Watch what you watch and who you listen to

Eunice Victoria is an Integrated Marketing Communication Consultant and Founder of Skills to Grow Africa.

Influencer marketing has become one of the most powerful tools for driving sales in 2023. In fact, According to The Influencer Marketing Benchmark Report 2023, influencer marketing is expected to grow to be worth USD21.1 Billion in 2023.

With this trend, more people and organisations are getting serious about content creation with some coming up with desperate challenges to get followers and engagement. In September, a 14-year-old teen died after eating a notorious spicy chip in a viral challenge on social media.