Are influencers the unofficial diplomats…?

By Jibril SALIFU

Ghana’s story is now being told less in government offices and more on phones and laptops. Some social media creators are stepping into a role that once belonged to diplomats, shaping how the country is seen abroad.

Take Wode Maya, whose YouTube videos on Ghana’s culture and lifestyle reach millions worldwide. Or TikTok influencers, whose TikTok posts on fashion, food and everyday life give global audiences a window into modern Ghana.

Digital commentators also spark conversations about culture, identity and civic life, which travel across social media to diaspora communities and curious viewers outside the country.

These creators hold no official diplomatic titles, though Wode Maya just received diplomatic privileges, yet their influence increasingly rivals, and sometimes exceeds, traditional public relations efforts.

Diplomacy today is less about formal protocols and more about shaping perceptions. Social media creators now do this daily, influencing how Ghana is seen abroad. They not only shape opinions but also drive tourism, attract investment, and promote cultural exports.

For many first-time visitors, diaspora audiences, and potential investors, influencer content now forms the first and most memorable impression of Ghana. This raises an important question: as Ghana becomes more deliberate about its global image, are some social media creators, especially those with international reach, quietly acting as unofficial diplomats? And what does it mean when a nation’s image is shaped less by official statements and more by personal storytelling online?

For many years, Ghana’s image was shaped mainly in government offices. Embassies, tourism boards and investment agencies crafted official messages to attract tourists, investors and international goodwill.

These narratives were polished and carefully controlled, but they were often slow to reach global audiences. Social media has changed the game. Today, anyone with a smartphone can share their view of Ghana with the world and yes, many do. On TikTok, Instagram, YouTube and X, Ghanaian creators share everyday moments that feel personal, vivid and real.

This shift changes how people see Ghana and opens new opportunities for its economy and soft power, as digital stories can boost tourism, engage the diaspora, and attract investment.

Food content shows this shift clearly. Chefabbys, who has over a million followers on TikTok, was recently named among TIME magazine’s 100 Most Influential Creators for 2025.

Her videos turn dishes like waakye, kenkey, jollof and banku into stories about culture and heritage. This visibility creates real economic value by promoting Ghanaian restaurants overseas, encouraging culinary tourism and expanding exports of local food products.

Furthermore, Instagram creators such as Mukase Chic explore both Ghanaian traditional and modern cuisine. Travel content also thrives alongside food, with creators highlighting beaches.

Even entertainment creators like Kwadwo Sheldon shape the perception and image of Ghana by using social commentary. Together, these creators are shifting Ghana’s storytelling from official brochures to real-time digital narratives that are personal, immediate and far-reaching.

What makes these creators especially powerful is their authenticity. They show everyday life, from markets to festivals, offering glimpses that resonate emotionally and create connections official campaigns often struggle to achieve.

This, combined with global reach, means that these creators are modern cultural ambassadors whose influence extends into soft power and economic engagement.

In doing so, some are quietly stepping into a role that was once reserved for diplomats and formal cultural representatives, telling Ghana’s story in a way that is immediate, personal, and influential.

Social media influencers offer huge opportunities for shaping Ghana’s image, but their impact also comes with risks. These creators operate independently, and their messages do not always align with national branding goals. A single misstep, such as a misrepresentation, controversial opinion, or inaccurate portrayal, can go viral quickly and affect how the country is seen.

In this sense, independent storytellers now shape Ghana’s reputation, creating both oversight challenges and opportunities. Authenticity, which is usually a strength, can sometimes backfire.

Audiences trust influencers because they feel relatable, but that trust is fragile. If a creator exaggerates, misrepresents local customs, or shares a negative story, it can reflect poorly on Ghana even unintentionally. For example, a viral video showing unsafe conditions at a tourist site could discourage visitors, even if the location is generally secure.

Alongside authenticity, control is another challenge. Governments and tourism authorities cannot dictate what influencers post, nor guarantee consistent messaging. As we are aware, social media thrives on spontaneity, which means Ghana’s brand is partly in the hands of independent voices whose priorities may differ from official objectives.

At the same time, content spreads at lightning speed. A misinterpreted post or culturally insensitive joke can spark international debate within hours while positive stories can go viral just as quickly.

Other countries have faced similar challenges and taken proactive steps. Thailand, for instance, experienced viral content portraying unsafe tourist experiences and “grey tourism” activities, such as nightlife excesses and unregulated cannabis promotion. These posts threatened to redefine the country’s brand abroad.

In response, the Tourism Authority of Thailand launched TAT Connex, a digital platform connecting vetted influencers with approved tourism businesses, and ran the “Be My Guest” campaign, providing training, incentives, and exclusive access to creators.

By empowering a network of vetted storytellers, Thailand was able to counter misinformation, protect its reputation, and showcase authentic cultural experiences to international audiences.

Given their reach and influence, social media creators are too important to ignore in shaping Ghana’s image. Rather than seeing them as unpredictable outsiders, tourism boards, investment agencies, and cultural institutions can explore strategic partnerships that align influencer creativity with national branding goals.

Collaborating with influencers does not mean controlling their content. A heavy-handed oversight can stifle the very engagement that makes their work effective. Instead, agencies can provide support and resources so that creators can produce content that is both compelling and aligned with Ghana’s branding objectives.

Singapore, for example, runs the Friends of Singapore (FOS) initiative and the Visit Singapore Creator Programme. Through FOS, the Singapore International Foundation builds global networks of alumni, professionals, and volunteers, fostering cultural exchange and international collaboration.

The Visit Singapore Creator Programme partners with content creators to produce tourism content, offering unique experiences and insider guidance while preserving their voice and style.

In Ghana, similar partnerships could highlight cultural festivals, local craftsmanship, or investment opportunities, while still allowing influencers to tell stories in their own style. Working with creators also strengthens connections with the diaspora. Digital storytellers can bridge local initiatives and global audiences, bringing visibility to entrepreneurship, innovation, and culture in ways traditional diplomacy might struggle to achieve.

Social media influencers are no longer just entertainers or commentators; they have become essential voices in shaping how Ghana is seen at home and abroad. Their power lies in authenticity, reach, and immediacy, qualities that traditional campaigns often struggle to match.

Through personal storytelling, influencers humanize Ghana, make it relatable, and connect with audiences that might never engage with official channels. At the same time, this power comes with responsibility. The stories they share can attract visitors and investors or influence perceptions, for better or worse, depending on how carefully partnerships are managed.

The question is no longer whether influencers shape Ghana’s image, but whether Ghana is ready to operate within this new influence economy.

>>>The writer is a Chartered Marketer and PhD candidate in nation branding

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