Drawing on insights from the Kenyan election case study, this report investigates South Africa’s online influence ecosystem during the May 2024 general election. It reveals a mix of politically motivated and commercially driven “influencers for hire,” a surprising absence of AI-generated deepfakes, and the use of “rage bait” tactics to drive engagement. International influencers latched onto polarising issues like the Russia–Ukraine and Israel–Palestine conflicts to grow their audiences, regardless of factual accuracy.

South Africa displayed an active and complex market for online influence. Some actors were driven by ideological conviction; others by commercial rewards. Many influencers were paid to amplify key
narratives.

While foreign interference appeared minimal, findings from Murmur Intelligence suggest that local “buzzer” accounts, potentially linked to foreign actors, were used to amplify narratives and simulate domestic engagement on global issues.

“These influence-for-hire campaigns, while often framed as commercial ventures, carry serious democratic consequences.”

Originally published on ISS Africa.