• 25 stats on Gen Z spending habits
  • Influencer marketing myths
  • The transformation of influencer marketing as we know it
  • Podcast: a wrap up of 2021

This is the last newsletter for 2021! Thank you for reading this year and we hope you learned and grew from the information we provided. We will be back mid-January 2022. We wish you all a safe and fantastic festive season.

25 stats on Gen Z spending habits

Gen Z’s aren’t all the teens or children we like to think that they are. The oldest of the generation is in their mid-twenties and they are spending their own money. They are savvy and grew up with social media, tech and the internet. In fact, even though they love shopping in physical stores, they are highly influenced with what they see on social media. A study, focused on the UK specifically, found that Gen Zs were more than twice as likely to purchase an item because of influencer marketing. Also, advertising doesn’t bother them as much as other generations as long as they’re getting something free in return. The article has interesting insights into the latest generation with spending power that we should keep in mind when formulating marketing plans.

Read the full article here.


Influencer marketing myths

Influencer marketing is always changing and evolving, no two days are the same. This article explores the most common myths that still exist in the industry. These include: influencer marketing is all about online content; the bigger the influencer’s audience, the better the influencer; influencer marketing are only relevant for millennials and Gen Zs; measuring of campaign ROIs are impossible; and more.

Read the full article here.


The transformation of influencer marketing as we know it

2022 is a stone’s throw away and we all have our own trends that we are keeping an eye on for next year. A couple of things that we expect will become more prominent are: brands and influencers will continue to be more selective with who they partner on campaigns; influencers will continue to put their support behind causes and aid in changing behaviours; and specialist agencies will keep growing and be responsible for activating campaigns.

Read the full article here.

Podcast: a wrap up of 2021

In this episode, host, Anne Dolinschek, looks back on the insights and lessons learned from podcast guests in 2021. From the meteoric rise of TikTok in lockdown and millennials becoming a big part of the platform, to the importance of data and the debate around the rules and regulations and everything in between. 2021 was certainly an interesting year for influencer marketing!

This is the final episode of 2021 and the last of season 2. Coffee Conversations about Influencer Marketing will be back early 2022 for season 3!

We would like to thank every guest who shared their knowledge and wisdom this year, as well as our listeners who is a big part of why we keep recording. Thanks to you, we consistently charted in the top 10 of Apple Podcasts this year.

We wish you a very festive season. Keep safe and see you in 2022.

Listen more episodes 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

Share this post on social media...
Tweet about this on Twitter
Share on LinkedIn
Share on Facebook

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. 

You have Successfully Subscribed!