How Content Creators Create Jobs for Themselves and Others

Since becoming available to the general public in the early 90s, the Internet has connected people in ways that were previously considered impossible. The more people have started using the internet, the more digital entrepreneurship has become a thing.

Contributions to economic growth

In a study by Forbes in 2021, digital entrepreneurs were valued at $20 billion with estimates that they could reach a market of $104.2 billion in 2022. In another recent stat released by the International Monetary Fund (IMF), the creator economy contributes just over 6.1% to global gross domestic product, representing on average between 2% and 7% of national GDPs worldwide. It is safe to say that these statistics confirm that the creator economy offers a new generation of business opportunities, positively impacting lives and growing the country’s economy. Digital entrepreneurs are part of the system that makes up the global creator economy.

People who started out as random internet users realized they could make viable careers by leveraging social media, software and digital financial tools to monetize their skills and knowledge as content creators, influencers and YouTubers.

The creative economy is becoming one of the largest employers of labour. Young Nigerians have turned what was once considered informal labor into a viable industry, creating jobs not only for themselves but for others, and largely responsible for exporting Africa’s content across the continent and the world.

From the perspective of content creators

According to Douglas Kendyson, CEO of Selar, an e-commerce platform that allows creators to monetize their skills through digital products, “The economic contribution of the creator economy is unique because while most creators start alone; it’s never a solo show for too long. Creators are becoming employers of labor with a lot of internet skills because they can’t perform all of their business functions over time, so they tend to hire digital marketers, designers, copywriters and more Again.

Different entrepreneurs shared their thoughts on the state of the creator economy. With a few simple answers, Tayo Aina, Nelly Naijabrandchic, Salem King and Mitchelle Chibundu share their journey to becoming established designers.
The mindset of creators shifts from passion to profit. Has this always been the intention of your business? Popular creator and influencer, Salem King described it as follows: “A shift in mindset and creators that what we do out of passion can be financially rewarding. I started out trying to have fun without knowing that people could pay to access my content and my community. I realize that I have to build a product around those things and put a price on it. I also realize that I have to put a price on my time.

Tayo Aina, Nigerian entrepreneur, travel YouTuber and blogger, said: “When I started as a YouTube creator, it was just a form of expression, and I didn’t know I could get anything out of it. silver. I just wanted to create content, and I started learning how the platform works and from there I started creating my content and pushing it on the platform with no idea how much I could earn. Gradually, after creating content consistently in July 2019, I realize that it could be more of a business. The more content I create, the more money there is to make, and then it becomes a full-fledged business”.
However, Nelly Naijabrandchic was purely profit-driven when she started content creation in 2019.

“I started monetizing my knowledge as early as 2019 and made a few million here and there, but I had this belief to improve. I started looking for better ways to add more value and that has impacted my income, on average I make between $50,000 and $100,000.
Speaking about what he earns in terms of income, he said:
“In terms of income, I went from giving free lessons to earning and even employing. The first time I had to do a course, I was afraid to charge. I didn’t charge because I wanted to validate my ideas. When I saw that it had an impact on people, I had the idea of ​​invoicing and since then I have been invoicing for courses, courses, consultations, partnerships and progressive growth. over time, I’ve employed writers and videographers because creating content consistently sometimes becomes too much to handle on my own.

Tayo also mentioned that “For me, I wasn’t making that much money. My first paycheck wasn’t even up to $50 and from where I am it’s been rewarding. It’s not just a question of money, but also of access to people and places previously inaccessible. Revenue growth has been good. Besides YouTube, I recently started a course on Selar which is doing well.

According to Mitchelle Chibundu, the mastermind behind, her confidence in pricing on the value of her products has led to positive growth.
According to her, “When I wrote my first e-book, I had no intention of selling it because I was anxious and not sure people would want to pay. Confidence helped me set a price and venture into selling other digital products. I took courses and a lot of other things are happening.

At the beginning of your career as a creator, you are the only one working on your brand, but as you progress in your career, it is necessary to have a team or outsource the work. This now makes you an employer of labour.
Speaking further, Tayo said, “I needed to step up the production process and the only way to do that is to hire more capable people. Then it started to become less just me and more of a business. I hired an editor, explained my workflow to him, and noticed that within a year, my income had doubled. My production has also doubled. From there I continued to hire more people to help push the brand into a much desired position.

Nelly Naijabrandchic for her part added, “As the brand expands, you continue to hire more skilled hands, especially when you want more customers to get on board with what you do. You have to make sure you hire the right hands and don’t drop the ball anywhere while focusing on what you can do. I currently have 15 employees working with me full time and part time.

Earn more money

There has been an increase in the digital and ancillary media industry. E-commerce platforms such as Selar and Africreator are designed to help creators make money selling digital products and services. As a result, creators can focus on creating unique niche content that meets the interests of their audience. With over a billion people in Africa, this shows that there is a huge market for creator platforms. Shopify, Amazon, Teachable, and Udemy all exist and make money in this same industry. The same can be said for platforms like Selar which are poised to help African creators monetize their knowledge through digital products and memberships.

According to Mr. Kendyson, “With Selar, we want to make it easy for everyone to monetize their knowledge through digital products and enable cross-border trade in Africa and the rest of the world. Over the past two years, we’ve paid out over four million dollars to African creators selling digital products on our platform.

“Besides revenue, another strength for us has been seeing that most of the creators using our platform are labor employers, and that’s how much today’s creators They end up hiring for digital and non-digital skills, making job creation and revenue growth evident as more African creators create more exportable content.

The creator economy undoubtedly offers a new generation of business opportunities, having a positive impact on the life and growth of the national economy.

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