How Kenyan creators redefined marketing in 2025

 An influencer creating content. [iStock]

Gone are the days when marketing was dominated by celebrity endorsements and polished television commercials.

Today, a new breed of marketers using influencer-driven techniques has changed the game. As 2025 winds down, a look at the influencer marketing space shows how creativity, authenticity and community now trump sheer follower numbers.

As influencer marketing shifts from one-off campaigns to long-term partnerships focused on niche audiences and genuine engagement, Kenyan creators have gone a step further. Many now dress in, live in and fully embody brand colours throughout their campaigns.

From Instagram and Facebook trendsetters to viral TikTok challenges, content creators have reshaped how brands connect with consumers, leveraging creativity to stand out and deliver unique, memorable content.

Here are some of the influencers and approaches that changed the influencing game in 2025 by embodying brand colours and identity, whether for alcohol brands, beauty products or services.

Use of visual art

Winfred Mangutha, also known as Wixx across her social media platforms, uses visual storytelling to pass brand messages through creative illustrations.

Wixx blends animation with advocacy, influencing for brands while also championing social change, a balance that has earned her recognition and awards.

Through her creativity, she has worked with Fanta, Samsung Galaxy Z Flip4, Rina cooking oil and Dairyland, among other notable brands.

Collaborations between influencers and fashion designers

For media personalities Shikshaa Arora and Stephanie Ng’ang’a, brand collaboration goes far beyond content delivery. The duo works with fashion designers to create custom costumes that communicate brand colours, blending message delivery with wardrobe and changing the content creation game.

They have collaborated with designer Eva Wambutu on a Smirnoff campaign, artistically painting a denim outfit with Smirnoff’s brand identity, part of a growing trend that continues to evolve.

Across Kenya, designers are increasingly partnering with influencers to showcase creative clothing aligned with brand identity through colour palettes and visual storytelling.

Through photoshoots, runway previews and social media posts, influencers help bring designs to life in a way that feels modern and accessible. These partnerships boost brands while allowing designers to connect with consumers through real-world styling and creative expression, opening doors to more collaborations.

Comedians blend brand work into skits

Comedians have also found smarter ways to integrate brand partnerships into their skits without disrupting humour or authenticity.

Away from traditional television advertising, brands now focus on storytelling through product placement, jokes or exaggerated scenarios that align with a comedian’s style. One such comedian is Naomi Kuria, who incorporates brand work into her skits by playing multiple characters and scenarios to pass the message.

While maintaining her comedic voice, Kuria delivers brand messages in a way that feels organic, memorable and highly shareable across platforms. The result is advertising that entertains rather than intrudes, keeping audiences engaged while still promoting the brand.

Rise of micro-influencers

TikTok has also seen growth in the use of micro-influencers, as brands increasingly focus on smaller creators with modest followings to reach specific audiences.

These campaigns often rely on challenges and community-driven participation, leveraging the relatability and trust micro-influencers have built with their followers.

Use of artificial intelligence for billboards

With the rise of artificial intelligence and marketing departments facing tighter budgets, many companies are turning to generative AI for personalised and cost-effective content.

According to a study by Gartner and Adobe, 73 percent of marketing teams now use generative AI, underscoring its growing role in marketing strategies.

The impact is already visible. This year has seen a rise in AI-generated billboards across cities, a trend that signals how technology is reshaping visual advertising in real time.