The South African Social Media Awards (SASMA) revealed the nominees for its 5th annual edition at an exclusive luncheon at Tempo in Sandton, spotlighting the country’s most influential voices in the creator economy.
The event wasn’t just about red carpets and nominations. It sparked a conversation about how technology is reshaping influencer culture. AI is quickly becoming a behind-the-scenes partner for creators — from drafting captions and managing comment replies to generating content ideas and fine-tuning brand collaborations.
SASMA ambassador Weza Matomane touched on this in his address:
“These awards exist to celebrate and empower the talent driving South Africa’s creator economy. But we also recognise that creators today are building with new tools, and AI is one of them. Used wisely, it helps influencers stay connected with their audiences while freeing up more time for the creativity that makes them stand out.”
Alongside the AI conversation, SASMA announced new additions to its 2025 programme: a Pre-Awards Networking Brunch designed to bring industry leaders and digital creatives together.
This year’s nominees span every corner of digital culture, from beauty, fashion, and food creators to sports stars, motivational voices, and gaming personalities. Fans can support their favourites by voting at www.sasma.co.za at R2.50 per vote.
Supported by partners including MKIVA Accountants & Auditors, Mmakola Foundation, UrbanSense, BlueCloud AI, Mbono Group, and Celebrity Drive South Africa, SASMA remains the country’s leading platform for recognising excellence in the social media space.
The 5th SASMA Annual Nominees
Automotive Influencer of the Year
• MrHowMuch
• Mumbo Repairs
• TheCarScene
• Reba S
African Social Media Star Of The Year
• Anele Zondo
• Nadia Nakai
• Lasizwe Dambuza
• Black Coffee
• Tyla
• Rango_tenge_tenge
• Siyanda Bani
• Khaby Lame
• Mihlali Ndamase
• Zandile Nxumalo
Beauty Influencer of the Year
• Andile Hazel
• Hlengiwe Sukazi
• Lisa Mhlongo
• Nuzhah Jacobs
• Kay Yarms
Best Photographer of the Year
• Andy_Creationssa
• OB L X C K N A T I V E S
• Katlego Lekoba
• Lungisani Mjaji
Best Social Media Newcomer of the Year
• Sweet_Guluva
• Ash-ley Brylnn Ogle
• Goitsemang Lekgetho
• Karabo Sejojo
Best Social Media Use by a Radio Show
• Afternoons with Relebogile Mabotja on 702
• Andy Maqondwana on Kaya 959
• DJ Sabby on Metro FM
• Drive with Thando, Matt Flax & Lerato Hoeffelle on 947
• The World Show by Nicky B on Kaya 959
• The Breakfast Show by Lethabo Lejoy Mathatho on Thobela FM
Best Social Media Use by a TV Show
• Love Never Lies South Africa
• Single and Mingle on Moja Love TV
• The Mommy Club
• X-Repo on Moja Love TV
Best Social Media Vlogger of the Year
• Boujee Space
• Lethabo Mekoaa
• Grace Mondlana
• Minenhle Langa
• Siyamthanda Tame
• Thee Faith Nketsi
Social Media Brand Campaign of the Year
• Brutal Fruit
• Chicken Licken
• Coca-Cola South Africa
• Eskort Food
• Garnier South Africa
Emerging Social Media Personality of the Year
• Ash-ley Brylnn Ogle
• Dominic Zaca
• Eulenda Mukondeleli
• Complaints Department with Bruce
Fashion Influencer of the Year
• Amogelang Manyisa
• Ipeleng Selepe
• Kefilwe Mabote
• Luyanda Tshetshe
• Mich Sakhile
• Siyanda Bani
Fitness Influencer of the Year
• Beauty Tlokana
• Grace Motswana
• Nyawolomshini
Food Influencer of the Year
• Feed My Tribe
• Fikile Zungu
• Life with Lerato
• Liziwe Matloha
• Onezwa Mbola
Social Media Gamer Of The Year
• Beamerboy TV
• Girlie Lukhele ♡
• Ingrid Bure | Furious Kitty
Social Media Kid Influencer Of the Year
• Kairo Forbes
• Desmond Koolen
• Lethukuthula Nongcebo
Social Media Motivational Speaker of the Year
• Katleho.x.Mindshift
• Lucia Dramat
• Musa Sono
Popular SA Song on Social Media
• Imali – MaWhoo x GLCeejay x Offxbeatz x Thukuthela feat. Jazzworx (Official Audio) VOL.1
• Isaka (6am) – Ciza, Jazzworx & Thukuthela
• Kamo Mphela, QUE DJ & Aymos – Partii [Feat. Jay Music and SpacePose]
• Kusho Bani – Cassper Nyovest
• MaWhoo, GL_Ceejay and Thukuthela – Bengicela [Feat. Jazzworx] (Official Audio)
• Nontokozo Mkhize – Esandleni
• Oscar Mbo and Jazzworx – Vuka [Feat. Thukuthela] (Official Audio)
• Shandesh & Mvzzle – Sdudla or Slender
• VocalistKharishma – Chokeslem
• Zee Nxumalo & TBO feat. PYY Log Drum King, DJ Tearz & Dr Thulz – Ngisakuthanda
Social Media Sports Personality Of the Year
• Aiden Markram
• Akani Simbine
• Cheslin Kolbe
• Dylan Naidoo
• Kgothatso Montjane
• Pieter-Steph du Toit
Travel Personality of the Year
• Jared in CPT
• Iana Strydom
• LifewithPiwe
• GoPari
Popular Hashtag on Social Media
• #AshleyBrylnnOgle – Ash-ley Brylnn Ogle
• #MshiniLekwadu – Mshini Lekwadu
• #natesetwaba – Nate Setwaba
• #NsukuMabunda – Nsuku Mabunda
• #BBMzansi
Popular Content Across All Social Media Platforms
• Awkward Dates by Lasizwe
• Complaints Department by Bruce
• Freshmen Magazine
• Kananelo_thedimples
• Revenge Diaries by Goitsemang Lekgetho
Podcast of the Year
• Chris Network
• Engineer Your Life with Lungelo KM
• JUSTIFY World Wide
• Mommy Diaries by Pasi
• Open Chats Podcast
• PodCast & Chill with MacG
Social Media Personality of the Year
• Coachella Randy (Oratile Masedi)
• Noluthando Ngcobo (@itss.not.thandooo)
• Kay Yarms
• Lasizwe Dambuza
• Liezl Jayne Strydom
• Cassper Nyovest
• Tyla
• Black Coffee
• Trevor Noah
• Wian van Den Berg
• Boity Thulo
The luncheon combined live entertainment, high-profile speakers, and networking opportunities, giving media and industry professionals a unique view into the future of South Africa’s creator economy. And as these names light up timelines across the country, the rise of AI hints at how the next generation of influencers will connect, create, and grow their communities.
