ADDIS ABABA, Ethiopia – The responsibility of telling Africa’s story to the world is increasingly shifting from traditional media houses to digital creators and social media influencers, speakers at the first-ever African Social Media Influencers Conference (ASMIS 2026) have said.
The landmark conference, currently underway in Addis Ababa under the theme “Influence for a Better Africa,” has brought together influential digital creators, innovators and media personalities from across the continent to discuss the growing role of social media in shaping Africa’s image, economy and future. Organized through a partnership between Pulse of Africa and A.G.A. Tech Enterprise, the conference is being described as a strategic platform aimed at promoting responsible digital influence and strengthening continental cooperation.
Speaking during the opening ceremony, Pulse of Africa CEO Seife Derbe said the event seeks to encourage responsible social media engagement while advancing Africa’s digital economy.
He noted that the initiative also aims to create a unified African platform capable of supporting the goals of the African Union.
“This conference is a strategic step for Africans to cooperate and build the continent using their collective influence,” he said.
The gathering has highlighted how African content creators are increasingly becoming digital ambassadors by promoting investment opportunities, tourism, culture, innovation and entrepreneurship to global audiences.
Among the notable speakers was Ethiopian travel vlogger Abel Berhanu, ranked among Africa’s top travel influencers and recently recognized as African Travel Influencer of the Year in Nairobi. His Amharic-language content has gained international attention for connecting Ethiopian culture with global audiences.
Popular Ghanaian YouTuber Wode Maya also shared his experience documenting Africa through what he described as “a lens of hope.” Beginning much of his journey in Addis Ababa, Wode Maya has used his platform to showcase Ethiopia’s development, investment potential and African success stories to millions worldwide.
Nigerian digital entrepreneur Victor Aduwa spoke about empowering young Africans through technology and gig economy opportunities, while Congolese influencer Maggie Mukuta highlighted the importance of promoting African fashion and creativity globally.
Ugandan creator Steve Kanba emphasized the need to inspire African youth to embrace modern agriculture through engaging digital content.
The conference also recognized the growing impact of Ethiopian digital creators, including Henny, Shanew and Sheger Digital, for their contributions in technology, innovation and youth engagement.
Participants noted that digital creators now have a stronger connection with young audiences than many traditional media outlets, making them key players in reshaping Africa’s global narrative.
Co-organizer Gemeda Olana announced that the conference will become an annual event, with plans already underway to introduce African Social Media Influencers Awards next year.
Organizers say the initiative is part of a broader effort to build a stronger African identity online, create trust in the continent’s potential and establish a globally recognized African brand driven by Africans themselves.
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