The State Of Digital Marketing In Zimbabwe 2024; A Review

The State of Digital Marketing in Zimbabwe

TL;DR: Zimbabwe’s digital marketing landscape is undergoing a rapid transformation, driven by increasing connectivity, mobile adoption, and innovative approaches to advertising. From social media’s evolving role to  Starlink & mobile marketing’s dominance, the opportunities are immense for businesses ready to adapt to this dynamic and ever-changing environment.

We last did this report in 2022, 2023 we got lazy but we are back for 2024 and don't worry you didn't miss much and if you missed anything it's all in here.  

Let's dive in.

Digital Zimbabwe: A Soft Revolution 

In 2024 the Internet became the biggest advertising medium in the world. That may seem obvious but that title has long been held by Television. So in all essence, most of marketing has now become digital marketing  - I predict at some point in the future ALL marketing might turn to digital marketing. Following this trend, Zimbabwe’s digital evolution has been nothing short of revolutionary (he he). With 5.48 million internet users—32.6% of the population—the country is embracing connectivity as a pathway to economic growth and social empowerment. From bustling urban centers to rural regions, this digital transformation is reshaping lives and livelihoods, offering a mix of new challenges and unprecedented opportunities.

TikTok: The Gateway to Enhanced Content Creation

Short-form video content has taken center stage in Zimbabwe's digital landscape, largely due to platforms like TikTok. With the advent of smartphones capable of producing high-quality videos, TikTok has not only benefited from but also accelerated this trend. In 2024, the consumption of short-form video content in Zimbabwe has seen an impressive rise, with an estimated increase of 67.71% from the previous year (Hostinger, 2024). This growth trajectory is expected to continue, fueled by increasing internet penetration and the platform's user-friendly editing tools.

The Democratization of Content Creation

The beauty of TikTok lies in its accessibility; it's an editor as much as it is a sharing platform. The realization that one can create compelling content with just a smartphone has democratized content creation, pushing individuals to produce increasingly sophisticated videos. With 1.58 billion monthly active users globally in 2024, TikTok's influence in making content creation a widespread activity is undeniable (Demandsage, 2024).

TikTok has challenged the luxury and curated aesthetic often seen on platforms like Instagram. It's becoming a more inclusive space where content isn't just dominated by urban millennials but reflects a broader spectrum of Zimbabwean life. The platform's algorithm promotes diversity in content, showcasing everyday lives, from rural areas to urban settings, making it an authentic reflection of society. In July 2024, TikTok's global user base was 54.3% male and 45.7% female, with a significant portion of its audience aged between 18-34, highlighting its wide demographic appeal (Statista, 2024).

For brand managers, this shift presents a golden opportunity to connect with consumers in a more genuine way. TikTok's environment, where content often features real people in real-life settings, allows brands to showcase their products in a context that resonates with the everyday consumer. The platform's engagement rate, at 2.65% per follower count, is significantly higher than other social networks, offering brands a chance for high interaction at a potentially lower cost (Socialfly, 2024). 

By leveraging TikTok's inclusive and dynamic nature, brands can reach new audiences, particularly in less urbanized areas where internet access has improved, thanks to innovations like Starlink. This not only broadens the market reach but also enhances brand authenticity by showing products in the hands of diverse consumers in diverse settings. ( I must also add here that I'm on Tiktok @Paul_charming thank you for the follow)

Connectivity and the economy 

The internet in Zimbabwe isn’t merely a convenience; it’s a lifeline to the global economy, remote work has become common - something we adopted rather late but has of late been picking up. Im not sure who measures the stats around the gross revenue for remote work but I'd like to think there has been a significant uptick in the last two years. Urban areas like Harare enjoy somewhat reliable connectivity, serving as hubs of innovation and entrepreneurship. Meanwhile, rural areas face significant hurdles due to infrastructure gaps but represent a promising frontier for digital expansion. With strategic investments in infrastructure, hopefully this time from government and not just the private sector, these regions could become pivotal players in the country’s digital narrative.

