South Africa’s influencers, content creators, MCs, event planners and artists are experiencing a surge in demand this December, as brands, small businesses, and event organisers increase their marketing and event spending for the festive season.
December has become one of the most lucrative windows of the year for creators, with heightened opportunities for sponsored content, event appearances, and collaborations.
According to a recent report by IOL, 60% of South African brands that already use influencer marketing plan to increase their budgets and they’re realising the power of authentic content and the value influencers bring to campaigns, especially during the festive season.
Content creator, influencer, and MC Given Makua said December already brings a noticeable jump in bookings and brand interest.
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December is definitely the busiest month,” Makuse told Vutivi News. “Brands want visibility because people are spending, travelling, and engaging more online. As a creator and MC, I get more campaign requests and event bookings during this period.”
He explained that brands are increasingly approaching creators to promote products.
“Small businesses are also realising the value of influencers. Many are approaching creators like me to promote products and services during the holidays it’s a win-win for both sides,” Makua said.
Makua also highlighted the importance of careful planning and maintaining strong relationships with brands.
“Creators have to plan early. December can get overwhelming with multiple campaigns, event bookings, and collaborations. Staying organised and delivering on commitments is key to sustaining long-term relationships with brands and keeping your audience engaged,” he said.
Marketing strategist Luncedo Mtwentwe, at Vantage Advisory, told Media Updates that the spike in festive spending makes December a peak earning period for creators
“Digital marketing expenditure is rising sharply, and influencers are now key economic players,” Mtwentwe explains.
“Brands increase their marketing spend during December, and creators see heightened demand for sponsored content, event appearances, and collaborations.”
Event organisers are also fuelling the boom. With year-end functions, holiday festivals and corporate celebrations back in full swing.
According to Maggie Makhubela , an event planner based in Montana, most people fully book their December calendars months in advance.
“December is the busiest time of the year, and clients usually secure venues, artists, and influencers well ahead of time,” Maggie explained.
Makhubela also added that early preparation is crucial for both creators and businesses looking to capitalise on the festive season.
“This means creators and MCs who plan early are more likely to get booked and earn higher rates. Brands also benefit because they can coordinate campaigns and events without last-minute pressure,” adds Makhubela.
