The article has been republished from Labari Magazine
Ghana’s creator economy is still in its infancy. At the moment, there are a range of creators creating contents on different platforms including YouTube, TikTok, and Instagram.
Many of these platforms such as TikTok have created “Creator Funds” where they distribute funds to creators who create unique content for their followers but its geared towards US creators.
In Ghana however, the business side of content creation is barely talked about or discussed in the open. The question is: Will content creators be able to creator content and make profit this year in 2023, or will most fall off because of lack of funds and lack of faith from brands and companies who are looking for a return on their investment
We take a look at what we should expect from the creator economy in Ghana in 2023:
Brands And Companies Will Focus More On Creators Who Bring Value
It’s been reported that the world economy will be facing a recession in 2023. In times of a recession, brands and companies sometimes tend to scale back some of their advertising and marketing to focus on core sales or services. With that in mind, we expect companies to take a harder look at their pool of influencers and quality of content that they pay for.
It’s more likely that brands and companies will try and use more data to see which influencers and creators are bringing in more value while cutting out the rest who don’t see as influencial.
A Platform Focused on Africa Content Creators Will Be Launched
Most of the big name platforms like Meta and TikTok are focused more on content creators in the US and Europe, leaving a large gap in the African.
We expect a company or startup will work on this problem. In 2023, we could see the launch of a platform focused on content creators whereby with a focus on better local payments for creators, ability to view and apply for brands and gigs they want to work with and other features specific to both creators and brands.
It’s likely this platform will engage with the big name African fintechs such as Flutterwave or Paystack to help power the payments.
More Platforms Will Make Their Ad Platforms Available In Ghana
Currently, users can Ghana can schedule ads on platforms Facebook and Instagram natively and target them at a specific audience. However, other platforms like Twitter, Snapchat and TikTok don’t allow users in Ghana to schedule and run ads in Ghana unless they use a third party.
In 2023, we expect at least one social platform to open up to the Ghanaian market and allow local Ghanaians to run ads without going through a third party.
Spotify Will Invest In More African Podcasts And Possible Get Exclusive Rights To One Or More Podcasts
Last year, Spotify created a $100,000 fund for its new Africa Podcast Fund Initiative which will distribute funds to African podcasts. The fund selected podcasts from the continent including Nigeria and Ghana as recipients for the fund.
In 2023, we expect the tech audio company to invest in more African podcasts and possible to offer an exclusive deal to one or more podcasts to host their show exclusively on Spotify.
Republished from Labari Magazine
