In 2026, the lines between “content creators” and “influencers” are blurrier than ever — yet, for brands, the distinction has never been more important. Influencer marketing has evolved from a buzzword to a billion-dollar strategy, but so has the creator economy. What used to be a numbers game — how…
Marketing has always been about timing. But in 2026, timing won’t just be a campaign planning detail — it will be the competitive edge. Audiences don’t consume content linearly anymore; they scroll in seasons, binge in cultural cycles, and spend around trigger moments. That’s where influencer marketing comes in. Unlike…
Instagram has never stood still. Since its early days as a photo-sharing app, the platform has continually evolved to keep audiences scrolling, tapping, and watching. For influencers, creators, and brands, this evolution has always come with one big question: How does the algorithm work now, and how do I make…
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…
When Meta launched Threads in mid-2023, it was positioned as a text-first alternative to Twitter, now rebranded as X. Yet, from the start, Threads carried a quiet advantage — it wasn’t just a new app competing for attention, it was a new channel plugged directly into Instagram’s vast social graph,…
Influencer marketing has become one of the most powerful tools for brand visibility, engagement, and conversion in Nigeria. With the rise of social media platforms like Instagram, TikTok, YouTube, and Twitter, Nigerian influencers have built loyal followings, making them valuable partners for businesses looking to connect with their target audiences.…
Brands investing in influencer marketing face decision fatigue when selecting visuals, captions, posting times, and even influencers themselves. The stakes are high—spending on influencer campaigns without clear insights can result in disappointing returns. This is where A/B testing, also known as split testing, comes in. By running controlled experiments, brands…
Instagram continues to evolve, offering new tools and opportunities for influencers to monetize their content, enhance engagement, and refine their strategies. In 2025, the platform has introduced several updates that impact how creators collaborate with brands, engage with their audience, and manage their content. Here’s a deep dive into the…
