Chuma Nqayana
Youth involved in content creation often face skepticism from the public, who may not consider it a “real job”. However, doubters have been debunked by established content creators like Mihlali Ndamase (25), who have built lucrative careers by creating articles, blogs, podcasts, reels and other forms of social content for brands.
Ndamase began her journey in 2016 by posting a makeup product review video for L’Oréal. As her content gained traction, she partnered with the brand, kickstarting her career. Now, at 25, she is one of the highest-paid content creators, with a net worth of R83 million according to Buzz South Africa. Her success challenges the stereotype that content creation cannot provide a sustainable livelihood, inspiring countless others to follow in her footsteps.
Despite the challenges of Covid-19 pandemic, a significant number of young people turned adversity into opportunity by turning their mobile phones and laptops for remote learning to the lucrative area of content creation. A 2022 report reveals that approximately 57.0% of South Africa’s population aged 18 and above are active social media users. As the pandemic began, there was a surge of young talent worldwide entering the digital market space known as Content Creation.
Kamogelo Motlhabane (23), a rising star on TikTok and Instagram, emphasizes that content creation is a multifaceted craft driven by passion. During the pandemic in 2020, Kamogelo began her journey by casually posting humorous TikTok videos. Her content’s popularity grew rapidly, attracting brands like Nando’s, CellC, Samsung, and MAC.
Motlhabane, a former student at Nelson Mandela University, has since relocated to Johannesburg to dedicate herself full-time to digital content creation. When asked if she regrets leaving school for social media, she replied, “In the beginning, I did feel like I made the wrong choice, but now I’ve never been happier. Content creation has allowed me to express myself across various social media platforms, reaching diverse audiences. This has expanded my creative capabilities.”
Kamogelo has gained recognition among her fellow content creators and has formed a partnership with Sterkinekor. She emphasizes that the earnings from brand deals not only support her lifestyle but are also invested in her work. She aspires to reach 166,500 followers on TikTok and Instagram combined while exploring new social media platforms linked to her existing ones.
Global Phenomenon
The trend of pursuing full-time content creation careers is not limited to South Africa; it has spread worldwide. Mary Steven (24), known as the Oatmilkleader on TikTok, hails from London, UK. In a TikTok video, she reflects on how her life changed since she abandoned her law studies in January 2020. Mary, who once aspired to be a lawyer, is now a university dropout working in a media publication while pursuing social media full-time.
Mary is not the only one who took the risk of leaving conventional paths to pursue social media full-time. Many other creatives, including millennials and youth, have shared similar stories. The phenomenon of content creation has taken the world by storm and continues to grow.
Bongeka Gumede of the South African Cultural Observatory believes that the rise of content creation as a career path for youth has the potential to address youth unemployment in creative industries. Non-conventional opportunities, like the influencer industry, should be embraced as vital contributors to job creation and as interventions in the fight against youth unemployment.
While many content creators and influencers do not have any formal qualification in media and communications, youth who are interested in a career in content creation should seek out a qualification in relevant fields such as Media Studies, Communications, Journalism, Marketing, Digital Media at a reputable university or college. This provides a solid foundation in communication theory, media production, and digital skills.