President John Dramani Mahama has emphasized the growing influence of digital creators in shaping Africa’s global image, pointing to American streamer, IShowSpeed’s recent visit to Ghana as a powerful case study.
Speaking at the Ghana–Zambia Business Forum, President Mahama revealed that Ghana recorded more than 20 million online searches following the streamer’s visit. He linked the surge directly to viral content shared across new media platforms. According to him, the moment showed how digital storytelling now rivals traditional advertising.
“IShowSpeed did more advertisement for us than we could have done ourselves,” President Mahama said. “After he left, I was told there were 20 million online searches for Ghana and shea butter.”
The streamer, known for his high-energy livestreams and massive global following, toured several African countries during his visit. However, his experience in Ghana drew exceptional attention. During the trip, IShowSpeed visited a shea butter museum, where he took part in a traditional shea butter massage. The livestream quickly spread across social media platforms.
As a result, millions of people searched online to learn where Ghana is located. Many others wanted to understand what shea butter is and how it is used. Shea butter remains a major export and a key ingredient in cosmetics and skincare products worldwide. It also supports thousands of women-led enterprises across Ghana.
President Mahama admitted that the visit revealed untapped cultural assets within the country. More importantly, he stressed that digital creators can unlock new economic opportunities when governments engage them strategically.
However, he also urged caution. While praising the power of new media, Mahama noted that digital platforms come with risks. He explained that strong fintech systems and cybersecurity frameworks must support Africa’s growing digital economy.
“This is where fintech and cybersecurity come in,” he said, highlighting the need to protect innovation while scaling digital growth.
The development reflects a broader shift across Africa. Influencers and content creators now shape tourism flows, global perception, and consumer interest in real time. Ghana’s experience shows that a single viral moment can drive global curiosity and economic value without a traditional marketing campaign.
