi. Kuri benshi, ntabwo byari ugusangira ubuzima bwabo gusa, ahubwo byahindutse uburyo bwo kwamamaza u Rwanda ku rwego mpuzamahanga, aho abantu benshi babonye ubwiza bw’igihugu binyuze mu maso y’umuntu usanzwe akurikirwa n’imbaga.

Iyi ni imwe mu ngero zigaragaza uburyo influencer marketing ishobora kugira uruhare rukomeye mu bukerarugendo n’iterambere ry’ubukungu.

Kuki ibigo bikomeje kwitabaza influencers (abavuga rikijyana ku mbuga nkoranyambaga)?

Abahanga mu itumanaho bavuga ko impamvu nyamukuru ari uko abantu batangiye kwizera cyane ubutumwa butangwa n’abantu bakurikira kurusha amatangazo asanzwe.

Fabrice Rugumire, umwe mu bazwi ku mbuga nkoranyambaga kubera gusangiza abantu inkuru nziza z’u Rwanda, avuga ko abantu benshi bamara igihe kinini ku mbuga nkoranyambaga kurusha uko bakireba televiziyo cyangwa bumva radiyo. Ibi bituma ibigo bihitamo kujyana ubutumwa bwabyo aho abantu bari. Nk’uko yabitangaje ubwo yaganiraga n’ikinyamakuru The New Times

Yongeraho ko umu -influencer ushobora kuba yarubatse icyizere mu bamukurikira ashobora gutuma igicuruzwa cyangwa serivisi yihuta kumenyekana kurusha itangazo risanzwe.

Ntabwo umubare w’ababakurikira ari wo wonyine ugena agaciro

Hari igihe abantu bibwira ko ufite miliyoni z’abamukurikira ari we ukwiye kwamamaza ibicuruzwa. Nyamara impuguke zivuga ko atari ko bimeze.
Mu rwego rwa influencer marketing, hari ibyiciro bine by’ingenzi nk’uko bisobanurwa n’umwarimu wa Kaminuza ya Lindenwood yubatse i Missouri muri Leta Zunze Ubumwe za Amerika witwa Alexandra Bardon usanzwe ari umuhanga mu by’ubwumvane n’amasomo yitumanaho..

Mu gitabo yise ‘The Power of Influencer Marketing in the Digital Age’ yemeza ko hari abitwa ‘Mega Influencers’, akenshi baba ari ibyamamare bifite miliyoni z’ababakurikira.
Hari ‘Macro Influencers’, bafite umubare munini w’abakurikira kandi bakunze kuba impuguke mu rwego runaka. Hari ‘Micro Influencers’, bafite hagati y’ibihumbi 10 na 100 by’ababakurikira ariko bakagira umubano ukomeye na bo. Hari kandi ‘Nano Influencers’, bafite abakurikira bake ariko bafite icyizere gikomeye mu muryango runaka.

Ubushakashatsi bwinshi bugaragaza ko Micro na Nano Influencers akenshi batanga umusaruro mwiza kuko ababakurikirana baba babizera cyane.

Impuguke mu itumanaho n’iyamamaza bikorwa zinavuga ko ibigo bitagihitamo influencer kubera ubwamamare gusa. Bireba niba indangagaciro ze zihuye n’iz’ikigo, uko yitwara ku mbuga nkoranyambaga, ubwoko bw’abamukurikira ndetse n’uburyo ashobora gutuma ubutumwa bugera ku bo bugenewe.

Isoko rikomeje gukura

Kwamamaza hifashishijwe influencers ntikugarukira ku bicuruzwa gusa. Ubu n’inzego za Leta, ubukerarugendo, ubuzima, ibigo by’imari, ibigo by’itumanaho ndetse n’imiryango mpuzamahanga biri gukoresha aba bantu mu bukangurambaga butandukanye.

Abahanga bavuga ko amashusho (videos), ibiganiro bikorwa ako kanya (livestreams) ndetse n’ubufatanye burambye hagati y’ibigo n’abakora ibikubiye ari byo bitanga umusaruro urambye kurusha kwamamaza inshuro imwe.

Bagaragaza kandi ko ibigo bitangiye gupima umusaruro w’ubukangurambaga harebwa umubare w’abageze ku butumwa, ababwitabiriye, abaguze ibicuruzwa ndetse n’inyungu bwazanye.

)