Segment: You Can't Be on Top Forever - The Hard Truth About Influence and Building Beyond Fame

Summary

Konnected Minds Podcast Summary

Segment: "You Can't Be on Top Forever – The Hard Truth About Influence and Building Beyond Fame"

Host: Derrick Abaitey
Date: April 13, 2026

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Episode Overview

This episode explores the realities of influence, longevity, and the challenges of building a career as an influencer. Derrick Abaitey and guest (referred to as "A") candidly discuss the fleeting nature of online fame, the business side of content creation, and the importance of building a sustainable brand beyond temporary popularity. The conversation delves into the Ghanaian influencer landscape, strategic content creation, financial transparency, and leveraging influence to launch real businesses.

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Key Discussion Points & Insights

The Ephemeral Nature of Influence (00:00–01:18)

• Staying Relevant:
  The guest reflects on remaining relevant in the influencer space since 2019—a rarity given short-lived online fame.

  "I don't even know how come I've been relevant from 2019 till now. Because, like, it's a long time. Usually, like some people are just there for like some months and then they are gone." [00:00]

• Analogy to Sports:
  Influence is compared to a football career—no one stays on top forever, so it's crucial to make the most of your season.

  "You can't be popular forever. It's not possible… Within that 10 years, when now you are telling your children that, hey, me, when I was there, I was popping. What did you do within that 10 years?" [00:35]

The Realities and Challenges of Brand Deals (01:38–02:34)

• Creative Freedom vs. Structure:
  The guest prefers improvisational, on-the-spot content creation, which can clash with brands demanding strict scripting or fixed storylines.

  "Some brands don't allow you to feel free and exercise your creative freedom. So that's one of the big challenges when it comes to brands." [02:23]

• Pressure for Performance:
  Brand posts that perform poorly compared to regular content can be damaging for both influencer and brand reputation.

How Brands Approach Influencers in Ghana (02:34–03:45)

• Evolving Attitudes:
  Brands are beginning to appreciate and compensate influencers more fairly than in previous years, but inconsistency remains.

  "It's better now than when we started in 2019. Brands are starting to understand the power that social media has as compared to traditional media." [02:50]

• Pricing Discrepancies:
  Lack of industry standards leads to varied payouts, causing confusion and undercutting.

The Challenge of Unity and Transparency Among Influencers (03:45–05:34)

• Lack of Industry Unity:
  There's hesitation to organize for better pay or share earnings transparently due to mistrust, fear of negative backlash, and cultural attitudes toward discussing money.

  "When somebody tried you almost. So it's like nobody is willing to be the forefront or have that conversation. The thing too is that people are afraid of sellouts." [04:29]

• Need for Honest Conversations:
  The guest advocates for openly discussing earnings so new influencers have realistic expectations.

  "If we had honest conversations about money with figures… like if I have 500,000 followers, how much is a good amount?" [05:13]

Is Influencing a Genuine Career Path? (05:34–07:11)

• Viability for Youth:
  Content creation is presented as a viable path, especially in high-unemployment contexts.

  "If you do it well… you can make a lot of money from it… I don't think there's over saturation." [05:44]

• Comparisons to Other Professions:
  The guest argues that content creation is more accessible and less strenuous than manual or technical jobs, while acknowledging it's not 'easy money' relative to legal or medical fields.

Building Beyond Influence: Turning Followers into Business (07:11–10:41)

• Sustainable Business Models:
  The importance of not relying solely on brand deals—gigs may be sporadic, and long-term contracts are rare.

  "I started in 2019 and it is last year I started getting brand ambassadorial deals. Brands that want to work with me for a year… you have to work your way up." [07:38]

• Relatability & Content Niches:
  Standing out is possible even in saturated categories by creating relatable, authentic content (e.g., the everyday struggles of unemployment).

  "Relatability is the key… you have to be relatable to somebody, at least a group of people." [08:50]

• Audience vs. Cult-like Following:
  The power of transforming passive viewers into an engaged, supportive community that drives business.

