Sello Lentsoane, NNA News | Addis Ababa, Ethiopia

Social media influencers, digital creators and communication strategists from more than 30 African countries gathered in Addis Ababa on Friday for the first African Social Media Influencers Summit, amid growing calls for Africans to take greater control of how the continent is represented globally.

Held under the theme “Influence for a Better Africa”, the summit focused on digital diplomacy, storytelling and the role of online platforms in shaping global perceptions of Africa.

The gathering comes at a time when African creators are increasingly using social media to challenge stereotypes, promote entrepreneurship and build cross-border digital communities across the continent.

(Photo Credit POA, Paulse of Africa)

Speaking during the opening session, Ethiopian News Agency chief executive officer Seife Deribe said African influencers have an important role to play in confronting misinformation and outdated narratives about the continent.

He urged participants to promote stories that reflect Africa’s development, culture and opportunities.

Ghanaian YouTuber and pan-African content creator Wode Maya also called on Africans to take ownership of their own narratives.

“If you want to tackle stereotypes, you don't wait for somebody to tell stories for you. You have to start telling the real stories,” Maya said.

Organisers said the summit aims to strengthen collaboration among African digital creators while promoting knowledge-sharing, partnerships and digital entrepreneurship.

According to figures presented during the summit, Africa loses an estimated 4.2 billion U.S. dollars annually because of distorted global perceptions and narratives shaped largely outside the continent.

The summit also highlighted the growing influence of Africa’s digital economy and creator industry, with organisers estimating that participating creators collectively reach more than 400 million viewers worldwide.

As digital platforms continue to reshape global communication, participants said African creators are increasingly becoming central to how the continent tells its stories, promotes innovation and engages international audiences.