Featuring Kofi Fosu
In this episode of Colours of Social Media, Kofi Fosu ( @kayohefayeYT ) - founder of @hyperactive_gh —opens up about his journey through Ghana’s evolving digital landscape. From starting his own agency to learning on the go, Kofi shares the real lessons that aren’t taught in school.
[0:00] I think for a small business, what you want more than to make money is for your business to grow, and what grows businesses on digital media is leads. If you want people to take your business seriously, you have to take your business, yeah, seriously. Building hyperactivity, so what lessons do you get from that, that would apply to the wording of your school? One of those lessons that they will not teach in school is the power of technology. From the rest of us, this is Colours of Social Media, the podcast for marketers and small business owners who believe in digital marketing. I'm your host, Enoch, RobotBoy Appiah Jr., and today I'm joined by someone who is being deep in the trenches of Ghana's digital marketing space, Kofi Fosu. Kofi is a digital marketer with years of hands-on experience, you know, navigating the ever-evolving online landscape in Ghana. In this episode, we are diving into his personal journey, the realities of working in this space, and some key lessons he's learned that don't get taught in school. Whether you are trying to, you know, break into the digital marketing, or you are already running a business and wondering where to focus your efforts, this conversation is packed with, you know, local insights and practical subjects. So yeah, let's get into it. Kofi, first of all, thank you for coming on. Thank you too. Really, really appreciate you, and most importantly, I really appreciate that you took, I mean, you went ahead and filled out the form, because as I was talking to, I mean, I was telling you, initially, it was just, you know, people in my circle that I invite, but right now, I want to open it up so that a lot of people will come in. You were the first person to sign up, so I absolutely appreciate that. So I know you. I know you by the name, Kofi Fosu, because we are all in the same circle, we're in the same WhatsApp group. So Kofi, for those of you who don't know you, can you briefly tell us who you are? Okay, thank you for having me, and to visit the fill-in-the-form thing, I think, before I set off, since we are talking to other digital marketers and people who might be interested, fill-in forms are very important.
[2:30] Like, don't skip it. If you see something, your email will link a group. As long as you're on the internet, you never know when the next big opportunity can come from. So for that, I want to thank you for opening it up and giving us a chance to also apply. So yeah, I'm Kofi Fosu, as he said. I'm a digital marketer by profession, currently doing some clients work. I have a semi full-time job, so yeah, but I'm open to collaborations as well. I specialize in strategy development and social media marketing as a digital marketer. I attended KNUST, where I studied natural resource management in St. Augustine's College Park. I'm going to break you. You're studying natural. Yeah, natural. Yeah, natural. And I mean, we are in the same side of it.
[3:23] I did biology. And I mean, natural. Okay, continue. So after natural. Yeah, so for the digital marketing journey, I began in St. Augustine's College, maybe before that, but it was more like IT tech stuff, but actual digital marketing, when it became communications and conversations, I would say it started in St. Augustine's College, when we, or I, was fortunate to be part of a group of people who had the opportunity to use social media as a tool to propel a business. So I see students for the advancement of global entrepreneurship. So it gave me a first-hand experience on how social media plays a role in generating revenue for businesses and brands. So I think for me personally, that was a turning point.
[4:12] And for the science, I am a physics head in biology. I like it, but like, give me physics the whole day. You like math. No, it doesn't. For me, math is just a part of physics. Yeah.
[4:26] For me, because of my interest. So I'm only that interested in it to see the equations play out and the formulas check out, but for people who do math, pure math. Shout out to me here.
[4:43] Let's talk about when you started. I believe that would be when you were in St. Augustine. What was the scene like when you started, you know, coming in digital marketing?
[4:56] Okay, I'll say it was very green. The potential was very, it was very high, extremely high, I would say, because even in high school, we had prominent people like in the global digital marketing space coming to Ghana, coming to our schools, do programs like a Haspora, Google, and overcome.
[5:18] So they were coming to the schools in. Let's put some back, which of the back comes out of your beat? So my first was back on Cape Coast, because I was in St. Augustine's at the time. So my ICT teacher, he knew those of us who were involved with some of them were doing programming, some were playing beats, while I was so good that I had to watch movies. But after the movies, some of us were actually looking for interesting things to do.
[5:46] So he put us together. Yeah. And then he would apply us for these these seminars and talks and stuff like that. So even in high school, we'd be going to like Google programs and all these things to represent the country. And we even had a chance to siege to represent Ghana at the World Cup in Abuja. And in Ghana, like for St. Augustine's, when we competed on the local level, it was very, you know, like, yeah, we sported. But then when you went to Abuja and like Russians are pitching, Chinese are pitching like Charlie. So personally, I think for us, so this thing, I started, I started my group, my group of the same group, we started a business hyperactive in school, a hyperactive in school. So I think what really pushed us to do that was when we saw was being done outside with social media, like those, the Russians had this network where for the school, they had an app for the students where like, they could all track the train networks.
