African Social Media Influencers Summit Opens in Addis Ababa

The inaugural African Social Media Influencers Summit (ASMIS) 2026 took place on 8 May 2026 at the Adwa Victory Memorial Museum in Addis Ababa. Ethiopian officials used the gathering to outline national plans positioning the country as a digital gateway for the continent.

Bereket Driba, Ethiopia's Deputy Permanent Representative to the AU and UNECA, said Ethiopia is prioritizing the development of robust digital infrastructure that empowers the next generation of digital creators and storytellers.

He outlined the Ethiopian government's vision to transform the nation into a digital gateway for the continent. Bereket Driba said the Ethiopian government is prioritizing expanded digital connectivity to help creators collaborate, innovate, and participate in public interest initiatives.

The diplomat added that the government is seeking partnerships with digital influencers and content producers on national priorities, particularly in promoting Ethiopia's tourism sector.

According to Bereket Driba the nation has been actively inviting creators and supporting initiatives such as the summit as part of broader measures to welcome influencers and strengthen the country's digital ecosystem. He stressed the importance of using digital influence to drive broader change across Africa.

Bereket Driba said that although many African countries enjoy political freedom, citizens should also examine whether genuine freedom is reflected in the practical use of digital platforms and influence.

He said social media influencers can play a major role in shaping policy directions and advancing African integration by improving understanding among countries, enhancing cross border visibility, and supporting the aspirations of AU's Agenda 2063. Botho Kebabonye Bayendi, Strategic Planning and Delivery Director at the AU Commission, said Africa is entering a decade of acceleration.

She noted that while policies and regional strategies designed to promote digital growth and content creation already exist, implementation by member states remains weak.

"Frameworks are there, the policies are there, we lack implementation," Botho Kebabonye Bayendi said. She added that AU level commitments often take considerable time before they are adopted nationally. Botho Kebabonye Bayendi encouraged digital creators to use the borderless nature of social media to advocate for policy implementation.

She called on member states to align AU and UN policy frameworks with national development plans. The AU official said the effectiveness of strategies should be measured through concrete implementation rather than repeated policy drafting. Botho Kebabonye Bayendi linked digital governance with broader governance values, saying that the treatment of outsiders, tourism management, migration, and exports should reflect a pan African approach.

She underscored the importance of data governance and protection, particularly in situations where content creators may face suspicion or have equipment confiscated under security claims that contradict regional policy commitments. Ashagrie G. Abdi, an international human rights lawyer and strategic advisor, said social media influencers can no longer be viewed merely as entertainers or storytellers.

He said audiences, including policymakers, increasingly rely on influencer generated content to understand events and developments, giving creators growing influence over national and continental decision making. Ashagrie G. Abdi urged creators to speak honestly, including by criticizing failures where necessary.

He called on institutions such as the AU to engage meaningfully with influencer communities instead of overlooking their impact. Panelists at the summit emphasized that accurate information can strengthen public trust and support development agendas, while misinformation can cause serious harm.

They described the role of digital creators as extending beyond promotion to include accountability and public interest engagement.

AllAfrica reported on the proceedings from the Ethiopian News Agency.