h

T o e
THE AFRICAN

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CREATOR
a
ECONOMY
AND THE

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FUTURE OF

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WORK
A report on Entrepreneurship and Job
Creation in the digital space in Africa

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a ure
ut k Selar.co
Executive Summary ............................................................................................... 2
Objective .......................................................................................................................... 2
Research Methodology ................................................................................................... 3
Key Findings ................................................................................................................... 4

Current Trends in the Creator Economy and ..................................................... 9

Their Impact on Employment

The Rise of the Creator Economy .......................................................................... 12

Factors Driving the Growth of the Creator Economy in Africa ................................. 12
Popular Platforms within the Creator Economy ........................................................ 15

The Creator Economy’s Impact on Employment in Africa ................................ 18

Changes in Job Opportunities and Job Types .............................................................. 18
Changes in Skills and Qualifications Needed for the Creator Economy .................. 22
Potential Long-Term Effects of the Creator Economy ................................................ 24
on Traditional Employment and Job Security
Future Development in the Creator Economy and Its Impact
on Employment and the Labour Market ..................................................................... 27

Conclusion ............................................................................................................. 31
Recommendations ................................................................................................. 33
Policymakers ................................................................................................................... 33
Investors .......................................................................................................................... 33
Creators ............................................................................................................................ 34
Media ............................................................................................................................ 34

References ............................................................................................................. 35
 Executive
Summary
The creator economy has emerged as a significant force in the digital space,
transforming the way people create, share, and monetize their content online.
This growing trend has led to a surge in entrepreneurship and job creation,
particularly in developing countries in Africa where the youth population is high,
and unemployment is a major challenge. The creator economy in Africa is at an
exciting stage of growth, with increasing numbers of young people turning to
entrepreneurship and creating jobs for themselves and others. Leveraging the
power of social media, e-commerce, and other digital platforms like Selar to
create and distribute their content to a global audience.

Objective
The objective of this report is to evaluate the impact of the creator economy in
Africa, and assess how digital creators are growing to become employers of
labour. Specifically, we aimed to investigate the current state of the creator
economy in Africa, the challenges and opportunities for digital creators, the role
of technology and social media in facilitating the growth of the creator
economy, and the impact of digital creators on job creation and economic
development in the continent. Our analysis will focus on the creator economy
in Africa. By examining the creator economy in Africa as a whole, this report
aims to provide a comprehensive understanding of the industry, as well as its
impact on job creation and economic growth in the region.

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AND THE FUTURE OF WORK 2
 Research
Methodology
To achieve the objective of this report, we used an online self-administered
survey as our primary data collection instrument. The questionnaire was
administered to over 2000 digital creators in Africa who have been actively
creating and sharing their content online. To ensure that our sample was
representative of the digital creator community in Africa, we used a snowball
sampling technique. We started by recruiting a group of digital creators in
Nigeria and other African countries who we believe are representative of the
Selar community. These initial participants were encouraged to complete and
share the survey with their networks of digital creators in the region, and so on.
This method enabled us to reach a diverse group of digital creators who may not
be easily accessible through traditional survey methods.

The survey covered a range of topics related to the creator economy in Africa,
including the type of content being created, the revenue streams used by digital
creators, the challenges they face in the industry, and their plans for growth and
expansion. We also conducted a secondary analysis of existing data on the
creator economy in Africa. This included a review of relevant literature, reports,
and articles on the industry, as well as an analysis of publicly available data on
digital content creation, social media usage, and job creation in Africa. Once we
collected the data, we used statistical software to analyze the responses to the
survey. We conducted descriptive analysis to summarize the data, including
measures of central tendency and dispersion.

Finally, we used our analysis to draw conclusions and make recommendations

on the impact of the creator economy in Africa, as well as the potential of digital
creators to drive job creation and economic growth in the continent.

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 Key Findings
The internet has revolutionized the way we work and interact with one another.
With the rise of digital platforms, a new kind of economy has emerged, one
where people can create and sell their products and services online.

The research study found that 3 in 5 respondents sell digital products such as e-
Books, courses, and training programs. This is not surprising, given the audience
a platform like Selar attracts. The study identified four main groups of creators:
Bloggers, YouTubers, Social Media Influencers (SMIs), and Digital Product
Creators (DPCs).

