As South Africa gears up for elections in 2024, political parties are turning to a new campaign
strategy – hiring social media influencers. The African National Congress (ANC), Democratic Alliance
(DA), and other major parties are paying popular influencers to promote their platforms and
encourage voting among youth. While innovative, this trend raises concerns about fairness in
political messaging.

Supporters argue influencer marketing allows parties to effectively reach younger voters who
increasingly get their news and opinions from social media personalities. Influencers have large
followings built on trust, so their endorsements carry weight. Sponsorships also provide parties cost-
efficient access to millions of engaged citizens.

However, critics say paying influencers undermines transparency about political advertising. It may
not always be clear to followers when content is paid promotion rather than organic views. There
are also no spending limits on influencer partnerships, giving resource-rich parties a potential
advantage.

Some question whether influencers will critically analyse party policies when on the payroll. Their
credibility depends on perceived authenticity, so endorsing parties could damage their brands if
seen as selling out.

While influencer marketing is standard practice for brands, politicizing it raises ethical concerns. Yet
parties maintain it’s a fair, modern strategy if disclosed properly. Strict regulations could help level
the playing field.

As social media saturation grows, influencer sponsorships offer parties invaluable exposure. But fair
elections demand transparent, accountable messaging. South Africa must balance innovation and
ethics as election campaigns evolve. With thoughtful policies, influencer marketing can be harnessed
responsibly to spur youth civic participation.