Influencer marketing is raking in an impressive $5.78 for every dollar spent, and it’s no longer just about glossy Instagram posts or fleeting trends. These days, brands are building real relationships with influencers. The successful ones are cultivating trust, boosting ROI and sparking genuine conversations with their audiences. Read on for some real-world examples from both global and African brands that will spark your creativity and inspire you to try fresh influencer marketing strategies.
Engagement rates for influencer content are more than eight times higher than traditional adsIsoken Ogiemwonyi
The creator economy is now valued at more than $100 billion, and its impact is undeniable. Influencers offer something traditional advertising often lacks—trust. When their recommendations feel like advice from a friend–it adds unmatched value to brands. Data shows engagement rates for influencer content are more than eight times higher than traditional ads.
For example, 55% of TikTok users say they trust brands introduced by creators more than conventional advertising. By building genuine partnerships, influencers help brands create meaningful content that resonates with their audiences and strengthens brand equity.
Recent research highlights this dramatic shift in brand strategy. A study by LTK and Northwestern University revealed that 93% of brands expect creators to play a larger role in their marketing strategies or command a greater share of budgets by 2025. Notably, 41% of these brands are allocating at least half of their digital marketing budgets to influencers this year.
In Africa, the trend mirrors global patterns, with regional nuances. Mercy Familusi, founder of influencer and content marketing agency FAAME Digital, said, “Big multinational brands on the continent typically allocate around 5% of their marketing budgets to influencers, while smaller businesses invest far less. For small and medium enterprises (SMEs), conversions matter most. They prioritize campaigns that directly impact their bottom line.”
Some brands are blending approaches. For instance, a Ghanaian resortwear brand is dedicating 2.5% of its budget to influencer marketing and the same percentage to testing performance marketing in international markets. Another plans to increase its spend significantly as it launches in the UK this summer.
These changes in spending show the rising power of creator-driven marketing, giving brands a clear view of a major opportunity in today’s fast-evolving marketing landscape.
Why influencer marketing is growing
As data privacy laws tighten and marketing costs rise, performance marketing isn’t delivering the same bang for the buck. That’s another reason influencer marketing is a great alternative. In fast-growing African markets like Nigeria, Egypt and South Africa—where fluctuating currency values add another layer of complexity—influencers are a cost-effective, scalable way to build trust and engagement.
Take brands like Kílẹ̀ńtàr (Nigeria and the U.K.), KAI Collective (U.K.) and Fumi the Label (Canada), for example. In 2024, they leveraged influencer-driven events like pop-ups, sample sales and influencer-packed brand dinners to generate buzz and boost sales both locally and internationally.
There are other engaging strategies, including collaborating with podcasters, other entrepreneurs and even unconventional creators to reach niche audience. Beauty brands in particular are shifting their focus to TikTok, where engagement is skyrocketing, even though the platform is still finding its footing in Nigeria. As Mercy Familusi puts it, “TikTok has been a game-changer for us, driving higher engagement rates and real conversions.”
Key strategies to build trust, drive ROI and unlock authentic engagement
Invest in long-term creator partnerships
Brands are moving away from one-off collaborations to build deeper relationships with influencers. Latasha Ngwube, co-founder of Kindred Studio, said, “When influencers recommend a brand consistently, trust grows. Long-term campaigns benefit everyone: influencers get stable income, audiences trust the brand more, and brands break through the noise.” These partnerships feel more authentic, especially when influencers already use the brand before a campaign starts.
You can get started with these small steps:
- Start small and identify micro-influencers who genuinely love your brand and collaborate on long-term ambassador programs. Look out for influencers who use and tag your product organically.
- Offer value beyond payment by providing influencers with exclusive previews, content creation tools and collaborative input to ensure more authentic interactions.
- Measure impact with affordable tracking tools like Google Analytics and UTM links to monitor the success of ongoing partnerships.
- Try influencer marketing and affiliate collaboration programs like LikeToKnowIt, Shopify Collabs or ShareASale to build conversion-focused programs.
Build community
Community is another crucial part of influencer marketing strategies. Brands are no longer chasing fleeting moments of attention but are focused on creating lasting connections with their audience. KAI Collective exemplifies this approach. Founder Fisayo Longe describes the Kai Effect as empowering women to feel confident and unapologetically themselves. The brand’s community-driven approach has attracted a loyal following and created a sense of belonging among its customers.
African brands are also emphasizing in-person events and digital spaces to strengthen their communities. For example, Adey Soile and Lady Biba are creating editorial and video content to foster closer ties with their audiences.
Here are some things to keep in mind as you deepen your relationships with your audience:
- Engage in a dynamic way: host live Q&A sessions on your social media platforms to foster real-time interactions with your audience.
- Create exclusive spaces: use platforms like Facebook or WhatsApp Groups, Geneva or Discord to bring your customers together for exclusive insights, brand-related programming and deals.
- Encourage user-generated content: launch hashtag challenges, giveaways and testimonials to increase engagement organically and make your audience feel valued.
Launch founder-led campaigns
For smaller brands, leveraging founders as influencers is a cost-effective strategy. Founders like Amina Muaddi, Jackie Aina (Forevr Mood), Anifa Mvuemba (Hanifa) and Fumi Egbon (Fumi the Label) have successfully positioned themselves as ambassadors for their products, connecting with consumers on a personal level. Founder-led campaigns are quicker to execute and often feel more genuine, helping brands build trust without stretching their budgets.
Here are a few easy things you can try out:
- Show behind-the-scenes: share the founder’s journey through daily stories, behind-the-scenes videos and personal musings.
- Share your thought leadership: post on social media about the brand and your journey as a founder. This builds credibility and expands brand visibility. Speak from your point of view and share your thoughts on larger industry happenings.
- Balance personal and brand content: create a mix of business-related content and relatable lifestyle elements to humanize the brand.
Leverage micro and nano influencers
Micro and nano influencers are becoming increasingly valuable due to their authenticity and high engagement rates. Louisa Kinoshi, Bumble’s Director of Marketing, highlights their importance, “Cost-of-living pressures mean consumers are making careful choices. Micro and nano influencers offer relatability and drive meaningful engagement.” These smaller creators also allow brands to experiment and boost content for wider reach without overspending.
Take action:
- Find the right influencers: use platforms like Aspire or Upfluence to identify micro-influencers aligned with your brand values. Shopify Collabs also has a simple discovery function.
- Build relationships first: engage with potential influencers by commenting on their posts and offering genuine feedback before pitching collaborations.
- Encourage affiliate programs: Offer commission-based incentives for influencers to promote your brand without upfront costs.
Influencer marketing in 2025 and beyond: diversify, adapt and evolve
From long-term creator partnerships and founder-led campaigns to micro-influencer collaborations and community-building initiatives, brands are exploring a mix of strategies to meet their goals.
Remember to stay agile. Monitor trends regularly and pivot strategies to align with platform changes and audience behavior. Check in with your influencer community as you build it out so you have first hand data on what they’re observing as well.
As Louisa Kinoshi puts it, “Regardless of the platform, short-form video and discovery-driven content are crucial for long-term growth. Whether building a community or driving conversions, influencer marketing is here to stay.”