The study also found that creators are hiring, and they are hiring fast. Over 1 in 4
digital creators currently have people working with them. This goes as high as
around 1 in 3 for Bloggers and YouTubers, with YouTubers having the highest
percentage of hired staff at 36%. This shows that the creator economy is creating
jobs and opportunities for people who want to work in this field.

Digital Creator Hired staff (%)

YouTubers 36

Bloggers 35

Social Media Influencers 31

Digital Product Creators 27

Table 1.1. Percentage of Digital Creators Who Have Hired Staff Working with Them

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The creator economy is not just limited to individual creators. Large companies
are also taking notice of this trend and are investing in it. For example, in 2018,
Facebook launched a program called Facebook Creator Studio, which helps
creators manage their content and monetize it. This shows that the creator
economy has the potential to be a significant player in the broader economy.

As more people enter this space, they are also creating job opportunities for
others. In this report, we will focus on the hiring trends in the creator economy.
The research study found that approximately 1 in 5 digital creators hired staff
within the first six months of beginning their journey as digital creators. This
shows that the creator economy is not only creating opportunities for creators,
but it is also generating job opportunities for others. Digital creators are hiring
staff to help them create content, manage their platforms, and support their
businesses. This not only contributes to the growth of the creator economy, but it
also has a ripple effect on the wider economy.

According to the research study illustrated in the chart below, 29.3% digital
creators begin hiring immediately after venturing into the business, while the
majority (37.6%) hire staff after 6 months. 17.4% hire staff after a year, 7.5%
after two years, and 8.2% after three or more years.

Immediately
8.2%
7.5%
29.3% After 6 months

17.4% How long it takes After 1 year

Creators to hire a staff

After 2 years

37.6% After 3+ years

Fig 1.1. How long it Creators takes to hire a staff

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Furthermore, the study found that YouTubers and bloggers had the highest
percentage of hiring staff within the first six months of their journeys. This is not
surprising, given the nature of these platforms. YouTubers and bloggers often
create content on a regular basis, which requires a team to help them with
content creation, editing, and promotion.

The fact that digital creators are hiring staff within the first six months of their
journeys also shows that the creator economy is growing rapidly. As more people
enter this space, there will be a greater demand for skilled professionals who can
help creators build their businesses.

Hiring staff allows creators to focus on their strengths and delegate tasks that
may not be within their area of expertise. This leads to higher productivity levels,
more quality content, and ultimately, increased revenue. The creator economy is
largely built on the creation and distribution of digital content, and hiring staff
can help creators produce more content, reach a wider audience, and generate
more revenue.

Data also revealed that creators are increasingly outsourcing work due to a lack
of time, as indicated in the table below:

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 Reasons for
Creators (%)
Outsourcing Work

43.6 Not enough time to do all work

36.8 In need of expertise from specialist

Consider giving back and

1.1
supporting others to be important

7.8 Many clients/customers to engage

7.3 Grown and I’ve gotten too busy

3.4 Other

Table 1.2. Percentage of Digital Creators Outsourcing Work, in

Relation to Their Reasons

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Out of all the people that had people working for them, 3 out of 5 creators
considered hiring a team because they did not have enough time.

The study also delved into the specifics of the roles that these digital creators
hired for. Graphic designers were the highest number of contractors/employees
hired by creators, and again, YouTubers are among the highest employers of
graphic designers (25%). Social media managers were next in line to be hired by
creators, and YouTubers were the largest number of people hiring social media
managers, with 1 in 5 creators hiring social media managers. This makes sense,
considering how time-consuming social media can be.

Other Infographics

e-books

courses

online trainings

others

37.0% 30.6% 24.8% 7.6%

Fig 1.2. What digital product creators are selling

The findings of this report will be of great interest to creators, policymakers,

investors, and other stakeholders who are interested in supporting the growth of
the creator economy in Africa. The report will provide valuable insights into the
opportunities and challenges faced by digital creators in the continent, and the
potential of the creator economy to drive job creation and economic growth in
the region. It will also provide a roadmap for policymakers, and enable more
young people to become entrepreneurs and employers of labour.

