Influencer Session with Dineo Dube

Socially Powerful interviewed South African fashion and lifestyle creator Dineo Dube (@dineoodube) to discuss her social media journey, brand collaborations, and changing influencer marketing trends. Dineo focuses on inspiring others through her content, and she stays true to herself despite the saturation of fashion content online. She regularly posts video content on TikTok, Instagram, and YouTube to foster deeper community engagement. Dineo’s favorite content includes videos and digital diaries because they help her connect more closely with her audience. She defines influencer marketing as marketing by the people, for the people. Dineo plans to expand her reach and grow beyond fashion content creation in the next five years.

Dineo Dube @dineoodube

We caught up with lifestyle and fashion extraordinaire, @dineoodube, to talk all things finding your audience and the future of fashion. Keep reading for a deep dive into the life of one of South Africa’s most influential content creators!

When did your love for fashion/styling begin?

My love for fashion and styling began at an early age. I have always loved dressing up and looking good. I believe when you look good, you feel good. A great outfit will have me feeling like I can conquer anything!

How has the saturation of fashion content online impacted your content?

The saturation of fashion content online has not impacted my content to a great extent. I believe there is an audience for everyone, the most important thing is staying true to yourself.

What is your main goal for creating content?

My main goal for creating content is to inspire. I want my content to inspire people to want to put their best foot forward and look good while doing it.

Which platforms do you predominantly use? Which do you prefer for posting, and for community building? 

I predominantly use TikTok, Instagram and YouTube, I post consistently across all three platforms. In terms of community building; TikTok, YouTube and Instagram Reels, to be specific, are my preferred platforms, as video content allows creators to connect more with their audiences.

How does community engagement vary on your chosen platforms?

Community engagement varies depending on the platform you are engaging with your audience on. I have found that YouTube creates a deeper connection and more engagement due to long form content allowing your audience to really get to know you.

I have found that TikTok and Instagram showcase your content to new audiences which gives creators a chance to grow their communities further.

What is your favourite type of content to create, and which works best for your audience? Is there a juxtaposition? 

My favourite type of content to create is video content. I love how video content allows me to tell a story. After all, what is content creation if not storytelling? I am also finding myself enjoying static content in the form of photo dumps and digital diaries as that allows me to share more of myself with my audience.

@dineoodube

come to the La Roche Posay event with me 💗🥰 #vlog #dayinmylife #quietliving #dailyvloging

♬ Beat – beaty

In your own words and experience, how would you define “influencer marketing”?

Influencer marketing to me is marketing by the people, for the people.

Why do you think influencer marketing is so powerful in today’s society?

Influencer marketing is so powerful in today’s society because of relatability. I have found that people are more open to trying a new product or experience when it is recommended by someone they relate to.

Do you have experience working with brands? How do you decide which brands you would like to work with?

I have been blessed with the opportunity to work with numerous fashion and lifestyle brands. I have vowed to myself to only work with brands I resonate with and brands that truly speak to me. As a content creator, authenticity and honesty is quite important so only working with brands I truly believe in, makes all the difference to me.

How do you foresee the influencer marketing space changing within your niche in the next 12 months?

Within the next 10 months I foresee fashion content becoming more popular than it already is. With the influx of new creators and desire for expression, everyone can expect to see more fashion content over the next few months.

Based on your experience, what is one thing you would advocate to change about the fashion industry?

If I could change one thing about the fashion industry, I would make it more inclusive. Representation matters and it is important to see people of all body types within the industry.

How do you balance your online and offline lives?

I balance my online and offline lives by being organised. I batch create my content to afford myself the luxury of living in the moment.

@dineoodube

My idea of having fun 🤍🌊✨ #creatorsearchinsights #brunchideas #brunchspots #capetown #tiktoksouthafrica

♬ die4you (melody only) – 808toofly

Where do you see yourself in the next 5 years?

With my current love for fashion, I see myself growing more and more in the fashion industry. Within the next five years I would love to have expanded my territory beyond fashion content creation.

What is a piece of advice you would give to your younger self when starting out in fashion and lifestyle content creation?

I would tell younger me who was starting out with fashion and lifestyle content creation to keep going! Content creation requires effort and dedication. As they say, Rome wasn’t built in a day.