Zuko Komisa
- South Africa’s social media reach has hit 29.1 million adults, covering 65% of the population.
- Success in 2026 hinges on emotional storytelling and the synergy between AI and human creativity.
- Expert Miliswa Sitshwele identifies authentic brand-consumer connections as the year’s primary driver.
The digital arena is evolving at a breakneck pace, fundamentally altering the relationship between brands and consumers.
In 2026, success is no longer just about visibility; it is defined by emotional storytelling and a seamless integration of human ingenuity with AI-driven efficiency.
South Africa remains a powerhouse of digital engagement, with 29.1 million active social media users aged 18 and over.
This figure represents approximately 65% of the adult population, offering a massive, yet highly discerning, audience for marketers to engage.
Kaya Biz with Gugulethu Mfuphis spoke to Miliswa Sitshwele, Head of Social Media at Flow Communications, who shared how the current trend shifts away from polished corporate messaging toward radical authenticity.
According to Sitshwele brands that thrive are those that prioritise genuine connection over mere broadcasting, ensuring that technology enhances, rather than replaces, the human touch.
Listen to the full conversation here:
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