Before the word “influencer,” there was Brand Influence.
We’ve been around for 15 years, seen the rise of bloggers, Instagram, YouTube TikTok and now the world of AI. When we started, there was no influencer marketing in South Africa – brands relied on traditional advertising, editorial coverage and celebrity endorsements to reach consumers. Our Founder, Lori Weiner, noticed something different.
After spending more than a decade working internationally as a makeup artist and hair stylist, she saw how Facebook was giving everyday people a voice and allowing consumers to openly share honest product reviews.
The influence was no longer coming from the top down. It was coming from communities. That insight led to the creation of Beauty Bulletin – a community where real people could discover products and share their experiences.
Today, we’d call those community members nano and micro influencers. Back then, they were simply consumers whose opinions mattered.
People don’t just buy products. They buy recommendations.
Consumers want to hear from friends and family who share their lifestyles, challenges and aspirations. They want honesty and relatable stories; that’s why influencer marketing continues to outperform traditional ads in so many categories. At its best, it doesn’t interrupt conversations. It becomes part of them.
Authenticity matters more than ever
With South Africa being home to more than 51 million internet users, 29 million social media user identities and ad reach growing year-on-year, consumers are exposed to more content than ever before. From AI-generated images to highly produced brand campaigns, audiences have become incredibly good at recognising anything that is overly scripted. A student sharing their daily skincare routine or a parent recommending a new family product is always going to be trusted more than ads that don’t include actual lived experiences.
Community over follower count
One of the biggest misconceptions in influencer marketing is that bigger audiences automatically deliver better results.
We’ve seen the opposite time and time again. Some of our most impactful campaigns have been powered by creators with smaller, highly engaged communities. Nano and micro influencers often drive stronger engagement, more meaningful conversations and higher levels of trust because their audiences see them as peers, not celebrities.
Follower count has never been the only metric that matters. Relevance, authenticity and community have always been stronger indicators of influence.
What 15 years has taught us
Over the years we’ve learned that technology will always evolve, new platforms will emerge, trends will come and go and algorithms will change.
The one thing that stays constant is that prioritising genuine human connection will always give brands the advantage, because while marketing channels evolve, trust remains timeless.
Ready to build your next influencer campaign?
Whether you’re looking to launch a new product, grow brand awareness or connect with highly engaged creator communities, Brand Influence combines 15 years of experience with community-led strategy to deliver campaigns that create meaningful impact.
Get in touch with Brand Influence to discuss your next campaign.