In Kenya’s rapidly evolving digital economy, Twiva has emerged as a force both in creating job opportunities for the youth and fostering business growth. By harnessing the power of AI and social media, Twiva bridges the gap between brands and consumers while creating a sustainable ecosystem where influencers prosper, and businesses thrive.
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A Dual-Purpose Platform: Business Growth and Creating Job Opportunities
Twiva’s innovative model addresses two critical challenges in Kenya’s digital landscape:
(i) Enabling SMEs to scale efficiently
(ii) Providing youth with dignified employment opportunities.
Unlike traditional e-commerce platforms, Twiva integrates influencer marketing directly into its social commerce framework, allowing businesses to tap into the trust and reach of over 11,000 influencers. This approach has proven particularly effective in a market where 49% of Kenyans regularly purchase goods through social platforms like WhatsApp, Instagram, and Facebook.
For businesses, Twiva offers a zero-cost entry into digital marketing, eliminating the financial barriers that often hinder SMEs from competing in online spaces. Merchants can list products on Twiva’s platform, where influencers—equipped with personalized e-shops—promote these goods to their followers. This system not only amplifies brand visibility but also drives tangible sales conversions, with influencers earning commissions on each transaction. Peter N. Kironji, Twiva’s CEO, emphasizes: “Our vision is to revolutionize retail by creating a symbiotic relationship between businesses and influencers, where growth is mutual and sustainable”.
Job Creation Through the Influencer Economy
Twiva’s impact extends beyond business growth. The platform has become a vital source of income for Kenya’s youth, particularly amid rising unemployment rates. Through initiatives like the Twende Digital Project—a collaboration with KEPSA and the Challenge Fund for Youth Employment—Twiva creates job opportunities, connecting over 3,000 young Kenyans to digital work opportunities. This program provides influencers with training, mentorship, and access to SMEs needing marketing support, thereby formalizing a sector previously dominated by informal arrangements.
By offering a structured platform for monetizing social media influence, Twiva addresses longstanding issues like inconsistent income and the undervaluation of digital creators, as highlighted during events like the Youth Plus Festival.
Technological Innovation Driving Scalability
At the core of Twiva’s success is its AI-driven infrastructure, which matches brands with influencers whose audiences align with their target demographics. This technology ensures campaigns are data-driven and results-oriented, maximizing ROI for businesses. For instance, a beauty startup using Twiva can automatically partner with micro-influencers in Nairobi’s fashion hubs, while agribusinesses might connect with rural influencers promoting farm tools.
The platform’s analytics tools further empower businesses to track campaign performance in real-time, adjusting strategies to optimize sales. Meanwhile, influencers benefit from transparent metrics on engagement and earnings, fostering trust and long-term collaboration.
A Catalyst for Kenya’s Digital Future
With Kenya’s social commerce market projected to grow by 23.5% annually, Twiva is poised to play a pivotal role in shaping the future of retail. Having digitized over 2,500 SMEs and engaging 11,000 influencers—60% of whom are women—Twiva continues to exemplify how social commerce can convert Kenya’s 22.71 million internet users into a dynamic economic force while addressing the nation’s 50% youth unemployment rate.
Its recognition as Top Rising Star and Best Social Commerce Platform at the 2024 Kenya E-commerce Awards and as the first Kenyan platform to win global recognition at the International Pacesetters Awards, further underscores its industry leadership. More importantly, Twiva exemplifies how technology can be leveraged for inclusive economic growth—transforming SMEs into competitive players while converting social media prowess into viable livelihoods.
Join the Movement
Whether you’re a business seeking to expand your reach or an influencer ready to monetize your audience, Twiva offers the tools and community to help you succeed.