In this episode of Micka on Influence, host Micka Alexander sits down with Jhene Nel, Sales Director at Nfinity Influencer, to unpack groundbreaking IPA research proving that creators are not just short-term sales drivers — they’re the future of brand building. Jhene shares why this is such a defining moment for the influencer marketing industry and how it validates what many marketers have long observed: creators truly move the needle for brands in measurable, lasting ways.

The conversation dives into how marketers can shift from a “performance-only” mindset to a more strategic, brand-building approach, exploring what truly makes creator-led content effective. Jhene breaks down the key differences between peer influencers, influencers and content creators — and why understanding those distinctions matters for campaign success.

She also explains the importance of authenticity, humour and long-term partnerships in driving emotional connection and ROI.

Finally, Micka and Jhene discuss the professionalisation of the influencer industry in South Africa, the evolution of metrics beyond impressions and engagement, and how Nfinity Influencer and Webfluential are preparing for a more data-driven future. Whether you’re a marketer, creator or brand strategist, this episode offers invaluable insights into how to build sustainable brand impact through creators — not just campaigns.