JOHANNESBURG - Social media influencer platform, Humanz, is expected to launch in South Africa with personalities Graeme Smith and Pearl Thusi as local partners.
"Most South African influencer campaigns have used celebrities or social stars, due to the difficulties and time-consuming nature of manually identifying, verifying and working with smaller influencers. However, engagement rates are, on average, inversely proportional to audience size on both Instagram and Twitter. Smaller influencers are also considered more trust-worthy and hence more likely to ‘influence’,” said Pierre Cassuto, who carries the dual role of CMO for Humanz globally and CEO for its African operations.
Humanz is a young start-up which claims to have developed the most sophisticated social data platform in the world – specifically designed to make influencer marketing as accessible, reliable and trustworthy as programmatic media channels.
“The marketers and agencies we were speaking to were clearly frustrated with the few solutions available locally. They weren’t good enough and were stopping them from investing further in influencer marketing. We discovered Humanz and realized it was going to change things not only in South Africa but throughout the world,” Smith said.
Humanz said that influencer marketing was the fastest growing marketing practice and media channel worldwide, expected to become a $10bn market by next year. About 8- percent of marketers worldwide said that they planned to grow their influencer marketing spend in 2019, currently sitting on average somewhere between 4.3 percent and 7.6 percent (eMarketer, July 2018).