Influencer marketing: How agencies vet the voices they work with.
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GUEST: Pieter Groenewald – COO, Nfinity Influencer & Founder of theSalt
Influencer marketing is booming — in fact, 60% of South African brands plan to increase their influencer budgets this year. But as the global industry grows, so do questions about credibility, regulation and trust.
In this conversation, Gugulethu Mfuphi speaks to Pieter Groenewald, COO of Nfinity Influencer and founder of theSalt, South Africa’s first nano-influencer marketplace, about how agencies are vetting the influencers they partner with especially in a world where misinformation can make or break brand reputation.
From China’s new rules that require influencers to prove qualifications before commenting on topics like finance or health, to the local debate about whether South Africa’s Advertising Regulatory Board (ARB) should tighten oversight this conversation unpacks the fine line between authenticity and accountability.
Influencer marketing is booming — in fact, 60% of South African brands plan to increase their influencer budgets this year. But as the global industry grows, so do questions about credibility, regulation and trust.
In this conversation, Gugulethu Mfuphi speaks to Pieter Groenewald, COO of Nfinity Influencer and founder of theSalt, South Africa’s first nano-influencer marketplace, about how agencies are vetting the influencers they partner with especially in a world where misinformation can make or break brand reputation.
From China’s new rules that require influencers to prove qualifications before commenting on topics like finance or health, to the local debate about whether South Africa’s Advertising Regulatory Board (ARB) should tighten oversight this conversation unpacks the fine line between authenticity and accountability.
