Paul Walker – Fractional CMO, CDO and eCommerce Director- Alpha9: A Digital Growth Consultancy
Do you know who the happiest nation in the world is? I’ll tell you, it’s the Danish.
And do you know why they are the happiest? Because they trust each other. They trust their neighbours, they trust their government, they trust in the laws and culture of their people. Trust makes you happy.
Trust also makes people buy more. As an eCommerce consultant, I have found low trust to be the single biggest hurdle to success in digital business. It is more pronounced in South Africa where we rank very low in trust. How can we fully trust our neighbours when we can’t even trust that people will stop at traffic lights? How can we trust that what we buy online will actually arrive and meet our expectations?
Remember when people trusted what they saw on TV? Remember the days when a big-budget TV ad or a glossy magazine spread was the be-all and end-all of marketing? Well, those days are on their way out. Brands have realised they’ve been shouting at consumers for years, and now, people are just switching off. We’ve become immune to the hard sell. I mean, my mom, who still calls TikTok ‘TikkyTok,’ instinctively scrolls past sponsored posts and trusts her favourite local food influencer’s restaurant review over any big-name critique. And she’s not alone.
This is the heart of what’s happening in South Africa right now: a massive, irreversible shift from paid media to paid influence. Rather than paying a media house for a slot in their newspaper or a few seconds of airtime, brands are now investing in people—creators and influencers—who have already built trust with an audience. This isn’t just a trend; it’s a fundamental change in how we connect with consumers.
In fact, a recent study found that 80% of South African consumers trust peer recommendations more than any other form of advertising. It makes complete sense, doesn’t it? We’re all looking for genuine connections and authentic stories, and a creator who shares their daily life, struggles, and triumphs with their followers feels a lot more real than a faceless corporation.
The local creator economy is booming
The South African creator economy is a force to be reckoned with. We’re seeing more and more local businesses, from small artisanal coffee shops to big fashion retailers, recognising the power of creators. A great example of this is Zara’s huge creator campaign in South Africa to launch its new e-commerce platform. They worked with over 550 creators, and it wasn’t just a flash in the pan; it was the first-ever African campaign to trend globally on X, driving thousands of new users to their site. This isn’t just about reach, it’s about relevance.
A big part of this shift is the move towards micro- and nano-influencers. While a few years ago everyone was chasing the big-name celebrities, brands now understand that a smaller, more engaged audience can be far more valuable. These creators, with their niche expertise and dedicated followers, offer a much higher return on investment (ROI). In fact, some South African brands are seeing an average of R6 back for every R1 they spend on micro-influencer campaigns.
Consumers are increasingly prioritising brands that show a commitment to social and environmental values. We saw this during the pandemic with the rise of “conscious consumption” and people supporting local. Now, research indicates that 67% of South African consumers prefer brands with a genuine dedication to these values. Creators who authentically live and breathe these principles are the perfect partners for brands looking to connect with a purpose-driven audience.
The next evolution: In-house influence
We’re now seeing the smartest brands take this one step further. Instead of just working with external creators, they’re starting to hire them in-house. It might sound odd, but it’s a game-changer. Think of it like a new-age brand manager who’s also a TikTok star.
I recently spoke to a friend who works at a large tech company in Sandton. She told me they’ve hired a small team of “brand storytellers.” Their job isn’t to run traditional ads; it’s to create authentic, day-in-the-life content, showcasing the company culture, the people, and the products from an employee’s perspective. It’s user-generated content (UGC), but on a professional level. This makes the brand feel more human, more relatable, and more trustworthy. More trust equals more sales
On top of that, research shows that a strong employer brand can attract 50% more qualified applicants and cut hiring costs by nearly half.
It’s about turning your own people into your best advocates. Who knows your brand better than the people who work there every day?
Practical steps for brands in South Africa
So, how do you make this work for your brand in our local context? Here are a few practical steps to get started:
1. Find your people, not just your influencers
Don’t just look at follower counts. Look for creators who genuinely align with your brand’s values and mission. Use local platforms and agencies that specialise in South African creators. Start small with a few long-term partnerships rather than one-off campaigns. This builds trust with both the creator and their audience.
A little pro-tip: the most important metric when assessing an influencer is Engagement Rate (Engagement Rate = (Total Engagements / Total Followers) x 100). This will weed out those that have dishonesty acquired followers. Here are some loose benchmarks:
>1M, 1.97% ; 100K – 1M, 2.05% ; 20K – 100K, 2.15% ; 5K – 20K, 2.43%.
2. Shift your budget from ads to people
This is the big one. Re-evaluate your paid media spend. Instead of pumping all your money into generic social media ads, allocate a significant portion to creator collaborations. This isn’t just about paying for a post; it’s about paying for their creative vision and their audience’s trust. Measure your ROI not just in clicks, but in engagement, brand sentiment, and direct sales driven by their unique promo codes or links.
3. Embrace authentic, low-fi content
South African consumers are savvy; they can spot a fake a mile away. You don’t need highly polished, expensive productions. Short-form video content, in particular, is dominating the market, with South African consumers spending 40% more time watching video content than they did two years ago. Encourage creators to use their own style, to be raw and real. A shaky phone video filmed in someone’s kitchen often performs better than a perfectly lit studio shot.
4. Consider building an in-house creator team
This is the future. Start by identifying a few of your most enthusiastic, social-media-savvy employees. Give them the freedom and resources to create content that tells your brand’s story from the inside out. This approach not only builds authenticity but also turns your employees into your biggest brand champions. It’s a win-win.
In a landscape where trust is the new currency, creator-led e-commerce isn’t just a marketing strategy—it’s the only way forward.
