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In a recent discussion, digital marketing and brand specialist Scharlarco Visagie unpacked the dynamics shaping influencer marketing today. According to Visagie, many brands continue to work with familiar influencers because “if it’s not broken, why fix it?” He explained that the recycling of influencers happens because companies want to leverage proven engagement and audiences.
Visagie pointed out that the cycle is also driven by influencers themselves, who tend to accept multiple campaigns to “get the bag,” maintaining visibility and income. However, this dynamic poses challenges for both brands and influencers, particularly regarding fair value and the risk of exploitation.
Addressing concerns about whether governments should regulate influencer payments, Visagie argued that since companies operate on budgets and treat influencers like billboards, regulation might disrupt the system and potentially push brands away from local influencers. Instead, he suggested influencers need to stand firm on their value and build strong communities to negotiate better contracts.
When it comes to ethical marketing, Visagie stressed that influencers should collaborate closely with marketing teams to fully understand the products or services they promote. This ensures authenticity and protects both the influencer’s reputation and consumer trust.
On the topic of education, Visagie encouraged aspiring influencers to pursue existing digital marketing courses, which offer essential skills in branding, content creation, and audience engagement. While there isn’t yet a dedicated influencer marketing course locally, he believes such specialized training could emerge within the next five years as the industry matures.
The post INTERVIEW: Navigating Influencer Marketing: Insights from Scharlarco Visagie first appeared on Future Media News.
The post INTERVIEW: Navigating Influencer Marketing: Insights from Scharlarco Visagie appeared first on Future Media News.
