Munaka Muthambi (22) a recent BCOM Marketing Management (Honours) graduate at the University of Pretoria (UP), is a content creator who’s already a social media expert and has worked with a number of brands – including UP’s Department of Library Services (DLS).

Muthambi was a social media assistant at the DLS in 2023, while working on her honours degree, and one of the reels she created for the Department became one of the most viewed on UP's TikTok account.

“It was a privilege to work for the DLS, and above all I was fortunate to have a fantastic supervisor and outstanding co-workers,” she says. “I learnt the power of collaboration, working with others, and how to utilise current trends to market a library. Additionally, I gained invaluable experience in social media management and effective communication.”

Muthambi, who also describes herself as a social media influencer, says her familiarity with student-centric social media trends and tactics added value to the DLS’s social media content, and gave her the opportunity to produce entertaining and captivating reels. “Since so many people found them enjoyable, this was a success!” she says.

Real situations from her everyday life inspire her social media content, which ensures that what she produces is effective and engaging, enabling her to talk about and address issues that are important to her generation. She says discussions about real-life situations help fuel her creativity and passion. 

Muthambi says her ultimate objective is to work with high-end companies like Nike and Balenciaga. She wants to create interesting and amusing material that is consistent with their brand identity. "My goal is to establish authentic connections with my audience because, at the end of the day, it's all about them."

She says UP’s Marketing Management department taught her a lot about utilising various social media platforms, creating strategies and marketing businesses, in addition to helping her boost her own skills and her brand.

Balancing social media and education is not glamorous, she adds. “It was really difficult, but I overcame it by setting up a routine to remind me of my obligations.” Her supervisor and lecturers helped her a lot because they were understanding, and she could talk to them honestly when she was having trouble, which made life easier.

The influencer economy seems to be booming – and she wants to see its rise first-hand. Her professional objective in marketing is to one day launch an influencer marketing business. She is also excited to help up-and-coming influencers grow their platforms and realise their full potential.

"Learn to enjoy learning!" was her response when asked for advice to people who are considering a career in marketing – especially with a focus on social media. “The key to social media marketing is accepting new trends and being at ease with change. It's important to be adaptable, since what's fashionable now might not be so tomorrow.”