The problem with influencer marketing
A new report on SA consumers’ social media behaviour has important advice for brands, including a warning that the incorrect types of influencers with the wrong content can lead to campaigns falling flat
Brands looking to embark on or develop an influencer marketing strategy need to think carefully about their choice of person and how believable the message is. That warning has been sounded by Anne Dolinschek, founder of specialist agency Nflu#ntial.
Influencer marketing, which is fast gaining traction in SA, is the practice of building relationships with people who can in turn build relationships for you via their blogs and social networks. They are not necessarily celebrities but savvy young people who have a high following and the ability to spot a product or service and to talk about it in such a way that it sparks interest and, ultimately, purchase.