Influencer marketing in Kenya is evolving fast, and brands are quickly realizing that for creators, bigger numbers don’t always mean bigger impact. On Thursday 25th September 2025, Twiva hosted its second Level Up Webinar, featuring fashion and lifestyle creator Najma Ali and talent manager Charles Wahinya as guests, and moderated by Ted Muganda, a Senior Business Development Executive at Twiva.
The conversation, centered on “How to Vet Creators for True Impact”, unpacked one of the trickiest questions in influencer marketing today: how do brands know which creators will truly deliver value, and how can creators position themselves to be chosen?
Contents
Why Creator Vetting is Non-Negotiable
Charles opened the discussion by stressing that influencer marketing is no longer about chasing follower counts. Brands now demand authentic engagement, aligned values, and measurable ROI. He explained that vetting helps brands avoid costly mistakes such as misaligned partnerships or poor audience targeting.
“Follower count is a vanity metric,” Charles noted. “Impact comes from trust, consistency, and a creator’s ability to influence actual consumer behavior.”
The Creator’s Side of Vetting
Najma shared candidly about her own experiences being vetted by brands. For her, credibility comes down to professionalism, transparency, and alignment with personal values.
She emphasized that creators must stay true to themselves, even if it means turning down a lucrative deal. “I’ve said no to campaigns that didn’t reflect my values,” she explained. “The audience can sense when a partnership isn’t authentic, and that breaks trust.”
Najma also highlighted the importance of using analytics to demonstrate audience insights. By understanding her engagement metrics, she’s been able to attract long-term brand partnerships that value her influence beyond the surface.
Key Red Flags Brands Should Watch Out For
Both Najma and Charles listed red flags that brands need to be cautious about when vetting creators:
- Inflated or purchased follower counts
- Poor communication and professionalism
- Lack of consistency in content style or messaging
- Misalignment between the creator’s persona and the brand’s values
As Charles put it, “If a creator’s lifestyle or voice doesn’t match the brand’s identity, no amount of numbers will fix that disconnect.”
Lessons for Brands and Creators
The session left attendees with practical insights:
- For brands: Prioritize creators who align with your identity and show consistent engagement, not just big numbers. Invest in tools that track sentiment, audience demographics, and campaign outcomes.
- For creators: Be “vettable.” That means presenting your analytics, building professionalism, and sticking to your values. Opportunities come from trust and relatability, not just reach.
The Golden Rules
Both guests ended the webinar with a one-line takeaway:
- Najma: “Always stay authentic—because your audience can spot a fake partnership a mile away.”
- Charles: “Brands must remember: impact beats numbers every single time.”
Final Thoughts
Twiva’s second Level Up Webinar reinforced a simple truth: successful influencer marketing isn’t about size, it’s about substance. Proper creator vetting protects brands, elevates authentic voices, and ensures long-term impact.
As influencer marketing in Kenya matures, conversations like these are setting the standard for smarter, more sustainable collaborations.
Stay tuned for our next Twiva Webinar; and if you missed this one, follow us on LinkedIn and subscribe to our YouTube channel (@twiva_inc) for updates.
Catch up with our first episode HERE.