Iminyaka eminingi, ukumaketha kwabathonya kwakuqondiswa umqondo wokuthi lapho izilaleli zikhulu, kulapho amathuba omkhankaso eba makhulu khona. Manje, lo modeli uqala ukudedela omunye. Emakethe encintisana kakhulu nabathengi abaqaphela kakhulu ubuqiniso, imikhiqizo yandisa ukutshalwa kwezimali kubadali abakhethekile kanye nemiphakathi emincane, kuyilapho abaningi abathonya becabanga kabusha ngomsebenzi wabo bebhekene nengcindezi eqhubekayo yokukhiqiza okuqukethwe nokuhambisana nesivinini samapulatifomu.
Ngokusho kocwaningo olwenziwe yiBillion Dollar Boy, ama-37% abadali bokuqukethwe bacabanga ukushiya imisebenzi yabo. Phakathi kwezizathu eziyinhloko ukukhathala, okucashunwe ama-52% abaphendulile, ukukhathala kokudala (40%), umthwalo wemisebenzi onzima (31%), kanye nesikhathi esiningi sokubuka isikrini (27%). Ngaphezu kwalokho, abangaphezu kwengxenye (55%) bakhomba ukungazinzi kwezezimali njengenye yezinselelo ezinkulu zalo msebenzi.
Naphezu kwalesi simo, ithonya ekusetshenzisweni lihlala liqinile. Idatha evela ku-Rakuten Advertising ikhombisa ukuthi cishe ama-80% abathengi bayazethemba izincomo ezenziwe ngabantu abanethonya, kanti ama-61% athi athenge ngenxa yalolu hlobo lokuqukethwe ezinyangeni eziyisithupha ezedlule. EBrazil, ama-30% athola imikhiqizo emisha ngabadali nsuku zonke.
Lo mnyakazo wembula ushintsho endleleni ukumaketha kwabathonya okusebenza ngayo njengamanje. Esikhundleni sokugxila kuphela ezithamelini eziningi, izinkampani ziya ngokuya zifuna abadali abakwazi ukwakha ukwethembana nokuxhumana nemiphakathi ethile, hhayi nje ukugxila ezinombolweni.
KuThiago Muniz, i-CEO yeReceita Previsível kanye ne-B2B Stack, kanye noprofesa eFundação Getulio Vargas (FGV), ukuphikisana okusobala kwembula ushintsho lwesakhiwo emakethe. “Kukhona inhlanganisela engavamile yokwethembana kanye nesenzo. Lapho ingxenye enkulu yabathengi ingagcini nje ngokuthembana kodwa empeleni ithenga ngokusekelwe ezincomweni, sikhuluma ngezinga lokusebenza kahle okunzima ukuliphinda kwezinye iziteshi zedijithali. Inselele isekutheni izinhlobo zakha kanjani lokhu kutshalwa kwezimali.”.
Ukwethembana kubaluleke kakhulu kunokufinyelelwa
Ngokusho kombiko i-State of Influencer Marketing 2026, ama-74% ochwepheshe bokumaketha bahlose ukwandisa ukutshalwa kwezimali kulo mkhakha kulo nyaka, kuyilapho ama-54% esebenza ngokuyinhloko nama-nano kanye nama-micro-influencers. Amanye ama-32% athi azokwandisa ukutshalwa kwezimali kumaphrofayili aphakathi nendawo.
Abantu abanethonya elincane bavame ukuba nolwazi ngendlela ethile yokuphila, umsebenzi, noma isigaba somkhiqizo, okubenza bathembeke kakhulu futhi kwakha ukuxhumana okujulile nabalandeli babo.
“Esikubonayo ukuthi abadali be-nano kanye nabancane banikela isikhathi esiningi ekuzameni amafomethi, ukuhlaziya imikhiqizo, nokukhiqiza okuqukethwe, ngaphezu kokugcina ukuxhumana okuqhubekayo nezilaleli. Ezimweni eziningi, amavidiyo anobuciko futhi akhiqizwe kahle, adonsa ukunaka kwababukeli kuze kube sekupheleni ngaphandle kokuqaphela ukuthi akukhangisa,” kuhlaziya i-CEO ye-Receita Previsível kanye ne-B2B Stack.
Lolu shintsho lufika ngesikhathi lapho umphakathi usuqalile ukwenza izinqumo eziqondayo. Ngokusho kwe-Rakuten Advertising, ama-84% abathengi abayeki ukulandela abantu abanethonya uma bebona ukuntuleka kobuqiniso.
