Wowzi Co-Founder and President Mike Otieno, shared his enthusiasm, stating, “We are thrilled about the potential of this collaboration and the opportunities it will open up for creators, brands, and the wider digital media ecosystem. By harnessing the expertise and resources of both Wowzi and ADMI, this partnership is primed to reshape the landscape of influencer marketing and content creation across Africa and beyond.”
 
The three phases of this collaboration encompass a spectrum of activities, including the development of innovative courses, the enhancement of learning experiences, and the cultivation of industry alliances to unlock the full potential of content creators and influencers.
 
During the pilot phase, the partnership will introduce the Influencer Marketing Accelerator—a hybrid course that operates under a dynamic non-profit and for-profit model, adapted to the evolving market demands. This initial pilot will consist of self passed virtual modules and masterclasses by established influencers.
 
In recent years, influencer marketing has gained significant traction as a powerful strategy for brands to connect with audiences authentically through social media. This approach involves leveraging individuals trusted and followed by specific niche communities. Studies have shown that about 70 per cent of consumers trust recommendations from influencers or friends on social platforms.
 
According to Forbes, the global influencer marketing industry has grown by tenfold from Sh140 billion (USD 1.7 billion) in 2016 to Sh2.4 trillion in 2023, with forecasts suggesting it could reach Sh20 trillion (USD 16.4 billion) by 2030. This growth is largely attributed to the accessibility of platforms like YouTube, TikTok, Instagram, and Facebook, enabling individuals to create content and find their niche audiences.
 
In Kenya, a 2023 Datareportal report shows that over 10.15 million users aged 18 and above actively used social media at the start 2023, constituting roughly 33.6 per cent of the adult population.
 
Among these users, YouTube had the largest user base at 9.44 million, followed closely by Facebook at 9.25 million, Instagram with 2.20 million users, LinkedIn with 3.50 million “members,” Snapchat with 2.45 million, and Twitter with 1.9 million users.
 
Kenya has witnessed YouTube’s emergence as a significant employment avenue, with a minimum of 300 YouTubers amassing more than 100,000 subscribers each, as reported in the 2022 YouTube Rich List. This trend extends to Nigeria and South Africa, with each country boasting at least 300 channels with over 100,000 subscribers, highlighting YouTube’s growing
influence in the region.
 
A 2023 Reuters Institute Digital News report underscores Kenya’s global leadership in TikTok usage, with 54 per cent of TikTok users in the country using the platform for various purposes, including 29 per cent for news consumption. Thailand and South Africa follow closely in second and third place, respectively, with 50 per cent and 22 per cent of TikTok users engaging in
general use and news consumption, particularly among younger audiences.