South Africa, July 17 -- The Nedbank IMC sat down with Tami Ruschin, founder and director at Style ID Africa, a bespoke influencer agency and Nedbank IMC partner, to get her industry insights on this tricky but critical marketing channel.

Influencer marketing can be an incredibly powerful brand-building tool for a number of reasons. For one, consumers today trust people more than ads. Influencers - especially those with authentic followings - offer brands a direct line to credibility and relatability.

It also enables brands to target niche communities with hyper-personalized messaging at scale, thanks to the vast array of creators across every interest area who have a deep understanding of their audiences and can drive high engagement r...