Kulesi simo, imiphakathi emincane ithole ukubaluleka. Esikhundleni sokugxila emikhankasweni kumagama ambalwa adumile, isu lokusabalalisa ukutshalwa kwezimali phakathi kwabadali abahlukene, abakwaziyo ukuzibandakanya nezilaleli ezithile nokukhiqiza izincomo ezibhekwa njengezemvelo, liyakhula, njengoba kuchazwe ngu-Eduardo de Barros, uchwepheshe wokumaketha kwedijithali kanye ne-CEO ye-IDK Brasil. "Imakethe ayilahli abantu abanethonya elikhulu, kodwa ukuqonda ukuthi ukwethembana akuxhomekile kuphela kubukhulu bezilaleli. Namuhla, isu eliphumelelayo lihlanganisa amaphrofayili osayizi abahlukene ukuze kufinyelelwe izilaleli ezihlukile ngendlela eyiqiniso kakhulu."
Nakuba imikhankaso iba yinkimbinkimbi kakhulu, lo msebenzi nawo uyashintsha. Inqubo yokukhiqiza okuqukethwe njalo, ukuhambisana nezitayela, kanye nokubhekana nama-algorithm ashintsha njalo yenza umsebenzi ube nzima kakhulu kunaseminyakeni yokuqala yemakethe yokumaketha yabathonya.
Noma kunjalo, ukwethembana okwakhiwe ngabadali kuyaqhubeka nokuthonya abathengi kuzo zonke izizukulwane ezahlukene. Lokhu kuziphatha, okwakugxile kakhulu kubantu abasha, manje sekufinyelele nezilaleli ezivuthiwe, okuhlanganisa nalabo abaneminyaka engaphezu kwengu-65, okubonisa ukuthi izincomo zabantu abanethonya seziyingxenye ehlanganisiwe yohambo lokuthenga. Ngokusho kweRakuten, ama-40% abathengi bomhlaba wonke abaneminyaka engu-65+ asevele ethintwe inkinobho ethi "thenga" kumawebhusayithi abantu abanethonya.
“Uma sibheka la maqembu eminyaka, kuba sobala ukuthi ukusetshenziswa okuthonywe yithonya akuseyona indlela yokuziphatha yezizukulwane, kodwa sekuyinto ehlanganisa zonke izinhlobo. Lokhu kwandisa amandla esiteshi emikhakheni ehlukene,” kugcizelela uThiago Muniz.
Umsebenzi wokuguqula
Idatha iphakamisa ukuthi ukumaketha kwabathonya sekungene esigabeni esivuthiwe. Ukukhula komkhakha akusaxhomekile kuphela ezithamelini eziningi, kodwa emandleni okwakha ukwethembeka ngokuhamba kwesikhathi nokukhiqiza imiphumela ehambisanayo yemikhiqizo nabathengi.
Ngaphezu kwalokho, ngokusho kwe-Aspire, ama-59% ochwepheshe bokumaketha bathi sebevele basebenzisa ubuhlakani bokwenziwa emisebenzini yabo yokumaketha yabathonya ukwenza imikhankaso isheshe, ihlakaniphe, futhi iqondiswe kakhulu yidatha. Basebenzisa amapulatifomu asekelwe ku-AI ukuhlonza abadali abahambisana kakhulu nemikhankaso ngezihlungi ezenzakalelayo, babikezele ukuthi yikuphi okuqukethwe okunamandla amakhulu okusebenza ngokusekelwe kudatha yesikhathi sangempela, futhi bahlaziye imiphumela ngempumelelo enkulu.
“Imakethe yokumaketha yabathonya ibhekene nokunyakaza okufana nalokho okwenzekile kwezinye izindawo zokuxhumana: ngemva kwesikhathi sokukhula okusheshayo, ingena esigabeni sokukhethwa kwemvelo. Lokhu akusho ukuthi kuzoba nabadali abambalwa, kodwa ukuthi ikhono lokukhiqiza inani lizoncika ekuhlukaniseni, ekuhambisaneni, nasekuletheni imiphumela. Yimakethe evuthwayo,” kuchaza u-Eduardo de Barros.
Nakuba eminyakeni yokuqala yokumaketha kwabathonya kwakwanele ukuze kubonakale, isigaba esisha somkhakha sidinga ukwakhiwa kokwethembeka. Imakethe iyancintisana kakhulu, abathengi sebeqonda kakhulu, imikhiqizo isiqalile ukusabalalisa kangcono ukutshalwa kwezimali kwayo, futhi abadali ngokwabo badinga ukulinganisela ubuciko, ubudlelwano, kanye nemiphumela. Lesi sikhathi sibonisa ukuvela kwemakethe eqhubeka nokukhula, kodwa engasasebenzi ngaphansi kwemithetho efanayo.
“Ngaphezu kokuba khona nje, lesi sikhathi sidinga ukwakhiwa kobudlelwano, ukuhambisana kwezindinganiso, kanye nokuvumelana ngokuhamba kwesikhathi. Yilokho okuguqula ithonya libe yimiphumela,” kuphetha i-CEO yeReceita Previsível.
