Recent studies also reveal that a growing number of consumers say that they’re more likely to trust what influencers say about brands much more than what brands say about themselves.
The evolution of the influencer industry has transformed the marketing industry as we know it. A recent study reveals that locally, content creators earned over R100 million between 2019 and 2021 on just one social media platform.
Locally, we've witnessed how what was once termed a side hustle can be a prosperous full-time job, with people even resigning from their day jobs to be full-time influencers, who creatively share engaging content in text, video, music and voiceovers. This has also allowed creators more autonomy over the content they produce and their earning potential.
The opportunity for influencers and content is shifting, which creates additional product or monetised opportunity...and this is the stuff we're picking up from global celebrities...so if you look at the Kardashians and the evolution of that speaking to other people's products are now creating and licensing their own.
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