[6:44] And those interesting stuff in our business, we're just recycling, they can tell you. So we're like, no, we came back, we're like, no, let's look at the digital space and what we can do to use to expand the business. And we picked it off for a challenge, use a whole year to come up with ideas. We had various businesses under that. And I think the hyperactive really made an impact online, because it was almost immediate. I had a person at that time, Aaron, on Abaishan.
[7:15] And what we would do is, we're trying to use it to, we didn't have any business, we are saying, the business is the platform. So now we have to look for people who have businesses.
[7:25] And in high school, it was mostly the music, the people doing arts, the athletes and doing different schools, Wesley girls, St. Peter's, different regions. So what we'll do is, we'd use like about a week or two to compile the stories. And then we go on to social media.
[7:46] First one is blog sports, Google. Yeah. So then you will be part of blogging. Yes. So we did it. If I from what you are saying, I can actually tell you your trajectory.
[8:00] You're a part of bar camp, Cape Coast. That means you might know Subramania, Kobe, Subramania. And the coffee. Because the reason why I'm telling you this is I'm also a member of Ghana think. Yeah. And we run back. Right. So currently, I'm the online lead for back up.
[8:23] Yeah. So you guys made me. Yeah. Yeah. That is the whole idea for back up. And it has really made a lot of people. Yeah. At that time, it was a small network, but just while we're going and moving on the same faces, bigger circles, bigger opportunities, bigger clients. So it really made sense looking back from for us. At that time, as high school kids, I think maybe a bit immature, to be honest. Yeah. So when it came very excited, I think the first thing we go to do was the first unofficial thing was Republic whole week in 2013 year, because we are just set up the account. We're running stories. So the stories we do is once you put it on a blog, would write on paper and then add the links and then went stick on every school's notice board.
[9:19] So it did the blog. Yeah. Then fortunately, the other times WhatsApp was coming. So we had a group of people who used to see it and then add. So then we had a community growing up with members from different schools. So I think we were fronting on our page, but we didn't know the volume. So it wasn't until we were hit up by Republic whole gain. You used to be like, tell me, yeah, we're probably doing something right. Let's talk about evolution. How, how, I mean, you've been in, you started with, I mean, when you were in high school, you started when you were in high school. So how has the Ghana digital marketing evolved?
[10:01] Yeah. Right now we are in 2025. How, how has it evolved in your own opinion? So I've been observing for 10 years now involved, but also observing for 10 years and it hasn't evolved. I will be out says improved because it would be hard to say that simple. Yes.
[10:25] Because while I would say that is early on, I feel like the, the majority of people involved were really trying to pioneer something. Right. But now it's like the majority of people inside are just trying to benefit. They're trying to gain something. So we came from a place where we are looking at what we have to try to put in. And now we are at the place where people want to take from something that was not even there. So as we are human society, so there's always room to go.
[10:57] And what I'd be right if I say we've lost the sense of community in the space. Is that what you're trying to say? Well, in general, yes. But I think there have been communities which are more, they are denser, but there is no shared goal. So there are communities, dense, dense communities, but there's no shared goal. That's, that's from my of course, and that is a challenge. But then apart from that, what other challenges have you encountered, encountered in, in, in this space? Um, so let me break down down into personally and professionally. So I'll start from professionally. Um, I would say we came up soft for me and my group. I would say we came up soft because fortunately we came out on a time, some people like yourself had done the hard work of setting up institutions like bar camp and all these channels for us to use and really get connected to SS first two, three years of university. I mean, after SS, I stayed back a year in Accra to set up the company and get clients, businesses. So through our university, I was working with really, you know, good clients and through that we could achieve a lot. And fortunately, unfortunately, it gave most of the people opportunities. So right after university, you are in the field, you are in the industry, you are up there, you are already known.
[12:32] Wahala with the wake. So professionally, I would say there were not many challenges, to be honest, it has to, it maybe came down to what you have to do, the executables. Yes. But, but the challenges would then be a lot personal because I feel like for I'll speak for us, my people, we came up as the kids. So there was always that thing.
[12:57] Yeah. I'm trying to wake and you are just trying to put me in my place. That's, yeah. So it was a, it was a huge challenge. And the only way we could overcome it is through the results. So sometimes that you feel like at some age, you feel like there are some things you should be doing. Then you don't get to do them because your focus is, I remember first year university, like I come to campus first week, I have a meeting with some whole president and then we are going to a crowd to meet with the adieu and stuff like that.
