The quarterly report represents a structured datasets of South African influencer activity and provides benchmark insights into engagement rates, pricing, cost efficiency and creator demographics, says the platform.

 

 

According to Lit.africa, key findings include:

  • 84.46% of active creators are female
  • 57.01% are aged between 18 and 24
  • 45.38% of creators are based in Gauteng
  • nano creators deliver engagement rates of 3%, while micro creators reach 4%, and
  • cost per engagement drops dramatically at scale, from R7.01 (Nano) to R0.16 (Mega).

The report aims to confirm that while smaller creators drive high engagement intensity, larger creators provide superior cost efficiency for brands seeking scale, says the platform.

Entertainment creators deliver the most cost-efficient engagements at about R1.52 CPE, while Wellness and Self-Care sits at the premium end around R2.21, adds the platform.

According to Lit.africa, the data was calculated using a 35% trimmed mean methodology to eliminate outliers and provide stable, representative performance benchmarks.

"Brands and agencies can now forecast, compare and optimise influencer campaigns using structured national benchmarks — not guesswork," says the Lit.africa Team.

The report also aims to highlight a sharp efficiency curve in the market, with cost per engagement declining from R6.88 (Nano) to just R0.16 (Mega), demonstrating that large-scale creators deliver engagement at dramatically lower unit cost, adds the platform.

The State of Influencer Marketing report will now be released quarterly, aimed at enabling the industry to track pricing trends, engagement stability and regional shifts over time, concludes the platform.

For more information, visit www.lit.africa. You can also follow Lit.africa on Facebook, Instagram, or on TikTok.

*Image courtesy of www.lit.africa