In 2026, Sao Tome and Principe has seen a significant increase in social media penetration, reaching 58% of the population. The rise in short-form video consumption, averaging 72 hours per user monthly, demonstrates the growing importance of dynamic content for digital engagement. Local brands are increasingly adopting short-form videos, with 62% actively utilizing this medium to reach consumers, supported by a marketing budget of USD 1.2 million.
The influencer landscape is also expanding, with top local influencers averaging 45,000 followers, helping brands to amplify their messages. As digital access improves, more Sao Tomeans are engaging with short-form videos daily, making this a vital channel for marketing strategies. The trend indicates a shift towards more interactive, video-driven advertising tailored for mobile users across the country.