(Instagram: @calvynjustus)

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.

READ: South African 'influencers' get paid between R500 and R10,000 per Instagram post - here’s how

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: 

Calvyn Justus (@calvynjustus) 

Mirror memories ??

A post shared by CALVYN JUSTUS (@calvynjustus) on

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. 


Joe Crann (@yeswecrann) 

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. 


Loretta Hove (@lorettahove) 

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. 


Emma Manteath (@Emmajanemanteat)

De Jager says Emma is one of his favourite accounts. She is a local model and fashionista with 18,100 followers. 


Shaun Stylist (@ShaunStylist) 

The Stylist has Landed , Amazulu avulekile #Shaunstylist

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. 

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