The Systems Behind OG PARLEY’s Viral Brand Growth

In this episode of South African Tech Marketers, we’re joined by Palesa Ramafola—better known as OG PARLEY—a creative strategist, digital lecturer, social media coordinator, and award-winning content creator with 90K+ followers across Instagram, TikTok, and YouTube.

Palesa has built her personal brand from scratch while managing corporate social teams, leading cross-platform campaigns, mentoring emerging talent, and even writing her own academic research on TikTok. In this conversation, she unpacks how she’s scaled sustainably—without losing her creative edge.

Whether you're juggling full-time marketing work and side content creation, or dreaming of turning your brand into your business, this conversation is for you.

🧵 Topics Covered

• The origin of OG PARLEY: how a matric dance video launched a viral brand
  
  
• Creating content that feels personal—but still performs commercially
  
  
• Treating platforms as distinct ecosystems: why TikTok ≠ Instagram
  
  
• How brand deals taught her to segment audiences and build platform-specific content strategies
  
  
• Understanding how TikTok’s “bestie energy” can (and can’t) translate into strategic brand tone
  
  
• The cost of overconsumption and how scrolling kills creative clarity
  
  
• What it really takes to create high-quality, high-frequency content sustainably
  
  
• Why your personal brand needs a strategy, a budget—and possibly a team
  
  
• Creative burnout in full-time marketing roles and how to protect your brand from suffering
  
  
• The myth of being "too busy" to show up for yourself
  
  
• Building brand fluency across global markets: lessons from working with China, the U.S., and SA agencies
  
  

🧠 Takeaways

• Your brand won’t thrive on leftovers—if you’re a marketer, make yourself the client too
  
  
• Separate platforms, separate tones: TikTok is “hi bestie,” Instagram needs a strategy, YouTube builds depth
  
  
• Mindless scrolling poisons creativity; make space for your own voice
  
  
• Passion is fuel, but smart systems make sustainability possible
  
  
• Working smart beats working hard—education, strategy, and support matter
  
  
• Invest in your brand like you would a client's: plan, budget, and delegate
  
  
• If you’re creating for others, don’t forget to create for yourself
  
  
• Authenticity is the strategy—especially in a saturated market