South Africa, Nov. 18 -- Yet beneath the headlines and Cannes-winning case studies lies a more sobering reality: most campaigns fail to deliver meaningful impact. Recent studies suggest that nearly three-quarters of influencer efforts do not meet their stated KPIs, while more than half of marketers admit they struggle to measure return on investment with any confidence. The promise of influence is undeniable, but its effectiveness remains frustratingly elusive.

The surge in creator budgets reflects both necessity and optimism. Social platforms have entrenched themselves at the centre of culture and brands that ignore them risk irrelevance. In fact, Cannes 2025 sent a clear signal when almost 90% of Lion-winning social campaigns had influ...