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Influencer marketing continues to grow as more and more brands turn to influencers — big and small — to help them win over new customers and retain existing ones, says Nicola Ashe, director and partner at The Digital Media Collective (TDMC). Ashe shares her six expert insights on everything influencers need to know to grow their profiles and woo brands.
For many businesses, influencer marketing forms a key part of their marketing strategy — it’s a powerful way for them to differentiate themselves from their competitors, particularly in the face of the current economic downturn, which sees brands fiercely competing for consumer spending.
By partnering with the right influencers, brands can stand out in the minds of consumers and connect with their target market in an authentic way.
According to the Influencer Marketing Hub’s State of Influencer Marketing Benchmark Report, influencer marketing had an estimated market size of USD$16.4-billion in 2022 and is expected to reach USD$21.1-billion in 2023 — that’s a 29% jump.
At the same time, there has been a massive spike in e-commerce in South Africa with data from the FNB Merchant Services showing that the South African online e-commerce market is expected to jump from R200-billion per annum to more than R400-billion by 2025 — off the back of more than one billion transactions per annum.
There has been a marked shift in the role of influencers in marketing in South Africa, particularly in the e-commerce space, as companies recognise the value of peer-to-peer communication.
TDMC is one of only four accredited Shopify Expert Partners in Southern Africa, as well as a Google Expert Partner and Meta Business Partner, and has launched more than 200 e-commerce stores in the last five years. Here Nicola outlines how aspiring social media content creators can get a piece of the influencer pie.
1. Create your own personal brand
Breaking into the influencer market requires building a strong personal brand and establishing…..
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