Interested in the potential of influencer marketing in South Africa? Look no further! This article offers valuable insights straight from industry experts — The IAB's Influencer Marketing Committee.
The Interactive Advertising Bureau South Africa (IAB SA) Influencer Marketing Committee is dedicated to advancing the influencer marketing landscape in South Africa. The committee provides strategic guidance, thought leadership and best practices to help brands, agencies and influencers navigate the evolving digital ecosystem.
By fostering collaboration and education, the committee works to drive trust, innovation and measurable success in influencer marketing. It serves as a resource hub for the industry, offering tools such as the Influencer White Paper and the Creator Charter while hosting regular insights sessions to address trends, challenges and opportunities.
media update's Saads Abrahams has spoken to the IAB Influencer Marketing Committee about the future of influencer marketing.
What trends do you see shaping the influencer marketing landscape in 2025?
According to Zipho Ntloko, the Senior Strategist from Dentsu Influence, there remains a level of scepticism and uncertainty around the effectiveness of influencer marketing in South Africa, with many brands still questioning its long-term ROI.
However, by 2025, one of the most transformative trends in the influencer marketing landscape will be the rise of influencer commerce, where influencers play a pivotal role in driving social commerce. This trend is shifting the narrative from influencer marketing as a simple promotional tactic to an integrated e-commerce strategy.
Influencers are no longer just promoting products – they are curating entire shopping experiences for their audiences.
From livestream shopping to exclusive product collaborations, influencers will be able to drive direct sales, making it easier for followers to purchase with a single click and for brands to incentivise influencers in return.
This trend is set to refashion the retail landscape, with influencers in South Africa becoming central to brand strategies and consumer buying decisions, offering a more tangible and measurable impact on sales and conversions than ever before.
A noteworthy case study is Superbalist's Influencer Shop, an affiliate programme launched in April 2024 that enabled consumers to shop fashion and lifestyle pieces curated by local tastemakers.
Sanesh Maharaj, the Head of Influence at Ogilvy South Africa, states that in 2025, we're witnessing a fundamental shift in the influencer marketing landscape towards more impact-driven collaborations with creators. Long-term partnerships between brands and creators are becoming the cornerstone of successful campaigns.
Influencers have evolved; they are now seen as multimedia publishers, offering more opportunities to create compelling and lasting collaborations.
These partnerships aren't just transactional — they are about co-creating with intention, building trust and fostering a community of influence for a brand.
Another key trend is the rise of values-driven campaigns and collaborations. Audiences are increasingly supporting brands and influencers who authentically champion social, environmental and ethical causes. Whether it's sustainability, diversity, or mental well-being, purpose-driven content is not just resonating — it's inspiring action.
The world is demanding change, but the key to success lies in delivering edutainment-driven content rather than solely focusing on hard activism or overtly branded messaging. Striking a meaningful balance is essential to truly engage and move audiences.
As part of the IAB, we are passionate about leading this evolution — shaping campaigns, brands, marketers and the broader industry to create work that is not only impactful but also deeply aligned with what audiences care about most.
How do you see AI and automation impacting influencer marketing strategies?
According to the CMO of Humanz, Pierre Cassuto, as AI-generated content proliferates, creator-led communities will thrive as a counterbalance, with audiences valuing human-driven storytelling and authentic advice from people they trust.
The human connection in influencer marketing will become even more critical, as creators' personal experiences and emotional resonance will stand out in a sea of algorithmic AI content. AI and automation tools will enable influencers to streamline their workflows, from editing videos to generating captions, allowing them to focus more on creativity and audience engagement.
By leveraging AI-powered analytics and content optimisation tools, creators can produce higher-quality content more frequently, meeting the growing demands of their followers while maintaining authenticity.
This duality will redefine influencer marketing: human-centric trust and connection complemented by the efficiency and scalability AI brings to the creative process.
What are some best practices for ensuring compliance with advertising regulations in influencer campaigns? And do you have any advice for industry professionals on ethical influencer marketing practices?
Asanda Munyu, Senior PR Specialist and Influencer Marketing Lead at Republic PR, believes that ethical influencer marketing starts with being honest and transparent. Marketers should always ensure influencers clearly label paid partnerships with tags like #Ad or #Sponsored, following the Advertising Regulatory Board (ARB) guidelines.
