- Studies have shown that about 70 per cent of consumers trust recommendations from influencers or friends on social platforms
- Latest data by Deloitte shows advertising spending in the influencer space in Kenya will reach $1.85 million this year
At least a million social media users in the in Africa have been granted a platform to transform their creative expression into dignified livelihoods.
Latest data by Deloitte shows advertising spending in the influencer space in Kenya will reach $1.85 million this year
It is expected to show an annual growth rate of 10.72 per cent, resulting in a projected market volume of $2.78 million by 2027.
The memorandum of understanding between digital influencer space Wowzi and the Africa Digital Media Institute (ADMI)
The three phases of this collaboration encompass a spectrum of activities, including the development of innovative courses, the enhancement of learning experiences, and the cultivation of industry alliances to unlock the full potential of content creators and influencers.
This strategic partnership is organised into three phases; preparatory, pilot, and scale.
Laila Macharia, Co-Founder and CEO of ADMI termed the partnership
"This ground-breaking MOU underscores our mutual dedication to nurturing and supporting the aspirations of creators throughout Africa. Together,
"Our aim is to furnish a platform for one million content creators, enabling them to translate their creative visions into sustainable livelihoods while simultaneously generating economic value and societal impact for both partners."
Wowzi Co-Founder Mike Otieno on his part said the collaboration will open up for creators, brands, and the wider digital media ecosystem.
"By harnessing the expertise and resources of both Wowzi and ADMI, this partnership is primed to reshape the landscape of influencer marketing and content creation across Africa and beyond."
During the pilot phase, the partnership will introduce the Influencer Marketing Accelerator—a hybrid course that operates under a dynamic non-profit and for-profit model, adapted to the evolving market demands.
In recent years, influencer marketing has gained significant traction as a powerful strategy for brands to connect with audiences authentically through social media.
This approach involves leveraging individuals trusted and followed by specific niche communities.
Studies have shown that about 70 per cent of consumers trust recommendations from influencers or friends on social platforms.
According to Forbes, the global influencer marketing industry has grown by tenfold from Sh140 billion ($ 1.7 billion) in 2016 to Sh2.4 trillion in 2023, with forecasts suggesting it could reach Sh20 trillion (USD 16.4 billion) by 2030.
This growth is largely attributed to the accessibility of platforms like YouTube, TikTok, Instagram, and Facebook, enabling individuals to create content and find their niche audiences.
In Kenya, a 2023 Datareportal report shows that over 10.15 million users aged 18 and above actively used social media at the start 2023, constituting roughly 33.6 per cent of the adult population.
Among these users, YouTube had the largest user base at 9.44 million, followed closely by Facebook at 9.25 million, Instagram with 2.20 million users, LinkedIn with 3.50 million "members," Snapchat with 2.45 million, and Twitter with 1.9 million users.