From dropping chart topping hip-hop albums, scooping coveted awards and filling up a stadium, Cassper Nyovest has proven himself to be a major force in African entertainment industry. The recent debut of his much anticipated single, Tito Mboweni, and the massive social media frenzy it caused proved further that his every career move is an event.
In their latest South African social media landscape report, World Wide Worx has singled out Caspper for having one of the most effective individual efforts in leveraging social media. South Africa’s Social Star of the Year award is presented annually in conjunction with the release of the South African Social Media Landscape study, based on either superlative performance or on being a significant role model in social media achievement.
Cassper Nyovest’s social media numbers are impressive, at the time this report was put together he had 1 million Instagram followers, 639 000 Twitter followers, and almost 2-million Likes on Facebook. As I wrote this piece he was sitting with 862 000 Twitter followers and 1.3million on Instagram.
World Wide Worx attributes his social media star power as resting on the manner in which he has used social media as a career-building platform. He had already shown that he could fill a massive entertainment venue through leveraging a hashtag: on 31 October 2015, the #FillUpTheDome campaign attracted 20 000 people to the TicketPro Dome.
He made history again with his follow-up event on 29 October 2016 #FillUpOrlandoStadium, as the first African-based artist to have a sold out stadium concert. An estimated 40 000 tickets were reportedly sold for that concert. He also co-branded a smartphone launched by AG Mobile, called the #Hashtag.
In combination, these activities are regarded by the researchers of the SA Social Media Landscape report as the most dramatic set of social media interventions in SA for the past year. This information about Cassper, as sold to companies and private investors as part of the industry sector report (and by the way the full report costs R16 000) has a direct impact on the star's bankability power. Expect more brands to come knocking on his door... I see more Bentleys in his future.
While Cassper has proven that he has a massive fan and social interest pull, its having market researchers acknowledge his power that that will set him up to continue making good money. It is no surprise that just three months into 2017 he is already being cut cheques from huge brands like Ciroc.
By comparison to his peers, this annually report validates what I have shared many times on this platform; Influence and brand power is not always just about numbers. For instance, Bonang has a whole lot more followers than Cassper. She sits with almost 2million Twitter followers, 1.96million to be exact, and a further 1.5million on Instagram. She is the most followed celebrity in South Africa, however, she has never been named a Social Media star in this report.
The accolade in years past went to Nadav Ossendrywer, founder of Latest Sightings, in 2014 for having built the biggest YouTube channel in SA while still at school. In 2015 it went to Trevor Noah, who built the most powerful cross platform social media following yet in SA before heading off to the USA to host The Daily Show.
The lesson here is that if you want to build an attractive brand to marketers and investors, do not just chase the numbers. It is how you leverage your platform that will make you a bankable star to brands.
Congratulations to Cassper !!!
Congratulations to Cassper !!!