South Africa has a very large micro-influencer community, says Cornel de Jager, group head of digital at M&C Saatchi Abel.
“It basically means that there are lots of influencers with small to medium followings who are highly engaged,” De Jager told Business insider South Africa.
Influencers marketing – the use of social media personalities to sell products – reached an estimated $2 billion in 2017.
By 2022, influencer ad spend is expected to hit between $5 and $10 billion.
De Jager says M&C Saatchi Abel, which counts Heineken, Yardley, and Strongbow among its clients, spots good influencers by either following them themselves or working through PR-agencies.
“[Good influencers] show us something we haven’t seen before,” he says.
De Jager gave Business Insider South Africa a list of his top influencers in South Africa:
The Cape Town-based swimmer and model has more than 52,500followers.
“He has an incredibly well-curated account with stunning photography,” De Jager says.
A post shared by Joe Crann (@yeswecrann) on
De Jager says Joe has a unique take on football events in South Africa.
“Soccer Laduma journalist, travel fanatic and general dog's body,” Crann describes himself on his profile.
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The Instagrammer is “one of the most forward-thinking beauty and fashion Instagrammers” in South Africa, De Jager says.
She has over 23,500 followers.
A post shared by Emma Jane Menteath (@emmajanementeath) on
De Jager says Emma is one of his favourite accounts. She is a local model and fashionista with 18,100 followers.
A post shared by Shaun Stylist (@shaunstylist) on
Shaun has over 163,000 followers and describes himself as an image consultant, personal shopper and personal stylist.
“[He] is definitely a local style icon and Instagram powerhouse,” de Jager says.