Browsing: Influencers in Kenya

Africa's creative economy

Inside Africa’s Multi-Billion Dollar Creative Economy

Industry and Trade
  • The creative economy is one of the world’s fastest-growing sectors, creating employment and income for millions globally.
  • Africa is beginning to see promising potential for its creative economy, flourishing in film, arts and crafts, fashion, design, video, photography, music, and more.
  • The East African Community bloc generates $2 billion annually from the creative industry.

Whether it is Tanzania’s signature genre Bongo Fleva king Diamond Platnumz, Nigeria’s Afro-pop, Kenya’s hilarious talent, Eric Omondi or South Africa’s newly crowned Grammy winner, Tyla, African creatives are taking the global creative economy by storm.

Two decades ago, the orange economy or what we famously refer to today as the creative economy, would not have been considered a transformative sector propelling growth in Africa. However, according to the United Nations Conference of Trade and Development (UNCTAD), the creative economy is one of the world’s fastest-growing sectors, creating employment and income for millions globally.

According to …

Kenyans trust friends more than influencers when making purchase

Industry and Trade
  • Kenyans trust friends and personal recommendations more than influencers when making purchasing decisions according to a new study by RedBrick Africa. 
  • 83 percent of Kenyans would buy something recommended online by someone they know personally, higher than 59 percent of Kenyans who would buy a product recommended by an influencer.
  • While influencers are a key component of any marketing strategy, they are not to be utilized in isolation. 

Kenyans trust friends and personal recommendations more than influencers when making purchasing decisions according to a new study by RedBrick Africa. 

The study released last month indicates that 83 percent of Kenyans would buy something recommended online by someone they know personally, higher than 59 percent of Kenyans who would buy a product recommended by a social media influencer. 

The research raises concerns over the use of social media Influencers by brands. Latest data Indicates that In 2019, companies around the world …