[13:30] And you are sitting with me and then I think I will chat with you for good. And I'm like, but you lose that, you lose that. And then it takes some time to like reconnect.
[13:41] The blessing in disguise was I think 2019, one of the events we covered was Pride Ball, which we had to, and another thing is the abuse online is insane. It's terrible.
[13:54] So the freedom of speech, people take it way beyond the limits. So that was something we had to do with as a brand and it affected us negatively because our space was so open. Everybody was just commenting on our policy. Yes. With high schoolers. So we lost our account 2019. So that was like a shift to the system. Everybody had to run to the client, you know, for some kind of job security.
[14:21] Yeah. So that was like the first like true moment. I realize I know you need to work like really, really close. Let's stay on the losing account. How are you able to go around?
[14:33] Um, shut up. Brown, my star. So, yeah, no, long after that, he joined. Yeah. I mean, we're missing me on Twitter. Let's talk about trends because hyperactive digital, you're all about training, right? Yes. Yeah. Some of the trends and that are sort of in Ghana that people take for granted. What are some of the trends in digital markets and that people take for granted? Okay. If, if I get the question, right? Maybe one to look at, um, maybe online movements, like sort of the content that comes out for Ghana. If I speak on it, I think we take a lot of things for granted. Yeah. I think we take a lot of things for granted. Um, in the sense that there are people benefiting from them.
[15:32] Seriously, like even right now, if you study the numbers, TikTok and, um, these telegram groups and stuff, there's a lot of guys in places making big money off social media, but this is not, it's not refined profession. It's not being taught. It's not being innovated. So I think this social media in itself is, is a tool is a very powerful. It's probably the most powerful tool we have access to. Yeah. It's like given access to the internet. Yeah, exactly. But the internet, you have access to information, but with social media, it creates a world on the internet. So I think we don't really exploit it as much as we could from the national level, from the government level to even in the home systems. And I would want to appreciate that there are a lot of Ghanaians trying to, you know, do what they feel is right. But if you observe it on the whole, I think we, we, we sometimes we even start strains and then if you remember the scuba to mana thing that came up, that's an example of how you might feel very significant without your Twitter accounts, but yeah, yes, it goes so far. So that's an example of how we can probably exploit the tool that we don't and it translates into every industry counting off. I'm very passionate about the music industry because I have a lot of friends and business associates in that sector. So I'm always like running there to like, for example, and it's not about it's serious because you make music in Ghana and then you just, just because you're in Ghana, you feel like this huge barrier you have to account for is the same internet. So we just, we have to appreciate the tool that is social media and then be truly interested in innovating with it, like finding ways you can connect properly like this as an example and creating a platform, supporting each other because I'm nothing with the personal challenges side just to cut into the trends. It's a trend that we don't support ourselves.
[17:50] It's a negative trend because, and I think social media also falls that a bit because some people want to be relevant. So yeah, oh, for my account to grow, I have to be seen with these kinds of people. These guys know these guys personally, so they're aligned. It's not right. And that is the main reason why I made, I mean the guest called public. Yeah, because if I'm getting all these gems from people close to my circle, but then if you are not in my circle, it means I'm doing my nessness this fever. They are not getting like these gems that you are expecting.
[18:29] Yeah, I'm not getting. So that was the whole idea. Right. Let's talk about a personal, more like personal lesson, right? Personal lesson. You studied hyperactive digital when you were in college, right? What? Definitely, when you went to K-N-RACE, you learned about natural. We're not used to that. So definitely build in hyperactive digital. What lessons did you get from that that clearly it wouldn't be taught in your school? Yes. Thank you for the question. But I'll speak for myself and I think it also represents my team at the time because for hyperactive, what we did was a lot of teamwork. Yeah, it was a lot of teamwork, a lot of ideas coming together. And we believed one thing that the biggest idea can come from the smallest place. So we're never shown in ideas. And it was always about team. Like, even when I go to Kumasi, we got those, just the two of us. And if one of the first things we did was try and look for the people who can really help us, that connection, that networking. Unfortunately, I met him in K-N-RACE and we've done a lot of work as hyperactive. So one of those lessons that they will not teach in school is the power of collaboration. Because I think in school, they are there to empower everybody individually. Collaboration is not part of the car column.
[19:56] You are not getting it. Yes. But in the real world, that is it. Like at the highest levels, the most qualified person is only there because it did work with somebody.
