Data from Grand View Research indicate that the influencer market could reach $45 billion in 2026, up from $34 billion in 2025 The discussions included the role of artificial intelligence in marketing, with Mr Boone arguing that technology would not eliminate the value of human creators.
/HANDOUT Kenyan digital content creators could earn more from their work by formalising their businesses as companies increasingly shift advertising budgets towards influencer marketing to reach consumers online. EXP Group chief executive Carole Abade said Kenya’s youthful population and growing internet penetration were creating opportunities for creators to build businesses around their audiences as brands increasingly turn to digital platforms to market their products.
She said creators needed to move beyond treating content creation as an informal activity and adopt professional practices that would help them attract commercial partnerships and earn from their work. The shift comes as the global influencer marketing industry expands, with data from Grand View Research indicating that the market could reach $45 billion in 2026, up from $34 billion in 2025.
David Boone, chief executive of Expressions Influencer Agency, said companies worldwide were directing more advertising spending towards digital platforms and content creators as they sought better returns on their marketing investments. “We've seen across the world, actually, big clients are starting to actually shift their budget more towards the digital and the creative economy,” Boone said.
He cautioned, however, that the shift did not mean traditional media had lost its relevance, arguing that businesses needed to find the right mix of advertising channels to achieve their objectives. The growing investment in influencer marketing is also changing how brands assess campaigns, with businesses increasingly looking beyond follower numbers, likes and video views to determine whether their spending translates into sales and other commercial results.
Boone said creators needed to understand the business objectives behind the campaigns they promote instead of focusing solely on online engagement.