Entrepreneurship Zone: 12 March 2024 :: South African CEO on the changing dynamics of influencer marketing

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Entrepreneurship Zone: 12 March  2024 :: South African CEO on the changing dynamics of influencer marketing

 

	
 


 


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In the early years of South African clothing and accessories brand Freedom of Movement, Instagram was relatively new, and the company successfully leveraged it to promote its products. Influencers were given products for free in exchange for promotion on social media, without any direct payments.

However, co-founder and CEO Léan Boezaart observes that this strategy has become less effective as Instagram has grown more saturated. He points out a growing inauthenticity in influencer marketing, as influencers often indiscriminately endorse products. “Now people see way past it; they don’t take it seriously if they can see that it’s just sponsored content.” Currently the company focuses on working with influencers who align with its brand, rather those who have the most followers. “You can actually get a lot more out of smaller, micro-influencers that just like the product and want to be seen as someone owning this product,” he adds.

Boezaart admires Patagonia for how it has grown a massive global brand while staying authentic. “They are so authentic in the way they communicate and connect to customers. That customer connection that they’ve managed to establish is unbelievable and that’s sort of my number one focus – making sure that Freedom of Movement connects to our customers. If we don’t connect we are just selling products and if you are just selling product, you are going to lose in the end game,” he notes.

 



A screenshot from Freedom of Movement’s Instagram page.

 

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DISCLAIMER: This report has been prepared by Bulls ‘n Bears, a division of Faith Capital (Pvt) Ltd for general information purposes only and does not constitute an offer to sell or the solicitation of an offer to buy or subscribe for any securities. The information contained in this report has been compiled from sources believed to be reliable, but no representation or warranty is made or guarantee given as to its accuracy or completeness. All opinions expressed and recommendations made are subject to change without notice. Securities or financial instruments mentioned herein may not be suitable for all investors. Securities of emerging and mid-size growth companies typically involve a higher degree of risk and more volatility than the securities of more established companies. Neither Faith Capital nor any other member of Bulls ‘n Bears nor any other person, accepts any liability whatsoever for any loss howsoever arising from any use of this report or its contents or otherwise arising in connection therewith. Recipients of this report shall be solely responsible for making their own independent investigation into the business, financial condition and future prospects of any companies referred to in this report. Other  Indices quoted herein are for guideline purposes only and sourced from third parties.

 


 

 


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