GUEST - Dashni Vilakazi is Managing Director of The MediaShop,

There’s an industry estimated to be worth $32.55 billion (Influencer Marketing Hub, 2025) this year — and it’s not going anywhere soon.

Once seen as merely a hobby, influencer marketing has become the world’s largest marketing sector, ahead of paid search. And, although 98% of marketers feel that influencer marketing is effective, less than 1% of agencies are spending a proportional amount on it, says a new report by the IAB South Africa.

This means that brands must find new methods of harnessing this channel creatively, effectively and ethically. Kaya FM