Guinea

Economy & income

Currency

Guinean franc (GNF, symbol FG); ~8,700 GNF per USD (2026)

GDP per capita

• ~$1,650 nominal (2025 est., World Bank/IMF)
• ~$4,200 PPP (2025 est., World Economics; World Bank ~$4,580 PPP 2024)

Average salary

• ~$170/mo gross (~1.5M GNF; WageIndicator/wage.is 2025-26)
• net lower
• wage data thin

Median salary

• n/a — no official median published
• 80%+ informal employment makes any figure unreliable

Minimum wage

• GNF 550,000/mo (~$63) per 2022 decree
• some trackers still cite GNF 440,000 (~$50)
• weak enforcement in informal sector

Cost of living

• Low
• Numbeo data very thin for Guinea (few contributors — treat as indicative only)

Digital landscape

Population

14.9 million (Jan 2025)

Internet users

26.5% (~3.96 million users)

Social media users

20.4% (~3.05 million identities)

Mobile connections

14.2 million connections = 95.1% of population

Devices

mobile ~61.9% / desktop ~37.2% / tablet ~0.9% (StatCounter, Jun 2026)

Ad spend

• n/a — DataReportal publishes no total digital ad-spend figure for Guinea (market too small)
• ad reach: Facebook ~3.05M, TikTok ~2.0M (25.4% of adults 18+, +132% YoY)

Top social platforms

Facebook ~3.05M, #1

Messenger ~2.05M

TikTok ~2.0M adults 18+

LinkedIn ~300K

Instagram ~176K

X/Twitter ~48K

Messengers

• WhatsApp (dominant OTT messenger)
• Facebook Messenger (~2.05M)
• IMO (popular for cheap intl calls)
• Telegram (growing)

Payments & behaviour

Payment methods

• Cash / cash-on-delivery (default)
• Orange Money (leading mobile wallet)
• MTN Mobile Money (MoMo)
• Bank transfer (limited, urban)
• Cards Visa/Mastercard (rare — hotels/airport only)
• Western Union / Ria / MoneyGram (remittances)

E-wallets

• Orange Money
• MTN Mobile Money (MoMo)
• Paycard / Lengopay (local gateways)

Cash on delivery

• High — cash-on-delivery is the default for e-commerce/parcel delivery
• card penetration very low
• trust-based transactions

E-commerce

• Very low / nascent — no dominant marketplace (Jumia does NOT operate in Guinea)
• social commerce (Facebook/Instagram/WhatsApp shops) dominates
• AOV ~$25-40

Notes

• ~3.2M mobile-money users (2020, growing fast)
• banking system cannot support card e-commerce
• 70%+ of e-commerce traffic is mobile

Audience & culture

Languages

• French (official; urban/educated lingua franca and ad language)
• Pular/Peul (~34%)
• Maninka/Malinké (~29%)
• Susu/Soussou (~21%)
• Kissi, Kpelle, Toma (minority)

Religion

~89% Muslim (predominantly Sunni), ~7-8% Christian, ~2% traditional/indigenous

Median age

~18.3 years (DataReportal, Jan 2025) — very young population

Key seasons

• Ramadan (evening activity spike)
• Eid al-Fitr
• Tabaski / Eid al-Adha (biggest spending festival — livestock & clothing)
• Independence Day (Oct 2)
• AFCON / football events
• Christmas (Christian minority)

Cultural notes

• Football-obsessed, mobile-first and data-cost-sensitive (favor light creatives + WhatsApp)
• strong oral culture — audio/video beats text (literacy ~45%)
• community/family purchasing
• remittance-dependent
• mix French with local languages

Where to find creators

• Facebook
• TikTok
• Instagram
• YouTube
• WhatsApp/Telegram groups

Media landscape

Creators & public figures

Top creators

Grand P (Moussa Sandiana Kaba) ~7M cross-platform (~520K Instagram)

TikTok/InstagramSinger/humorist/influencer with progeria; Guinea's top digital celebrity — high brand-ambassador value

