South Africa, March 6 -- Influencer marketing is rapidly growing in South Africa, offering brands unique ways to reach specific target audiences in ways that are most relevant to them. Statista forecasts that ad spending on influencer marketing is expected to reach US$30.23m in 2025. Content creators across diverse social media platforms can play a valuable role in authentically sharing brand stories in their high-trust communities. However, to build a sustainable career as an influencer, content creators need to have a thorough understanding of the influencer market as well as the industry and ethical standards expected of them if they are going to partner successfully with brands.

Dentsu's head of influence EMEA, Emma Odendaal says: "I...