BY PHUMZILE NDLOVU
MBABANE – Gone are the days where one’s only option of securing a job at any company was to apply; now, thanks to social media, one can monetize their content online, secure a gig, and smile all the way to the bank.
Bonkhe Shabangu, nick-named “Tadm,” who hails from Manzini Sigwe Inkhundla, is one of the success stories of our local brand influencers and proof that it is possible to make money from your own positive content. Which also speaks to being careful about posting stuff that can damage your chances of getting an opportunity to be a brand influencer or a brand ambassador? He is a brand influencer, a qualified teacher by profession, a published author, and he has his own clothing brand.
Sit back and find out how Shabangu manifested his dream of working with the giant mobile company, Eswatini MTN.
Where did you study?
I attended school at Ntshanini Primary School and Ntshanini High School. I hold a Bachelor of Science Degree in Agricultural Education, which I obtained from the University of Eswatini, Class of 2015.
I am currently employed as a teacher, posted at Ikhwezi High School, where I teach mathematics, science, and biology, a career path that began in February 2016.
How would you describe yourself?
I would like to describe myself as an author, lifestyle entrepreneur, and public speaker. I am immensely invested in engaging with young professionals, entrepreneurs, tertiary and high school students, as well as rural communities. I am the self-published author of a book entitled “A Journey to a Definite Place of Purpose,” published in March 2018. I am a Top-3 finalist in the Standard Bank Eswatini Brand Influencer Search (2020) Community Development category. I am also a seasoned key opinion leader and speaker with a record of invitations to schools, empowerment seminars, and tertiary institutions. As a speaker, I focus on practical selling skills, entrepreneurship, personal growth and development, influencer marketing, social media marketing, account management, and brand development.
When did you get your first gig with MTN?
I got my first gig with MTN Eswatini in September 2020. Initially, it was a contract for a month, which was eventually extended to two more months. I was initially engaged to be a brand influencer for an MTN SNAT DATA package, a campaign that was tailored for teachers to appreciate them for their hard work during the tough times of COVID-19. However, that campaign was suspended. The second campaign was the “Do the Most” campaign, which MTN was running in the first quarter of 2021. My brand influencer profile grew when I pitched myself to United Holdings Eswatini, an insurance company, and I was welcomed as their very first brand ambassador in March 2021 until December 2022.
What does being a brand ambassador entail?
The duty of a brand ambassador is to be a social link between the company represented and its target audience. Basically, a brand ambassador ensures that both offline and online, the brand of a company is received positively by the class or group of people who identify with the person partnered with as a brand ambassador.
Do you think we are at the level of having influencers who can actually make money out of it?
Definitely! We are at that level, regardless of being limited by the size of our economy. I think local companies are beginning to appreciate the impact of brand influencers, thanks to social media, which enables individuals to build audiences. Social media users are also gradually becoming aware of the concept of brand influencer marketing. Everyone has a voice now, but to make money out of it, it requires the mindset of a talent manager, an entrepreneur, and a freelancer. Companies are beginning to allocate budgets for influencer marketing campaigns since social media is evidently changing how people in their masses consume media. Currently, in the country, we have marketing agencies that identify influencers to partner with in driving campaigns for the companies that they provide marketing services to. Such broadens our creative industry in the process, since “content is king,” and we are also seeing enormous growth in the number of content creators and the quality of work that they produce.
What can you advise the youth about posting things that can damage their image?
Sadly, this is happening all the time. They say social media is the cancer of our time because of how things travel in that space. I mean, people will do anything to get more reactions because that is what is fulfilling to them—that they are loved and noticed. If we can sit down and engage deeply, I would advise people to take care of their brands, whether they are in business or not. Social media is a very toxic space, but it can be managed to a certain extent. This is possible by being choosy with the content that you consume and the content that you engage with. Social media can make or break you; hence, it would be of value to you to trend for the right reasons. I have had my fair share of experiences on social media that left me emotionally bruised and dented by reputation to a certain extent. Now that I am wiser, my message to the youth is: tread carefully and focus your energy on building your name with that online presence—get the right PR out of it, convert followers to customers, and change your life.
Tell us about your clothing brand
The clothing brand is called “Cotton Sway,” a street-culture clothing brand that I started in June 2020 and has since become a household name. Cotton Sway is currently shortlisted as a Top-5 Best Streetculture Wear category in the upcoming Eswatini Creators Awards for the year 2024. The brand has grown through daily visibility on social media and the support received from fashion lovers who identify with the lifestyle and movement of Cotton Sway.
What is your advice to an aspiring brand ambassador?
My advice to someone aspiring to be a brand ambassador is that the first step to take is establishing oneself as a personal brand. My favourite line about brands is that “products are made in factories, but brands are created in the minds.” This means that a person must carry themselves as a brand, because when you are a brand, you will understand how brands grow, and you will always be in search of the next big thing that your brand can pursue. Also, it takes time to build a brand. Therefore, the right time to start is now.
