Who wants to be an influencer?

Globally, influencing has become a top career aspiration for the younger generations. According to decision intelligence researchers Morning Consult, a whopping 57% of Gen Z would become influencers if given the opportunity.

53% of the survey respondents regard influencing as a respectable career. The majority said they would be willing to leave their current jobs if they could sustain their lifestyles as influencers.

Several factors are driving this emerging and fast-growing 21st-century career path. Firstly, the money is clearly there to provide livelihoods for influencers. According to The State of Influencer Marketing Benchmark Report 2024, the growing global influencer marketing industry is projected to reach a staggering USD 22.2 billion in 2025. In South Africa, Statista estimates that the equivalent of USD27.14 million will be spent on influencer advertising this year.

With this high level and ever-increasing investment, it’s not surprising that the influencer marketing industry is becoming more formalised. This opens up opportunities for content creators to learn and develop in line with industry standards such as the IAB South African Content Creator Charter and become more strategic in carving out a career for themselves.

Dentsu was one of the first agencies in South Africa to adopt this charter.  Emma Odendaal, Head of Influence for Dentsu EMEA, says, “We fully support an ethical, transparent, inclusive and professional industry for creators and brands. While marketers are responsible for their decisions around their influencer marketing campaigns, content creators are accountable to their communities. At Dentsu School of Influence, we empower content creators with industry knowledge that enables them to make responsible and ethical decisions regarding their participation in influencer campaigns. This is vital to their success because the robustness and sustainability of the communities they have created depend on their trustworthiness and authenticity.

“Influencers need to know how to fully comply with industry regulations, which includes making full disclosures when it comes to paid and sponsored content. They need to be adept at identifying and avoiding misleading or false claims. When it comes to community-building, they need to be skilled at doing this organically and avoid tactics such as buying followers, views and engagements. They must also be scrupulous about sharing honest opinions and collaborating only with brands that genuinely align with their values.”

The Dentsu School of Influence’s inaugural cohort, the class of 2024, saw 8 promising young South African influencers immersed in 1000 learning hours. Participants were exposed to the mentorship, thought leadership, and deep experience of 25 industry experts. Working collaboratively, the 2024 cohort completed seven learning modules and seven assignments that boosted their understanding of influencer marketing and gave them practical tools to grow and succeed as content creators and influencers.

Participation in the Dentsu School of Influence programme resulted in measurable results. Students used their new-found knowledge to boost their followers, achieving follower growth of up to 11.5%. The latest benchmark data from Creator IQ sets an engagement rate of 0.97%, but Dentsu School of Influence students outstripped this tenfold, achieving engagement rates of up to 10.4%.

Enthusiasm, a natural flair for creativity, a passion for the digital landscape and a drive to succeed are some of the attributes Dentsu will be looking for in selecting its 2025 cohort. With South Africa’s high youth unemployment and the skills development gap in mind, Dentsu is excited to invite all interested South African citizens over 18 with matric qualifications to apply. Applicants must have between 1500 and 10,000 followers on Instagram, TikTok or YouTube to be eligible for this opportunity.

The carefully selected class of 2025 will embark on a six-month journey that will give them a solid foundation for a content creation career and the skills, tools, and connections to supercharge their trajectory. Successful applicants will be exposed to exciting learning opportunities that will enable them to develop mastery as influential influencers. Some topics include Content Creation 101, Mastering Platforms, Money Matters, Working with Brands, Building Your Brand, and Ethics & AI.

Aspiring content creators can apply here. Applications are open from 28 October 2024 to 8 November 2024. Successful applicants must be based in Cape Town for the programme duration from 1 February to 31 July 2025. Students will receive a monthly stipend.

For all application criteria, terms and conditions, please click here.

Odendaal concludes, “This is a one-of-kind opportunity for South Africa’s content creators to take the work they love to the next level. The influencer marketing sector is growing and is always looking for smart, fun and responsible creators they can partner with. To stand out in the highly competitive digital landscape, creators need specialized know-how and top navigation skills. Dentsu School of Influence offers the opportunities to be mentored and trained by the best in the business and to take practical steps to grow your followers and strengthen your community. With commitment to your personal development, your dreams of becoming a successful influencer can become your reality.”