Why African Startups Need Visibility Beyond Milestones
Beyond Milestones: African Startups Must Stay Loud and Visible All Year Round
There’s a common pattern that plays out across Africa’s startup ecosystem. A founder raises $1 million, secures a pan-African partnership, or launches a shiny new app, shouts about it and then goes silent.
The press release hits the media. Friends and fans share congratulatory posts. There’s a brief glow. But a few weeks later? Crickets.
This reliance on milestone moments as the sole driver of visibility is a strategic error, especially in an ecosystem that’s still building trust among local users, investors, regulators, and talent. If your startup is only visible when there’s news, you risk becoming forgettable between headlines.
In an increasingly noisy digital world, consistent visibility is no longer a luxury, it is survival.
Related: How PR is Helping Nigerian Ready-to-Wear Brands Stand Out
The Visibility Problem in African Tech
Africa’s startup ecosystem is growing rapidly. According to Partech Africa’s 2023 report, African tech startups raised $3.5 billion across 547 deals despite a global downturn, proof of the sector’s resilience and appeal.
Yet, while funding activity is on the rise, brand consistency is lagging. Many startups underestimate the power of long-term visibility: showing up with value, storytelling, and authenticity, even when they don’t have “news.”
This is especially critical because:
- African users are sceptical. Tech literacy is growing, but trust must be earned. Visibility builds familiarity, and familiarity builds conversion.
- Media memory is short. When journalists, influencers, or ecosystem stakeholders need a voice or product to reference, they pull from the most consistently visible.
- The narrative vacuum will be filled. If you’re not telling your story, someone else (or silence) will. And silence is rarely strategic.
Founder-Led Marketing
One of the most powerful ways to solve this visibility gap is through founder-led marketing, when founders themselves become the storytellers-in-chief for their brand.
Why does this work? Because people buy into people before they buy into products.
We are wired to connect to human stories, not pitch decks. When a founder shows up online, sharing their process, insights, doubts, and dreams, they become a magnet. They build community. They build momentum.
This approach isn’t just theoretical. African founders are already demonstrating how consistent storytelling can drive brand relevance, build movements, and turn passive audiences into passionate advocates.
Case Study 1: Tosin Olasehinde: Building Trust through Trends
Tosin Olasehinde, founder of Money Africa, has turned visibility into an art form. On X (formerly Twitter), she’s not just dropping finance tips; she’s leading the conversation around money, wealth, and financial independence in Nigeria.
Tosin has successfully hacked the algorithm of attention. She jumps into trending conversations, not to hijack them, but to contribute meaningfully. Whether it’s a viral tweet about savings, a controversial finance take, or news about inflation, she finds a way to plug her product, share insight, and educate her audience, all in one breath.
Her secret sauce? Consistency + Authenticity + Storytelling.
She doesn’t post only when Money Africa launches something. She shows up daily, vulnerably, and with clarity. Over time, this has made Money Africa not just a finance platform but a trusted thought leader in the space.
According to DataReportal’s 2024 Digital Nigeria report, X has over 4.2 million active users in Nigeria, and 75% of them follow brands or influencers for educational content. Tosin has tapped directly into this behaviour, building a following that listens and buys.
Case Study 2: Victor Fatanmi: Storytelling as a Startup Growth Engine
Victor Fatanmi, co-founder of Fullgap and founder of design agency FourthCanvas, is one of the best examples of how storytelling can transform visibility into velocity.
Long before launching Fullgap, a platform to help freelance designers manage clients, Fa built a loyal community through storytelling. On X and Instagram, he shared behind-the-scenes insights from his agency work, celebrated design wins, and mused on creativity, leadership, and African innovation.
By the time Fullgap launched, the audience was primed, ready, and emotionally invested. They weren’t just downloading a product, they were joining a mission.
More recently, Victor started a daily writing series on X where he shares random reflections, sometimes poetic, sometimes observational. What began as a personal ritual has since become a community magnet, drawing in new followers who resonate with his voice.
One of the most viral moments? A fun surname pronunciation challenge, where he asked people to film themselves trying to pronounce “Fatanmi.” Dozens showed up. And just like that, a founder’s name, and by extension, his product, was in the mouths of hundreds.
This isn’t just visibility; it’s emotional brand equity.
Case Study 3: Tunde Onakoya: Making Everyone Feel Like Part of the Journey
Tunde Onakoya, founder of Chess in Slums Africa, exemplifies how visibility can be used not just for brand awareness but for movement building.
On X, Instagram, and now increasingly on global stages, Tunde shares the big wins, fundraisers, global awards, and international recognition. But more importantly, he documents the small moments: a child winning their first chess match, the tears of a reunited family, and the joy of learning under a bridge in Lagos.
By telling stories in real-time, Tunde has made his audience feel like co-authors of the Chess in Slums journey. Whether it’s rallying support for a fundraiser or celebrating one child’s journey from slum to scholarship, he creates a sense of shared mission.
This consistent visibility has led to organic global press, viral fundraising campaigns, and, most importantly, community ownership. People don’t just “support” Chess in Slums. They belong to it.
So, How Can More African Startups Replicate This?
Here’s a practical playbook:
- Make Visibility a Weekly Habit.
Be the founder who posts a week on LinkedIn or X, share what you’re learning, building, or struggling with. - Turn the Everyday into a Story.
User feedback? Product update? Tough decision? These are all narratives waiting to be told. - Involve Your Audience.
Ask questions. Run fun challenges like Victor. Celebrate user wins like Tunde. - Plug Smartly into Trends.
Like Tosin, be ready to dive into relevant conversations. Just ensure your angle is authentic and value-adding. - Document, Don’t Perform.
You don’t need high production. A voice note, a screenshot, a quick video, just tell the truth often.
Visibility Isn’t Vanity
In Africa’s rapidly evolving tech terrain, the startups that thrive will not only build great products but also tell great stories.
Milestones may get you headlines, but consistency gets you mindshare. Founder-led marketing, done well, is one of the cheapest and most powerful forms of PR available to early-stage teams. It humanises, magnetises and scales trust at a fraction of the cost of traditional media.
So don’t wait for the next big round or launch. Show up today. Say something valuable. Say it again tomorrow.
