In recent years, Africa is becoming a hotbed of creativity, fueled by the rapid expansion of the creator economy, driven by a growing youth population and increasing urbanisation. However, despite the abundance of creativity, African creators often face unequal outcomes when it comes to accessing global audiences and monetization for creators who monetise social media platforms.
TikTok and Instagram are making so much money but do creators make a direct proportion of their work rate in earnings from these platforms?
According to Daniel Anthony, a YouTuber based in Africa, “Youtubers with more audiences in the US generate far more income than YouTubers with African audiences”
Social media influencer and creator, Joseph Onaolapo also said “Social media platforms like Instagram and TikTok barely pay African influencers. Jay like many other influencers makes his living from brand deals, sponsorships, and subscription products, rather than from the platforms themselves.
This disparity has brought about how creators revolutionised monetisation with African based e-commerce store builders and platforms like Selar, empowering African creators to build an audience and directly monetize their knowledge as digital products.
According to Founder/ CEO Selar, Douglas Kendyson said “The disparity in earnings for African creators on social media platforms is a clear reflection of the systemic challenges they encounter. Despite the abundance of creativity in Africa, there are significant barriers that prevent creators from accessing the same opportunities as their counterparts in other regions”
“It is crucial to recognize the immense talent and potential of African creators and provide them with platforms and resources that enable them to showcase their skills and reach wider audiences and monetise these skills and knowledge ” he added.
“Integrating an e-commerce store builder platform enhanced your ability to monetize your influence. It’s made the process easier, everything is basically automated from my digital products to my client’s monthly services. It saves me a lot of time and also helps me make more money”.
Digital creator Lydia George
E-Commerce store builders as Catalysts
The concept of monetisation for creators has shifted with the integration of e-commerce store builders. These creators monetise their knowledge and presence through the development of countless types of content including e-books, training, courses etc.
The evolution of the internet has decentralised the way we consume and access media. The internet isn’t just a repository of information anymore, it’s a powerful resource for the diverse needs of billions of users. Just as we can find value by accessing the internet, we can also share value by “creating” resources for other consumers to use while monetising them.
With e-commerce store builders like Selar, creators now have the means to seamlessly transform their digital creations into profitable assets. This empowers creators to diversify their revenue streams and create sustainable businesses that are not solely dependent on external partnerships.
According to Douglas Kenyson, “Over 150k creators are selling their content as digital products on Selar”
“At Selar, we believe in the transformative power of technology and entrepreneurship. By providing African creators with the tools and platforms to build an audience and directly monetize their expertise, we are levelling the playing field and creating new opportunities for economic empowerment” he added.
According to a recent report from Business Insider Africa, the Creator Economy has surged to an astonishing $250 billion. This surge represents a significant shift in the way individuals monetize their skills and talents, leveraging digital platforms including e-commerce store builders like Selar to reach global audiences and build thriving businesses.
Digital creator Lydia George also said “Integrating an e-commerce store builder platform enhanced your ability to monetize your influence. It’s made the process easier, everything is basically automated from my digital products to my client’s monthly services. It saves me a lot of time and also helps me make more money”.
According to her “Digital products are such an amazing source of income and with tools like Selar I can sell. I also sell services and products in foreign currencies and with the fluctuating economy and how hard it is to do that with regular banking options ecommerce platforms honestly are life savers”.
Digital creator Bolaji also mentioned “Since integrating an e-commerce store builder platform, I have been able to monetize quickly. Dealing with everyone at the same time can be stressful, but with an e-commerce store, anyone can visit it at any time and find the product or service they are looking for.”
Looking ahead
As the creator economy continues to flourish, e-commerce store builders have emerged as indispensable tools for content creators seeking to monetize their skills and expertise. Looking ahead, the role of e-commerce store builders is poised for further advancement, presenting exciting opportunities for growth and innovation within the creator economy.
According to a recent report from Business Insider Africa, the Creator Economy has surged to an astonishing $250 billion. This surge represents a significant shift in the way individuals monetize their skills and talents, leveraging digital platforms including e-commerce store builders like Selar to reach global audiences and build thriving businesses.
Douglas Kendyson said “ I am incredibly optimistic about the evolving role of e-commerce store builders within the creator economy. At Selar, our focus is on empowering creators and fostering their financial independence. Our latest feature, “show love” allows creators directly receive monetary gifts from their dedicated supporters, fostering deeper connections and providing a seamless way for fans to show appreciation. This is another monetisation avenue for creators who necessarily do not have digital products to sell but I have built that community of strong fanbase”.
“Looking ahead, there are exciting opportunities for growth and innovation in the role of e-commerce store builders within the creator economy in exposing African creators to broader international markets” he added.
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