Influencer Advertising - Western Africa

Ad spending in the Influencer Advertising market in Western Africa is forecasted to reach US$25.84m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2030) of 9.41%, leading to a projected market volume of US$44.32m by 2030.
The average ad spending per internet user in the Influencer Advertising market is projected to be US$0.14 in 2024.
When compared globally, China is anticipated to lead in ad spending with US$19.16bn in 2024.
In Western Africa, the rising trend of utilizing local micro-influencers for targeted campaigns is reshaping the influencer advertising landscape.

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 Western Africa is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to this positive trajectory. Customer preferences in Western Africa are shifting towards digital platforms and social media. With the increasing availability and affordability of smartphones and internet access, more people in the region are engaging with social media platforms such as Facebook, Instagram, and YouTube. This has created a large and active user base that is receptive to influencer advertising. Consumers in Western Africa are increasingly looking to influencers for product recommendations and lifestyle inspiration, making influencer advertising an effective way for brands to reach their target audience. Trends in the market indicate that influencer advertising is becoming more prevalent in Western Africa. As brands recognize the potential of this marketing strategy, they are allocating more resources towards influencer partnerships and campaigns. Influencers in the region are also becoming more professionalized, with many investing in high-quality content creation and cultivating a strong online presence. This professionalism and expertise make influencers in Western Africa attractive to brands looking to collaborate on influencer advertising campaigns. Local special circumstances in Western Africa also contribute to the growth of the influencer advertising market. The region has a young and rapidly growing population, with a high proportion of millennials and Gen Z individuals. These demographics are highly active on social media and are more likely to engage with influencer content. Additionally, Western Africa has a vibrant and diverse cultural scene, with influencers representing various industries and interests. This diversity allows brands to find influencers that align with their target audience and brand values, further enhancing the effectiveness of influencer advertising campaigns. Underlying macroeconomic factors also play a role in the development of the influencer advertising market in Western Africa. The region has experienced economic growth and increased consumer spending power in recent years. This economic growth has led to an expansion of the middle class, creating a larger consumer base for brands to target. As disposable incomes rise, consumers in Western Africa are more willing to spend on products and services recommended by influencers. This increased purchasing power further fuels the demand for influencer advertising in the region. In conclusion, the Influencer Advertising market in Western Africa is developing rapidly due to shifting customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The combination of a growing digital audience, increased brand investment, professionalized influencers, and favorable economic conditions creates a conducive environment for the growth of influencer advertising in Western 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.