The Influencer Playbook, based on a survey of 560 influencers conducted over a three-month period, aims to provide transparency in the marketing landscape, particularly concerning influencer rates and expectations, says the duo. 

Braden Smulders, Head of Digital at The Racket Club and lead on the survey, says, "We recognised a significant gap in the market regarding reliable data on influencer engagement and payment. By partnering with YOUKNOW, we wanted to create a resource that not only informs but also empowers both influencers and agencies. The overwhelming interest from influencers in participating in the survey was a pleasant surprise and underscores the need for such insights."

Camille Darné, Head of Marketing at YOUKNOW, says, "At YOUKNOW, we're all about using our martech and data expertise to help local brands and agencies get real, useful insights. Partnering with The Racket Club on this benchmark report lets us highlight how influencer expectations are evolving and provides essential benchmarks for brands looking to get the most from their influencer campaigns. It's a great starting point for brands wanting to not only build stronger connections with their influencers but also take a step towards better measuring and analysing the success of their campaigns."

The Influencer Playbook reveals several key findings that challenge existing assumptions. Notably, influencers expressed a strong desire to be involved in the planning and briefing process early on to ensure authenticity in their content. They also indicated a preference for creative freedom which is essential for producing engaging campaigns. Surprisingly, the engagement rates of South African influencers surpassed those of their international counterparts, revealing the potential of this market.

According to the duo, other notable findings include:

  • nano influencers lead in engagement, achieving 1.16% above the average benchmark
  • the average cost for a nano influencer post is R2 693, and 
  • only 23% of influencers with fewer than 500,00 followers are managed by agencies.

Smulders adds, "Our goal is to spark conversations around fair rates and measurable KPIs for influencer campaigns. We believe that with the right data, brands and agencies can recognise the true value influencers bring to their marketing strategies while maintaining authenticity."

Individuals are encouraged to view The Influencer Playbook here.

The Racket Club and YOUKNOW conclude that The Influencer Playbook is set to change the way influencers and agencies approach collaborations by providing a foundation for informed decision-making that supports the overall effectiveness of influencer marketing in South Africa.

For more information, visit www.wearetheracketclub.com. You can also follow the Racket Club on Facebook, LinkedIn, or on Instagram. 

*Image courtesy of contributor