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
How to combat South Africa’s sugar diabetes problem

How to combat South Africa’s sugar diabetes problem

Dr Sundeep Ruder says 3.85 million people have diabetes in the country and many of these cases are undiagnosed.

Political analyst calls for calm, 'ANC NEC meeting not about outcomes'

Political analyst calls for calm, 'ANC NEC meeting not about outcomes'

Dumisani Hlophe, political analyst, says sometimes it’s not about the outcome of the debate, but about the significance of it.

Grooming pains: The price of grooming your body hair

Grooming pains: The price of grooming your body hair

Clinical sexologist Professor Elna McIntosh describes the delicate grooming issues people encounter to look good.

For sale: Gauteng government owned property

For sale: Gauteng government owned property

Gauteng Infrastructure Development MEC Jacob Mamabolo describes the provincial government's plan to sell properties it owns.

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
Police shoot at crowd of immigrants with rubber bullets (arrests 136 people)

Police shoot at crowd of immigrants with rubber bullets (arrests 136 people)

"As we speak there’s another standoff in Sunnyside, " says EWN's Barry Bateman.

10 sexting tips on how to keep things spicy (and safe)

10 sexting tips on how to keep things spicy (and safe)

Interested in sexting but worried about the risks? Dr Eve has created a guideline to help you 'sext' in a fun and responsible way.

Vaal Dam about to reach 100% capacity

Vaal Dam about to reach 100% capacity

A few months ago the dam was only 27% full.

Letters show Moyane refuses to account to Gordhan, turns to Zuma to intervene

Letters show Moyane refuses to account to Gordhan, turns to Zuma to intervene

M&G reports that Sars Commissioner Tom Moyane declared an intergovernmental dispute against Finance Minister Pravin Gordhan.

Violence breaks out in Atteridgeville amid #XenoMarch

Violence breaks out in Atteridgeville amid #XenoMarch

Tensions are high in Atteridgeville as a group calling itself Mamelodi Concerned Residents prepares to march against immigrants.

Where is that corrupt bastard? - EFF MP to Brian Molefe

Where is that corrupt bastard? - EFF MP to Brian Molefe

Former Eskom CEO Brian Molefe was sworn in as a Member of Parliament replacing Abram Mudau this week.

New transfer cost threshold an unwise move - property expert

New transfer cost threshold an unwise move - property expert

What does the Finance Minister's announcement on transfer duty threshold really mean for home buyers?

'Engrish' never loved us: 30 words listeners struggle to pronounce

'Engrish' never loved us: 30 words listeners struggle to pronounce

Worcestershire or "Wooster" sauce? The Queen's language can be over-rated and hard to get right! Listeners chuckle at themselves.

Budget 2017 and tax: The good (there is some), the bad and the ugly

Budget 2017 and tax: The good (there is some), the bad and the ugly

The Money Show’s Bruce Whitfield interviews TaxTim cofounder Marc Sevitz.