Mobile Madness: The Smartphone Symphony 

With 13.88 million mobile connections, 82.4% of the population is now part of a connected ecosystem.  We are also boosting a mobile phone telephony penetration rate of over 130% These smartphones are not just communication devices; they’re catalysts for change, empowering individuals with tools for education, commerce, and creativity.

 Education has taken the biggest leap - homework is now more than ever being sent over WhatsApp (a trend I must say wasn't as popular when we last did this report) so young students more than ever now have either a device or consistent access to one. On average each urban household has access to 3 devices or more and rural household have access to at least 1 per household. This present a new frontier on connectivity and more importantly commerce - But We'll get to that. 

The Economic Ripple Effect

Smartphones are fueling mobile-based  payment solutions, Innbucks and Omari entered the fray to compete with long time incumbent Ecocash and they've been taking their pound of flesh, and this frontier looks very promising. A truly digital economy needs both connectivity and competitive payment platforms transforming how businesses interact with consumers. This mobile-first approach is redefining marketing strategies across industries.

The Digital Payments market in Zimbabwe is projected to grow by 16.13% (2024-2028) resulting in a market volume of US$9182.00m in 2028. The Digital Payments market by al players is forecasted to reach a total transaction value of USD 5,049 million in 2024 (down from 6 Million from Ecocash alone in 2018), with an annual growth rate of 16.13% projected between 2024 and 2028. This growth trajectory is expected to result in a total transaction value of USD 9,182 million by 2028.

Within this market, Mobile POS Payments will hold the largest share, with a projected transaction value of USD 4,271 million in 2024. In Sub-Saharan Africa, mobile money contributed $150 billion to GDP in 2023, equating to a 3.7% rise.

Platform Parkour: Navigating Social Media’s Obstacle Course

Social media platforms are at the heart of Zimbabwe’s digital marketing revolution. Here’s a snapshot of platform performance:

- X (formerly Twitter): Down 41.5% as users seek more engaging and safer alternatives

- Facebook: Up 57.7%, proving its resilience as a key marketing tool. The previous report on this was sounding the knell on Facebook but what a surprising comeback.

- Instagram & TikTok: Dominating with visually driven content and high engagement rates. Tiktok inparticular has had a phenomenal two years.

Marketing Tip: Adaptability is key. With shifting platform dynamics, businesses must remain flexible, experimenting with content and strategies to maximize impact ( Yes that means doing Tiktok)

Mobile Marketing: Not Just a Trend, a Lifestyle 

By 2028, mobile is expected to command 70% of digital ad spending. In Zimbabwe, mobile marketing isn’t optional anymore; it’s a necessity.

Mobile User Behavior Trends:

Shorter attention spans

Multitasking mastery

Instant gratification expectations

Seamless transaction preferences

The Influencer Ecosystem:

The global influencer market, valued at $24 billion, is making waves in Zimbabwe. Micro-influencers with 1,000-10,000 followers are becoming trusted voices in their niches, driving authentic engagement that outpaces traditional advertising and Tiktok and it's new stars has been a huge beneficiary of this.

It has been my personal desire to move away from the current class of influencers to more dynamic younger and more creative content creators. We are still a long way from giving good and reasonable brand deals to micro-influencers.

As far as creativity is concerned However There has been nothing short of a burst of creativity with local influencers creating skits and short form dramas. The only down side being influencers are not getting paid directly from these platforms, meaning the cannot be consistent in there endeveavors, presenting challenges for marketers. In a perfect ecosystem, the platforms themselves pay creators - motivating them to create more, creating a variety of quality content creators for marketing managers to choose from.

With an average engagement rate of 2.19%, micro-influencers prove that quality trumps quantity. Their genuine connections with followers translate into higher trust and better brand loyalty.

AI and It's use for the Digital Marketer.

