Kenya’s influencer marketing industry generated an estimated Sh1.07 billion in creator payouts in 2025, according to research by OdipoDev’s

Expressions CEO David Boon and Nfinity influencer managing director Albert Makoeng /HANDOUT

Expressions Agency will launch an influencer marketing unit on October 29 as brands increasingly seek ways to measure the business returns of creator-led campaigns.

The unit, Expressions Influencer Agency, will be unveiled during an invite-only summit at Tusker Microbrewery along Thika Road in Nairobi, bringing together marketers, content creators and media industry executives to discuss the changing role of influencer marketing.

The event comes as businesses look beyond audience reach and social media visibility to assess whether influencer campaigns translate into consumer engagement and measurable commercial results.

“The summit will provide a platform to examine how brands and creators can build stronger partnerships, how content can contribute to commercial objectives, and how creativity and performance measurement can work together,” the firm said in a statement.

Discussions will focus on measuring returns on influencer spending, improving campaign performance and using data and technology to evaluate the effectiveness of creator partnerships.

The growth of influencer marketing has also created opportunities for professionals working in photography, videography, editing, creative strategy and talent management.

The summit will feature Murray Legg, co-founder of Webfluential; Albert Makoeng, chief executive of Nfinity Influencer; and David Boon, chief executive of Expressions Influencer Agency.

The speakers are expected to discuss campaign design, the African media landscape and ways brands can work with creators to achieve marketing objectives.

Organisers have also announced plans to introduce a new tool for Kenyan marketers at the event but have not disclosed details of the product.

The 10 highest-paid influencers earned a combined Sh296 million. Small and medium-sized enterprises accounted for approximately 80 per cent of brand partnerships, highlighting the role of smaller businesses in driving demand for influencer marketing.