Influencer economy becomes serious business for South African brands

https://www.ewn.co.za/: South Africa's influencer economy is becoming an increasingly important part of the country's digital advertising market, as brands shift marketing budgets towards creator-led campaigns that offer measurable audience engagement.

Industry growth has been supported by rising social media usage and the expansion of the global creator economy.

Celebrity endorsements continue to play a role in marketing strategies, although businesses are increasingly balancing star power with the credibility of niche content creators who often deliver stronger engagement rates.

The shift reflects a broader move towards performance-driven marketing, where digital analytics enable advertisers to optimise campaigns in real time.

For businesses, influencer partnerships are becoming an integral component of consumer purchasing decisions.

Speaking to Stephen Grootes on The Money Show, Pieter Groenewald, CEO of Nfinity Influencer Marketing says brands are increasingly using content creators to advertise their products, due to their following and trust they have with their followers.

"Social platforms have allowed people to create these communities around them. What brands have realised, but this is great, because now I can use them to influence that community around them."

- Pieter Groenewald, CEO - Nfinity Influencer Marketing

"That's why you will see every now and then, they do have brand endorsement...but the bulk of their content will be for that community around them."

- Pieter Groenewald, CEO - Nfinity Influencer Marketing

"The reason the brands are after that, is because brands don't have the trust that they used to have as a result of social media. And one way to balance it, is to use people who actually do enjoy high trust."

- Pieter Groenewald, CEO - Nfinity Influencer Marketing