Popular South African content creator and media personality Dominic Zaca has ignited a widespread conversation on TikTok and Instagram, detailing why top digital influencers routinely stay silent on critical social and political issues.
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The reality behind the silence
In a viral clip recorded inside her car, the award-winning social media personality addressed public frustration over top creators ignoring pressing social justice causes, GBV campaigns, and community activism.
“The reason why your favourite influencer, your favourite celebrity, your favourite person with a platform can’t come and speak is that they will not get another brand to work with them.”
Zaca challenged viewers to evaluate creators who routinely speak out on social issues versus those who secure steady corporate deals. She pointed out that vocal advocates rarely receive consistent monthly brand deals, event invitations, or corporate sponsorships, with most receiving at best “one brand a year” or being excluded entirely.
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Agencies, PR lists, and livelihoods
Refuting claims that creators simply lack empathy or do not care, Zaca emphasised that fear of commercial blacklisting drives influencer silence.
Zaca highlighted that PR and talent management agencies, rather than the corporate brands themselves, actively sideline outspoken creators. According to the internet personality, agencies routinely remove vocal creators from PR lists and campaign pitches to protect commercial clients from potential controversy.
For the vast majority of full-time digital creators, brand partnerships represent their primary or sole source of income.
“It’s not that they don’t want to speak… They are afraid that if they do, they will lose that endorsement, lose the next brand collaboration. For most of them, it is the only income that they have. So they would rather have you hate them for that month… than them lose potential work again.”
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The cost of advocacy in the influencer economy
Zaca’s candid breakdown comes as South Africa’s influencer marketing landscape faces growing scrutiny over creator compensation, agency dynamics, and corporate censorship.
While digital audiences increasingly demand that public figures leverage their platforms for social accountability, Zaca’s commentary pulls back the curtain on the harsh financial trade-offs required: taking a principled stance on social issues often comes at the direct cost of an influencer’s career and livelihood.
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