Baraza Media Lab and Wowzi, have announced a groundbreaking partnership aimed at reshaping the creator economy through cutting-edge research and development.
This dynamic collaboration underscores the immediate relevance and necessity of advancing the creator economy ecosystem.
The engagement of African individuals in the digital marketplace has witnessed exponential growth over the past years. With an estimated 745 million active internet users in Africa,
and 216 million active on social media platforms, the rise of influencer marketing has been unprecedented.
The industry is currently valued at $15 billion globally, as of 2022.
The comprehensive research will delve into various aspects of creator marketing in Africa, including key trends, financial implications, technological advancements, social impact,
regulations, and more.
The objective is to gain a better understanding of the current landscape, identify industry gaps, and explore stakeholder perceptions about the future of creator marketing in Africa.
To ensure a comprehensive and diverse perspective, the research will engage brand managers, content creators, and well-established influencers from Telecommunication, Fast
Moving Consumer Goods (FMCG), Banking, Marketing Agencies, and major content creator platforms such as TikTok, Facebook, and Twitter.
Additionally, in-depth interviews will be conducted with key stakeholders, influencers, and industry experts to gain a deeper understanding of the market dynamics.
Mike Otieno, Co-Founder and President of Wowzi, highlights the significance of this partnership in the context of the creator economy.
He said, ‘’The creator economy is rapidly expanding, but creators need more than just tools – they need research-backed strategies to thrive. By partnering with Baraza, we are embarking on a journey to not only support individual creators but to influence the entire ecosystem positively, promoting sustainable growth and innovation."
Maurice Otieno, CEO of Baraza, underscores the urgency of this partnership and its impact on the creator economy, stating, "In the ever-evolving creator economy, data-driven insights
and innovation are paramount. We recognized the urgency to research, refine, and redefine the creator economy, making it more accessible and profitable for creators. This partnership with Wowzi is our collective commitment to elevate the creator community."
This collaboration is set to unlock untapped potential, providing creators with the urgently needed knowledge and resources to thrive in the dynamic creator economy and organisations who want to leverage on influencers through research-backed strategies, refine their monetization processes, and reshape the creator economy for the better.
