Even before the advent of the Covid-19 pandemic just under a year ago, one industry that many observers were getting ready to count out was what is often called the "social media influencer" industry.
Stories mushroomed here and there about this and that social media sensation with a million followers that failed to sell a hundred T-shirts, despite their enormous following on various major social media networking platforms.
When the pandemic hit, the media and advertising industries were rocked, with South African publications effecting painful pay cuts, considering lay-offs and in one case, even closing their doors for good.
