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

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