In 2026, influencer marketing continues to thrive in South Africa, with Instagram maintaining dominance at 72% usage. Engagement rates have increased to an average of 4.8%, reflecting stronger audience-influencer connections. Micro-influencers with around 150,000 followers are particularly effective at driving consumer actions, making them attractive for local brands seeking authentic reach.
The total investment in influencer campaigns has risen to approximately R1.2 billion ($65 million), indicating the growing importance of digital marketing. Over two-thirds of South Africans report being influenced by online personalities when making purchasing decisions. This trend underscores the shift towards digital influence, creating new opportunities for brands to target diverse demographics effectively.