When the creator economy first came into being in 1997 it consisted mainly of animators and illustrators who could barely eke a living online. Almost three decades later, it has been expanded to include individuals who make money from the production of online content, such as influencers writers, and content creators, and has become a global juggernaut with an estimated worth of about 200 billion dollars. Africa has certainly not been left behind with its creator economy being valued at more than 3 billion dollars. This has been made possible largely by the proliferation of Internet and mobile technologies. Whereas media production was the exclusive domain of the well-resourced not too long ago, digital technologies have, in recent times, significantly lowered barriers to entry due to their widespread accessibility. Nowadays, it’s not uncommon to see streaming and social media platforms awash with content from people who, in another era, may not have been given a platform by mainstream media. In light of these developments, how easy is it for young Africans to build and sustain a career in the creator economy? Here are some things to consider
Yes, the creator economy can be profitable
The creator economy is often lauded for the immense potential it has to reduce Africa’s high unemployment rate. With user rates of 82%, 60%, and 54% respectively, Facebook, TikTok, and Instagram are the most popular platforms among the continent’s over 384 million social media users. These statistics indicate that there is a ready market for African content. African businesses have started waking up to this reality. More and more brands are looking to partner with influencers and content creators because their relatability and authenticity make them well-placed to connect with potential consumers. Consequently, being a creator, for many, has gone from being a hobby to a viable career path. Forbes’ top creator lists highlight how lucrative this line of work can be for creators who are able to build a global brand.
However, breaking even is not as easy as it looks
Social media and online platforms in general are saturated with content thereby making it difficult for creators to stand out amidst the noise. Creators are required to constantly come up with fresh content ideas. Building an audience is an investment of time and money that may take years to produce fruit. Furthermore, those who are able to consistently create unique and engaging content, and garner a sizeable following are oftentimes not adequately rewarded for their efforts. It is well-documented that monetising content remains a persistent challenge for African creators. In fact, more than half earn less than $60 per month. The reasons for this range from a lack of knowledge on how to effectively build brands and monetise content among creators to low support and investment. The million-dollar, influencer who can secure multiple brand endorsements is more likely to be found in the United States than in Africa. Far too many young people who go into content creation wide-eyed and expectant quickly become disillusioned and frustrated.
The power of hard work, consistency, and resilience
Despite the numerous challenges that beset the creator economy, there is still a large number of young creators who continue to consistently produce content for little or no reward. What could be the reasons for this resilience? Among them are a love for creating, a desire to share what interests them with the rest of the world, and an opportunity to express themselves. The use of digital technologies has afforded young Africans the opportunity to tell their own stories. As with most jobs, anyone who decides to be a creator for financial gain will be met with disappointment. Being a creator can indeed seem thankless with hours spent researching, gathering, curating, recording, writing, and editing content. However, young people across the continent continue to produce interesting, inspiring,g and thought-provoking work such as tutorials, short documentaries, and travel vlogs, garnering up to hundreds of thousands of views while working under less-than-favorable economic and, in some cases, political conditions. This kind of consistency and resilience is starting to become a powerful catalyst for improving the way Africa’s creator economy works. Platforms and opportunities, both online and offline, that seek to empower creators and make monetisation easier have arisen in response to the growing number of creators and demand for more original African content. In addition, African countries such as South Africa and Nigeria, are leading the way in developing support systems for their creators.
The current growth trend of the African creator economy indicates that the only way is up. However, many creators are currently unable to support themselves solely through their creative work, making it necessary for stakeholders across the continent to continue making strides towards ensuring the creator ecosystem grows and becomes self-sustaining.
