Influencer Advertising - Northern Africa

Ad spending in the Influencer Advertising market in Northern Africa is forecasted to reach US$71.74m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 9.17%, leading to a projected market volume of US$121.40m by 2030.
The average ad spending per internet user in the Influencer Advertising market is anticipated to be US$0.37 in 2024.
When compared globally, China is set to lead in ad spending with US$19.16bn in 2024.
In Northern Africa, Influencer Advertising is rapidly gaining traction, with brands leveraging local influencers to reach diverse and engaged audiences.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in Northern Africa is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in Northern Africa have shifted towards more personalized and authentic forms of advertising. Consumers are becoming increasingly skeptical of traditional advertising methods and are seeking recommendations from trusted sources. Influencer Advertising, which leverages the trust and credibility of social media influencers, has gained popularity as a result. Influencers are seen as relatable figures who can provide honest opinions and recommendations, making them an effective marketing tool for brands. Trends in the market indicate a growing number of influencers and increased collaboration between brands and influencers. In Northern Africa, social media platforms such as Instagram, YouTube, and TikTok have become popular channels for influencers to reach their audience. Brands are recognizing the potential of these platforms and are actively partnering with influencers to promote their products or services. This trend is further fueled by the rise of influencer marketing agencies, which help brands identify and collaborate with the right influencers for their target audience. Local special circumstances in Northern Africa also contribute to the development of the Influencer Advertising market. The region has a large and active social media user base, with a significant portion of the population engaging with social media on a regular basis. This presents a lucrative opportunity for brands to reach a wide audience through influencer marketing. Additionally, the relatively low cost of influencer marketing compared to traditional advertising methods makes it an attractive option for brands operating in Northern Africa. Underlying macroeconomic factors further support the growth of the Influencer Advertising market in Northern Africa. The region is experiencing economic growth and an increase in disposable income, which has led to a rise in consumer spending. As consumers have more purchasing power, brands are investing in influencer marketing to capitalize on this trend. Furthermore, the digitalization of the economy has made it easier for brands to track the effectiveness of influencer campaigns and measure return on investment, making it a more appealing marketing strategy. In conclusion, the Influencer Advertising market in Northern Africa is developing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Influencer marketing provides a personalized and authentic way for brands to reach their target audience, and the region's active social media user base and economic growth further support its growth. As the market continues to evolve, it is expected that more brands will embrace influencer marketing as a key component of their advertising strategies in Northern Africa.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.