IAB SA: 6 key trends impacting influencer marketing

Source: © 123rf 123rf A new report by the IAB South Africa, SA Content Creator Charter and the Influencer Marketing Perceptions Report examines the challenges and the massive untapped opportunities that exist in this market and has identified six trends

The report examines the challenges and the massive untapped opportunities in this market and has identified six key trends.

The influencer marketing landscape in South Africa.

SA varies in some respects: A high mobile penetration rate of 196% – nearly two mobile devices for every single consumer – means there are huge opportunities for influencers to reach the marketer’s audience, while our vibrant tradition of storytelling, combined with an entrepreneurial spirit, is fertile ground for exciting co-creation between brands and personalities.

Some factors are applicable worldwide:

Data-protection regulations

With the decline of third-party cookies, marketers have to rethink how they connect with their audiences. When it comes to influencers on social media, consumers have chosen to follow them and opt in, allowing greater access to data.

Platform innovation

Social media apps such as Facebook, Instagram and TikTok are placing the creator first by introducing subscription models. This reduces ad clutter and encourages users to stay on the platform, driving a need for more content.

Consumer behaviour

Today’s consumers are savvy — they want content that reflects their real lives. Influencers can help bring authenticity to the brand message.

Social commerce

The social media ecosystem has become transactional. TikTok Shop, Instagram Checkout and YouTube Shopping allow consumers to buy products conveniently without ever leaving the platform.

6 key trends in influencer marketing for 2025

IAB South Africa has gathered data from brands and agencies in South Africa that explores the sector's spend and viewpoints on influencer marketing.

Its new report shows six key trends.

Marketers see the value of influencer marketing, but aren’t investing in it

This could be partly because of capacity (ad spend is already going to other media) and partly because of skill set (marketers lack the expertise and experience to launch an influencer campaign).

Brands and agencies have different expectations of influencers

A marketer may treat an influencer like any other creative, being satisfied by professionalism and efficiency, while the brand may have a more conservative outlook. Careful relationship management between a creator and the agency can help with this, although the time investment can be expensive.

Influencer marketing is seen as a byproduct of the main channel

Only 52% of brands have a dedicated influencer marketing budget. However, these campaigns need to be as carefully curated and planned as TV, print or radio, requiring more spend in some instances.

61% of marketers aim to increase their efforts in the influencer world

Despite the current lack of budget, marketers recognise that authentic content that engenders trust and delivers value takes investment.

SA tends to rely on KPI rates, whereas ROI is more important in other countries

ROI is difficult to track without the appropriate technology, but marketers can use metrics such as comparative engagement rate.

TikTok and YouTube are the biggest growth areas

Platforms that prioritise video content are thriving. Instagram now has a popular Reels function that allows users to post videos.

Influencer relations = trust, transparency and ethical standards

Marketers can launch the best-designed influencer plans, but these are no good without principled implementation.

Launched in 2024, the South African Content Creator Charter is endorsed by the Advertising Regulatory Board (ARB) and is a guiding document that focuses on ethical standards and best practices for influencer marketing.

The goal is a three-way relationship of trust between the marketer, influencer and consumer.

The key principles guiding the Charter include:

Be respectful and inclusive

This includes encouraging diversity and telling stories that appeal across gender, race and background.

Be authentic

The audience can tell if the influencer isn’t being true to their own identity. Are they talking marketing speak or using their own voices?

Be clear

Marketers need to specify exactly what they expect from creators. Let them know about any relevant legislation and what they can and cannot say about the brand.

Be honest and grow organically

The creator cannot buy followers.

Be transparent

Creators need to disclose to their followers when they receive freebies or other benefits.

Be truthful and ethical

Never make false or misleading claims.

Collectively, the SA Content Creator Charter and theInfluencer Marketing Perceptions Report represent a significant step forward in reshaping South Africa’s unregulated influencer marketing industry.

In the absence of formal regulatory frameworks, these documents lay the groundwork for self-regulation and help define a shared vision for a trustworthy and ethical advertising landscape.

The IAB South Africa Influencer Marketing Perception Report is now available at iabsa.net, while marketers, brands and content creators are encouraged to commit to the Content Creator Charter here.

An industry - estimated to be worth $32.55bn this year, that was once seen as merely a hobby, influencer marketing has become the world's largest marketing sector, ahead of paid search, and it is not going anywhere soon.

This article is based on the IAB South Africa Insights Series webinar titled ‘Transparency & Trust: Shaping the Future of Influencer Marketing’, supported by Bizcommunity, Everlytic, Ornico and the Marketing Association of South Africa (MASA). Insights is a webinar series that focuses on innovation, technology and trends in the digital media and marketing industries. The webinars are free to attend, with previous episodes available to IAB South Africa members on the IAB portal.

* Influencer Marketing Hub, 2025