In 2026, Sao Tome and Principe has approximately 150,000 active Instagram users, representing about 25% of its population. Engagement levels remain high, with users spending around 12 minutes per month on the platform, indicating strong digital interaction. Local businesses increasingly leverage Instagram for marketing, driven by rising internet penetration and mobile device usage, fostering a vibrant social commerce scene.
Influencer marketing in Sao Tome and Principe has gained momentum, with an estimated USD 1.2 million spent on campaigns annually. Instagram-based shopping also contributes significantly, generating roughly USD 500,000 in revenue. These trends highlight Instagram's critical role in digital marketing strategies, especially for small and medium enterprises aiming to expand their reach in the local market.