Influencer marketing is surging worldwide, but Africa is rewriting the rules. With over 1.1 billion people and a median age under twenty, it is the fastest growing digital market on the planet. The African creator economy is projected to reach US $17.84 billion by 2030, rising at an annual rate of 28.5 per cent.
Nigeria and Ghana are now at the forefront, joining the dentsu School of Influence, a programme founded in South Africa and later launched in Spain and Kenya, designed to train and empower creators who connect deeply with local communities, cultures and languages.
“With Nigeria at the forefront of dentsu’s Influencer Movement, we are unlocking a new era of storytelling powered by authenticity and community. In Africa, influence is not about celebrity alone, it is about cultural resonance — and Nigerian creators are already proving that they can shape conversations, shift perceptions, and drive impact at scale,” said Emeka Chris Okeke, Group Executive Chairman & CEO, MediaFuse-Dentsu Nigeria
Okeke emphasized that the programme is timely, given Nigeria’s young, mobile-first population and thriving creator economy. He noted that the dentsu School of Influence will not only elevate the voices of Nigerian creators but also provide them with tools for long-term success — from monetisation and brand partnerships to data literacy and community building. He added that this initiative reflects dentsu’s broader commitment to innovating to impact by equipping the next generation of African storytellers to compete and thrive on the global stage.
Speaking on the initiative, Marian Ogaziechi, Managing Director of Dentsu Agyle, who has led successful influencer marketing projects in Nigeria, expressed her delight that dentsu is formalizing and scaling the fast-growing creator economy in Africa. “Influencer marketing in Nigeria is evolving rapidly, from one-off collaborations to structured, insight-led partnerships that deliver measurable impact,” she said.
She added that through the School of Influence, dentsu will equip creators with global best practices, data-driven insights, a clear understanding of the global landscape, and the structure they need to thrive. “This initiative is not just about brand campaigns; it is about building an ecosystem where Nigerian voices can lead conversations locally and globally.”
An Influencer Landscape Like No Other
In Africa, influence is built on authenticity, community relevance and trust. Success depends less on celebrity status and more on cultural resonance and local storytelling. Platforms such as Instagram, TikTok and X dominate in Nigeria and Ghana, but impact comes from content rooted in diverse languages and lived experiences, from Yoruba, Igbo and Hausa in Nigeria to Twi, Ewe and Ga in Ghana.
The Power of Gen Z
Nigeria and Ghana have some of the youngest populations globally, with median ages of 18 and 21. These mobile first generations value economic empowerment, social mobility and community recognition. They are prolific creators and consumers, shaping trends that travel far beyond their borders.
According to dentsu Africa, 72 per cent of African Gen Zs trust brands more when influencers come from their own communities, favouring relatability over aspiration alone. Nigerians spend an average of 3 hours 41 minutes daily on social platforms, with Ghanaian usage similarly high.
Why the dentsu School of Influence Matters
The programme develops skills beyond content creation, covering brand partnerships, monetisation, data literacy and community building. It addresses challenges such as brand safety, ROI measurement and the underrepresentation of grassroots voices.
Results are proven. In Kenya, programme-trained influencers outperform standard campaigns by about 60 per cent. In South Africa, the uplift is 17 per cent. The talent pool in Africa is already rich:
- Nigeria: Charity Ekezie, 3.4 million TikTok followers, 86 million likes, using humour to dismantle stereotypes.
- Ghana: Wode Maya, 1.73 million YouTube subscribers, 274 million views, telling authentic African stories.
- South Africa: Seemah, 2.7 million followers, 206 million likes, blending beauty, fashion and comedy.
A Data Led, Hyperlocal Approach
Using proprietary platforms such as Merkury and CCS, dentsu Africa profiles millions of consumers to design culturally intelligent, community-first campaigns. A YouTube campaign in Hausa, Yoruba, Igbo, Twi, Ewe and Ga delivered a 9.6 per cent lift in brand recall in Nigeria and 6.5 per cent in South Africa.
The Opportunity for Brands
South Africa’s influencer market is valued at over US $115 million, growing 13 to 15 per cent annually. Across Nigeria, Ghana, Kenya and South Africa, influencers range from macro stars to nano community leaders, with cultural corridors linking Lagos, Accra and Johannesburg offering regional scale.
Shaping the Next Chapter of Influence
The dentsu School of Influence is more than a training ground. It is a catalyst for a new era of African storytelling, led by creators who speak the languages, live the cultures and understand the communities they represent. By combining hyperlocal insight with global expertise, dentsu is building the infrastructure that will define influence for the next decade. In Nigeria, Ghana and beyond, this is where cultural power meets commercial impact — and where brands can help shape the future of marketing across the continent.
For further information, contact:
Marian Ogaziechi
Managing Director
Dentsu Agyle
1 Remi Fani Kayode Street GRA Ikeja, Lagos | Nigeria
+234 814 091 5884
About dentsu
Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in over 145 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.
Dentsu, Innovating to Impact.
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