It's also important for every marketer to be familiar with and stick to the Advertising Code of Ethics, which sets the standard for fair and responsible advertising.
Building genuine relationships with influencers who share your brand values, while giving them the freedom to tell their story in their own voice, helps keep things authentic. Inclusivity matters too, working with a diverse range of influencers makes your campaigns more relatable.
For extra guidance, the ARB and the IAB's Influencer Marketing Charter are great resources to help you stay on track and create campaigns that people can trust. The IAB's Influencer Marketing Committee is also available to host sessions or chat through these guidelines.
What role does diversity and inclusion play in influencer marketing, and how can the industry improve?
According to the Managing Director of The MediaShop, Dashni Vilakazi, in South Africa, diversity and inclusion in influencer marketing are non-negotiable for building authentic, effective campaigns. By avoiding tokenism, embracing cultural sensitivity and representing the full spectrum of South Africa's diversity, brands can create meaningful connections and foster trust with consumers.
The key lies in understanding the audience and working collaboratively with influencers who authentically embody the values and aspirations of the country's diverse communities.
One pitfall when considering a creator or influencer is tokenism — where brands sometimes include influencers from diverse backgrounds merely to tick the box. This can come across as inauthentic and may lead to backlash, as was the case with certain campaigns during South Africa's Heritage Month, where influencers appeared to be chosen solely for their cultural attire rather than their authentic connection to the brand.
Seek authentic representation when working with influencers who genuinely align with the brand and the target audience. Campaigns like Shoprite's 'Low Prices for Everyone' leveraged relatable township influencers to resonate with lower-income groups authentically.
Our rich cultural heritage is deserving of investing in understanding the cultural contexts of different demographics.
One standout example is Castle Milk Stout's 'Lion Lager Heritage Series' campaign, which showcased South Africa's cultural diversity by celebrating traditional storytelling and honouring the country's various tribes. This campaign leveraged influencers and creators who authentically represented different cultural demographics, paired with deep collaboration with cultural advisors to ensure accuracy and sensitivity.
Nando's is another brand that associates its communication by weaving in cultural nuances, like the 'This Is South Africa' campaign. The campaign celebrated the diverse linguistic and cultural traits that define the nation.
Diversity and inclusion are essential for influencer marketing to resonate authentically with South Africa's richly diverse audience.
Brands must go beyond tokenism to foster genuine connections by aligning with influencers who embody their communities' values and cultures. Campaigns like Castle Milk Stout's 'Lion Lager Heritage Series' and Nando's initiatives exemplify the power of cultural sensitivity in building meaningful, relatable narratives.
How can influencers and brands build more authentic partnerships?
Jolene Roelofse, the Founder of Fluence Africa, states that authentic partnerships can only be done through less once-off campaigns and focusing on building more long-term relationships with influencers.
It is the only way to foster genuine connections between influencers and brands, which will result in a better understanding of the brand by the influencers and reduce the risk of influencers working with competitors.
Key elements to consider in building these partnerships:
- It is a long-term game: Reduce short-term campaigns. Build lasting relationships with influencers who are aligned with your brand.
- Treat them right: These aren't just contractors; they're partners. Communicate openly, provide feedback and show respect. Think of exclusive events and inside scoops.
- Trust the process: Give influencers creative freedom. Guide them, sure, but let their unique style shine through.
- Shared values: Find influencers whose beliefs mirror your brand's mission — authenticity sells.
- Win-win situation: Offer fair pay, growth opportunities and access to exclusive products or services to creators. In return, you will receive great content that is brand aligned and drives brand salience.
- Strategic content: Plan a long-term content calendar, not just one-off campaigns. This builds consistency and allows for deeper storytelling.
- Data-driven decisions: Analyse results together and use those insights to fine-tune future campaigns — transparency builds trust.
- Stay connected: Keep the convo going even between campaigns. This keeps the energy and the relationship alive.
The outcome: Influencers become brand experts, delivering authentic content that genuinely connects with your audience. It's an investment that pays off in the long run.
What are the challenges of balancing brand objectives with influencer creativity?
Jolene Roelofse, the Founder of Fluence Africa, explains that balancing brand CI with influencer creativity is tricky. Short-term partnerships often clash over creative visions and brand consistency, making it hard to measure ROI on creative freedom.
