2024年南非网红基准报告

Preface South Africa boasts around 75,000 influencers across various categories, with followingsranging from 1,500 to 10 million. Navigating this vast landscape requires a clear understandingof who to collaborate with. This guide simplifies the process of finding the right influencers and selecting them based onkey metrics for your campaign. Introduction Influencer marketing remains a vital channel for brands, enhancing trust, awareness, andsales. To maximise results and achieve campaign goals, we must effectively collaborate withinfluencers. However, insights into the South African influencer market are limited, often focusing oncampaigns rather than the influencers themselves. Understanding their dynamics andestablishing benchmarks is crucial for evaluating campaign effectiveness in this context. OUR DATA SET We interviewed over 550 South African influencers to gatherinsights on their work styles to develop a collaborative guide onhow we can work together, and establish localised benchmarksfor KPIs. Influencers span various content types and industries, withkey sectors including %Fashion & Beauty: Predominantly in Johannesburg 2%Food & Lifestyle: Strong presence in Cape Town 2%Travel & Wellness: Popular among Durban influencers. This diversity enables brands to target specific niches alignedwith their marketing goals. Instagram leads as the dominantplatform, followed by TikTok and YouTube, highlighting amulti-platform engagement strategy. Industry Sizes The 3 largest categories forinfluencers surveyed were lifestyle,beauty and fashion making up 60.3%of the landscape. These industries alsoaccount for themajority of influencercampaigns. Successful brand collaborations in influencer marketing hingeon key factors. Influencers highlighted that clearcommunication and detailed reporting are crucial. They alsoemphasised the importance of KPIs - such as reach,engagement, and conversion rates - for evaluating campaigneffectiveness. How do influencers report? Reach and engagement are theprimary metrics for influencer reporting,regardless of size. While reach andimpressions excel in buildingawareness, engagement remains key. While most influencers usescreenshots to report, TheRacket Club uses AI basedreporting to monitorinfluencers accounts andcontent throughout thecampaign period to deliverholistic campaign reports. ARE INFLUENCERS USINGAFFILIATE LINKS? Overall, 64% of influencers regularlyuse affiliate links and codes, with 62%noting that these codes enhancecampaign efficiency. 64% of influencersuse affiliate links. Do you hide likes? Hiding likes is more common amongsmaller influencers, with about 33% ofnano and micro-influencers doing so.On average, 16.6% of all influencershide their likes. Most influencers that hidetheir likes do so as theybelieve it’s no longer animportant metric forengagement and to protecttheir mental health. Engagement & Impressions GIVEAWAYS Most influencers believe giveaways generate thehighest engagement in campaigns. They also find thatdiscount codes effectively incentivise audiences to shopand take action. Influencer believe that creativefreedom is the most importantaspect of a successful campaign Are influencers willing todo trade exchanges? 75% of influencers are open to tradeexchanges with brands if the value is fair.They are particularly receptive to this forstory posts or high-value products,especially in the beauty and skincareindustries. Trade exchangeis still a thing! Are influencers managed? Only 23% of influencers with fewerthan 500,000 followers aremanaged by agencies. 77% ofinfluencers workindependently Are influencer eventsstill relevant? Influencers still value in-personevents, with 80% expressinginterest in attending. These events offer a greatopportunity to introduceyour brand, providehands-on experienceswith your products, andgenerate authenticcontent. Influencers prefer evening events that offer networking and engaging activities.Key elements of valuable events include: BInteractive experiences: Workshops, live demos, and Q&A sessions =BNetworking opportunities: Connections with other influencers and brand reps =BValue-added elements: Goodie bags, exclusive previews, and hands-on productexperiences. Discussions about influencer rates often involveback-and-forth communication betweeninfluencers and agencies. An influencer's rate issubjective, influenced by content creation time,required deliverables, expected results, and theirfollowing and engagement rate, leading to a widerange of costs. We’ve established a baseline cost to provide insightinto average influencer rates across all industriesand sizes in South Africa. Average Rates The average cost per post is R4,354 forstatic content and R7,335 for reels. Influencers serve as aunique out-of-homeplacement, often achievingimpressions comparable totraditional channels, butwith added trust—reflectingtheir value. Cost per thousand followers The average cost per p