Hello and welcome to our inaugural influencer marketing statistics & benchmarks report for South Africa (2019)..
If you intend to download this report, it most likely means that you are interested in understanding more about influencer marketing, whether you are a marketer, agency or influencer yourself. Well, know that you are in good company! Influencer marketing is the fastest growing marketing practice and media channel worldwide, expected to become a $10bn market by next year. 80% of marketers worldwide say that they plan to grow their influencer marketing spend in 2019, currently sitting on average somewhere between 4,3% and 7,6% of their total digital budget (source: eMarketer).
The benefits of influencer marketing over paid media are well documented. In the USA, businesses have been making on average $6.50 for each $1 spent on influencer marketing, with the top 13% earning $20 or more (source: Tomoson). Furthermore, 60% of 18-34 years old in Africa say that their purchase decisions have been swayed by influencers on social media (source: eConsultancy).
Yet, while influencer marketing has clearly matured beyond a passing trend, it still has many doubters with regards to its reliability, accountability and sustainability. Nearly all marketers and agencies face the same challenges when it comes to accurately reporting and tracking ROI: lack of benchmarks, widespread fraud and the need for manual, extremely time-consuming work to deal with these issues.
We hope this report will help you with the first part: clear data and benchmarks. For the rest, we recommend that you create a trial account on our platform Humanz which not only addresses all these issues, but will help you get started with influencer marketing easily, or take your current efforts to the next level.
The Humanz team