IShowSpeed’s Visit to South Africa: A Powerful Moment for Brand and Influencer Marketing

Darren Watkins Jr, famously known as IShowSpeed, landed in Cape Town just before the New Year, hosting a massive New Year’s Eve livestream. His visit to South Africa was part of his Speed Does Africa tour, a 28-day journey across 20 African countries. Beyond the excitement of the tour, IShowSpeed used the opportunity to challenge stereotypes and showcase a more nuanced view of South Africa. During his stay, he immersed himself in local culture, languages and experiences.

From tasting traditional foods like umgqusho, tripe and pap on the streets of Johannesburg to trying childhood games such as onophuce and drifting, his visit offered authentic, on-the-ground insights into South African life.

IShowSpeed is more than an internet personality; he is a global brand. With millions of followers across platforms, his presence generates instant engagement, memes, clips, and trending conversations. His South African visit demonstrates how influencers can bridge cultures, introduce new audiences to destinations and create authentic global connections without traditional advertising scripts.

For South Africa, this translated into amplified visibility among international youth audiences who might never have engaged with the country’s culture, cities, or lifestyle content.

Authenticity over Advertising

One of the strongest takeaways from IShowSpeed’s visit is the power of authentic, unscripted content. Unlike polished commercials, influencer-led travel experiences feel real. Fans don’t just watch, they experience the destination through the creator’s eyes.

For brands: This reinforces a key principle of modern influencer marketing, audiences trust creators more than ads. Whether reacting to local food, music, fashion, or street culture, IShowSpeed’s raw engagement created organic promotion that no billboard or TV spot could replicate.

From a PR perspective: This visit acted as earned media gold. South Africa benefited from:

• Global exposure across TikTok, YouTube, X and Instagram

• Positive cultural storytelling driven by peer-to-peer influence

• Increased curiosity and engagement from international youth audiences

Opportunities for Local Brands

Brands operating in South Africa or entering the market can leverage influencer moments like this by:

• Collaborating with creators during visits or tours

• Supporting creator-led experiences and community interactions

• Co-creating content that celebrates local culture authentically

• Aligning with creators whose values match the brand voice

When executed well, these collaborations feel less like marketing and more like cultural exchange.

Key Lessons for Brand and Influencer Marketing

1. Gen Z Responds to Energy and Realness

Brands targeting younger audiences must prioritize creators who entertain, connect emotionally, and feel genuine.

2. Africa Is a Growth Market for Influencer Campaigns

African countries are cultural trendsetters, not just emerging markets. Global influencers visiting the continent create two-way value: global exposure and local relevance.

3. Experiences Beat Endorsements

Immersive experiences such as travel, culture, food, and people, create stronger brand associations and longer-lasting impressions than product placements.

4. Influencers Are Modern PR Channels

A single creator visit can outperform traditional PR campaigns, delivering reach, engagement, and sentiment in real time.

Tips for South African Influencers: Influence without Borders

IShowSpeed’s visit demonstrates that influence has no borders. Local creators can:

• Treat your culture as global content

• Be the bridge between local and international audiences

• Position yourself as a cultural ambassador

• Use moments like this to pitch partnerships

• Prioritize real-time content and engagement

• Tailor content for platforms your audience actually uses

• Be proud of your roots while speaking universal truths

• Collaborate with local businesses and tourism boards

Conclusion

In today’s digital-first world, creators are cultural connectors, and brands that understand this can build relevance faster and more authentically than ever. Tourism boards, lifestyle brands, and local businesses can learn that partnering with creators who naturally align with their audiences drives far-reaching impact without forced messaging.

For marketers and PR professionals, the takeaway is clear: Go where the culture is. Partner with voices people trust. Let the story travel naturally.

At Coral Communications, we connect influencers with brands and help brands reach the right audiences. We bring authenticity and credibility to every campaign, ensuring your message resonates and inspires engagement.

Connect with us.