The Media Shift Live brings creators and marketing leaders together in Ghana and Nigeria

Webfluential, theSalt and Expressions hosted a regional creator marketing summit in Accra and Lagos, spotlighting the shift from media reach to measurable influence.

Africa’s media landscape is changing, and brands are being challenged to think beyond reach, impressions and visibility. In a market where consumer trust, cultural relevance and local influence matter more than ever, creator marketing is becoming a critical channel for building real connection and measurable brand impact.

This was the focus of The Media Shift Live, a regional summit hosted in collaboration with Webfluential, theSalt and Expressions across Accra, Ghana and Lagos, Nigeria.

The Ghana event, The Media Shift: Ghana – Live, took place at Bold Restaurant Ghana in Accra on 1 July 2026, while the Nigeria event, The Media Shift: Nigeria – Live, was hosted at Four Points by Sheraton Lagos on 2 July 2026. Both events were positioned around a clear industry challenge: brands are still chasing media reach while missing real performance.

Bringing together creators, marketing leaders, agencies and industry decision-makers, the summit unpacked how brands can use influence more strategically across African markets. The conversation moved beyond surface-level metrics and focused on the role of creators in building trust, shaping culture and helping brands connect with audiences in ways that traditional media cannot always achieve.

Led by Murray Legg, Co-founder of Webfluential, and Albert Makoeng, the sessions explored how creator-led marketing is evolving from a campaign add-on into a performance channel. Their message was clear: influence is no longer only about who has the largest audience. It is about relevance, credibility, audience fit and measurable outcomes.

The collaboration also reflected Webfluential’s broader commitment to helping brands scale creator marketing across Africa with stronger data, better creator discovery and more accountable performance measurement. Webfluential’s expansion narrative has already highlighted the importance of moving brands away from vanity metrics and towards creator campaigns that can be tracked, optimised and measured against commercial outcomes.

For theSalt, the summit reinforced the value of audience insight and real consumer behaviour in shaping smarter marketing decisions. For Expressions, it demonstrated the power of on-the-ground regional knowledge and creator relationships in bringing influence to life in culturally relevant ways.

The success of The Media Shift Live in Accra and Lagos signals a growing appetite for more strategic creator marketing across the continent. It also highlights the role of collaboration in building a stronger African creator economy where brands, creators and media leaders can work together to move influence from awareness to measurable impact.

As African markets continue to grow in digital adoption, cultural influence and creator-led storytelling, the message from Accra and Lagos was clear: the future of media in Africa will be built through trust, relevance and performance-led influence.