Page 43 - Thetha Issue 7

Winning Friends,

Influencing People

By Gillian McAinsh

hether it is Threads or X, Insta or Facebook, TikTok or
YouTube, Nelson Mandela University students and
graduates are tapping into social media to carve their
W niche as influencers in a digital world.
“Influencer” brings to mind a celeb with a massive following on
social media, holding sway over a legion of fans. Someone who, due to
their pervasive potential impact, is a pot of advertising gold.
The global influencer market is a $13.8-billion global industry and
brands pay handsomely to an influencer for dropping a mention on their
socials. Bear in mind however, that only a handful – think Kylie Jenner or
Cristiano Ronaldo – rake in $1-million for a post.
That said, even micro-influencers (under 50 000 followers), and nano-
influencers (3 000 to 5 000 followers) can reel in a pay cheque or, at the
very least, free merchandise. To retain trust, they should flag a paid post as
#sponsored content.
Rates of pay vary, with as little as R200 per post from a new kid and
zooming up to mega-money for a mega-influencer. Engagement, star-
power and access to a niche audience are all factors.
Thetha profiles a few of our own Gen Z tastemakers and
trendsetters who hold sway online.

2023 | mandela.ac.za | 41