These incidents are no longer isolated. They spotlight the urgent need for greater transparency, ethical guardrails and smarter partnerships between brands and influencers. In a fast-evolving digital ecosystem, working with a strategic agency is no longer optional; it's essential.

Not long ago, celebrities were distant figures, polished icons that were unreachable. Today, influencers and celebrities are our friends in digital. They live in our phones, shape our thoughts, have the audience by the ear and blur the lines between friend, expert and salesperson. With just a smartphone and a social following, influencers are now commanding attention, income and in many cases, power.

"The rise of South Africa's influencer economy has transformed how brands connect with audiences. Ad spend is shifting to creators, and consumers increasingly trust influencer recommendations over traditional advertising and media," says Bradly Howland, CEO of Alkemi Collective, a communications and marketing agency in Cape Town.

According to Matter Communications, 69% of consumers trust influencer recommendations, and they are more likely to make a purchase through social media. So yes, influencer marketing should absolutely be part of your brand's strategy — but not at the cost of credibility.

While influencers can drive engagement and sales, today's audiences (especially Gen Z and millennials) are more discerning. They're not just watching, they're interrogating. They can sniff out transactional content in seconds and are quick to unfollow when partnerships feel inauthentic or misaligned with values.

This growing scepticism has sparked the rise of de-influencing: a movement where users encourage others not to buy certain products, especially when promoted by influencers who appear disingenuous or profit-driven.

"We're seeing consumers demand more accountability and alignment. Influencer marketing can't be about reach and impressions alone," says Howland. "It needs to be rooted in shared values, long-term trust, and genuine connection."

But even the best crisis plan is just a starting point. As the creator economy matures, the future of influencer marketing lies in intentional storytelling, authentic alignment and ethical influence. Brands need to prioritise creators who reflect their values, who are invested in the communities they serve, and who see their platforms as more than just ad space.

"The brands that will thrive are the ones that embrace this shift," concludes Howland. "In a world where attention is fleeting, trust is the most powerful currency you can earn."

Influencer marketing isn't dead. But the old rules no longer apply. It's time to stop chasing virality and start building value.

For more information, visit www.alkemi.global. You can also follow Alkemi Collective on Facebook, LinkedIn, or on Instagram.

*Image courtesy of contributor