The influencer marketing in SA?
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GUEST - Dashni Vilakazi is Managing Director of The MediaShop,
There’s an industry estimated to be worth $32.55 billion (Influencer Marketing Hub, 2025) this year — and it’s not going anywhere soon.
Once seen as merely a hobby, influencer marketing has become the world’s largest marketing sector, ahead of paid search. And, although 98% of marketers feel that influencer marketing is effective, less than 1% of agencies are spending a proportional amount on it, says a new report by the IAB South Africa.
This means that brands must find new methods of harnessing this channel creatively, effectively and ethically.
There’s an industry estimated to be worth $32.55 billion (Influencer Marketing Hub, 2025) this year — and it’s not going anywhere soon.
Once seen as merely a hobby, influencer marketing has become the world’s largest marketing sector, ahead of paid search. And, although 98% of marketers feel that influencer marketing is effective, less than 1% of agencies are spending a proportional amount on it, says a new report by the IAB South Africa.
This means that brands must find new methods of harnessing this channel creatively, effectively and ethically.