In today’s digital marketing landscape, the role of creators and influencers has evolved from mere content production to powerful drivers of social commerce. The impact of influencer-driven purchases is growing across multiple platforms, with brands increasingly leveraging creator content to tap into social shopping behaviours. As we dive into the latest data, it’s clear that influencer marketing is becoming an indispensable part of the consumer journey, particularly for younger audiences.
The growing influence of creators on social shopping
Recent data according to a survey by EMARKETER,https://www.emarketer.com/content/snapchat-gen-z-shoppers-most-influenced-buy-creators, reveals that 49.5% of US social shoppers made a purchase as a direct result of content produced by creators, influencers, or celebrity influencers. This statistic alone underscores the immense potential that social media platforms hold for brands aiming to convert engagement into sales. The path to purchase isn’t always straightforward, as shoppers may see content on one platform but complete their purchase on another. However, what’s undeniable is that influencers play a pivotal role in guiding shoppers along this journey.
Gen Z and millennials lead the charge
The influence of creators is particularly strong among Gen Z and Millennial shoppers. A striking 82% of Gen Z shoppers (aged 15 to 26) reported making a purchase because of creator content, showcasing the younger generation’s trust in influencer recommendations. Millennials follow closely behind, with a significant portion of this demographic turning to influencers for product inspiration and purchasing decisions.
For brands, this is a golden opportunity to harness the credibility and reach of influencers to connect with younger consumers. By collaborating with creators who align with their brand values, companies can drive authentic engagement that translates into tangible sales.
Influencer marketing resonates beyond the younger audience
While Gen Z and Millennials dominate the conversation around influencer-driven shopping, the data reveals an interesting insight: 40.8% of Gen X shoppers have also made purchases due to creator content. This highlights a shift in the way older generations engage with social media and underscores the cross-generational power of influencers.
For brands, this means that influencer marketing isn’t just about appealing to younger audiences—there’s value in reaching a wider demographic through carefully selected creators who can speak to the needs and interests of Gen X shoppers.
Platforms like Instagram and TikTok have become hubs for creator content, offering a more dynamic environment for influencer marketing to thrive. As younger users flock to these platforms for entertainment and shopping inspiration, brands are finding more success in leveraging influencers on these channels.
The power of authentic creator content
One of the key reasons creators and influencers are so effective in driving social commerce is their ability to build trust and authenticity with their audiences. Consumers are increasingly drawn to content that feels genuine and relatable, which is why influencer marketing has such a high conversion rate. Creators bridge the gap between brands and consumers, providing a human touch to product recommendations that traditional advertising often lacks.
As social media continues to evolve, the future of influencer marketing will likely see even more personalised and data-driven campaigns, allowing brands to target their ideal customers with greater precision.
Takeaway for brands: harness the power of influencers for growth
As the data shows, creators and influencers are integral to the purchasing journey for a significant portion of social shoppers, particularly among younger generations. For brands looking to succeed in the world of social commerce, the strategy is clear: invest in authentic, creator-driven content that resonates with your target audience. Whether it’s through Instagram, TikTok, or other platforms, influencer marketing remains one of the most powerful tools for driving engagement and sales in today’s digital age.
By focusing on collaboration with the right influencers and crafting campaigns that feel genuine, brands can capitalise on the growing trend of social shopping and stay ahead in an increasingly competitive landscape.
Webfluential makes it easy for marketers to create, manage and track campaigns with credible influencers and provides influencers with the tools to market themselves to brands, and monetise their audience.
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As traditional media struggles to keep pace, a new era of direct-to-audience content is redefining the landscape.
The downfall of traditional media is no longer a distant prediction; it’s unfolding before our eyes. Creators, not corporations, are now at the helm, reshaping how content is delivered and consumed. The times of waiting for the evening news broadcast or the morning paper is fading fast. Content now reaches audiences instantly, directly from the source to the consumer, bypassing the slow, antiquated channels that once dominated the media industry.
Influencer marketing platform, Webfluential, recognised this shift early on, positioning itself as a driving force in the creator economy by empowering individual creators with the tools and partnerships they need and helping to shape the new media landscape.
The collapse of traditional media
For centuries, the flow of information was dictated by those who controlled the means of distribution. From the slow relay of news by horse to the rise of print and broadcast media, the channels were firmly established and tightly controlled. But the digital age has shattered this model. As Murray Legg, Co-Founder of Webfluential, observes: “The immediacy of content delivery today has rendered traditional media obsolete. News doesn’t break; it emerges in real-time, directly from the creators themselves.”
One striking example of this shift occurred when Brazilian influencer Murilo Duarte live-streamed from the Jardim João XXIII slum in São Paulo, Brazil, in April 2023. His stream, which showcased the real-time impact of government policies on local communities, reached millions of viewers on platforms like TikTok before traditional media outlets could catch up. This demonstrated the growing influence of creators as the first line of news and information.
The rise of the creator economy
The creator economy isn’t just a response to the limitations of traditional media; it’s a complete reimagining of how content is created, shared, and monetised. Creators are no longer just influencers – they are the new media moguls, commanding vast audiences with content that is personal, immediate, and deeply resonant.
Webfluential has been instrumental in this evolution within South Africa. By connecting brands with these powerful new voices, Webfluential ensures that the creators who shape public discourse can also thrive financially. The platform offers creators the tools to monetise their influence, while brands gain access to audiences that are highly engaged and ready to act.
