In 2026, Sao Tome and Principe shows a notable increase in influencer engagement rates, reaching 4.2%, driven by improved internet access and social media adoption. The influencer community remains vibrant with approximately 1,200 active creators producing diverse content. Engagement levels per influencer are also rising, averaging over 15,000 interactions monthly, which underscores the growing influence of digital personalities in local markets.
The total influencer marketing expenditure is projected to reach USD 1.8 million, reflecting increased recognition of influencer marketing's effectiveness. Video content dominates, accounting for 45% of posts, which aligns with global trends toward visual and short-form media. As digital literacy improves, brands are investing more in influencer collaborations to reach younger demographics and boost brand visibility.