Social commerce is the process of buying and selling products or services directly within social media platforms. It allows users to discover, research, and purchase items without ever leaving the app. Unlike traditional e-commerce, which typically redirects users to external websites for transactions, social commerce integrates the entire shopping journey—from browsing product recommendations to completing payments—into platforms like Instagram, TikTok, Facebook, and Pinterest
The African entertainment and media (E&M) landscape is undergoing a dynamic transformation, with South Africa, Nigeria, and Kenya leading the charge. According to PwC’s Africa Entertainment and Media Outlook 2024-2028, these markets are experiencing robust growth, fueled by digital transformation, mobile connectivity, and a shift towards internet-based advertising.
At Twiva, we see these shifts as an opportunity to empower SMEs and influencers to thrive in this ever-evolving ecosystem.
Below, we highlight how these trends align with social commerce and how businesses can leverage them for growth.
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Key Trends Driving Africa’s E&M Growth
i. Explosive Growth in Internet Advertising
Kenya’s internet advertising market is projected to be the fastest growing in the world at a CAGR (Compound Annual Growth Rate) of 17.4%.
With digital advertising booming, brands must rethink their marketing approach. Influencer-driven campaigns, powered by platforms like Twiva, offer businesses a cost-effective way to engage consumers authentically, particularly in mobile-first markets.
ii. Rise of Mobile and OTT Consumption
Nigeria and Kenya are experiencing double-digit growth in streaming subscriptions due to the rising demand of over the top (OTT) content. This presents a huge opportunity for SMEs to leverage influencer-generated content for storytelling, product demonstrations, and direct engagement with audiences on platforms like TikTok, YouTube, and Instagram.
iii. E-commerce and Retail Search Advertising Surge
The integration of e-commerce and influencer marketing is no longer optional; it’s essential. That is why at Twiva, we offer influencers and content creators who drive purchasing decisions, the right tools and infrastructure that enable them to partner with brands and turn their online presence into sales.
iv. Generative AI (GenAI) Disrupting Content Creation
The rapid evolution of generative artificial intelligence (GenAI) is fundamentally reshaping content creation across industries, from media production to marketing. By automating creative workflows, GenAI has already increased content output efficiency by 40–60% in sectors like advertising and journalism. As such, influencers and brands must adopt AI-driven marketing strategies. AI can help optimize campaign performance, refine audience targeting, and personalize content at scale.
How Twiva Empowers SMEs in This Evolving Landscape
Influencer-Driven Marketing: By leveraging influencers, brands can create authentic content that resonates with Africa’s digitally savvy consumers.
Social Commerce Integration: Twiva bridges the gap between content and commerce, enabling seamless product discovery and transactions within social platforms.
Data-Driven Campaigns: AI-powered analytics helps businesses optimize their marketing efforts, ensuring maximum ROI.
Final Thoughts
Africa’s Entertainment & Media sector is poised for unprecedented growth, and businesses that adapt to digital transformation will lead the market. Social commerce, powered by influencers and AI, is at the forefront of this evolution. That is why at Twiva, we are committed to helping brands and influencers harness these opportunities to drive sales and engagement in a rapidly changing digital landscape.
Are you ready to leverage social commerce for your brand? Let’s connect and grow together!