  "Having an audience is different from having a culture. A cult is people… always going to buy something just because you held it." [09:52]

Running a Real Business as an Influencer (10:41–11:37)

• Organizational Structure:
  Delegation is vital—the guest serves as both founder and brand ambassador, but hires for finance, relationship management, frontline, and inbox management.

  "My strength is to look like the ambassador of the brand. Although I'm the founder, I'm still the ambassador of the brand." [11:26]

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Notable Quotes & Memorable Moments

• On Influence’s Shelf Life:
  "You can’t be popular forever. It’s not possible… Even if you don’t want to retire, the revelations will retire you." – Guest [00:18]

• On Creative Freedom:
  "Some brands don't allow you to feel free… It's not just bad for your brand, it's bad for my brand as well." – Guest [02:20]

• On Money Transparency:
  "If we had honest conversations about money… people know what to expect in the real world." – Guest [05:13]

• On Standout Content:
  "Unemployment, a lot of people can relate to you. Relatability is like the key… you have to be relatable." – Guest [08:32, 08:50]

• On Audience vs. Brand Loyalty:
  "Having an audience is different from having a culture… That is how you can move them from here to your own brand." – Guest [09:52]

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Important Timestamps & Segments

• [00:00–01:18] – The hard limits of influence and the football analogy.
• [01:38–02:34] – Biggest challenges in influencer-brand partnerships.
• [02:42–03:45] – Evolution of brand-attitude and payment in Ghana.
• [03:45–05:34] – Transparency, unity, and money talk.
• [05:44–07:11] – Is influencing a real career for Ghanaian youth?
• [07:11–10:41] – From influencer to entrepreneur: business lessons.
• [10:41–11:37] – Building a real-world business: organizing and delegating.

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Final Thoughts

This episode offers an unflinching look at both the promise and pitfalls of digital influence. The speakers emphasize the importance of strategizing for life beyond transient popularity, the reality of financial negotiations, the power of authentic content, and the practicalities of running a business behind the brand. For aspiring influencers or entrepreneurs, the episode is both a reality check and a roadmap.

Transcript

[A]

Because influencing can be very dicey. You can lose it. Like, I don't even know how come I've been relevant from 2019 till now. Because, like, it's a long time. Usually, like some people are just there for like some months and then they are gone. So the moment you get that people are looking at you. You have to find something and put it inside. Like, find something and just put step influence inside. Like, otherwise you can't, you can't be, oh, you can't be popular forever. It's not possible. You can. People hear about you, but you can't have that hold on people forever. It's facts that people have to start dealing with. But you, it can be your. So it's like football. So football. You can't play football for the rest of your life. You have to. Even if you don't want to retire, the revelations will retire you. Yes. So that's the same with influencing. If you're lucky to be able to, to, to be an influencer for 10 years, 12 years, that's a blessing. So that 10 years, you should be able to, hey, 10 years is a long time for you to be able to build something. Like people's attention being on you for 10 years. Wow, what were you doing? Like, that's amazing. So within that 10 years, when now you are telling your children that, hey, me, when I was there, I was popping. What did you do within that 10 years? You have to find something to do in that 10 years.

[B]

I love it. This is like some of the things, the hard truths that people don't want to hear that, you know, you're not going to be on top forever. The time is going to come when somebody else is going to, yeah, you know, and then you, you'll be there. You'll be stuck there. Now, Emma, what's the biggest challenge you faced in influencing brands?

[A]

Sometimes my biggest challenge is that you see, I don't prep. Like when I'm going to interviews, I never ask. What questions will you ask me? I am on the spot. I'm on. I'm an on the sports thinker. But sometimes I'm supposed to write scripts on what I'm supposed to do. I can write the script and then I'll go here and now I'm like, nah, I think this will work better. I work on the spot, like in the middle of it. Like, I can be looking at the product before I'm like, okay, I think this will work better. But sometimes it doesn't work. With some brands, they want you to script it or they have their own storyline to give you for you to put out. You see, that becomes difficult because it's not just bad for your brand, it's bad for my brand as well. Because if you come on my TikTok and you're seeing 500,000 views, 400,000 views, and then that one brand post is 50,000 views, not good for me, not a good look for me. But then some brands don't allow, allow you to feel free and exercise your creative freedom. So that's one of like the big challenges when it comes to do brands

[B]

take influencing in Ghana seriously? Brands, not the influencers. Like seriously as in, you know, put contrast together, pay them what they are due.