[20:08] It wasn't their quality. It wasn't. It just wasn't. And that's the reality we see, like, when we actually go there into the into the working field. So then again, remember, I started over the links here, like, as if you are a digital marketing person, profession, whether you're interested in it as a business or just as a personal interest, the power of collaboration cannot be underrated. Yeah, it's so powerful because personal experience, we know people, we started with them. And just because maybe they were in a room that weren't inclined to embrace. Yeah, for me, it's not called kata, not called GQ. I probably know how to do it. But like, just like that, and this person is, the only difference between them and the next person is that they collaborate.
[20:56] And that's how we sit in the school, school, school, school, job, job, job, job, they get caught out too busy. You get caught out too busy because you have to meet the next deadline. You get caught up in a cycle. So I think these are like maybe two lessons that they don't teach in school. Thank you for that. Really appreciate that. Because we sort of, we went into a bit personal and I was a bit shaky going in there. So I really appreciate that.
[21:21] Let's talk about campaigns. What campaigns have you run since you started Hyperactive, that you think, oh, really, I love this industry. I'm so glad that I came into the digital marketing industry. I think my life is a whirlwind because maybe every year or every two years I find myself in like a completely different space. So I mean, contemporaries have complained of consistency or goofy, like this year, every day sports, the next day, every day music, next day, every day fashion. Like if you're all country style, I'm pleasing, I'm good at it.
[21:56] But I'm like, I'm still growing. You get me? And it's all been part of the journey. So for campaigns, let me say the most impactful campaign for me was the first ever campaign, which we got a call. We had finished, I finished what's the other time.
[22:10] You know, after reporting my face, they were official campaign where I sent a new voice. Whenever they said school, they just send him. So it felt like wake, but when he came out, then he realized I was in the vibes. So this one came with like an actual proposal rate card.
[22:29] We had to do all that. I just write all the bases. So it's for, um, could your point come out? Brownstone business leader summits. And we did the coverage. Another time we walked in with a digital camera, small, just talking about with our phones because they had this some song.
[22:45] I was using some songs. They had the parenting. So I would take the picture and it comes on my phone. Right. Right. Right. Right. And then all the rest of the prayers, Charlie cameras, big, big. I was feeling like I was really feeling bad. But when we started the production, like someone is on stage speaking before they sit down, their coats and their pictures are all over. So after they showing like all these, you know, at that time these big men right now, we will see them by that time he's big man. They're all like, Oh, you did well.
[23:17] So it was really like, that was the thing that made me know that, okay, this is, it is this piece. Cause to be honest, this was 2015. This wasn't the, there was no industry. There was no famous influencer. I was a good point and see what is what I want to be. So it was all just vibes to be honest. But that was the, that was the campaign that made me realize that this can be a profession. This can be a thing. So BBLS then down the lane, I think the most impactful on the brand as a business. This was personally bound the business was signs and mask. After the business summit, I was like, these, these people are already into tech, but how do we then not to know that your product works? You have to be able to change something. That was some of the things he picked up like with Sage and stuff. So we're like, let's pick something that's so far from social media. This comes so far from entertainment and then apply our service to it and see if you can change that. So the first thing that came to our mind was because we hated it. Yes. We hated it in school. We didn't really worry.
[24:29] Unless you were a science student. I was a science student. So I was like, Charlie, that's not what science is about. And they kind of asked us the time, the rapid time deal, to answer the questions.
[24:40] But so it was, I was like, if we can take something like the signs and mask, because at that time we made, we actually did a survey prior to the campaign to find the sentiment. So the place where people were able to access was mostly TV and newspapers.
[24:55] And with the newspapers, you'd have to wait till after. Yeah, and then you read about it. And then, yeah, the people did not, the students, nobody wanted to even open that site.
[25:04] Unless your school is winning, they don't care. So we created a campaign around, I mean, shout out to us, I'll take Chris, Chris over. He sort of, with the BBLS, he sort of mentored us, he and Daniel on Pofo. So he gave us some tools that we could use to pitch to science and mask. So we did a fast pitch and it bounced us. And we're like, oh, but I had, Aaron and I, we worked well together at the time. So we're like, no, we're still going to do it.
[25:36] So first time in my life, every couple of morning times I had to go watch, hey, hey. But anyway, I was watching it and then Aaron was watching it and we had agreed like where we'd cover. So he'd make some posts, I'd make some posts, he'd make some responses, I'd make some responses. And like we started and within 30 minutes, everywhere, everywhere.
[25:59] And I think the science and mask with a counter that had less than a hundred followers. And before we were done, they were hitting like thousand.
[26:06] So immediately after they called us and then we went, you met them. So the next day, So this time I did you pitch or you just went to take the BBLS?
