In Papua New Guinea, influencer marketing continues to grow, with an average engagement rate of 4.2% in 2026. The number of active influencers has increased to over 15,000, reflecting rising digital literacy and social media adoption. Influencers are generating approximately 560 million views monthly, indicating high audience engagement and content consumption across platforms like Facebook, which remains dominant.
Marketing investments have surged to around USD 18 million, emphasizing the country's expanding digital economy. Local brands increasingly leverage influencers to reach niche audiences, especially in urban areas. As social media usage deepens, influencer marketing is becoming a vital component of advertising strategies, fostering brand awareness and consumer engagement across diverse sectors.