Joburg Influencer Campaign Raises Eyebrows as City Denies Payments

The “firepool excuse”—a term used to describe explanations that sound plausible to those making them but ridiculous to everyone else—seems to be alive and thriving within the corridors of the City of Johannesburg.

This time, it’s in response to claims that social media influencers were allegedly paid to boost the image of Mayor Dada Morero.

Last week, several influencers spontaneously took to X (formerly Twitter), flooding the platform with praise for Morero’s leadership under the hashtag #JoburgServiceDelivery. Their posts painted him as the savior of Johannesburg, with one influencer from as far as Pinetown, KZN, joining in.

Given how influencers typically promote fashion, cars, and luxury goods, their sudden enthusiasm for municipal governance raised eyebrows.

City spokesperson Nthatisi Modingoane was quick to deny any involvement, stating:

“We can categorically state that the city and mayor have not engaged any influencers, nor initiated any paid campaigns on X or any other social media platform to amplify the mayor’s initiatives or highlight his work.”

But for many residents, the idea that so many influencers just happened to sing Morero’s praises—without any coordination—seems as unlikely as selling prime farmland on Eloff Street.

The controversy has reignited public skepticism about government transparency, with critics comparing it to previous political spin tactics. Whether the influencers acted independently or were encouraged remains unclear, but one thing is certain—Joburg residents aren’t easily convinced.

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The Citzen