How Africa’s Most Valuable Brands Are Using Content Creators to Turbocharge Their Marketing Efforts
min read

How Africa’s Most Valuable Brands Are Using Content Creators to Turbocharge Their Marketing Efforts

Sharon Muhambe
Sharon Muhambe
May 22, 2023

The concept of leveraging endorsements and promotions from others to boost products and services is not new, but it is gaining momentum, especially in Africa. Previously, this space was dominated by celebrities and high-profile individuals. 

In today's social media landscape, there are influencers who may have a relatively small following, yet their engagement rates surpass those of accounts with hundreds of thousands or even millions of followers.

Regardless of your preferred platform, it's hard to scroll far without encountering a multitude of posts and videos endorsing clothing, fitness equipment, cosmetics, food, and home goods. These endorsements take various forms, including feed posts, Reels, Stories, and Live videos.

However, just like any other marketing campaign, it's crucial to approach influencer marketing correctly. Simply uploading a few videos online won't generate the kind of buzz that a well-executed influencer marketing strategy aims to achieve.

In this article, we will delve deep into the world of influencer marketing and explore how some of Africa’s biggest brands leverage content creators' power in marketing to create impactful campaigns.  Get ready for an insightful journey!

The Surge of Influencer Marketing in Africa

According to a GeoPoll survey, 60% of African millennials place more trust in online influencers than in traditional advertising, considering influencers to be more dependable. This holds significant implications for businesses, urging them to incorporate influencers into their marketing strategies. 

Several of Africa's most valuable brands have embraced influencer marketing to promote their offerings. Let's explore a few notable examples:


Safaricom, one of the leading telecommunications companies in Africa, has successfully harnessed the power of influencer marketing to drive their campaigns and connect with their target audience in a meaningful way. By strategically partnering with influencers with Wowzi, Safaricom has amplified their brand message and achieved remarkable results.

One notable example of Safaricom's influencer marketing campaigns is their collaboration with popular lifestyle influencers in Kenya. These influencers, who have a significant following on social media platforms, were engaged to promote Safaricom's products and services. Through engaging and authentic content, the influencers effectively communicated the value and benefits of Safaricom's offerings to their followers. This approach increased brand awareness and generated positive sentiment and interest among the target audience.


Netflix, the global streaming giant, has recognized the potential of influencer marketing and has effectively harnessed its power to engage with audiences and promote its vast library of content. Through strategic collaborations with influencers, Netflix has been able to create buzz, generate excitement, and drive conversation that increases viewership for its original series, movies, and documentaries.

One way Netflix leverages influencer marketing is by partnering with popular social media influencers who have a strong following among their target audience. These influencers are often churning out content which they share with their followers through engaging content, such as reviews and  reactions. 

By tapping into the influence and reach of these trusted individuals, Netflix effectively amplifies its content and helps increase viewership of their shows.

Kimanzi on a recent Bridgerton campaign


Google harnesses the power of influencers by collaborating with developers, tech influencers, YouTube creators, thought leaders, and brand advocates. Through these partnerships, Google extends its reach, gains credibility, and engages with targeted audiences, ultimately driving awareness and adoption of its products and services. While Google's approach to influencer marketing may differ from traditional consumer brands, the company has effectively harnessed influencers in various ways.

@bernice.nunah for #SearchIsLife Google Campaign


Diageo understands the importance of partnering with influencers who have credibility, authenticity, and a strong connection with their audience. By strategically collaborating with influencers, the company taps into the power of personal recommendations, social proof, and aspirational lifestyles, enhancing brand perception, driving product awareness, and ultimately influencing consumer purchasing decisions.

@wabosha_maxine for Tusker Cider campaign

P&G (Downy)

Downy, a well-known fabric softener brand, has successfully utilized influencer marketing strategies in Kenya to promote its products and engage with its target audience. Here's how Downy has leveraged influencers in their marketing efforts.

Partnering with Lifestyle Influencers: Downy has collaborated with popular lifestyle influencers in Kenya who have a significant following on social media platforms such as Instagram. These influencers create content that aligns with Downy's brand image and values, showcasing the benefits and usage of Downy fabric softeners in their daily lives. Through visually appealing posts, tutorials, and product reviews, these influencers effectively communicate the value and effectiveness of Downy products to their followers, generating interest and increasing brand visibility.

@hassansarah for Downy campaign


Ariel Kenya, a leading laundry detergent brand, has effectively incorporated influencer marketing into its marketing strategy to connect with consumers and promote its products. 

Through partnerships with lifestyle influencers, demonstrations of product usage, before-and-after transformations, user-generated content campaigns, and expert testimonials, Ariel Kenya effectively harnesses the power of influencer marketing. These strategies help Ariel Kenya build brand awareness, establish trust, and encourage consumer engagement, ultimately driving interest and adoption of Ariel detergent among Kenyan consumers.

@_sheilaperis for Ariel campaign


Coca-Cola has embraced influencer marketing in Africa to connect with consumers and promote its iconic brand and products.

Coca-Cola utilizes social media platforms to collaborate with influencers in Africa. They partner with influencers who have a strong presence on platforms such as Instagram, Facebook, Twitter, and YouTube. 

These influencers create and share content featuring Coca-Cola products, participating in challenges, or showcasing how Coca-Cola products are integrated into their lifestyle. This approach helps Coca-Cola reach a wide audience and generate organic engagement and conversations around their brands.

@chefalimandhry for coke with meals campaign
@george_zuko for yummy snacking with Fanta

What can brands learn from these top brands' approach to Influencer marketing?

Brands can gain valuable insights from some of Africa’s successful utilization of influencer marketing in Africa, particularly in terms of nurturing relationships and establishing trust with their customers. These collaborations with both up-and-coming and  established influencers  showcase the importance of connecting with audiences on an emotional level and effectively conveying their brand messages.

By focusing on establishing mutually beneficial partnerships, brands can foster trust between influencers and their audience, ultimately expanding their reach and gaining greater exposure.

As brands aim to enhance their marketing efforts, following  in the examples of these brands can lead to the development of impactful influencer partnerships that drive customer engagement and contribute to long-term success.