Currently, I'm working on something that I'm very passionate about. It's to save the beach huts on Muizenberg Beach, along the Southern Peninsula, and I'm working on that in alignment with Pam Golding Properties who are backing the initiative. 

I'm not going to lie - it's easy to buy an audience. I can go onto an app and 100% buy an audience and have 400,000 followers by tomorrow. It's quite scary how many people have bought audiences and followers, and we're all becoming accustomed to that and starting to pick up on these things. We're able to track who's a real follower, who has authentic followers and who's got fake accounts following them. 

I believe strongly that it doesn't matter what content you put out if you don't look at the whole picture and the overview of it. It's your community management, it's how you deal with and talk to the people within your community.

If you're not going to make somebody feel, your ad is not going to achieve something - it's money down the drain. We have so much content being consumed by people, being served to people, so if you're not doing something that makes them feel something different or wants to behave in a certain way, it's just going to be a hit and miss.

Whatever content you create, whether it's video or image, it must always come down to your brand identity. Is it something that aligns with the brand or not? What are your goals with the brand and what are you trying to achieve?

I think it's very important for brands not to be directed by a trend. Don't let a trend change your positioning or your stance. So if something's truthful to you and you stand by it, then you support it. If it's something you don't do as a brand and you're not actually heading in that direction, don't get on board with something just because it's a trend. 

I think video content is the biggest form of content right now and people consume it more and more on a daily basis. I definitely think it's worthwhile to find a way that you can leverage video content within your business.

I definitely think TikTok is a thing, it's up and coming with the new generation, Gen Z. They are going to be our buyers at some point - first, it was the millennial generation but now Gen Z are going to be the new buying generation. So learning to leverage the tools that they love and are using is in any brand's interest.

Way back we used to say you need Photoshop, a camera, lighting and all the different things. But nowadays, obviously depending on the extent of the content you're trying to create, if you have a decent phone with decent camera quality, it can work.

I think this applies to TikTok, Instagram, on social and all digital platforms - I believe there needs to be a sense of authenticity to your content. Whatever you're creating needs to be authentic.