OPINION – Diffculty in accessing influencer credibity in SA
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GUEST – Dashni Vilakazi, MD of The MediaShop JHB
Influencers have emerged as pivotal players, bridging the gap between brands and the country's diverse consumer base. With the digital terrain more fragmented than ever, the pressing question for marketers is: How do you measure the true impact of influencer partnerships, and what strategies ensure success?
A recent Influencer Marketing Hub report sheds light on this, revealing that 63% of South African marketers now prioritize performance-driven models like cost per engagement (CPE) or cost per click (CPC). This shift underscores a growing emphasis on tangible results, aiming for a clear-cut return on investment in the influencer realm.
The influencer ecosystem is far from homogenous. Data from marketing platform Humanz, highlights the vast landscape of South African influencers, categorizing them from nano to superstar based on their follower counts.
The findings reveal a predominance of nano-influencers, individuals with 1,000 to 4,999 followers, known for their high engagement levels within niche communities. This contrasts sharply with the rarefied air of superstar influencers, boasting over a million followers but facing challenges in trust and engagement metrics.
However, the influencer marketing landscape is not without its pitfalls. Over 48% of Instagram influencers in South Africa reportedly inflate their follower and engagement stats, a concerning trend highlighted by HypeAuditor.
Influencers have emerged as pivotal players, bridging the gap between brands and the country's diverse consumer base. With the digital terrain more fragmented than ever, the pressing question for marketers is: How do you measure the true impact of influencer partnerships, and what strategies ensure success?
A recent Influencer Marketing Hub report sheds light on this, revealing that 63% of South African marketers now prioritize performance-driven models like cost per engagement (CPE) or cost per click (CPC). This shift underscores a growing emphasis on tangible results, aiming for a clear-cut return on investment in the influencer realm.
The influencer ecosystem is far from homogenous. Data from marketing platform Humanz, highlights the vast landscape of South African influencers, categorizing them from nano to superstar based on their follower counts.
The findings reveal a predominance of nano-influencers, individuals with 1,000 to 4,999 followers, known for their high engagement levels within niche communities. This contrasts sharply with the rarefied air of superstar influencers, boasting over a million followers but facing challenges in trust and engagement metrics.
However, the influencer marketing landscape is not without its pitfalls. Over 48% of Instagram influencers in South Africa reportedly inflate their follower and engagement stats, a concerning trend highlighted by HypeAuditor.