As South Africans, having stories woven into the fabric of everyday life is an age-old tradition. For generations, communities have gathered around the warmth of a fire, sharing tales, experiences, and personal stories. This timeless practice of word-of-mouth has always been the most trusted form of communication, a way for people to connect and share valuable insights. Passing on a story adds a layer of humanity, trust, and relatability that no other form of communication can match. Today, these conversations have evolved, moving from the flickering flames of a fireside to the glowing screens of our digital devices. Yet, the essence remains unchanged: genuine, trusted exchanges between individuals. Enter Customer Generated Content (CGC), the modern incarnation of this tradition. CGC allows consumers to share their real-life experiences with brands on social media, creating powerful, authentic content that resonates with their peers and Albert Makoeng, Managing Director of Nfinity Influencer Group which owns theSalt joins us to talk about turning stories into sales with customer generated content.