According to a study carried out by the media intelligence firm, the digital advertising market in Cameroon is growing and advertisers are reaping more than positive results on their investments.
The influencer market in Cameroon is estimated to be around 1.6 billion FCFA. The figure is put forward by Media Intelligence, a company specializing in data marketing, market intelligence and media in Central Africa. The firm has just published the study results of this market for this year. The study reveals that currently the digital advertising market in Cameroon is growing at a rate of around 20%. According to Media Intelligence, advertisers have reduced their budgets towards traditional media and are turning to influencer marketing. National advertisers invest around a quarter of their budget, relying in particular on influencers who are visible and present on the different platforms.
Upon analysis, the influencer is considered a very successful content creator. It creates value through its communication proposals in an environment where the internet penetration rate is increasing by 9% between 2022 and 2023 in the country. Digital is essential, because the consumption habits of Cameroonians regarding the Internet have really changed, notes media intelligence. Advertisers rely, for example, on Facebook, which turns out to be the social network with the most subscribers. 12.7% of the Cameroonian population is present on Facebook which also concentrates 85.1% of traffic on social networks while we note barely 6% for Pinterest which comes in second position followed by Twitter.
With this market data and various indicators, the study aims to understand this phenomenon and help advertisers be better equipped in the conduct of their influence campaigns. As well as measuring performance. Overall, directing marketing strategies towards influencers is reaping success. This is notably the example of the partnership between the influencer Nancy Ongolo on Facebook and the refined palm oil brand Mayor analyzed in the study. Media Intelligence points out that the brand’s performance indicators have spiked due to this partnership with this influencer whose page is very followed. This partnership will have enabled the brand to receive positive feedback according to the study data. Per post, we observe an average brand citation of 5; an average quote of purchasing intentions of 1.3; an average consumption habit quote of 1.2 and at least 2.3 positive quotes. This allows us to classify 3 publications citing the Mayor brand in the top 10 publications with the most interactions on the young lady’s page.
