In today’s fragmented media landscape, capturing and holding attention has become one of the toughest challenges for marketers. Consumers gather in digital “passion playgrounds” around shared interests, seamlessly moving between communities that shape culture in real time. Traditional advertising often fails here, as audiences swipe past or block intrusive content. Instead, the conversations that matter most happen in the feeds of influencers and creators.
New research, the Influence to Impact Study by dentsu and Lumen Research, highlights just how decisive this shift has become. Influencer-led brand content consistently outperforms content pushed from brand accounts, showing that marketing success increasingly lies in collaboration with creators rather than in control.
Information builds trust; entertainment holds attention
Shorter attention spans and scattered audiences have forced brands to work harder with every impression. According to the study, influencer content is watched 73% longer than brand-led creative (7.3 seconds versus 4.2). In an environment where most advertising is skipped in under a second, this is a game-changer.
Two standout insights emerged:
- Informational influencer content outperforms. When creators deliver product reviews or recommendations, audiences pay closer attention and respond with greater trust.
- Entertainment fuels connection. Skits, humour, and playful creativity hold attention and deepen brand affinity.
Why influencers matter in South Africa’s attention economy
As Lebogang Moerane, Head of Social & Influence at dentsu Creative South Africa, explains: “ Gen Z values authenticity and personalised experiences, which is why a brand endorsement from a micro-influencer can be much more effective at winning attention than a celebrity ad campaign.”
The real power of influencers lies in authenticity. Their content feels less like advertising and more like genuine conversation. For Gen Z especially, this is non-negotiable. They want brands to “show up where they are, speak in the formats they like, and respect the dynamics of influencer-led communities.”
Moerane notes that micro-influencers often have stronger engagement than high-profile personalities: “The number of followers an influencer has is not as consequential as the quality of their engagement. Micro-influencers often drive the most relevant conversations around a brand.”
Training and mentoring the next wave of creators
South Africa’s growing creator economy is also driving professionalisation in the space. Programmes like the dentsu School of Influence equip young influencers with not only creative and strategic skills but also an ethical framework to balance authenticity with commercial impact.
This training ensures that emerging creators can build sustainable livelihoods while contributing meaningfully to the marketing ecosystem. As the study confirms, influencers are no longer an optional extra – they are central to capturing attention, shaping culture, and ultimately converting brand outcomes.
The new rules of collaboration
For marketers, working with influencers requires nuanced collaboration. Trying to control their personal branding undercuts the authenticity that makes them valuable. Instead, respecting the social dynamics of their communities is essential.
Moerane concludes, “In striving to stand out in an overcrowded online world, many influencers have become wonderfully adept at getting what brands really need – attention. Working successfully with influencers means understanding how influencing works and respecting the creativity of these modern, youthful, and aspirational communities.”
