Because they can't get paid for ads, influencers in the Global South are being recruited as cheap tools for government propaganda.
April 2, 2026
Original Paper
From Digital Content Creators to Socio-Political Actors: The Rising Influence of Online Personalities on Economic and Political Dynamics in Cameroon
SSRN · 6408438
The Takeaway
In countries like Cameroon, creators with millions of followers are often blocked from standard platform monetization. This 'monetization deficit' has allowed actors like the Wagner Group to buy significant political mobilization and international influence for surprisingly small sums, such as $36,000 for an entire region.
From the abstract
This article examines the rapidly evolving role of digital content creators and social media influencers in Cameroon's economic and political spheres. Drawing on recent policy developments, including the 2026 Finance Law's fiscal reforms targeting digital activities, and analysis of political mobilization patterns during and after the 2025 presidential election, the study argues that Cameroonian influencers have emerged as significant socioeconomic actors whose influence now extends beyond enter