FEATURE – A DEEPER LOOK: Content creators and brand partnerships

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According to the Hootsuite Digital Report 2022, 28 million South Africans are on social media, mostly consuming content on Facebook, YouTube and Tik-Tok.

These numbers are too big for corporates to ignore. Commercial brands are adjusting their ad spend budgets to maximize their reach to find these clients. 

Some of the factors for this move include the precise metrics on consumer behavior from analytics provided by these platforms. Another key factor is the low production cost of making ads for new media platforms.

In return, local content creators and social media influencers, Mihlali Ndamase and Nicolette Mashile are reaping the benefits. How are these brands working with local content creators? SABC Digital News producer, Dinilohlanga Mekuto takes A Deeper Look into the relations between brands and content creators.

For more on this story, see video below: