Once upon a boardroom meeting, a brand manager said, “Let’s collaborate with a creator!” And for once, it wasn’t just to flog products in a 15-second Reel with dodgy lighting and a dance challenge no one asked for. South African brands are finally waking up to the realisation that creators are not just walking billboards – they are cultural strategists, plugged into the times like load shedding is plugged into our national mood.
In 2025, the influencer-strategist line is blurrier than the quality of a YouTube vlog made in 2012.
Enter the Creator x Corporate Crossover, where brands are not merely slapping logos onto content but actively co-creating strategies with creators who are more familiar with the streets (and streams) than many agencies’ PowerPoint decks.
NOT JUST A PRETTY FACE (OR FEED)
The rise of creator strategy is simple: audiences trust creators. Not in a “tell me what to buy” way, but in a “tell me what matters” way. Creators understand micro-communities, social sub-cultures, and what gets their followers double-tapping or rage-commenting. And that insight is marketing gold and can only be accessed through the creator community.
Think Lasizwe Dambuza and Fanta South Africa. This wasn’t just a cool collaboration with bright colours and quirky skits – this was strategic genius. Lasizwe wasn’t just hired as talent but as a co-creator of the #WhatTheFanta campaign. He infused the brand with Gen Z culture, slang, humour, and that all-important “SA X voice” that can’t be faked. The campaign didn’t just trend – it lived and breathed in memes, TikToks, and WhatsApp groups. Not only because it was real, but also because Lasizwe had a place at the Fanta strategy table, not just the content one.
FROM CONTENT CREATORS TO CULTURE ARCHITECTS
Other brands have also clocked this. Castle Lite did not cast Uncle Vinny for vibes when they launched their “Lite’n Up” campaign. They tapped into his deep understanding of youth culture and music scenes to craft events and social moments that felt authentic. It was not brand-led, it was community-informed.
Woolworths, usually more put together than a Sandton brunch gathering, loosened up by re-purposing content from Kay Yarms, through digital content storytelling for beauty products. The result? Relatable, aspirational user generated campaigns that didn’t scream “corporate” but whispered “girl, this is for you”.
SO, WHY IS THIS STRATEGY WORKING?
Let’s unpack it like a Shein haul.
Creators = Cultural Context: The papercut Marketers still don’t know what “delulu” is. Creators already did a 3-part series on it.
Audience Trust: Social Media Followers already know when a creator is just reading off a script. Co-creation ensures the message still resonates with them.
Agility: Creators move faster than your Q2 planning session. They can respond to trends as they happen, not after the approvals chain.
Storytelling That Resonates: Brands sell. Creators tell stories. There’s a difference – and it’s evident in the engagement.
THE SHADE OF IT ALL
Let’s get real – there are still brands that treat creators like glorified interns. “Here’s the brief. Make it go viral.” But creators are pushing back, insisting on a seat at the boardroom table. Because who better to define a brand’s voice than the individuals already shaping the culture?
Corporate South Africa is (slowwwwwwwly) catching up. Savvy brands are ditching the spray-and-pray influencer model for long-term, insight-driven partnerships. Think creator advisory boards, co-product development, and strategy sessions where the creator doesn’t just make a cameo – they’re the lead. Now, if that is not a way to shake up a brand’s strategy, what is?
MY EPILOGUE
We’re in the Creator-as-a-Consultant era. Buckle up for more brands hiring creators on retainer – not just to post, but to plan, to listen and to shape. And if your marketing team isn’t at least having one group chat with a content creator side-eyeing them and dishing real talk, what are you even doing?
The future isn’t just influencer marketing. It’s influencer thinking. And if you’re not bringing creators into the strategy room, don’t be surprised when your next campaign goes viral for the wrong reasons.
