Valentine’s Day campaigns in Africa are no longer about generic love messages or last-minute giveaways. For brands, Valentine’s has become a high-emotion, high-attention window where storytelling, relatability, and cultural nuance matter more than pure reach. Across Africa, couple creators, lifestyle partners, and relationship-driven influencers now shape how love, partnership, family,…
Influencer marketing in Nigeria has moved far beyond experimental brand shoutouts and casual Instagram posts. Today, brands are committing serious budgets, expecting measurable outcomes, and relying on influencer campaigns to support growth, awareness, and conversion goals. Yet many brands still walk away disappointed. Not because influencer marketing does not work,…
By 2025, influencer marketing had moved past experimentation. Brands were no longer asking whether creators worked. They were asking harder questions: how to structure spend, how to evaluate impact, and how to scale without losing efficiency. Across multiple mixed-objective campaigns run by TIMA in 2025, one thing became clear. Performance…
Have you ever looked at an influencer campaign and wondered, is this really working or are brands just spending money because everyone else is doing it? You are not alone. In Nigeria today, influencer marketing is everywhere. Brands are partnering with celebrities, content creators, niche experts, comedians, lifestyle influencers, and…
Have you ever launched an influencer marketing campaign and realized halfway through that the influencers were creating something completely different from what your brand expected? Maybe the messaging felt off, the content lacked coherence, or the final outcome did not match the strategy your team had in mind. This happens…
At its annual Made on YouTube 2025 event, YouTube rolled out an impressive slate of new updates, AI-powered tools, and monetization opportunities for creators. For influencers, these updates represent both new creative possibilities and new ways to grow and monetize their platforms. From Studio upgrades to YouTube Live enhancements, AI-powered…
In today’s digital-first world, brands are constantly told to “work with influencers” if they want to stay relevant. But over the past few years, another term has been quietly reshaping how brand partnerships are built: creator marketing. Though often used interchangeably, influencer marketing and creator marketing are not the same…
In an industry obsessed with going viral, influencer marketing’s true value is no longer about follower counts or fleeting trends. It’s about results. Whether you’re working with a micro-influencer in a niche community or a macro creator with millions of followers, brands now face the same challenge: proving Influencer Marketing…
In what marks a historic moment for the African creative and influencer marketing landscape, TIMA Founder Bobai Bally Balat (The Influencer Marketing Agency), served as a juror at the 2025 D&AD Awards in London, sitting on the inaugural Creator Content jury panel. As the only African judge in this new…
In 2025, influencer marketing has matured far beyond product placements and hashtag campaigns. Today, it is a highly strategic partnership between brands and creators — one that demands clarity, collaboration, and vision from the very beginning. At the heart of this partnership lies the campaign brief: a document that can…
