Influencers are most valuable for marketers given their unique ability to connect with their audiences in meaningful ways. Promoting products and services through influencers is often perceived as more authentic and credible than traditional advertising. Consequently, influencers can sway purchasing decisions among their followers. 

 

In South Africa, influencer advertising is rapidly growing as brands use local influencers to effectively reach diverse audiences. The diverse nature of South Africa's population allows brands to leverage influencers from different backgrounds, language groups and regions to connect with specific audiences with similar interests. Some of the most common influencers followed by the Marketing Management honours student cohort include previous winners of beauty pageants, such as Miss South Africa, musicians from various music genres and television personalities.  

 

Although there are various classifications of influencers, Potgieter elaborated on five main types, namely: nano-influencers, micro-influencers, mid-tier-influencers, macro-influencers and mega-influencers. A nano-influencer is a person with less than 10 000 followers and high engagement rates, with the ability to form stronger connections with their audience. A micro-influencer is an influencer with a follower count of 10 000 to 100 000. They typically have high engagement rates, are more experienced and have a more niche-specific audience, making them effective for reaching specific demographics or communities. Mid-tier influencers characteristically have between 100 000 and 500 000 followers. They have high brand engagement and are considered to be a more affordable investment over macro- and mega- influencer types. Influencers with 500 000 to around one million followers are referred to as macro-influencers and they have broad reach. They are often experts or enthusiasts in specific niches, such as fashion, fitness or travel. Mega-influencers have over one million followers and generally reflect celebrity status. They influence consumer behaviour through endorsements in various fields, for example, entertainment, sports or politics. 

 

As brands continue to recognise the value of influencer advertising in South Africa, we can expect to see even more innovative and impactful campaigns in the future.