Keeping readers engaged isn’t just about being first with the news; it’s about giving people a reason to come back, take part, and feel invested. For Briefly News, the annual Entertainment Awards have grown into more than a once-a-year celebration of South African talent. They’ve evolved into a powerful way for readers to connect with Briefly News, not just as readers, but as participants.
Since our launch, the awards have provided fans with the opportunity to not only celebrate their favourite creatives but also actively participate in shaping the outcome. This participatory approach has created a vibrant cycle of engagement that drives return visits, social sharing and long-term loyalty.
2023: The launch of an audience magnet
The inaugural 2023 edition of the awards set the tone for what would become a highly anticipated annual event. Readers voted across a range of categories including Influencer of the Year and Most Fashionable Celebrity to DJ of the Year, Hip-hop Artist of the Year, Amapiano Artist of the Year, Actress of the Year, and Actor of the Year. The awards generated over 3.5 million impressions, proving the concept resonated immediately and created buzz across social media.
Fans have been at the heart of the Briefly News Entertainment Awards. Voting is free and open to the public on the Briefly News Entertainment Awards 2025 website, giving readers the opportunity to back their favourites across categories that celebrate the best of South African entertainment.
2024: Engagement that hit millions
The following year, the awards built on that momentum. In 2024, Briefly News recorded 3.9 million impressions across categories, showing just how excited and engaged the audience had become. People weren’t just voting, they were campaigning for their favourites, with individual winners including Sindi Dlathu and Mthandeni, receiving thousands of votes.
The 2024 awards also demonstrated how engagement stretched across platforms. Nominees were shared widely on social media, and fan debates around winners sent readers back to Briefly News to vote and follow updates.
Fans shared nominee lists, promoted their favourite personalities, and discussed outcomes across social media. This cycle of participation, discussion, and sharing is what makes the awards a powerful engagement tool.
2025: Keeping Mzansi clicking
The 2025 Briefly News Entertainment Awards are set to expand the scope even further. With new categories including Sports Personality of the Year and Couple of the Year, and a more diverse roster of creatives, the awards continue to reflect the evolving landscape of South African entertainment.
From celebrated musicians topping international charts, actors capturing global audiences, to viral digital content, the awards spotlight the talent that defines the year.
Voting for favourites, sharing content, and engaging in discussions deepens the audience’s connection with Briefly News, turning one-off visits into recurring engagement.
Why the awards matter beyond recognition
The Entertainment Awards are not just about handing out trophies. They are an instrument for:
- Driving repeat visits: Annual announcements and voting periods encourage readers to return, explore content, and stay up-to-date.
- Fostering community identity: Fans rally around their favourite creatives, creating a shared sense of belonging and cultural pride.
- Amplifying social reach: Participation and sharing on platforms like Facebook, Instagram, and TikTok extend the platform’s footprint far beyond its core audience.
- Strengthening brand loyalty: By consistently offering interactive, meaningful content, Briefly News cements its role as a trusted voice in entertainment coverage.
The difference between 2023 and 2024 wasn’t just a bigger vote count, it was a bigger conversation. The first awards got people talking, but the second year saw fans really lean in, sharing nominee lists, campaigning for their favourites, and checking back regularly to see how the vote was shaping up.
The continuing growth in impressions year-by-year proves that the awards are no longer a one-off moment, they’ve become a part of how people interact with Briefly News.
In 2025, we’re preparing for even more participation because the awards have become a space where readers don’t just watch the story, they help shape it.
The Briefly News Entertainment Awards also showcase South Africa’s talent, from sports stars like Prudence Sekgodiso to actors like Wonder Ndlovu. Seeing local culture and creativity reflected in our coverage builds pride and strengthens the connection between readers and the platform.
By inviting audiences to vote, discuss, and participate, the awards turn casual readers into a loyal community. As the 2025 edition unfolds, the awards will continue driving engagement and keeping readers invested in Briefly News, not just as a source of news, but as a place where they feel heard and included.
Thembisile Tsambalikagwa is a PR officer at Briefly News, where she focuses on media relations, brand storytelling and amplifying impactful, data-led narratives. She has experience across business, mining, education and enterprise development, with a strong interest in African socio-economic issues and stories that shape public understanding.
