South Africa's influential businesses have gone beyond stereotypes to sell perfumes, restaurants and clothing brands. It now involves discussion and promotion of ideas and political philosophies.
Ronel Gerber, general manager of Johannesburg-based marketing agency FGX Studios, told the BBC that marketing spend on hiring influencers had increased by 78% over the past three years.
“Influencers are the new buzz,” she said.
Beauty influencer Kay Yarms, who has over 500,000 followers on Instagram, used her platform to put this into action last February. Encourage your followers to register to vote.
The social media sensation posted a link to a new YouTube video on her Instagram Story, but redirected people to a voter registration website instead of new content.
One user said she wouldn't have signed up if she wasn't a beauty expert.
Rhodes University student Asithandile Mayongo, 22, said access to information on social media had made her more interested in the election, especially as a first-time voter.
“Social media has provided ample resources to learn about voting, the electoral process and political issues,” he told the BBC.
Other influencers have used comedy to stimulate discussion and get people to vote.
A video featuring 40-year-old comedian Bouwer Bosch's campaign promises has been viewed more than 2 million times.
In the post, he joked about the issues plaguing the current government and the country.
It's a humorous take on the current situation in South Africa, but it's also a way to push people into action.
“Comedy is like medicine,” he told the BBC, saying he hoped it could open dialogue and encourage people to become more involved in politics.
“I want to show people where we are and allow them to make their own informed decisions,” the comedian said.
Political parties also took note of this newfound influence.
Mahafa said he had been approached by political parties to encourage his followers to follow his direction, but he declined. He did not reveal which one it was.
He told the BBC that many influential people, big and small, had been approached by political parties and paid to push their propaganda.
Ms Gerber confirmed this was common practice.
Mahapa doesn't judge paid content creators because he believes South Africa's current economic situation, with unemployment at nearly 33%, is driving many people into despair.
