Kenyan brands urged to shift focus from social media reach to marketing returns

In Kenya, brands are being urged to shift their focus from social media reach to marketing returns, according to a report by Citizen Digital. This comes as companies are increasingly investing in social media marketing, but may not be seeing the desired returns on investment. The report highlights the need for brands to re-evaluate their social media strategies and focus on driving sales and revenue.

This shift in focus is important for social commerce as it highlights the need for brands to move beyond just building a presence on social media and instead focus on driving tangible business results. By prioritizing marketing returns, brands can better measure the effectiveness of their social media campaigns and make data-driven decisions to optimize their strategies. This can lead to increased sales, revenue, and ultimately, business growth.