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Articles by Albert Makoeng
Let’s get real about Black Friday
With the rise of influencers turning Black Friday into a live story stage, marketers would be remiss this year to hedge their pockets on price points alone. Real-time shopping is the space to watch, according to Albert Makoeng. And with more likely to buy in a live-event moment – he’s right. In South Africa’s fast-evolving retail landscape, Black Friday is no longer just a date – it’s a live storytelling moment.
Let’s Get Real About Black Friday
In South Africa’s fast-evolving retail landscape, Black Friday is no longer just a date – it’s a live storytelling moment. The future of commerce belongs to those who can tell the story, sell the story, and turn engagement into experience. As consumers, we’ve moved beyond the banner ad. People don’t want to be sold to; they want to see, feel, and believe in something before they buy. That’s where creators come in: they turn a deal into a story and a product into a shared moment.
Time for Africa’s creators to cash in on $17.8 billion
The African creator economy is thriving, growing at a rate of 28.5% per year and set to reach $17.8 billion by 2030. Yet, for many of the continent’s talented creators, turning their content into a sustainable income stream remains a case of ‘Instagram vs reality’. Many African creators face unique hurdles, including limited local brand partnerships, payment processing barriers, and lower collaboration rates.
Creators are the new media titans, and they are here to stay
How is it possible that a YouTuber’s staged boxing match can draw almost as many viewers as the Super Bowl? Jake Paul and Mike Tyson recently raked in a combined $60 million from a Netflix event that attracted 120 million viewers — so many that the streaming platform struggled to handle the demand. This moment highlights a profound shift in media consumption habits over the past few years. To see where things are going in 2025, we need to take a step back.
Set your creative career on fire with the 2025 ACT scholarship Original
Advertise your job vacancies 2 days7 days30 daysBy Industry Show more The Arts & Culture Trust (ACT) is inviting ambitious young South African artists to apply for the prestigious ACT Nyoloha Scholarship Programme (NSP) for 2025. Designed for passionate and dedicated individuals eager to pursue arts studies at a tertiary or accredited arts institution in South Africa, this opportunity offers a pathway to honing their talents and advancing their creative careers.
The power is back with the people
How is it possible that a YouTuber’s staged boxing match can draw almost as many viewers as the Super Bowl? Jake Paul and Mike Tyson recently raked in a combined $60 million from a Netflix event that attracted 120 million viewers—so many, in fact, that the streaming platform struggled to handle the overwhelming demand. This moment highlights a profound shift in media consumption habits over the past few years.
Power Is Back With The People: The Rise Of Creator-Led Commerce, Writes Albert Makoeng
Johannesburg – How is it possible that a YouTuber’s staged boxing match can draw almost as many viewers as the Super Bowl? Jake Paul and Mike Tyson recently raked in a combined $60 million from a Netflix event that attracted 120 million viewers – so many, in fact, that the streaming platform struggled to handle the overwhelming demand. This moment highlights a profound shift in media consumption habits over the past few years.
The Power is Back with the People: The Rise of Creator-Led Commerce
How is it possible that a YouTuber’s staged boxing match can draw almost as many viewers as the Super Bowl? Jake Paul and Mike Tyson recently raked in a combined $60 million from a Netflix event that attracted 120 million viewers—so many, in fact, that the streaming platform struggled to handle the overwhelming demand. This moment highlights a profound shift in media consumption habits over the past few years.
Actorvate Influencer Marketing embraces the rise of UGC with new division for brands Original
Advertise your job vacancies 2 days7 days30 daysBy Industry Show more Actorvate Influencer Marketing, the first agency in the influencer marketing space in South Africa, is proud to announce the launch of its new division dedicated to helping brands connect with user-generated content (UGC) creators.
Apple the world’s most valuable brand… again
Advertise your job vacancies 2 days7 days30 daysBy Industry Show more Brand Finance, a global brand valuation consultancy, has found that Apple is once again the world’s most valuable brand. Source: © ACLU ALCU Apple is once again the world's most valuable brand says Brand Finance The consultancy has valued Apple’s brand at $574.5 bn, ahead of second-placed Microsoft which has a brand value of $461.1bn.
