The 2024 South African Influencer Benchmark Report is out. The report is a collection of data from 560 South African influencers by The Racket Club in partnership with You Know Technologies.
These are the stats you need to know going into the new year.
Top 5 Categories: Lifestyle, Beauty, Fashion, Food and Travel. These also account for most campaigns.
Top Platforms: Instagram, TikTok and Youtube in that order.
Influencer Management : A staggering 77% of SA influencers work independently without influencer agencies.
Engagement: 16% of SA influencers hide their likes. This number is mostly made up of nano and micro influencers. Nano influencers have the highest engagement rate at 4,55% average.
Creator Freedom: Most influencers believe a big aspect of a successful campaign cones from having creative freedom.
Events: 80% of SA influencers find attending industry events valuable with evening events being the most popular.
Trade Exchanges: 75% of influencers are open to trade exchanges with brands if they find the value fair, mainly in beauty and skincare.
Rates: The average cost per post across all influencer tiers is R4,354 for static content and R7,335 for reels.
Affiliate Links: 64% of SA influencers use affiliate links
