Nairobi, April 7 -- Kenya's blue-chip companies are now ditching traditional influencers and leaning more toward comedians to help market their products or create brand awareness.

Influencer marketing has evolved, moving from simple social interaction to high-value partnerships driven by TikTok, YouTube, and Instagram.

However, as these companies race to capture the attention of digitally savvy consumers, the focus is not mainly on influencers who have many followers, but those with authentic, relatable content that feels less like an advertisement.

"Most of the feedback I've received from brands is that ordinary influencers don't give you generic content. They will work as hard as possible to fit into a given brand, rather than the br...