By 2026, Ivory Coast has seen a significant rise in TikTok users, reaching over 4.2 million, which reflects the country's growing digital penetration. Brands increasingly leverage TikTok's engaging format to connect with younger audiences, boosting overall marketing effectiveness. The high engagement rates indicate that local consumers are highly responsive to creative and interactive social media campaigns.
Social media advertising expenditure has surged, with brands investing approximately ₣1.8 billion (USD 3.0 million) in digital marketing efforts. Influencers play a crucial role, with over 1,350 collaborations, amplifying brand visibility. The digital ad revenue from social media platforms continues to grow, underlining Ivory Coast's expanding digital economy and the importance of TikTok as a marketing channel.