 This last time we did this report AI wasn't as prevalent, but it's lately come encompass a lot of digital marketing. From being able to create a years worth of social media content in a second, To AI image generators replacing traditional stock photography AI is revolutionizing digital marketing in Zimbabwe, with programmatic advertising poised to dominate 75% of ad revenue by 2028. These advanced technologies enable hyper-targeted campaigns, delivering the right message to the right audience at the right time.

The AI Toolkit:

Predictive analytics - Data driven trend predictors

General Intelligence - ChatGpt & friends creating content 

Automated content optimization - With Tools like Sora and Claude

By leveraging these tools, businesses big and small can achieve unparalleled efficiency and effectiveness in their marketing efforts.

To thrive in this environment, marketers must master skills like:

- SEO and SEM

- Content creation

- Social media management

- AI-driven tools and analytics

Training programs and certifications are becoming essential pathways to success in this competitive landscape.

Local Content is Lekker. 

Local SEO strategies are proving invaluable for Zimbabwean businesses. With 43% of e-commerce traffic originating from organic Google searches, optimizing for local relevance is critical.

My Go-to has been -

- Optimized Google My Business profiles

- Geo-targeted keywords

- Community-based storytelling

YouTube consumption in Zimbabwe has undergone a significant shift, moving from primarily urban centers to the outskirts and rural areas, thanks to improved connectivity like Starlink and general improved connectivity. In 2024, among the top 20 channels in Zimbabwe, you'll find names like Itap Media and Maz-Ville, which focus on wedding videos, consistently ranking in the top 5 for viewership. This raises an intriguing question: who are these viewers so captivated by wedding content? The Closure DNA  and Tilda Live have had good runs becoming almost cultural phenomenons. 

The answer lies in the demographic shift noted in the above digital media consumption data. The surge in smartphone ownership has led to a new audience – locals who prefer content in their vernacular languages. With 32.6% internet penetration and 82.4% of the population connected via mobile devices, the consumption of local vernacular dramas has skyrocketed (DataReportal, 2024). If you're a content creator, now's the time to delve into local storytelling. Even non-vernacular dramas, like South African soapies, continue to draw significant viewership every day.

Marketing managers, take note: this demographic isn't just a temporary trend; they are here to stay. Adapt your content to resonate with this growing audience. Local content in local languages is where the future lies, offering untapped potential for engagement and brand loyalty.

The Rise and Rise of WhatsApp Business

The rise of WhatsApp Business as a platform for commerce marks a significant shift in how businesses engage with customers, particularly in regions like Zimbabwe where mobile penetration is high. Initially a simple messaging app, WhatsApp has evolved into a crucial tool for commerce due to its ubiquity and accessibility. With over 2.7 billion users globally and widespread adoption in Zimbabwe, the app's presence on nearly every smartphone removes barriers to entry for businesses and customers alike. In markets where traditional commerce infrastructure is underdeveloped. 

 Its one-to-one communication and conversational commerce allows businesses to send tailored messages, provide real-time support, and cultivate customer trust and loyalty. Features such as product catalogs, quick replies, and automated messaging streamline the entire buying process, enabling customers to discover, inquire about, and purchase products without leaving the app. This seamless integration of communication and shopping is particularly appealing in convenience-driven markets. For small and medium-sized enterprises in Zimbabwe, WhatsApp also offers a cost-effective marketing solution, with its impressive 98% message open rate far surpassing traditional email marketing.

WhatsApp businesses can now support 5 devices simultaneously, a WhatsApp line or two should be able to assist with queries for most consumer-facing brands. Half the queries that people call for can be uploaded on WhatsApp Business. Things like prices, tariffs, and operating hours should be available to anyone with a WhatsApp bundle in Dotito.

Good marketing is a conversation, in as much as you want to talk to your customer they should have an easy way to talk to you as well.