Economic impact
The economic implications of this shift are significant. The global creator economy has hit an all-time high in value, with an estimated worth of $21.1 billion at the end of 2023, according to Webfluential’s latest research.
And it’s not stopping there, the creator economy is rapidly expanding. The report highlights that a growing number of marketers are shifting their budgets from traditional advertising to influencer marketing, recognising the value and effectiveness of these partnerships in driving engagement and sales. It’s this increasing influence that creators have on consumer behaviour that far surpasses traditional media channels in immediate reach and impact.
The new media landscape
The rise of the creator landscape has fundamentally changed how we consume content and engage with media. Creators, with their ability to connect directly and authentically with audiences, are leading this transformation, driving both the conversation and commerce in real-time. This is redefining the roles within media, where traditional gatekeepers are being replaced by individuals who can command vast, engaged followings.
As brands increasingly look to tap into this dynamic, the importance of having the right tools and partnerships becomes clear. This is where influencer platforms come into play, providing the infrastructure needed to support these new media powerhouses. By enabling creators to maintain their authenticity while expanding their reach, they help bridge the gap between brands and the highly connected audiences they wish to engage.
Legg highlights this evolution, stating: “Creators are now the most influential voices in media, and the value of these direct connections is becoming increasingly clear. Supporting this will drive the future of media.”
The new normal
The creator economy is not a fleeting trend – it’s the new reality. Traditional media, with its slow processes and hierarchical structures, simply cannot compete with the immediacy and authenticity that creators bring to the table. This is more than just a change in how content is delivered; it’s a transformation of the entire media landscape.
As this new era continues to unfold, those who fail to adapt will find themselves left behind. The future of media is here, and it’s being shaped by the creators who are redefining how we connect, influence, and engage.
The global influencer marketing industry is set to grow to an astonishing $22.2 billion by 2025. If anyone ever doubted its staying power, this figure makes it clear: influencer marketing is here to stay.
In fact, according to the latest The State of Influencer Marketing Benchmark Report 2024, this growth is not just a global experience. In South Africa, the landscape is evolving rapidly, with local brands poised to capitalise on this growth through digital strategies and meaningful connections with consumers. The report reveals that 60% of brands that already budget for influencer marketing plan to increase their spending over 2024, demonstrating the sector’s intrinsic role in modern marketing strategies.
Influencer marketing continues to outperform traditional marketing channels. The report highlights that 85% of survey respondents believe influencer marketing to be an effective form of marketing, a clear increase from previous years. This confidence is driving more brands to allocate larger portions of their marketing budgets to influencer partnerships.
TikTok leads the way, utilised by 69% of brands engaging in influencer marketing, far surpassing Instagram (47%), YouTube (33%), and Facebook (28%). The appeal of these platforms lies in their ability to deliver visually compelling, short-form video content that resonates deeply with audiences.
A significant shift towards smaller influencers is also noted, with 44% of brands opting for nano-influencers (1k-10k followers) and 26% for micro-influencers (10k-100k followers). These influencers, known for their higher engagement rates and authentic connections with followers, are becoming key players in brand strategies.
“South African brands are increasingly recognising the value of these partnerships, diving into niche markets and forging deeper connections with their audiences,” says Pieter Groenewald, CEO of the Nfinity Influencer Group.
Local brands aren’t just following global trends; they are setting standards. Albert Makoeng, MD of the Nfinity Influencer Group, says: “South African brands have always been at the forefront of innovation. The nature of influencer marketing presents an incredible opportunity for brands of all sizes to connect with consumers in more meaningful and impactful ways. By leveraging the unique qualities of our diverse influencer community, brands can achieve remarkable results that represent their innovative ways.”
The report further reveals that nearly a quarter of respondents intend to spend more than 40% of their entire marketing budget on influencer campaigns. This significant allocation underscores the growing trust and reliance on influencer marketing as a primary strategy for brand engagement and sales.
However, despite the promising potential, there are still challenges. Identifying the right influencers, measuring ROI, and managing campaigns effectively remain top concerns for brands. Yet, advancements in AI and machine learning are providing solutions. 63% of brands plan to use AI in executing their influencer campaigns, with 55% using AI for influencer identification. These tools are essential for providing detailed metrics on engagement rates, conversions, and influencer media value, ensuring every campaign’s success.
Groenewald adds: “We’ve developed sophisticated tools to help brands navigate these challenges. By providing detailed analytics and insights, we empower brands to make data-driven decisions and maximise their influencer marketing ROI. Our platform connects brands with the right creators, ensuring that every collaboration is strategic and impactful.”
Looking ahead, the report predicts continued growth in the use of AI and machine learning to enhance influencer marketing strategies. These technologies will enable better influencer matching, campaign optimisation, and deeper insights into consumer behaviour.
The State of Influencer Marketing Benchmark Report 2024 tells a promising story for the future of influencer marketing. With its high ROI, growing platform preferences, and the rise of micro and nano-influencers, the industry is set for significant growth.
For South African brands willing to embrace these opportunities, the future holds immense potential. As Makoeng aptly puts it: “The real challenge isn’t just to keep up with trends, but to stay ahead of the curve. With influencer marketing, brands can build genuine relationships with their audiences and make a significant impact in their industry.”
