The future of influencer marketing in Africa: Why co-creation matters

When tennis legend Roger Federer partnered with Swiss running brand On, he didn’t just become the face of the shoe - he helped shape it. “I’d like this kind of response, I’d like this kind of feel,” he told the founders, as he helped fine-tune the product both on and off the court. Then he made an unusual offer: no payment for endorsement - just 3% equity. “If it’s worth nothing in the end, it’s worth nothing. But if it’s worth something, then I helped you get there.”

That 3% turned out to be worth more than his entire tennis career earnings. It’s a clear example of what can happen when creators and brands work together as true partners.

Here in Africa, the opportunity for creator-brand partnerships is even more exciting. With the world’s youngest population, a mobile-first culture, and deep roots in storytelling, the continent is full of creators who bring relevance, trust, and creativity. But to unlock that potential, brands need to rethink how they approach influence.

Too often, companies focus on short-term campaigns, choosing influencers based on popularity or budget. Creators are treated like media placements, not collaborators. But real impact comes from partnership — and that’s what we call the Influence Equation: Creative content + Authentic connection + Creator commerce = Sustainable influence.

What that means in practice:

Creative Content Brands and creators must co-create stories that feel real. When brands write the script and hand it over, they lose the human touch. And when creators ignore the brand message, it feels inauthentic. The best content lives where the creator’s voice and the brand’s values meet - in the middle.

Authentic Connections Creators have something brands don’t: the trust of their communities. That trust can’t be bought - only borrowed. Smart brands listen, learn, and adapt with the creator, rather than pushing one-way messages. That flexibility helps content feel natural and honest.

Creator Commerce When the first two are working, the commercial value follows. Creators know how to present a product in ways that feel organic to their audience. Brands that support them with the right tools, resources, and creative freedom will see results - in both credibility and conversion.

Why bravery matters

Collaboration takes courage. Brands can’t control every word, post, or response - and that’s okay. Influence today is about relevance, not just reach. Traditional advertising was one-way; today’s consumers expect a conversation. They trust creators more than TV spots or billboards - and smart brands trust them, too.

We’re already seeing this in South Africa. Shoprite Checkers partnered with UFC champion Dricus du Plessis to launch KNOX Hydrate, a sparkling sports drink line. Coca-Cola teamed up with global music star Uncle Waffles for Wozzaah, combining music, culture, and an interactive online experience. And Clicks launched the BroScape campaign with former PSL players and nano creators from theSalt to spark conversations around self-care and masculinity - supported by brands like Gillette, Dove, Sorbet, and BIC.

These campaigns worked not just because of star power, but because they tapped into real stories and trusted voices.

Africa’s opportunity

Africa has everything it needs: mobile tech, payment tools, creative talent, and a growing audience. What we need now is for more brands to stop seeing creators as one-off “influencers” and start seeing them as long-term partners in business.

Because in today’s attention economy, relevance beats reach.

When brands work with platforms that connect them to the right creators - and support them with insights, tools, and transparency - everyone wins. The metrics matter, but the human connection matters more.

Next to creativity, collaboration is king. Influence is no longer one-directional - it’s a living, evolving ecosystem built on trust, value, and shared purpose.

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