Digital Is (still) a Soft Sell

We often forget that digital advertising is inherently a soft sell. No one wakes up hoping to be bombarded with ads—except perhaps those working in advertising. People don’t spend their time and data searching for ads; they’re looking for information, value, and ways to enhance their lives. Even when it comes to entertainment, they want something that engages or informs them. This is why brands must approach digital marketing with finesse, providing value rather than simply pushing their products. Whether it’s a compelling idea, engaging entertainment, or practical information (like the price of your product), people are open to being drawn in if it feels relevant and valuable. For instance, instead of fear-mongering with ads about falling ill, a medical aid company could focus on promoting health tips and becoming a partner in customers’ well-being.

Yet, many social media managers are caught in a vicious cycle. Pressured to justify their roles, they aggressively push sales, which alienates audiences and reduces engagement. This lack of interaction fuels further panic, leading to even more aggressive sales tactics—resulting in a downward spiral of lost connection. The root problem is a failure to offer real value. A product isn’t inherently valuable; what matters is how it improves the customer’s life. Social media campaigns need storytelling and insights, not bland stock images and generic pitches. However, marketing and brand managers often stifle creativity. By clinging to outdated strategies and refusing to embrace innovative ideas, they become barriers to effective content. These managers, who bridge the divide between brands and customers, have the power to push for fresh approaches and meaningful engagement. Unfortunately, without imagination or the willingness to take risks, great ideas from creators and agencies rarely make it past the gatekeepers. It’s time for marketing leaders to push the envelope and truly connect with their audience.

The Content Creator's Opportunity in 2025

For Creators: A Golden Era Awaits

If you're a creator in Zimbabwe, 2025 is your moment to shine. With a third of the population having access to the internet there's an eager audience waiting for your content, whether it's video, voice, or written (DataReportal, 2024).

Focus on Value and Quality

If you're just starting, concentrate on delivering value - be it informative, entertaining, or advisory content. The emphasis should be on creating 'Tier 1' content, which is engaging, well-produced, and concise, as this is where you'll capture the initial audience attention. Short-form content remains dominant, with TikTok's short videos expected to account for 90% of internet traffic in 2024,

Exploring New Horizons

For those already in the game, now's the time to venture into 'Tier 2' content - videos that stretch beyond 3 minutes. Platforms like YouTube have opened up monetization avenues, with an estimated 1.5 billion logged-in viewers watching videos monthly (YouTube, 2024). Experiment with longer formats or dive into Twitter Threads for deeper discussions or storytelling. If you're specialized in a niche, YouTube offers a platform where you can get paid for your expertise, with the global YouTube Partner Program earning creators over $30 billion since its inception (YouTube, 2024).

Collaborating with Brands

The ultimate goal for many creators is brand collaboration. Approach brands with your unique content and audience engagement metrics. With advertising on YouTube expected to exceed $29.4 billion in 2024, there's a significant opportunity for creators to secure sponsorships or partnerships (Statista, 2024).

For Influencers: Leverage New Platforms

If you're an influencer, platforms like Instagram Reels and TikTok are your playgrounds, where the engagement is high, with TikTok videos garnering an average of 2.5 times more engagement than long-form videos (Yaguara, 2024). While brands might still be cautious about new faces, consistency is key. Keep creating content that resonates with your audience, and eventually, the right opportunities will come.

For Brand Managers: A World of Possibilities

Brand managers, you're in a position of unparalleled advantage. With an abundance of creators, a growing viewer base, and the rise of untapped micro-influencers, your toolkit for engagement has never been richer. Digital advertising in Zimbabwe is projected to grow by 7.60% annually, reaching a market volume of US$66.7 million by 2028 (Statista Market Forecast, 2024). You have new tools, channels, and audiences at your disposal. The challenge now is to innovate in how you harness these resources for maximum impact.

In essence, 2025 offers a fertile ground for creators, influencers, and brand managers alike. Whether you're crafting content, building influence, or looking to engage with consumers, the digital landscape in Zimbabwe is ripe with opportunities waiting to be seized.

My name is Paul and I’m a Brand, Marketing & Communications Consultant. I help Businesses, Brand Managers, and Creators make the most of their communications.

I also train marketing managers and marketing teams.

You can shoot me an email at paul@jeangray.co.zw