Influence Marketing and Traditional Marketing in 2025: What strategy for African brands?

A fast-changing African market

The marketing landscape in Africa is changing at lightning speed. In the face of the digital boom and the rise of the influencersAfrican brands are faced with a dilemma: should they bank on influencer marketing or stick to traditional marketing?

In 2025, African consumers are more connected than ever, and their buying habits are influenced by new factors: the rise of social networks, the authenticity sought in advertising messages, and the impact of recommendations from content creators.

So, what's the most effective strategy for reaching and engaging an audience in Africa? Should you focus on traditional media (TV, radio, billboards) or adopt a more immersive digital approach with influencer marketing? This article analyzes the strengths and weaknesses of each approach and helps you choose the best strategy for your brand.

1. Traditional Marketing in Africa: Still relevant in 2025?

Traditional marketing (TV, radio, billboards, print media) has long dominated the advertising landscape in Africa. It has enabled major brands to build their reputation and reach a massive audience.

a. The benefits of traditional marketing

✅ Wide reach: Television and radio remain highly influential channels, especially in rural areas where Internet access is limited.
✅ Strong credibility: Brands present on these media often enjoy prestigious status.
✅ Suitable for large corporations: Multinationals and well-established companies continue to use these channels to reinforce their brand image.

b. The limits of traditional marketing in 2025

❌ High cost: TV and radio campaigns require significant investment.
❌ Less flexibility: Once a campaign has been launched, it's difficult to modify it based on feedback.
❌ Less interaction: Unlike digital campaigns, brands find it hard to measure real audience engagement.
❌ Difficulty capturing the younger generation: Millennials and Gen Z are consuming traditional media less and less.

📌 Finding: Traditional marketing remains important in Africa, especially for well-established brands. However, its lack of interaction and high cost limit its effectiveness with the new, ultra-connected generations.

2. Influencer marketing: the future of marketing in Africa?

With over 600 million Africans connected to the Internet by 2025, social networks have become the main arena for consumer expression. Influencer marketing is becoming an essential lever for brands seeking to engage their audience in an authentic way.

a. Why is influencer marketing so popular in Africa?

✅ High engagement: An Instagram post or TikTok video from a local influencer can generate more interactions than an expensive TV ad.
✅ Flexible cost: Unlike traditional media, influencer campaigns can fit any budget, with micro- and nano-influencers offering excellent return on investment (ROI).
✅ Authenticity and proximity: Influencers speak the language of consumers and create content that resonates with their audience.
✅ Suitable for local brands and startups: Even small businesses can make their mark with well-targeted campaigns.

b. The challenges of influencer marketing in Africa

❌ Lack of regulation: The world of influencers remains largely unregulated, and some collaborations lack transparency.
❌ Dependence on algorithms: Brands must adapt to the constant changes in social platforms.
❌ Influencer credibility: Not all influencers bring real added value to brands, hence the importance of rigorous selection.

📌 Finding: influencer marketing offers greater flexibility, engagement and ROI for brands looking to connect with their audience in Africa. However, it's crucial to choose your influencers carefully and adopt a strategic approach.

3. Which strategy to choose in 2025?

The choice between traditional and influencer marketing depends on several factors: budget, target, objectives and the message to be conveyed.

a. Well-established brands: a mix of traditional and digital

Large companies (banks, telecoms, multinationals) have an interest in combining TV, radio and influencers to maximize their reach.
🔹 Example: an Ivorian bank could launch a TV ad while collaborating with influencers to reach the younger generation on Instagram and LinkedIn.

b. SMEs and startups: Priority to influencer marketing

Small businesses and emerging brands have every interest in leveraging digital marketing and influence for immediate, measurable impact.
🔹 Example: a restaurant in Abidjan could invite influential foodies to test its menu and share their experience on Instagram.

c. Events and product launches: Influence in force

For a product launch or event, influencer marketing offers a rapid viral effect and direct interaction with the public.
🔹 Example: A cosmetics brand can organize an Instagram live with beauty influencers to present its new products.

4. Trenderz: The ideal solution for an effective influence strategy in Africa

The success of an influencer campaign depends on the choice of creators, the strategy and the monitoring of performance. Trenderz is the first platform adapted to the African market to combine influence and UGC

💡 Why use Trenderz?
✔️ Access a large network of qualified influencers in Africa
✔️ Launch high-performance campaigns from as little as FCFA 20,000
✔️ Analyze and track your results in real time
✔️ Benefit from authentic marketing, rooted in African realities

🔥 With Trenderz, enjoy authentic, local content created by talent who understand your markets and your audience on social networks.

The future of marketing in Africa will be hybrid

Influencer marketing is establishing itself as a powerful lever for reaching a young, connected audience, while traditional marketing retains its importance for brand awareness.

In 2025, the best approach will be hybrid:
🔹 Well-established brands will combine influence and traditional media.
🔹 SMEs and startups will rely on influence for direct impact.
🔹 Event-based campaigns will favor the viral effect of influencers.

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