#Cannes2025: 3 top creatives from continent named jury presidents Original
The Cannes Lions 2025 Jury Presidents have been announced with South Africa’s Joe Public’s chief creative officer, Xolisa Dyeshana named jury president for Audio & Radio and Vodacom Group’s managing executive: brand, marketing and communication, Andisa Ntsubane named Lions Scholarship jury president. For the first time, Egypt has a jury president with Ali Ali, co-founder and film director, Good People Films, heading up the Film Craft jury.
EXCLUSIVE: Meta's farewell to fact-checking; bad news for brands Original
Advertise your job vacancies 2 days7 days30 daysBy Industry Show more Meta’s decision to end third-party fact-checking on Facebook, Instagram, and Threads will have profound implications for users, communications professionals, and marketers.
#BizTrend2025: Nfinity’s Albert Makoeng - The rise of creator-led commerce a profound shift in media consumption Original
Advertise your job vacancies 2 days7 days30 daysBy Industry Show more Media Trends sponsored by How is it possible that a YouTuber’s staged boxing match can draw almost as many viewers as the Super Bowl? Jake Paul and Mike Tyson recently raked in a combined $60m from a Netflix event that attracted 120 million viewers—so many that the streaming platform struggled to handle the overwhelming demand.
Dis-chem annual profit down 1.6%
South African pharmacy chain Dis-Chem Pharmacies reported a 1.6% decline in full-year earnings on Friday, and declared a final dividend of 22.49%. A person walks past a Dis-Chem Pharmacy outlet in Cape Town, South Africa 22 February 2024. Source; REUTERS/Esa Alexander/file photo. The group's headline earnings per share, a key profit measure in South Africa, fell to 114.7 cents in the year ended Feb.29 from 116.3 cents in the same period a year earlier.
Forging the influential bridge: Where do brands intersect with real campaign success? Original
In the world of influencer marketing, brands often struggle to align their needs with the offerings of creators and influencers. At the same time, running truly successful campaigns requires finding the sweet spot where brand goals intersect with what the creators have to offer. This disconnect often results in a misalignment of goals between brands and marketers on one side, and creators and influencers on the other, within the same campaigns.
Game changer: How data science is reshaping esports Original
Gaming has transformed into a $168bn industry, establishing itself as the leading sector in entertainment. Its pervasive culture is evident in various forms of media, including film, TV, books, and fashion, influenced by iconic games like Super Mario Brothers and Street Fighter. In South Africa, the video games market is projected to reach approximately $72.35m in 2024, with an annual growth rate of about 5.93% projected through 2027.
From mention to movement: The influencer marketing evolution
One night, with only the soft illumination of a lone desk lamp, a marketing manager at a growing brand stumbles upon a mention on Instagram. It's from an influencer, someone not yet on the mainstream radar but with a fiercely loyal following, sharing a candid moment that unexpectedly includes the brand's product.
Influencer marketing: A symbiotic relationship for brands and influencers
With brands placing a growing focus on innovative methods to connect with consumers, social media has become an essential marketing channel. Influencers are increasingly utilising these platforms to promote brand products and services, providing brands with the opportunity to connect with new customers and strengthen loyalty among their existing customer base.
Influencer marketing: A symbiotic relationship for brands and influencers
With brands placing a growing focus on innovative methods to connect with consumers, social media has become an essential marketing channel. Influencers are increasingly utilising these platforms to promote brand products and services, providing brands with the opportunity to connect with new customers and strengthen loyalty among their existing customer base.
Understanding the rapid transformation of the social media landscape
In the past few years, the landscape of social media has undergone a rapid transformation. From the days of poking, absence of Facebook walls, and the absence of emojis, we have now entered an era where a multitude of networking platforms flood the digital world, evolving at a pace as swift as the click of a "like" button. According to , by October 2023, almost five billion people were using social media. That's about 93% of everyone who uses the internet.
Transforming marketing strategies through actionable KPIs
Businesses often struggle to match their big spending on marketing with the small returns in actual sales. This gap between what they invest in attracting leads and what they actually sell highlights the need for a rethink in their marketing strategies. In simpler terms, they need to find better ways to make sure their marketing efforts lead to more sales. The need for actionable KPIs In this context, the pivotal role of clear, actionable KPIs becomes evident.