[A]

Not every brand, but some brands take brands seriously and some influencers seriously and some brands don't. It's a mixed thing. It's like a 50 50. But right now they are starting to take influences seriously. I think it's better now than when we started in 2019. Yeah. Like brands are starting to understand the power that social media has as compared to traditional media. So they are starting to pay people their way. So when it all boils down to influences, because one influencer will say this one, I'm taking 10,000, another one, I can't give you the 5k like that you see. So then you ruin stuff and it's like if this person is taking this one, my pain, this. You get it.

[B]

This reminds me of the type of work sh had to do. Fight for musicians in the country and fight for what they, they, they deserve, you know, show money and, and all of that. And now, you know, artists are really enjoying. Yeah, I heard Santana was saying this as well on, on, on TV station, but when he started we, we didn't understand him. You know, is there real unity in, in, in the, in the influencing business?

[A]

Unity, that is a very subjective word when it comes to your place of work. What is unity in this context? Okay, that. It depends on that. What is unity in this context? Is it that are different or are they sharing opinions?

[B]

Yep. And then do they work together to demand, you know, fair pay?

[A]

That's no. Okay, but it's because there's no. Who is going to start that conversation in the country that we are in right now. I went on an interview like three years ago and I mentioned that I was paid $5,000 for a brand because I feel like it was a conversation so that the other people coming up will know that, okay, this is what you can be worth from a brand that understands you. And everybody said I was lying. I'm a liar. I'm lying. So now who wants to have the conversation? Because when somebody tried you almost. So it's like nobody is willing to be the forefront or have that conversation with like, oh, like if l. Let's gather here, let's have this conversation. The thing too is that people are afraid of sellouts. We can all agree to something and somebody will go and spoil it. Has happened to me before. It has happened to me before. So it's like the country we are in right now. People don't like to talk about finances or give figures to finances. But I feel like it's a realistic conversation to know what to expect in the real world. Like if I am supposed to be a banker, how much am I supposed to expect? Everybody's hiding their salary. Like, but I get it too because there are people who pocket watch. But then if we had honest conversations about money with figures, not network, your network. Like if I post 4 posts, how much? If I have 500000 followers, how much is. Is a good amount?

[B]

Like a range?

[A]

A range? Yes. It's a good conversation so that people know what to expect and everything. But nobody's willing to have that kind of conversation.

[B]

Well, you live in a country where unemployment is really high. Do you genuinely think that influencing is a way that young people can start making money for themselves?

[A]

Yeah, if you do it well, if you do it wisely, if you position yourself well and brand yourself well, you can make a lot of money from it. And I don't know, people keep saying that influencing is oversaturated. I don't think so.

[B]

Okay.

[A]

Anybody can be an influencer. Look at the number of lawyers that complete. There are lots. Doctors, plenty. So why, why, why is influencing oversaturated? The brands will know who they want to pick. Everybody should post the brands now. When they come, they'll see who they want. And as I, as I said earlier on that some things are great. If this is your field, you will shine regardless of whoever is around. So I don't think there's over saturation in. It's a good way to make money. Like easy money? No, not easy, but like easy money as compared to being a lawyer and having to put articles. So, so, so, so, so, so, so so. Honestly, I would rather do a day in my life. See, so it's a, it's a. Is a way of making easy money as compared to what you can meet from the real world. In the real world, like putting out content, you can never compare that to Being a cleaner, you can't compare that to being a plumber. You can't compare that to, like I said, diff, like it's. There are more difficult jobs than creating content. So when you're a content creator, it usually comes to you naturally. But being a plumber you have to go through a lot and yes, you see. So it's easier as compared to something. So if you feel like you can do it, just put your work out there.