[26:14] No, we just went. Because we just went. Because the impressions were, I think for that first one, the 2015 one, it wasn't an official collaboration. So the impressions with our hashtag alone hit about 4 million on Twitter, on just Twitter. So we pitched and we're like, oh, this is good. They want to do it. Blah, blah, blah, blah.
[26:33] So the 2016 science and mask is the official media patterns. So that's what brought them NSMQ and hyperactive. And then over time, they got their own thing. Because of course, right now, let's talk about mistakes. Like, just give me a couple of mistakes that our listeners can learn from you if they are thinking of setting up their own sort of hyperactive.
[27:03] Okay, so mistakes, a lot, a lot like maybe the people who have learned the most from my mistakes, who have worked with me since time till the end. I'm the kind of person who I take action, I take this step, I hardly look before I leave. So the mistake that I'll make it and I'll come and give reports. Yeah, so in terms of mistakes, okay, let me let me say this. If you want to take if you want people to take your business seriously, you have to take your business. Yeah, seriously. If contracts, understanding the industry, understand the legal aspects.
[27:46] For us, I always make the excuse that we're kids very mature about there's no excuse, like once is an industry are going into, you should know the ropes, you should know your ropes, you shouldn't go looking for handouts, which is one of the mistakes I think we made before we're kids or these poor minds don't see us, they will help us. But you speak no, and then they are looking at you like, so does the thing like really take time aside from, and this is another thing that I think a lot of entrepreneurs talk about like, your business aside from the thing your business is doing, like maybe you are making plans, right? Your business is about making plans, but there's an industry of plant makers and operating within that industry is a different business from just making plans and you need to be good at both. Yeah, so I think for people who want to start a business, start an agency, start a brand, and have the longevity, have the executionable ability, have the right connections, you would make mistakes, but you have to be ready to learn about the business so that no matter the mistake or no matter the scenario, you always have some kind of knowledge, you can use to back yourself up. So if you're looking at your LinkedIn, I feel like you are good with voice. That is when you are good with communication. That is what I picked from, you know, looking at your profile and all that. But I want to know, in addition to that, what are the soft skills, you know, has helped you to thrive in this industry? Let me take it chronologically.
[29:24] So I started as music. It was music. I was playing instruments. That was the only skill I had to play a bass guitar. So yeah, that was like my first skill. But then computers followed short after. It was music that led me to using computers. And then I was finding the day I wanted to learn music production, like how to make beats on YouTube. Literally the thumbnail, there was a thumbnail under like how to build games. I was like, no. And then so that's where we all started programming. So in GSS, I built the website for the school. So it was that same programming enthusiasm that led me to the IT Lab in St. Augustine's College. So programming is where it all started from. But then aside from that too, I like to consider myself and what's the way when you're outspoken. There's a way for it. It's lost on me right now.
[30:28] As extrovert? Yeah, I like to consider myself extroverted. So I was always trying to make friends and see the best way to get people to understand what I'm seeing. So I think I picked up communication as a skill along the years. And because I was also involved in the tech space, it helped because you meet a lot of people in GSS, I was paired up with this guy from Germany. He was an exchange teacher in university in Germany, but he was paired up with me. And he's a shy guy. So we made a project, but in course he's a shy guy. I have to, yes. He doesn't even speak the language or that kind of thing. So these moments gave me those abilities. And then once you start doing the work, you realize what you need to know, because you have to innovate. You have to have what's the best way I can use this tool to serve as a client. And there are things you need to learn. So for social media like this, the digital marketing practices, the various services, online tools, the websites, the people, even the people that you need to work with, you need a content creator, you need a copywriter, you need proof. Knowing all these things is also a skill.
[31:37] So I think that's for me, that's how my skills have evolved. It's funny, the same thing that happened with me. I started, you know, social media, but then I had to rely on graphic designers for my content, rely on video editors for my videos.
[31:54] But then again, people will be delaying me. Then I had to report to the client. So then I learned graphic design myself. I learned video editing myself. So I think that, and then the ultimate thing for what I believe for Appencom Digital Market is the readiness and the ability to learn, you see, because if you are not ready to learn, you will learn how to communicate. If you are not ready to learn, you will learn how to build games, build websites, petty, petty websites to help you out, you see. Yeah. So basically, aside with you on that, let's talk to a small business audience. We've been focusing on digital marketing. Let's talk to us for a second.