Negotiating the right level of control is a constant tension between brand and creators and in most cases, it is the reason why some brands try to either steer clear of influencers or try to micro-manage content that comes in. The latter strangles the creativity of influencers and often results in poorly performing content because it inevitably lacks authenticity and realism.
In addition to this, the management of a big number of influencers adds to the complexity of maintaining a consistent brand voice. Time constraints and feedback loops can also cause bottlenecks and frustration for both influencers and the brand team.
However, the solution is simple: build long-term relationships. An "always-on squad" or influencer "tribe" fosters trust. Influencers become brand ambassadors who understand the brand's values and style together with delivering authentic, on-brand content.
This approach fosters:
- Better collaboration: Open communication and shared understanding of goals.
- Improved brand consistency: Influencers become extensions of the brand.
- Streamlined workflow: Faster feedback and approvals.
- More authentic content: Genuine expression within brand guidelines.
- Easier measurement: Clearer link between influencer content and brand outcomes.
Long-term influencer relationships are an investment that pays off by reducing friction, improving creative output and making the entire marketing process far more efficient and effective.
How do you foresee changes in consumer behaviour influencing influencer marketing in 2025?
Laurelle James, the Senior Influencer and Community Manager at 8909, believes that the evolving consumer behaviour will significantly reshape the influencer marketing landscape. At its core, marketing is about meeting consumer needs, and those needs are becoming more nuanced.
Today's audiences are increasingly selective — and sceptical — about the content they engage with and the opinions they trust. Consumers are questioning the authenticity of influencer marketing, favouring creators who genuinely use and believe in the products they promote.
This shift has pushed marketers to strike a delicate balance between authenticity and commercialisation, ensuring that influencers can maintain trust with their audiences while effectively delivering brand messages.
In South Africa, cultural diversity continues to shape purchasing decisions. Influencers who highlight local traditions, support small businesses and address relatable challenges are fostering deeper connections with their audiences.
To adapt to these changing dynamics, marketers are focusing on building long-term collaborations with influencers. These partnerships not only help establish trust and credibility but also enable influencers to genuinely integrate products into their content over time, enhancing authenticity.
As consumer behaviour and expectations evolve, brands must prioritise meaningful, impactful influencer partnerships that align with their values and resonate with their audiences. While challenges like scepticism persist, influencer marketing in South Africa remains a thriving and dynamic industry, offering an innovative medium and numerous opportunities for authentic engagement.
What steps can the industry take to foster long-term sustainability in influencer marketing?
According to Casey Mantle, the Committee Chair and the Head of Digital at Special Effects Media, to foster sustainability in influencer marketing, the industry must prioritise authentic, value-driven partnerships and adopt a long-term perspective.
Brands need to move away from one-off campaigns and instead focus on building enduring relationships with influencers who genuinely align with their values.
This approach allows influencers to evolve into brand ambassadors who deeply understand the brand, creating authentic and impactful content that resonates with audiences.
Providing influencers with creative freedom is also essential. While maintaining brand consistency is important, over-managing influencers stifles creativity and diminishes authenticity, leading to underperforming content. A balance can be achieved through open communication, shared goals and collaboration on content strategies that marry brand objectives with influencers' unique voices.
Strategic investment in influencer commerce is another key step. As influencers increasingly drive social commerce, brands must equip them with tools and incentives to curate seamless shopping experiences. Livestream shopping, exclusive product collaborations and affiliate programmes, such as Superbalist's Influencer Shop, are paving the way for a more integrated approach to influencer marketing, where measurable ROI aligns with brand objectives.
Diversity and inclusion are non-negotiable for long-term sustainability. By working with creators who authentically represent South Africa's diverse communities, brands can foster meaningful connections and avoid tokenism. Campaigns that showcase cultural nuances and local heritage, like Castle Milk Stout's 'Lion Lager Heritage Series', highlight the power of cultural sensitivity and authentic representation.
Finally, the integration of technology, such as AI-driven analytics, will play a crucial role. AI tools can help influencers optimise their workflows and content strategies, enabling them to focus on creativity while improving quality and scalability. However, the human connection remains vital — audiences value personal stories and genuine connections that AI cannot replicate.
By prioritising authenticity, diversity, technological integration and long-term partnerships, the industry can build a sustainable influencer marketing ecosystem that balances creativity with measurable impact.
Did you find this Q&A insightful? Let us know in the comments section below.
*Image courtesy of Canva and the IAB Influencer Marketing Committee