Remember when social media was just about likes? Those days are long gone. In 2025, creators have become the new marketers, the new media houses, and, in many cases, the new CEOs. They don’t just post content. They shape culture, shift conversations, and move products.
And they’re doing it in ways brands can’t replicate on their own.
Marketing Has Changed – So Has the Buyer
Your audience isn’t watching TV ads or even clicking banner promos anymore. They’re scrolling, laughing, sharing, and trusting the creators they follow daily. The modern consumer wants more than a product – they want a story.
61% of consumers trust influencer recommendations more than brand content
(Source: Edelman Trust Barometer, 2024)
Storytelling wins. And no one tells better digital stories than creators.
A Moment That Proved It: The Tecno Camon 40 Campaign
When Tecno Mobile launched the Camon 40 Series in Kenya, they didn’t want a basic product push – they wanted cultural relevance.
They needed to make noise, turn heads, and get young people genuinely excited about what this new phone could do. So, they partnered with us at Suss Ads, and we did what we do best:
We brought in creators. Not just to post – but to own the moment.
What We Did:
- Handpicked 10+ lifestyle, fashion, and tech creators with serious Gen Z influence
- Built a campaign arc around photography, creativity, and self-expression
- Rolled out content across Instagram, TikTok, and Twitter with personality, not polish
What Happened:
- Over 1 million organic impressions.
- 120,000+ engagements – real comments, shares, and reactions.
- Creators achieved above-average video completion rates on Reels and TikTok's.
- Pre-orders sold out in multiple Nairobi stores within 3 weeks.
- Our hashtag trended for 48 hours on Twitter/X.
“This wasn’t just a campaign – it was a vibe. People didn’t feel sold to. They felt like they were part of something cool.” - James Maina, Account Manager, Suss Ads
Check out the full Tecno Camon 40 Case Study.
People Follow People – Not Products
Think about it: when was the last time an ad convinced you to buy something? Now think about the last time someone you follow online made you curious about a product they genuinely liked.
That’s the creator edge. They build trust, one authentic post at a time. And in a world overflowing with content, trust is what cuts through the noise.
- Traditional ads are ignored by over 60% of online users (HubSpot Ads Statistics, 2024).
- 89% of marketers say influencer marketing ROI is as good or better than other channels (Influencer Marketing Hub, 2025)
Why Co-Creation Wins in 2025
Here’s the secret: the best-performing content isn’t overly produced. It feels personal. It feels real.
That’s why we encourage brands to let creators lead – to hand over the mic and let them speak in their own language. It’s not just about reach anymore. It’s about resonance.
Work With Creators the Right Way – With Suss Ads
We’ve spent years building relationships with Kenya’s top creators. We know what works, what converts, and what audiences actually care about.
Whether you’re launching a product, entering a new market, or just want to make some serious noise – we help brands:
- Match with the right creators
- Craft creator-led campaigns that perform
- Measure impact – not just impressions
Creators aren’t “influencers” anymore. They’re brands, businesses, and trendsetters – and they’re here to stay. The question is: will your brand join the story, or get left behind?