S

Soul Bang's ~633K Instagram

InstagramR&B/Afropop star; telecom & beverage endorsements

B

Banlieuz'Art ~208K YouTube

YouTubeConakry hip-hop group; strong youth audience

P

Petit Kandia ~99K YouTube

YouTubePopular singer; music-video channel

I

Ibro Gnamet ~86K YouTube

YouTubeComedian/entertainer; skits & sketches

D

Djanii Alfa n/a exact — leading Guinean rapper & activist

Instagram/YouTubeRap/hip-hop; socially engaged youth reach

Celebrities

Naby Keïta ~1.77M Instagram

Footballer (ex-Liverpool; Werder Bremen) — Guinea's biggest global star

Serhou Guirassy ~821K Instagram

Footballer/striker (Borussia Dortmund); Guinea national team

Ilaix Moriba ~1M Instagram

Footballer/midfielder (Celta Vigo); Guinea international

Mohamed Bayo ~86K Instagram

Footballer/striker (Lille); Guinea international

S

Sékouba Bambino n/a exact — veteran music icon

Griot singer/legend (ex-Bembeya Jazz National)

Mory Kanté n/a — legacy icon

World-music icon ('Yé ké yé ké'); national cultural symbol (d. 2020)

Affiliate & traffic

Hot verticals

• Sports betting / iGaming
• Nutra (COD health & beauty)
• Mobile-money & microloans / finance
• Sweepstakes (win-a-phone)
• Dating (discreet)
• VAS / mobile subscriptions
• Crypto (small)

Active networks

• 1xBet Partners
• Betwinner Affiliates
• Melbet Partners
• Mostbet Partners
• Premier Bet (local)
• Adcombo (COD nutra)
• Dr.Cash (nutra)
• Mobidea / LosPollos (smartlinks)

Payouts

• Tier-3 low payouts: betting CPA ~$5-25 (FTD-based), CPL ~$0.5-3
• nutra COD AOV ~$20-40 with low approval rates
• RevShare favored for betting
• CPMs very cheap

Competition

Low-to-moderate — francophone West Africa is under-served and less saturated than Nigeria/Ghana, but the paying audience is small

Seasonality

• Ramadan & Tabaski spikes
• AFCON and football seasons lift betting
• year-end holidays

Traffic sources

• Facebook/Meta ads
• TikTok ads
• Google UAC / search
• Push & pop traffic
• WhatsApp/Telegram groups
• Influencer shoutouts (music/football)
• SEO/ASO

Good to know

Capital

Conakry

Major cities

• Conakry
• Nzérékoré
• Kankan
• Kindia
• Labé
• Mamou
• Boké
• Kissidougou

Time zones

Single time zone — GMT (UTC+0), no daylight saving

Android vs iOS

81% 19%

Android 81% iOS 19%

Phone brands

• Samsung (~40%)
• Apple (~19%)
• Tecno (~8%)
• Xiaomi (~4%)
• Motorola (~3%)
• Itel/Infinix (Transsion budget Androids, in 'other')

Top e-commerce

• Social commerce (Facebook/Instagram/WhatsApp shops)
• Afribaba (classifieds)
• CoinAfrique (classifieds)
• Orange Money merchant payments
• No Jumia/Amazon presence

Peak activity

Evenings ~19:00-23:00 (GMT) after work and post-Isha prayer, when night data is cheaper; later during Ramadan; weekends strong

Creative taboos

Avoid: disrespect of Islam, alcohol/pork, nudity/sexual content, LGBTQ themes (same-sex acts criminalized), criticism of the junta, and ethnic framing (Peul/Malinké/Soussou tensions)

Also worth knowing

1. Build funnels on mobile money (Orange Money/MTN MoMo) + cash-on-delivery, not cards.
2. Data-cost sensitivity rewards light, short-video and WhatsApp-first creatives in French + local languages.
3. Betting paired with football/music influencers is the highest-ROI combo; watch for junta-era internet throttling that can interrupt campaigns.