The world of influencer marketing has exploded in recent years, evolving from celebrity endorsements to a content-driven industry. As of 2023, this industry is estimated to be worth $21.1 billion globally. While top earners like Charli D’Amelio rake in millions, a closer look reveals the diverse landscape of influencers, particularly in regions like Africa, where creators are making their mark.
The Rise of African Influencers
In recent years, the world has turned a very eager eye on African culture, and many of the continent’s creators have found their sweet spot. Influencer marketing takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. But influencer marketing doesn't just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.
Let's take a look at some examples of African influencers:
- Ogunrombi: A Nigerian-South African creator who shares beauty, life, and style content to her 21,000 Instagram followers.
- Ekezie: A Nigerian influencer with over 3.5 million followers, driven by a natural passion for entertainment and supported by a journalism degree.
- Levi Maluvele: A Mozambican fashion enthusiast who inspires young men to be seen and respected through dressing well.
Although all three hoped to gain viewers and build community with like-minded social media users, the term “influencer” is not something that gained prominence until recently.
The Origin Stories: From Bloggers to Influencers
Many of today's African influencers started as bloggers, sharing their passions and building communities long before the term "influencer" became widespread. Ogunrombi recalls her roots taking form during “the age of the blogger.” “We were all bloggers [back then],” Ogunrombi says. “I was about 16 years old living my Gossip Girl and Teen Vogue lifestyle - one of the youngest creating at the time. I sat front row at fashion shows to write up reviews on my blog. We were all writing back then.” According to the 27-year-old, the shift began in 2015, when photo-sharing social media app Instagram began to pick up real steam.
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Ekezie shares Ogunrombi’s sentiments, as she recalls her roots taking form during “the age of the blogger.” “I didn’t even know there was a job description," Ekezie said. "In those days, it was just me doing what I loved, for fun, and to push myself to break out of my comfort zone. I always loved to perform, even in childhood.
Monetization and Brand Deals
In 2007, social media sites began monetizing the content being created and shared in their spaces via ad revenue generated or, later on, viewership. But, for those who live outside of Western borders, brand deals and sponsorships are their real, and only, meat and potatoes. Ogunrombi, too, has received the majority of her earnings through relationships with different brands. Surprisingly, Ekezie’s first paid opportunity came well into her online career. “I only started earning money in 2021," she said. "I’d get a little bit here and there, but it was just stipends. When I started, I was nobody.
Here's a comparison of how African influencers monetize their content:
| Monetization Method | Description |
|---|---|
| Brand Deals & Sponsorships | The primary source of income for many African influencers, involving partnerships with brands to promote products or services. |
| Ad Revenue | Income generated from ads displayed on social media platforms or blogs. |
| Viewership | Earnings based on the number of views or engagement on content. |
Challenges and Misconceptions
Although more doors have opened over the last few years for African influencers, barriers to their success remain in place. Compared to their international counterparts, the amounts they make are different. From the outside looking in, many still assume that being a content creator is not a real job. Besides having to convince strangers on the internet to gain an interest in you to the point of influencing many of their daily purchasing decisions, the actual process of producing content is not all sunshine and rainbows, either.
Ogunrombi notes, “Compared to our international counterparts, the amounts we make are different. and the U.K.,” says Ogunrombi. “I rely on brands. That’s the only way I had made money until a year or two ago. The deals would come once a month, or two, or three. It’s not a stable schedule. You just get lucky and hope for the best.
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Maluvele believes the term has become more of a hindrance than anything, due to misconceptions. “I use the word “inspiring” more than 'influencing,'" he said. "Because, from the beginning, the idea was to actually add something to society. It was more about changing perspectives, communities, and creating these dynamics among young people.
The Kardashian Comparison
The Kardashian family has undeniably shaped the influencer landscape, particularly in beauty, fashion, and lifestyle. Their massive reach and strategic brand-building have set a precedent for many aspiring influencers worldwide. However, the African influencer scene presents a unique perspective, often rooted in a desire to inspire and educate, rather than just promote a lifestyle.
One user commented “A Kardashian could never.” on Jordyn Woods' Instagram post. Can’t we all just agree that *both* Jordyn and the Kar-Jenners are stunning ladies and keep it moving?
Reaching a Global Audience
Interestingly, some African influencers find that their largest audience is not within their own country. Ekezie explains, “My biggest audience are not Nigerians,” she says. “My niche is mostly targeted to people in the West, and if a Nigerian brand approaches me and you want to advertise to Nigerians, unfortunately, I will turn it down because I wouldn't want to take your money and then I won't yield results because my followers are mostly foreigners. I have very few Africans [watching my videos]. They still relate to my content, but they already know how we live over here. It’s the foreigners that I’m educating, they’re the ones my videos are actually targeted to, not my people.
Top African Influencers
HONEY TV (DStv channel 173) boasts a thrilling array of lifestyle content on it’s daily schedule, but one show has proved to be a viewer favourite. Here are some of the top African influencers:
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- Toke Makinwa: Best-selling author, actress, YouTuber and influencer.
- Huddah Monroe: Kenya’s social media darling.
- Tonto Dikeh: Nigerian influencer and social media maven.
- Bonang Matheba: Multi-award winning media personality.
- Sarah Langa Mackay: South African influencer known for her luxurious lifestyle.
- Tanzanian beauty: Influencer, video vixen and trap queen.
- Vera Sidika: Popular television and social media personality from Kenya.
- Rebecca: Fashion, beauty expert, and renowned video vixen.
- Mihlali Ndamase: The “it-girl” of the bald cut in the beauty industry.
- Coco Emilia: Dubbed the "Kim Kardashian" of Cameroon.
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