Your influencer marketing newsletter

Welcome to your fortnightly update on industry news.

What you will read about today:

  • How South African’s social media behaviour has changed since the lockdown.
  • What the ‘fun theory’ is and how it can transform influencer marketing.
  • Finland’s decision to classify influencers as ‘key workers’ in the fight against fake news.
  • Get your Coffee Conversations about Influencer Marketing podcast fix by listening to our latest episode with Scott Guthrie as our expert guest.

If you’re a subscriber already, thank you! and continue reading. If not, it shouldn’t take you more than a couple of seconds to subscribe to read the newsletter. 


Survey reveals social media behavioural changes during COVID-19

The nation is on lockdown and at Nfluential we wanted to know what this meant in terms of people’s behaviour online and on social media. Logically you’d assume that everyone spends a lot more time on the internet and even more so on social media, but we didn’t have proof of this. A digital survey completed by 1 177 South Africans told us that people are indeed spending considerably more time on social media.

Our key findings were:

  • 71% of respondents said that they spend much more time on social media and 63% on messenger apps since the lockdown started.
  • YouTube is the third most preferred platform to watch television.
  • People are still considering and researching online shopping options, (and)
  • Instagram is only the second most popular social media platform at 26% across age groups.

Read the full article on this here.

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The Fun Theory and how it can transform influencer marketing

Fun Theory suggests that it’s easier to bring about behavioural change if it’s positioned as fun. For marketers, this might take the shape of gamified product reviews, where customers can assign cupcakes or rotten eggs (represented as icons) to rate their experience with your brand. As you can imagine, the applications of Fun Theory in marketing are endless, and it’s an exciting space to apply your creativity.

Over 60% of people interact with influencers on a daily basis and so it makes sense to combine the Fun Theory with influencer marketing. A few ways to do this is:

  • Include ‘fun’ content in your products to generate UGC.
  • Design Instagram/Facebook stories that incorporate Fun Theory principles.
  • Invite influencers to write posts on the product experience

Read how to implement these here.

Woman holding up emoji balloon

Why Finland was smart to classify influencers as ‘key workers’ in fake news fight

Finland classified influencers as key workers to assist the government in providing better access to information for those who don’t consume traditional media. With screen time increased by 76% in the country, it’s a clever tactic to reach, engage with and, most importantly in this time of crisis, to educate a younger demographic.

Read the full article here.

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Podcast: In conversation with Scott Guthrie

We had the knowledgeable Scott Guthrie to share his insights of the industry with us. Below is an excerpt. Listen to the full episode here.


We are Nfluential…

Nfluential is an influencer marketing strategy boutique agency that focuses on creating ‘road maps’ for influencer campaigns. If you don’t know what success looks like for your campaign, how would you know you achieved it? We also offer education sessions on the industry.

Get in touch:
+2772 412 4749

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Subscribe and receive the South African Social Media Behavioural Change During COVID-19 lockdown survey results


The digital survey provides insights for brands into the South African consumers' change in social media behaviour since the lockdown. 

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