Budget shifts, market lifts
In the aftermath of the budget speech, it’s not uncommon to see businesses clutching their wallets a little tighter. The immediate reaction often zips straight to cost-cutting mode, where marketing budgets might be the first on the chopping block. Yet, cursory slash in marketing investment, as some savvy minds would argue, could be a classic case of being penny-wise but pound-foolish. In the mix of marketing strategies vying for a slice of your revised budget, influencer marketing stands tall.
Transforming marketing strategies through actionable KPIs
Businesses often struggle to match their big spending on marketing with the small returns in actual sales. This gap between what they invest in attracting leads and what they actually sell highlights the need for a rethink in their marketing strategies. In simpler terms, they need to find better ways to make sure their marketing efforts lead to more sales. The need for actionable KPIs In this context, the pivotal role of clear, actionable KPIs becomes evident.
Influencer marketing: The key to resilience in uncertain economic times
In the aftermath of the budget speech, businesses often tighten their purse strings, with marketing budgets frequently being the first to face cuts. However, some experts warn that hastily reducing marketing investment could lead to greater financial losses in the long term, despite short-term savings. The science of influencer marketing In the mix of marketing strategies vying for a slice of your revised budget, influencer marketing stands tall.
#BizTrends2024: Dale Hefer - The year marketers become user-wranglers to get more from less
Constrained purchasing power in markets around the world means heightened competition for hard-earned currency. Marketers must come up with fresh and clever strategies to get more from less. Image supplied. Dale Hefer, CEO of the Nedbank IMC, says in 2024, the year of shrinking marketing budgets, marketers will have to get more from less Into the omnichannel mix, users will become important message creators and disseminators.
The 60-plus consumer: South Africa's untapped market opportunity
The group of individuals aged 60 and above in South Africa represents a demographic with substantial consumer potential and is considered the most valuable generation for marketing efforts. Combining longevity with ambition, purpose, and wealth, this cohort has consistently defied trends over the decades. Targeting the 60-plus consumer presents a lucrative opportunity yet to be fully explored.
MSC Cruises launches global integrated marketing campaign, For a greater beauty
Today, 22 January, MSC Cruises launched For a greater beauty, its brand new global integrated marketing campaign.
#OrchidsandOnions: Betway stands out at SA20 cricket league
I’ve always been sceptical about the marketing value of putting branding or logos on sports kit. The question I ask is: Does it actually sell your product or did you put it there because the CEO/marketing director likes that particular sport?
#BizTrends2024: The influencer gold rush - amping up budgets by 30%
Social Media Trends sponsored by We all know that the digital landscape is evolving—fast! If you're anything like me, you feel like you can't even afford to blink in case you miss out on the latest marketing trend. That's why I'm advocating for a bold (but necessary) move for South African businesses: to stay ahead, consider increasing your influencer marketing budgets by 30% for 2024. Before you think I'm crazy, let's talk specifics. Albert Makoeng is the head of sales at theSALT. Source: Supplied.
The ho-ho-ho holiday shopping trends of 2023
‘Tis the season to be jolly smart (and fast!) to capitalise on trends influencing when and how people shop and to bump up sales during the festive period. Here, influencer marketing group, Nfinity Influencer, looks at key trends defining ecommerce, why influencer marketing is the sharpest tool you can use, and how to engage with social media influencers in ways that will not only get ‘buy’ buttons clicking but also all your brand bells ringing.
DStv Content Creator Awards 2023 to shine a light on people who make us feel good
Image supplied. The second annual DStv Content Creator Awards is open for entries The Awards, for South African content creators, brands, influencers and agencies, recognises the best piece of content or platform online. Last year saw the inaugural awards recognise the likes of Nadia Jaftha, Donovan Goliath, Lemii Loco, Coconut Kelz, Siv Ngesi, Rudi Smit, Kim Jayde and the other 2022 winners.
Survey of nano influencers provides insights that affirm the growth of the creator economy
“We set out to conduct the largest research survey of its kind with our extensive database of nano influencers. Every respondent that took part had recently been involved with one of our influencer campaigns,” says Albert Makoeng, head of sales at theSALT. “The results uncovered that the conversations held by the influencers about the brand went beyond the obvious posts online, into the real-world and onto dark social, which is incredibly powerful in the world of word-of-mouth marketing.
4 data touchpoints to lead influencer marketing
Source: © Omkar Patyane pexels There are four crucial touch points where data can be used to lead influencer marketing In South Africa, influencer marketing has become increasingly popular over the past few years, with a growing number of brands turning to social media influencers to reach their target audience. According to a report by Webfluential, the industry is worth around R1 billion per year.
