Former Ghanaian President John Dramani Mahama has underscored the growing power of new media and digital influencers in shaping global perception, revealing that popular streamer iShowSpeed generated unprecedented international attention for Ghana during his recent visit.
Speaking at the Ghana–Zambia Business Forum, Mahama disclosed that analytics showed over 20 million online searches for Ghana and shea butter shortly after the influencer’s departure, describing the impact as far beyond what traditional advertising campaigns could have achieved.
“IShowSpeed did more advertisement for us than we could have done ourselves,” Mahama said, noting that the surge in global curiosity highlighted how digital creators now play a critical role in promoting tourism, culture, and local products to younger, global audiences.
He explained that the phenomenon demonstrates a shift in how nations can attract attention, investment, and tourism, stressing that governments and businesses must adapt to the realities of the digital age. According to him, influencer-driven exposure offers authenticity, speed, and reach that conventional media often struggles to match.
Mahama also pointed to the spike in interest around shea butter, one of Ghana’s key export commodities, as evidence that digital visibility can translate into economic opportunities, brand awareness, and increased demand for locally produced goods.
The remarks have since sparked conversations across social media and business circles, with many describing iShowSpeed’s visit as a case study in how new media, youth culture, and global streaming platforms are reshaping national branding and economic promotion in Africa.
As African countries compete for visibility, investment, and tourism, Mahama’s comments reinforce a growing consensus that strategic engagement with digital creators may now be as important as traditional diplomacy and marketing efforts.
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