[32:42] If a small business owner wants to get into digital marketing, what angle do you think they should focus on first? Personally, leads. Yes. Because I did mention that social media is a tool. Yeah. And I think for a small business where you want more than to make money is for your business to grow. And what grows businesses on digital media is leads. The ability to use your content to impact the right people who are going to retain the investment. So for a small business owners, I mean, it's nice to look at wanting to train or wanting to look at fast numbers. I know most of them don't understand the same way as professionals do. And most of the professionals just give up on trying and just do whatever the client wants. But if a small business owner, you have time to sit down with a digital marketing professional, have that time and patience to let them do the work, the actual digital marketing work. Because you need to build your brand. You need to build that communication online in order for the business to be sustainable online.
[34:02] Because I think on the group, there was even a conversation, but we have businesses that are very sustainable in real life, like offline, but they have nothing online. It doesn't affect them. That's fine. But once you are using that tool, yes, you have to use it well. You have to use it to the best of its ability. And it takes a professional to be able to do that.
[34:24] So the small business owners, the best thing to do is if you can afford it, get a professional on board. If you can't afford it, you also want to do your own thing, because that's a good thing about digital marketing. Anybody can enjoy it. Your best friend should be a search bar and now AI assistant. You can literally, I think the other day I was even mind-boggled with him. Like now, we do it every day. We don't even notice. But the way we search for things online, it's like I'm having a conversation with you. And we don't think about anything about it as compared to back then when you literally have to know the keywords to put into the search box. It's an easy field now. So for the business owners, you might just need to take two, three days, get hands on with your accounts, be on as many social media platforms as possible. Have a comfortable calendar for a schedule for yourself. It's not every day that you have to be on the internet, but your content is going to be there every day with or without you. So you just have to have a schedule where you are consistent enough to keep it fresh.
[35:36] And yeah, don't expect too much at first, but know that the potential is limited. Then the AI expectations inside, because a lot of us, we sell heaven and earth to them.
[35:54] That's the pitch. It's also a challenge. You are in this pitch session and this agency is selling heaven and earth to the clients. You know it will never work. But Charlie, they need to look out, grab the business. I've also been on the negative end of that. When I was pitching or hyperactive, we were pitching to our clients a couple of years ago, pre-COVID. In the whole nature of our pictures, we're trying to focus on the skincare products. So we're trying to focus on people being at home in about two minutes. To them, they were like, nobody wants to see that. It'd be long.
[36:43] Fast forward the year COVID hit, this was 2019. I don't know if it was the exact same pitch or somebody had re-pitched the same thing, but this company, they had to pick up the client, they are running the company. Literally a campaign we pitched to them, they are running it.
[37:01] This was, I think it was supposed to be an end of year campaign, so it wasn't long till COVID hit to me. I was like, aha. But it's just sometimes the pitch might seem too impossible until the signs or the innovation catches up and they realize that now that one thing that was so impossible, everybody's doing it. So we have to find a fine balance of being realistic and also being very hopeful with the pitch. But you have to know, from you, the service renderer, you have to know the way you're saying you can actually do no tri-go selling. If the client's expectation is too much, let them know that, then reduce your budget so that we can get something feasible. So there's always options, but to disappoint the clients. Personally, I feel like I sit here with no stress on my neck, working in this industry for 10 years, because as much as I might upset and disagree and whatever with clients, disappointing them is no update. Maybe I won't take it. If then you go COVID, you can't do it. Yes, because I told you that I can't do it. But it's different from when you say you can't do it, you can't do it, you can't do it. And they see that you can't do it.
[38:21] Yeah, that's true. I mean, that one was for your personal brand. Now, talking about personal brand, let's talk about how can you, you know, I mean, up your personal brand in order to grab opportunities in this space. Yeah, no question. We are probably going out, I guess.
[38:44] Yeah, because my I've done. No, no, no, I mean, how can you be? Yeah, I can advise because that's what I've done a lot of work for clients who the work is mainly about their personal image, about presence. But personally, most of my work, I used to say, well, I'm like an achiever when I was coming out, because I get comfortable behind the scenes. And it's a kind of behind the scenes, it's not even like the camera because camera crew as much as you're behind the scenes, everybody can see you about some of us were behind the scenes behind the scenes.
