The popularity of social networks has seen the birth of influencers. Using their image and influence, many Mauritians now help companies to gain visibility and, in turn, to sell better.
Elsewhere considered as a profession, in Mauritius the word ‘influencer’ is somewhat taboo. The proof is that even the most skilled among them refuse to qualify themselves as such.
Adish Balkissoon describes himself more as a ‘content creator’. Known for having won several beauty contests, companies are now using his image to reach a larger audience on social networks: “You have to know that I never called myself an influencer. It is those who follow my posts that have qualified me as such. After the followers, companies approached me to showcase their products on my Facebook and Instagram accounts where I have 7,000 and 12,000 followers, respectively.”
And to appear on the wall of the young man, he offers two formulas: “Depending on the request of the client, I can make a post or make stories with his product. So far, I’ve landed 10 contracts with good returns. This is what encourages me to do even better.
Haviyel Fokeer is a fitness coach. But she also sometimes associates her image with big brands like Puma and Adidas. However, she does not accept just any contract: “For me to accept to associate my image with a product, it is necessary first that the product corresponds to my sector of activity, namely fitness. Then it is necessary above all that the product can benefit the population.
The latter also sounds the alarm: “Some call themselves ‘influencers’ while they post nothing but naked pictures to attract followers. I don’t see the point if we can’t change people’s daily lives.”
