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How Much Do Local Influencers Actually Influence Trinis?
You can answer that question yourself right now. Has any influenced you? It’s possible that the majority would say no. Influencing reviews are nice and entertaining, but when Trinis see a business using a local influencer, they are not generally taken seriously. More often, they’re seen as a paid huckster, even a sellout.
When you step back and look at it, that’s a broad generalization, maybe a bit harsh. On closer inspection, there are actually cases when it does work, but only when you realize there are more nuanced aspects of this fancy— some would say cringeworthy— phenomena of ‘Influencing’.
The Rise of Influencers in T&T
Across Trinidad & Tobago, social media influencers have become a visible part of the digital landscape. So much so that a new influencer discovery and campaign management platform has emerged aimed at connecting brands with local creators.
Influencers in T&T range from ‘nano‘ creators with niche communities (1,000–10,000 followers) to ‘macro‘ personalities with mass appeal. Pricing reflects this range: nano creators may charge TTD$500–$2,000 per post, while more established influencers command upwards of TTD$15,000 or more, especially for video content and exclusive arrangements.
Brands of all sizes, like restaurants, supermarkets, retail stores etc. are partnering with Trini creators because it looks like a direct way to reach Trinis.
REALITY: Global ROI Doesn’t Always Translate Locally
On a global scale, influencer marketing is a very mainstream tactic. Industry benchmarks show that brands earn a healthy return on every dollar spent on influencer campaigns, actually outperforming many traditional advertising channels.
Micro- and nano-influencers, i.e. those with smaller but more engaged audiences, often generate higher engagement and stronger return on investment (ROI) than big celebrity names. They usually deliver more meaningful interactions, especially for conversion-focused objectives. Trinis use of celebrities are mostly limited to the larger national brands, say like Digicel etc., but there have been instances of use by smaller companies. You would have seen cricket star Nicholas Pooran promoting chicken in 2025.
However, ROI is not guaranteed, and it isn’t the same everywhere. To achieve global benchmarks, successful campaigns require strategic planning, testing, and measurement, which is not the forte of the average Trini.
Limits Specific to Our T&T Context
There are a few realities at play in Trinidad & Tobago that every business needs to understand:
- Audience size is finite. With our small population, reach doesn’t scale the same way it does in larger markets.
- Not all influence translates to purchase. Social engagement doesn’t always convert into spending.
- Measurement infrastructure is limited locally. Tracking real sales outcomes, conversions, or accurate attribution often requires additional tools and strategy.
In other words, viral reach alone does not equate to ROI— especially when you can’t measure the sale that resulted directly from a post. This is a common challenge even in larger markets, where many marketers acknowledge that you can’t precisely predict ROI before a campaign.
Regardless though, one doesn’t have to depend on raw data and metrics alone to tell if its working; there will always be tangible effects you can see: more foot traffic, more phone calls etc.; a clearly discernable uptick that you’re on the right track. And sometimes, that’s all you need.
How Bad Is the Problem That Only a Influencer Will Fix?
It’s very likely that you didn’t really maximize all the standard options. If you’re considering influencer programs, think of them as part of a broader digital strategy, not a standalone solution. Trinis tend to view influencers like a sledgehammer, you know, when other marketing ain’t wukkin, so call in the big guns.
Alternatives and complementary tactics include:
Content Marketing
We tend to overlook, perhaps dismiss, the value of passive marketing via our web and social content. Creating content that educates, informs, or solves problems keeps audiences engaged when you post and keep coming back. This can be blog content, how-to videos, or expert commentary.
This contributes to the branding element of your marketing, often a key missing component of your strategy.
Your Own Social Channels
Why can’t you become your own influencer? The attractive aspect of using influencers is their readymade reach and influence. That’s all well and good, but what about developing your own reach and influence simultaneously? In time it’s possible you won’t have to rely on them as much, and you’ll save that cost.
Your own channels give you content control, analytics, and brand consistency— all things influencer content alone cannot guarantee.
Partnerships with Local Businesses, Institutions
At the time of writing this article, it’s the Islamic month of Ramadan in T&T and Muslims are fasting. A popular supermarket partnered with a mosque to provide items to break the fast. A pet food brand featured a local animal shelter some time last year. Collaborations like these, with trusted local organizations (trade associations, community groups, events) can increase visibility and credibility.
This is also an example of the branding component in a marketing strategy.
Performance-Driven Paid Media
What if you spent that money on regular paid advertising instead? Or are you using an influencer because paid advertising wasn’t working? All well and good, but the poor performance of paid advertising needs to be critically examined before concluding that influencing is the solution.
One of our social media clients used to boost Facebook posts with average results. What we advised was to spend some time developing TikTok instead. The result was that in a short time the organic reach and performance far surpassed the paid reach and performance of Facebook.
When measurable outcomes matter, like sales or leads, paid strategies (search ads, retargeting funnels) can often outperform influencer campaigns on ROI if properly optimized.
So, How Much Do Local Influencers Actually Influence Trinis?
‘Influence’ in the strict sense of the term refers to actual conversions— if we are actually compelled to go out and buy the thing they’re peddling. It would be fairly accurate to say they don’t have much influence there.
What they do influence for sure is awareness and engagement— but such influence does not guarantee equal conversion or ROI.
The Breeze/Unilever Influencer Fiasco
If you recall, in 2022 there was a launch of Breeze Liquid Detergent in Trinidad, involving local influencers that really backfired. Critics argued that using lifestyle and “glamour” influencers to promote a utility product like laundry soap felt inauthentic and forced. Consumers felt the influencers chosen did not actually do their own laundry or represent the average person struggling with rising costs.
What added to the fiasco, was hosting a product launch for a budget-conscious, “value-saving” detergent at an expensive, upscale venue like The Brix hotel, which was very contradictory.
It is a perfect example, so much so it should be a case study, of influencer marketing gone wrong.
Real Influencers Work Better
‘Real’ influencers would be the actual experts who are authorities on your subject. You’re selling face cream or make-up? Then use real make-up artists with a following to review your product and promote.
Trinis tend to get Influencer Fatigue: where they tune out over-commercialized content from creators who promote products unrelated to their usual niche.
Many of our clients have seen immediate and tangible results using the real experts. It’s doubtful the company sold more fresh plucked chicken on Pooran’s say-so though.
Avoid the Sellouts
The sellout is different to the ‘mis-niched’ influencer, and this is a big downside in the influencing game. This is where brands pay the expert for a positive review and promotion. On the upside, Trinis see through this right away and usually call it out. On the downside, it hurts the influencer as trust and respect are lost.
It’s noteworthy that in some instances this is par for the course, i.e. expected to some degree, which you may find hard to believe. A good example are these foodie reviews, which is a big thing in T&T; there’s always some new place popping up that’s ‘THE BES!’ Yes, Trinis can ‘rel cook‘ but not every place has food where you’re licking up to your elbows every time. Yet still, we never really expect them to spit it out their mouth and say ‘lawd yuh want to kill mih!’
Conclusion
By all means, use our local influencers in your campaigns, they can absolutely provide value. It’s a burgeoning industry and there are many endearing personalities and characters.
They can be impactful, but only when deployed wisely, and as part of your hodge-podge semblance of a marketing strategy. Their biggest value lies in trust, community, and authenticity, not just reach.