[39:18] So I got comfortable with it. But as you're growing and mature, you realize other opportunities here that you're missing out in personal brand, or taking care of your personal brand is really important. Your sensitivity, like your online sensitivity, what people, the emotions people have feeds your brand to, because I'm putting mentioned them and say, Oh, this guy controversy, that kind of thing. Yeah, you mentioned sample, this guy, every nobody likes every day he's fighting on Twitter. Yeah, so all of the all of it comes together. Like, it really depends on what you want. Because I've spoken some people who are trying to like, get there and go like, that's not what I wanted to realize. Forget it. Sorry. But as in the brand, not the person in the brand would fade out. So my advice to people is you might need to take your personal good seriously, you will see it. Because the thing that you have to see, you can only see it when you start taking your personal brand seriously. So how you speak to people are you related to people, how you deliver how you appear in situations, the places you go, the people you connect with, and share a personal angle to this as well. So me, fortunately, I've been blessed with a chance to have access to places, places, and you have to be mindful, because there's a time in my career, you are doing signs and masks, because you are doing Spice Bowl. I'm doing ME Africa. The change is huge. The contrast is huge. Because now I just walk into a room where Cheddar is there despite his day. But you have to come up with an aesthetic one or rather, you can still hold your own, you can still have those conversations, you can still be taken seriously. So I think every individual who has to really reflect internally, so that you can come up with something that matches what you're doing, or else you might end up looking fake. So the answer is this day. So personal business, and personal good, personal branding, personal image is really important as well. Not to get caught up in looking, but just know that it counts. Awesome, awesome thanks for that. Let's look ahead, you know, the future of digital marketing in Ghana. What do you think it will be like in the next, let's not even look further, let's talk about in the next two to three years.
[42:05] Wow. Yeah. Wow, honestly, it took three years, unless I'm not seeing something, I don't think it's going to change much. Unless I'm not seeing something, unless I'm missing something, I don't think it's going to change much. Just three years. I feel like what we are doing, or what we have is it can really get worse. Yeah, because I have a very negative sentiment towards our current deeds of social media. Because the good side is there. There's a lot of good side, but even on the good side, you know, we are currently fighting all these cases of misinformation and mind control and fake news. And that's even on the good side. And the bad side there, you know, so many negative content, racism, so many nasty stuff on there. And as a society is like, we are okay with these things. The younger generation, they're okay. They grew up into it. They are not as sensitive as we are. So it creates a scary environment. But yes, I would like to see some change in the next few years. Nobody is speaking about it, because nobody wants to speak into someone's face, that kind of thing. But we do have like some major players who are on TV, who are on TV screens, phone screens, YouTube, day in, day out that are not really saving the industry in the best possible way, considering who they are and where they are. Yeah, they shouldn't be using their platform. Yeah, for that. And you might say this and they'll take it the wrong way. I'm like, no, no, no, no, no, we are not kids. Like, some of us fortunately have traveled and I'll use a country like Dubai, for example, is Arab. Like, we know how we feel about these people, their laws and everything. But we touch down Dubai, we turn on the radio. Ah, it's so sweet. See, Lady Gaga, I know anybody would tell you to be Lady Gaga, but the presenter has literally taken time to tell you where she played her last show, how many copies she sold, and then where to even follow her latest talk, where to get information before they even play her music. Then you come to Ghana, and artists are dubbing music. I was sitting there asking which of their features was more popular than they had. It's not sustainable. You are one of the biggest voices. And so, yeah, I just think we need to start being intentional, start speaking about it. The people who have the benefits from it are the end users, the creatives. They are the only ones who are losing right now, because we, the professionals, we are okay. The clients will still come.
[44:44] The people sitting at home, they will still hear their music, they will still watch their YouTube buzzer creatives. They are the ones who are not getting opportunities. And I even recently spoke with, because I feel like there are some people with benefits, you know, these opportunities for models coming, the casting calls traveling. And it's all social media stuff, big brands, Vogue, GQ. They'll fly them out, they'll shoot with them, they'll bring them back empty on them.
[45:10] And there's no other opportunity unless you go back to them begging. And then our lookouts are just sitting on these platforms with the biggest of numbers and trolling. Yeah, trolling. Exactly.
[45:21] So, I have a very negative sentiment towards the future of our social media. I think, unless something changes, there has to be a conversation. Like, this has continued.
[45:31] By absolute 100, we have to start seeing some changes. I don't know if it is funny, if it is fortunate or unfortunate, but you are the first person who has given a bleak future of digital marketing in Ghana. Yeah, and I appreciate your candidness, yeah. Because most people come and talk, oh, it worked fine, and all that. I'm making money. I'm making money easy to me. Yeah, easy to see the future. Yeah, we've been there. All right. What are you currently exploring? You know, me, what I believe in our field is that you have to be constantly learning, right? So, I want you to share with us what you are currently learning in the field, what you are currently exploring, testing some new things. Are you doing some experimentation? You know what I mean?
[46:27] So, personally, I like to innovate the roads, and it comes at the cost sometimes. It comes at the cost of consistency, which is a key ingredient to find a way to balance it. But, currently, I'm working with the clients, which the client has multiple subsidiaries. So, there's a foundation, a production company, a business company. They sell sanitary pads for ladies, and then there's a media outfit as well, all under the client. And it was so challenging, but after conversations and stuff, I just took the opportunity to also learn, because each of these subsidiaries presents an industry which is fairly new to me. And the thing I found most interesting is the media side, because now I'm working a little more with the new bloggers. You know, the time the blogging was us. Now, this is this. So, in the past, we went hyperactive coverage events. We have a photographer.
