In a recent Made By Youth conversation led by Joseph Kwteng, Gordon Kofi Fay, Co-founder of Dimaensa Restaurant and Founder of Kleankickx, shed light on the evolving world of influencer marketing, breaking down the clear yet often misunderstood line between Social Media Influencers and Impact Influencers.
According to Gordon, “The work they do is the same, but the medium is different.” He explained that social media influencing has now become an open playground where anyone can pick up a phone, create content, and call themselves a content creator. But impact influencers go beyond trends, they focus on purpose, task, and transformation.
As Joseph Kwateng, Project Lead for Made By Youth, I believe this conversation is a wake-up call to Ghana’s creative generation. In a time when young people are shaping narratives online, understanding how and why your influence matters just as much as who you influence.
Let’s take lessons from two of Ghana’s biggest music movements. Shatta Wale’s ShattaFest and Stonebwoy’s BHIM Festival.
Both events are more than just concerts, they are ecosystems of influence. Shatta Wale’s fans use energy, visibility, and consistency to amplify his brand, the mark of social media influencers who drive engagement and hype. On the other hand, BHIM Nation operates like a movement of impact influencers, people who not only share content but also embody the brand’s values of unity, discipline, and African pride.
The difference?
While social media influencers drive attention, impact influencers drive action and loyalty.
Both are necessary, but the youth must learn how to grow from simply posting to purposefully influencing.
As Gordon emphasized, “Influence without impact is noise.” Whether you’re supporting an artiste, a brand, or a movement, the goal is to stand for something bigger than yourself.
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