Africa’s economic reset requires moving from ambition to execution
The Africa Commerce Convergence Summit keynote address identified four elements that must converge if the continent is to achieve a meaningful economic reset.
INFLUENCERS
Chinese government moves to limit the power of some influencers
By our News Team | 2022
Influencers selling products through live-streamed events must show they have qualifications to discuss medicine, law and other key topics.
Civil society groups, governments and marketers themselves have long been concerned about the near-unfettered power of social media influencers on topics about which the have no expertise – medical and health advice being among them.
Now the Chinese government has moved to limit the power of influencers in that country by requiring live-streamers to have appropriate qualifications to talk about and promote products in fields such as law, medicine, education and finance. The new regulations were announced in late June.
Photo by Hitesh Choudhary from Pexels
Live-streamed online events in which popular in influencers can sell millions of dollars’ worth of goods within hours are common in China, and it appears to be these activities that authorities want to control more closely.
Already live-stream influencers may not show food waste, excessive luxury goods or an extravagant lifestyle, and content should not be sexually suggestive or provocative. Any online activities that may relate to politics, government activities or official leaders have long been heavily policed.
Clean up China’s very popular live-streaming sector
“The latest rules continue Beijing’s efforts to clean up its extremely popular live-streaming sector that involves some of China’s biggest companies – from Tencent and Alibaba to TikTok-owner ByteDance,” US news broadcaster CNBC reported.
Influencers are now required to show their appropriate qualifications to the live-streaming platform they use. Those qualifications must then be reviewed by the platform.
“Over the past 16 months, China has enacted new regulations across different areas of the technology sector in a bid to reign in the power of its once free-wheeling tech giants. There has also been a push for greater control over areas Beijing sees as influencing society including video games, livestreaming and celebrity culture,” CNBC said.
“Last month, Chinese regulators banned children under 16 years old from watching livestreaming content after 10pm and buying virtual gifts for influencers,” the broadcaster added.
According to a Chinese government notice: “Live-streaming hosts shoulder important responsibilities and play an important role in disseminating scientific and cultural knowledge, enriching spiritual and cultural life, and promoting economic and social development.”
Momentum Group appoints chief marketing and communications officer
Vongani Mageza brings more than 20 years’ experience across financial services and FMCG) companies such as FNB and Diageo.
AI and algorithm-led engagement among the challenges facing marketers
AI agents will influence shopping, algorithms will supersede social connections, and the clip economy will change how brands connect.
Absa bank launches pan-African campaign with athlete Eliud Kipchoge
The brand partnership includes a new TV commercial featuring Kipchoge, digital storytelling, wellness initiatives and community programmes.
How traditional trade is being reimagined, but remains ‘traditional’
Modern retail in Africa is still dwarfed by the traditional trade. Marketers who dismiss this relationship-heavy retail model do so at their peril.
How luxury brands become a source of meaningfulness for employees
Research finds brands don’t just sell products. They can also provide employees with stories through which they feel their work is meaningful
Redefining honesty in a crisis: Why truth alone is not enough
Honesty must be demonstrated through transparency, accountability and action – shaping both reputation and future trust following a crisis.
Lesotho bank’s culturally intelligent campaign beats bigger rivals
In the funeral plan category, where most advertisements look like an obituary, Standard Lesotho Bank opted to ‘sell the cow’, not the policy.
AMC magazine brings latest news and insights for Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Global study of marketers and agencies is coming to Kenya for first time
CEO of Scopen says the expansion into East Africa is a natural progression following the success of the research in South Africa.
Huge African and Caribbean trade potential can be unlocked, study finds
Report says around 80% of Africa’s annual goods export potential to the Caribbean remains untapped.