[47:32] We are a videographer. We are just chilling. They are doing the work. But, for this one, they put a phone in my hand and said, Google. Yo, it's the wild west. It's the wild west.
[47:43] So, yeah, that's something interesting that I'm doing now. So, if you see me at any events, don't be surprised. I'll be snapping you and stuff. But, yeah, there's a team, but I've also opted to be on, so I can learn hands-on. So, at the same time, you are coming behind us. You are coming from behind us. Yes, yes. So, that's a new thing that I'm taking off.
[48:04] And kudos to the bloggers, for real, like those who are doing well. Yes, being at the right place, at the right time, getting the news out. Because the things they face. For me, the normal times, I would say, do you know who I am? I know they reach anyway. Who are you? I know they reach anywhere, but you can't be past Spanish. You can't be wearing tickets with jackets and equipment. That's not a security guy beside my uncle. Just like that. And these are things you have to confront professionally. It's very new. I don't think you've been invited for it.
[48:45] You just go sit down in a kaftana. So, for me, it's an interesting new face of the digital market. I wish you all the best. With digital marketing, I think a lot of people who got in are introverts. They were introverts. Me, I'm an introvert. That's why I go in that space.
[49:07] So, later on, I realized I had to come out. I started with writing and tweeting here and there, posting there. Now, I'm doing full-on. Were you going for the events? Because I think back then, things like Chaluati and Dex. Yes. So, I was going to Chaluati's bar camps. I actually started coming out with bar camps. That was how I started coming out, face by face. Now, I'm doing this. Before we wrap up, we almost done. Let's talk about an advice that you wish you had before you started this journey.
[49:52] Is it deep? Yeah, I mean, there's one advice I constantly always have. Anytime I think about our journey and where we are. For the team, I think everybody's good. So, I don't think anybody has regrets. It would have been amazing if we could have all still been together doing the work.
[50:16] One advice I wish I would have gotten was to not take the friendships for granted. Yeah, because I think coming up was all about the work. It was all about if you can't deliver next move. Yeah, next. So, the team was very efficient, but it was too efficient.
[50:38] Looking back, I wish we had spent more time trying to be friends and trying to stay together and having a call which was not just a proactive business because as soon as that hits a bump, it was all gone. So, I wish that advice would have done things kind of different.
[50:59] I mean, you are doing great things. Yeah, thank you. How can our listeners or chest connect with you online? So, yeah, Twitter, Instagram, X Instagram. I mean, it's allowed to say Twitter. Me, Xcra is a mouthful. Yeah, that was the same Twitter.
[51:19] Yeah, there's still Twitter. There's still Twitter. But this is the name that's not. Twitter is not called X, but it's still Twitter. You get it. So, yeah, that's hyperactive and that's called GH.
[51:30] That's for if you want to reach out for business or work. But personally, you can reach me at K-O-F-I on all socials. That's K-A-Y-O-H-E-F-A-Y-E. So, K-O-F-I is the spelling of Kofi.
[51:48] So, yeah. All right. Also, to help you, I'm going to list a mail-out link, a hyperactive and Kofi's personal social media pages in the description. Both YouTube and Spotify.
[52:03] So, you can just click and connect with Kofi. Thank you so much. Oh, thank you. Again, thank you first for filling out the form. I really, really, I can't say less about that.
[52:15] And I appreciate that you came in here. It's raining, but you think. Yeah. Thanks, man. Once you made the day to be out to make it, can I just say the last thing?
[52:25] So, right now, I'm also working on a show. I have a couple of kids, but as I said, yeah, I haven't used music now. We just dropped a T. Riot Radio.
[52:35] Riot Radio. Riot Radio. Riot Audio. Radio. Riot Radio. Yeah, Riot. Riot Radio. Like to fight. Riot Radio. Yeah, Riot Radio. So, there are a couple of really active kids. There's DJ Baba, Sero Shoe, Jalo Thomas.
[52:52] Make really good music, and they also make for really good conversation. Awesome. So, yeah. Are they on Spotify? Yeah, that's awesome. All right, dude. That's my new baby.
[53:04] Thanks, man. Thank you so much, man. That's fun. This episode, just like any other episode of Colours of Social Media podcast, is produced by Builders Studios and recorded at Tribal Mark Studios, 13 Asiko Street, Tontra Hills, Accra.
[53:20] Thank you, Daddy.