Unlocking Africa’s billion-dollar creator economy: New platform addresses systemic barriers
Creative communications company Irvine Partners has signed an exclusive licence with Dreaminfluence as their Africa partner.
Dreaminfluence, an all-in-one platform that empowers brands to build and scale influencer marketing, has executed 1,000s influencer campaigns and has worked with More than 20,000 influencers.
This innovative platform’s digital capabilities will support the content creators driving Africa’s rapidly expanding US$3.08 billion creator economy.
Platforms
Despite creators on the continent taking advantage of platforms like TikTok, African creators still earn significantly less than their counterparts in other regions despite producing high-quality content.
Rachel Irvine, CEO of Irvine Partners, monetization should not be out of reach for African creators, says Rachel Irvine, CEO of Irvine Partners.
“Dreaminfluence provides digital infrastructure and connects creators to brands, backing their work so they too can unlock opportunities while brands can grow their reach with authentic content that resonates with audiences.”
Influencers
Dreaminfluence CEO Mads Wedderkopp said they worked with many leading brands in the Nordics and are excited to finally bring our platform to Africa through this exclusive partnership with Irvine Partners.”
“The decision to work with Irvine Partners as our Africa partner was a no-brainer, given the roster of clients they serve and their continental and European footprint.”
Irvine Partners said it is constantly working with influencers across Africa on different campaigns for its clients and Dreaminfluence provides an innovative way to streamline agency relations with leading and emerging content creators on the continent.
Brands
Mohale Moloi, Content Director at Irvine Partners, explains that creator marketing studies show that more than 50% of brands plan to increase their spending on influencer marketing in 2025.
“But making sure these campaigns deliver results across the whole marketing funnel requires an in-depth understanding of market nuances, which we bring to the table.
“We are most excited about the actionable campaign data and high ROI that Dreaminfluence offers,” said Moloi.
Some leading brands that use Dreaminfluence for their influencer campaigns are Nivea, L’Occitane, and Estee Lauder Group.
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