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Tafadzwa Zimoyo-Senior Arts Reporter

In a bid to help local social media influencers earn a living, Gateway Streams yesterday launched a unique platform at Rainbow Towers. 

The platform seeks to help social influencers monetise their brand presence by earning a commission on sales they make on Gateway Streams. 

So far they have identified about 40 social media influencers from business, music, fashion, comedy, tourism, modelling, sport to motivational speakers among others who attended the breakfast event that was hosted by Gateway Streams. 

The organisers of the event explained and demonstrated how the platform works, with one social media influencer cum model, Hillary Makaya, being the first to register as “MKY23”. 

Rainbow Tourism group chief executive Tendai Madziwanyika said this was a great opportunity for influencers to start taking a leaf from international stars such as “The Kardashians” who are earning a living through social media. 

“Currently, Zimbabwe has some social influencers who have reached the one million views, followers mark,” he said.

“There is still a gap in terms of the social influencers actually earning an income from their presence on social platforms. 

“Most of these platforms will only pay when views or followers reach a certain threshold, in the absence of which the social influencer does not earn anything. 

“We aim to help social influencers exploit the valuable asset that they have, that is, access to markets, in a way that ensures that they monetise their brand equity. Social influencers already have what corporations want, a defined market and reach, which they access in an effective cost-effective way.” 

Madziwanyika said it was the role of Gateway Streams to help social influencers exploit the valuable asset they possess through access to markets and monetising that opportunity. 

“Using their expertise in marketing and branding, RTG will assist the artistes to create engaging marketing messaging and campaigns through their in-house creative unit. 

“The mechanics of the programme will see us issue the influencer with a promo-code which they will use to engage their network. 

“Once a follower completes a purchase by way of payment, the agreed commission level for the specific category will be credited to the social influencer’s account. The more the sales a social influencer makes, the more money they earn.” 

Newly-appointed general manager for Gateway Streams, Taremeredzwa Chipepera, said: “So far we have registered over 30 social influencers, ranging from musicians, comedians, and trending social influencers. 

“Instead of being just brand ambassadors for different companies, they can earn passive and perpetual income directly from their networks.” 

Chipepera said the initiative was a mutually beneficial partnership that will drive traffic and sales volumes on the platform.

“We are driven by the desire to help social influencers gain greater value from their social networks,” he said. 

Makaya said she was going to discuss with her management on the possible business for the platform. 

“I feel overwhelmed being selected amongst other celebrities to take part in this initiative,” she said. 

“It is a great move for business on my side. Yes, we have numbers and some people follow us but little did we know that we can do business with that. 

“I am happy that I have registered mine as ‘MKY23’ in the promo code. I think what is also needed is to educate the artistes and celebrities about the platform so they understand it.”