What makes influencer marketing impactful?

The unprecedented usage of social media has seen the rise of influencer marketing.

This form of marketing sees a brand use the social clout of an individual to sell their product.

A leaked email in 2014 revealed that actor and comedian Kevin Hart was paid 2 million US Dollars by Sony to tweet about two films - "The Wedding Ringer" and "Get Hard".

Jay Badza, Brand Director at DNA Brand Architects spoke to #NightTalk's Gugs Mhlungu and Sizwe Dhlomo about the influencer marketing phenomenon.

Listen to the full conversation below:

Influencer marketing is when a brand uses the social clout of a personality to sell their product

Jay Badza, Brand Director at DNA Brand Architects

Because so many brands we consume are international brands, there are so many restrictions in terms of bringing ambassadors on board, as the custodians of the brand feel strongly about using authentic people from the market the brand originates from - people with a little more of a global appeal than a local

Jay Badza, Brand Director at DNA Brand Architects

An influencer can get people excited about a product, and people know or believe they are using it

Jay Badza, Brand Director at DNA Brand Architects

You've got to have a job. You've got to be good at something... Thething that brands will then want you for

Jay Badza, Brand Director at DNA Brand Architects

702 welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

  • Racism (including offensive comments based on ethnicity and nationality)
  • Sexism
  • Homophobia
  • Religious intolerance
  • Cyber bullying
  • Hate speech
  • Derogatory language
  • Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the 702 community a safe and welcoming space for all.

702 reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

702 is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

Read More
Meet the woman striking the gender balance in the energy sector

Meet the woman striking the gender balance in the energy sector

Noxolo Kahlana believes there are many opportunities for women in the energy sector and encourages women to jump on the bandwagon.

Should heads of state make public their health status?

Should heads of state make public their health status?

Following speculations on the health of Nigerian President Buhari, Gugs and Sizwe ask why head of states hide when they are sick.

A steep price tag may not always constitute a good bed

A steep price tag may not always constitute a good bed

702's Gugs and Sizwe chat to UCT sleep researcher about how much time and energy should go into choosing the right bed.

Suicide is prevalent among business owners - insurance advisor

Suicide is prevalent among business owners - insurance advisor

Karina Namhing, Director at Nam Inc analyses the reason insurance companies are reporting high suicide rates in 2016.

Advertisers embracing popular Youtube stars with influencer marketing

Advertisers embracing popular Youtube stars with influencer marketing

There are a number of extremely popular YouTube stars who have found the right formula to achieve popularity says Jonathan Cherry.

Just how valuable are connected 'influencers' to companies?

Just how valuable are connected 'influencers' to companies?

A weekly look at the great and not so great offerings of advertisers with advertising and brand guru Jonathan Cherry.

Popular articles
So what exactly is radical economic transformation?

So what exactly is radical economic transformation?

Wits associate professor of economics Christopher Malikane speaks to Azania Mosaka about the term that is being bandied about.

Spur's 'Monday burger' special extended until June

Spur's 'Monday burger' special extended until June

Spur says they are spreading some good news with their promo extension.

Last chance for Spur's 2-for-1 burger special this Monday

Last chance for Spur's 2-for-1 burger special this Monday

Monday (March 27) is your last chance to sink your teeth into the popular burger special which Spur will discontinue from April.

Money market accounts (and Exchange Traded Funds) FAQs answered

Money market accounts (and Exchange Traded Funds) FAQs answered

Personal finance guru Warren Ingram explains what money market accounts are and the difference between various ETFs.

Stephen McGowan's family still hoping for his return after 2011 Mali abduction

Stephen McGowan's family still hoping for his return after 2011 Mali abduction

The Gift of The Givers and the government are both working to secure his release.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...

Blesserfinder: Matching you with a sugar daddy near you

Blesserfinder: Matching you with a sugar daddy near you

Is social trend Blesserfinder, where girls are allegedly matching up with rich 'benefactors' in exchange for sex, a real thing?