Real stories. Real influence. Real Africa.

Brands entering Africa’s vibrant markets are learning a vital lesson: authenticity can’t be bought — it must be earned. Leading influencer agencies like theSalt in South Africa have been digging deep into Africa’s creative roots, laying the foundation for meaningful connections. From Kenya’s digital hubs to the creative centers of Nigeria, theSalt is unlocking the real power of influence across the continent: storytelling.

Africa is defining the digital future

Johannesburg, 10 October 2024 — Africa is no longer on the cusp of a digital awakening. It’s already in full motion. With projections estimating the digital economy across Africa to reach over US$180 billion by 2025 — fuelled largely by its young, tech‑savvy population — the continent presents a tremendous opportunity for brands. But presence alone isn’t enough. To truly resonate, you need to tell the right story.

Albert Makoeng, managing director of Nfinity Influencer Group (which holds the exclusive African licence for theSalt), puts it best:

“Influence in Africa is anchored in storytelling. Our creators don’t just promote products — they share lives, experiences, truths. That’s what connects.”

Africa has always been rich with narratives. Today’s creators are its modern storytellers. While they no longer gather around a fire to share tales, their medium has evolved — but connection, credibility, and truth remain at the heart.

Young voices shaping new paradigms

Africa’s youth aren’t just digital adopters — they’re digital architects. They’re setting trends, merging community-led activism with entrepreneurship, and transforming mobile-first platforms into spaces for commerce and cultural commentary. Their secret sauce? Merging social messages with product stories that feel authentic and real.

“Brands that bring one-size-fits-all approaches to Africa will miss the mark,” warns Makoeng. “What works in Europe or the U.S. won’t necessarily translate here. You have to build real relationships and tell real stories. That’s how influence is earned in Africa.”

Authenticity wins over amplification

When creators live your brand, they don’t just promote it — they embody it. These partnerships move beyond product placement and into cultural immersion.

“In Africa, influence isn’t about the loudest voice. It’s about the most trusted,” says Makoeng.

Consider how brands like Unilever, Coca-Cola, and PepsiCo worked with theSalt to plug into grassroots communities. These campaigns weren’t just marketing exercises — they became part of the cultural narrative.

Culture as your strategic compass

Africa’s diversity is a major asset. Each region offers its own values, customs, and digital nuances. “Context is everything,” says Jhene Nel, divisional head of sales at theSalt.

“It’s not simply about reaching people; it’s about speaking their language, respecting their customs, and weaving your brand into the local story.”

When brands respect this cultural richness, they earn loyalty and longevity.

Winning in Africa’s digital ecosystem

Why do brands like Unilever consistently turn to theSalt for pan-African campaigns? Because they understand that in Africa, storytelling is legacy. From folktales to digital reels, stories pass down values, inspire belief, and connect generations.

“In African markets, trust is currency,” says Nel. “Creators — not brands — hold the audience and the power to make a product something people believe in, not just buy.”

Six storytelling strategies for authentic reach in Africa

1. Amplify local voices Work with community-rooted creators. They carry trust that no external voice can replicate.
2. Value real fans over big names Influence often lives in micro circles. Engage loyal fans and everyday advocates.
3. Avoid one-size-fits-all messaging Adapt storytelling for each country’s cultural and digital landscape.
4. Use vernacular content Speak the people’s language — literally. Zulu, Swahili, Yoruba, Amharic… the more local, the more powerful.
5. Design for mobile-first behaviour With most users accessing the internet on their phones, your content must fit their screens — and their scroll habits.
6. Embrace social commerce evolution Make it easy to shop directly from influencer content. Stories that sell, and sell well.

By partnering with African-led influencer agencies like theSalt, brands can tell stories that feel local, land authentically, and drive results. In Africa, it’s not about selling to an audience — it’s about becoming part of the conversation.