WPP puts money where its mouth is with acquisition of influencer marketing agency, Goat
Source: © George Milton pexels Influencer marketing is a key growth priority says WPP as it acquires Goat “Our clients are increasingly planning budgets at a global scale and require partners that have the global reach to help deliver, whilst driving engagement and impact at a local level. Goat's proven track record in the influencer marketing space paired with GroupM's record of excellence will continue to build on our unparalleled expertise in this area.," says Read.
5 influencer marketing trends to follow in 2023
Below are five of the influencer marketing trends worth noting to keep your brand and business ahead of competitors, while investing in an increasingly important marketing channel that shows no sign of falling to the wayside any time soon. 1. Video content is king This isn’t the first time you’re going to read that video content is king and it won’t be the last.
A "Prime" example of the strength of influencer marketing
Source: Instagram Instagam Logan Paul and KSI founders of the global hydration drink phenomenon, Prime Checkers announced on 30 April that the brand would be available in most of its stores from midday on 1 May and that customers could place advance orders on the app Checkers Sixty60 from 10om, 30 April. The online stock was sold out in one and a half hours. In-store purchases were limited to eight per customer – two per flavour (Ice Pop, Blue Raspberry, Lemon Lime, and Tropical Punch).
#BizTrends2023: Great people, culture and partnerships offer the perfect recipe to shine in 2023
Niamh NicLiam, Director: Growth & Partnerships at Incubeta The best and only way for brands to navigate the year ahead will be through a razor-sharp focus on people and organisational management, as well as building stronger, more value-driven partnerships between brands and their agencies. Consumers will shift their behaviour and brands must react No-one has escaped the impacts of the inflationary pressures and the impact on consumer spend will be felt for many months to come.
#BizTrends2023: The politics of marketing in 2023
Always judging Perhaps the most critical of the mega-trends is the politicised culture which we find ourselves in. Since 2020 there has been an acceleration of online and offline sociopolitical activism, with vast audiences of netizens who have grown increasingly vocal in “calling out” brands, people, institutions and organisations that take actions which do not align with their personal belief systems.
Liver King: How the rise of mega-influencers has put consumers at risk
These days, anyone can make money online by building a brand around being themselves – or not – as Liver King, an extremely buff fitness creator recently found out. Liver King, is the social media personality of Brian Johnson, a muscular and often shirtless TikTok star who promotes “ancestral living” as something he does to be “strong, healthy and happy (autoimmune-free, eczema-free, allergy-free, fatigue-free”.
#BizTrends2023: Post-pandemic, CMOs face unknowns head on
Linah Maigurira. Source: Supplied. The war in Ukraine and the resulting humanitarian catastrophe has had wider geo-political and economic implications. Tough GDP forecasts, falling consumer confidence, tight labour markets, disrupted global supply chains and rising energy and food prices. From conversations we have had with CMOs across EMEA, we’ve seen a few core trends and priorities emerge for 2023.
#BizTrends2023: Add the nano-influencer to your marketing arsenal
Albert Makoeng. Source: Supplied. While that is all fundamentally correct, we’re increasingly seeing a shift in the trend of who brands consider to be influencers that are worthy of their interest and investment. Enter the nano-influencer! On the surface, a nano-influencer looks like a regular social media user who shares pictures and videos to Instagram, Facebook, or TikTok, just like the rest of us, and they’d probably be the last person to call themselves an influencer.
The human element of influencer marketing
Social media has become a vital component of any brand’s marketing strategy. Not because it’s the top internet activity, with users globally spending more than two hours and 29 minutes daily on social media platforms. And not because of the immense potential for reach on the platforms, which can put your brand in front of thousands (if not hundreds of thousands) of people in just a few clicks.
Influencer marketing is a tangible driver of brand performance
[PRESS OFFICE] I’ve worked in the dynamic world of media for more than 16 years, and my expertise spans from free-to-air television to video on demand subscription services. It was always exciting to see commercials flight from various projects that I was involved in. Some of my favourites were the 2010 FIFA World Cup, Top Gear, the Star Wars Pop-up Channel, SA Idols, and many more. There have been some marketing challenges along the way.
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