[B]

I mean, what's even more beautiful is that once you've built the brand, you can build a business behind.

[A]

Yeah, behind it. Right. So now you don't have to be dependent on brands because there are days where a whole month you also not get a gig.

[B]

I see.

[A]

It's possible unless you are like, you have like brand ambassadorial deals and that doesn't come easily. I started in 2019 and it is last year I started getting brand ambassadorial deals. Brands that want to work with me for a year. So you have to work your way up for the brands to see that. Okay, I want to retain you for one year because one year money is not easy. So they want to see why you, they should keep you for one year. Why you'll be valuable to them for the next one year because attention span. So you have to work your way. You don't just turn up and then tomorrow, now they'll pick you though. So there are months where you will not see any money. In fact, three months, girl, you may not see money. Yeah, right.

[B]

I see.

[A]

Oh yeah. Oh yeah.

[B]

But I mean instead of staying at home after university and just waiting for you to be employed.

[A]

Yes. I mean you can create content. You can create content.

[B]

Right. Because you could end up staying at home for five years, still no job.

[A]

Yes. And even, even that's one. You see the problem with Ghanaians and the reason why there's over saturation is that everybody wants to be a food content creator. Everybody wants to do lifestyle. When you are unemployed after university, that can also be a content idea. Struggles of this, what I did from school, like there's so many content ideas you can come up with with your situation that you don't have to, you are struggling, you don't, you don't have a job. You can talk about how you've not got a job and everything, but you rather wake up and fry egg for ssc. Everybody knows how to fry egg. Everybody knows how to, you know, do these kind of things. So what's your. You have to, you just have to find that content that will make you stand out that unemployment, a lot of people can relate to you. So you can get a lot of audience from unemployment and how your struggles and everything. Like relatability is like the key, okay to getting on top. You have to be relatable to somebody, at least a group of people. Because if you are not relatable to anybody who is coming on your page to watch you. If let's say I'm cooking food, Chef Abis is cooking food, they read the people who can't cook, cook come to a page because they want to learn how to cook from her page. Right now, if we talk about you connected minds right now, if somebody wants to understand business, they'll come here. So everything your whatever content you are doing, you have to be relatable. But if every day you are waking up in the morning to do this and sweep and this, there's so many people that have done that. So what's special about you see what's special about you? That you, you, you, you can build an audience and later put it into business. You see? And whatever content. Having an audience is different from having a culture.

[B]

Okay, talk to me.

[A]

Yes, some audience. They are just sitting there watching you. A cult is people that me I'm part of Sac Nation cult. If Sargodi issue that FTY shoe they were selling it, I would have bought it because of sarcode. That is a cause. That is people that you know that they are always going to buy something just because you held it or something. So you have to see find a way to build that type of people. That is how you can move them from here to your own brand to your own business. Getting.

[B]

Yeah.

[A]

Yes. So there are whole lots of business ideas you can come up with once you have a lot of followers. I mean it can be seasonal business. World cup is coming right now. You have followers that believe in you. Sell vuzela. Sell something that people buy in that moment, it can be seasonal. Later you can think about long term business. But try your best to make sure that you make the best out of every moment so that when they pass, you know that at least you did something.

[B]

For somebody who has come from creating content, essentially stumbled upon business slack. If you think about it in terms of the road structures of a business, the way you run a business is different from how you create content.

[A]

Oh, okay. Yeah, yeah, right, yeah.

[B]

So how are you running the business?

[A]

So my business, I am the founder and content creator.

[B]

Okay.

[A]

We have delegated. I know my stronghold. I know well. So when it comes to finances, I have a relationships manager. When it comes to social media, I have somebody. When it comes to receptionist at the shop, I have somebody. When it comes to somebody that replies to messages, I have somebody. Because me, I can't come and reply messages, okay? So I know my strength and what I can do. My strength is to look like the ambassador of the brand. Although I'm the founder, I'm still the ambassador of the brand. There are people that they are good at either each of the positions, so I've hired them to take care of that part.

[B]

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