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 Current Trends in the
Creator Economy and Their
Impact on Employment
The creator economy offers numerous monetization strategies for creators,
including advertising sponsorships, direct monetization, affiliate marketing,
digital products, and fan funding. These strategies have enabled creators to
monetize their content and earn a living through their creations. The industry
has emerged as a rapidly growing industry, fueled by the increasing use of digital
technologies and social media platforms.

The creator economy in Africa is particularly attractive because of the

continent's large and youthful population, which has embraced digital
technologies and social media platforms. This has created a huge market for
digital content and has led to the emergence of a vibrant creator economy.
Digital creators are using their talents and skills to create original content that
reflect the diversity and creativity of the African continent. As the industry
continues to mature, there is a growing recognition of the potential of the creator
economy to drive job creation and economic growth.

The creator economy is a rapidly evolving industry with a diverse range of

platforms, monetization strategies, collaborations, and professionalization
trends. The industry's impact on employment is significant, with creators
increasingly becoming entrepreneurs and employers of labour. One of the most
significant trends in the creator economy is the rise of auxiliary support from
tech and platforms like Selar, that help with easy monetization and distribution
of digital products for creators. As the creator economy continues to grow, more
and more platforms and tools are emerging to support digital creators in various
ways, from simplifying the distribution of content to providing monetization
opportunities.

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The rise of these platforms and tools has made it easier than ever for digital
creators to monetize their work and reach a wider audience. Auxiliary support
from tech and platforms is an emerging trend in the creator economy that has
the potential of making it easier and more lucrative for digital creators to earn a
living from their work. As these platforms and tools continue to evolve, we can
expect to see even more opportunities for creators to monetize and distribute
their content.

Studies revealed that 47.7% of creators leverage new platforms and technologies
that enable creators to monetize their content and reach a wider audience. These
platforms have revolutionized the way creators monetize their content,
providing them with a way to generate income directly from their audience by
selling digital products such as e-Books, courses, and online trainings.

Online tutorials have been a go-to source for people to learn various things, such
as fixing household items or makeup tutorials. A report from Forbes shows that
two out of three people commit time each month to learn or study a new subject.
This has opened up a market for creators who are experts in certain fields and
industry to monetize their knowledge via digital products.

Another significant trend in the creator economy is the rise of influencer

marketing. It is a type of marketing that involves brands collaborating with
social media influencers to promote their products or services. Influencer
marketing has become increasingly popular due to its ability to reach a specific
target audience and generate a higher return on investment (ROI) for businesses
than traditional advertising methods.

Influencer marketing works by brands identifying influencers who have a large

following on social media platforms such as Instagram, YouTube, and TikTok.
Brands then partner with these influencers to create sponsored content that
promotes their products or services. This can take the form of product reviews,
sponsored posts, or endorsements. Data has proved that 19.8% of digital creators
monetize their following on social media, collaborating with brands to promote
their products and services.

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Influencer marketing has brought about a more authentic and personalised
approach to advertising. Influencers have built a loyal following who trust and
value their opinions, making them a valuable asset to brands looking to reach a
specific demographic. Influencers are often seen as relatable and genuine, which
can help to build trust and credibility for the brand they are promoting.

According to Influencer Marketing Hub, the influencer marketing total

addressable market grew from $13.8 billion in 2021 to $16.4 billion in 2022, and
is expected to grow to approximately $21.1 billion in 2023, making it one of the
fastest-growing business sectors.

89% of marketers said that Instagram was important for their influencer
marketing strategy. 65% of customers revealed they follow their favourite
influencers on Instagram and 70% of women prefer Instagram over other social
platforms to follow their influencers. This is according to a report on SignalFire.

Influencer marketing is a significant trend in the creator economy that is

changing the way brands approach advertising. Its ability to reach a specific
target audience, provide a personalised and authentic approach, and drive
engagement and brand awareness make it a valuable tool for brands looking to
connect with their customers. As the creator economy continues to evolve, it will
be interesting to see how influencer marketing continues to develop and adapt to
new technologies and platforms.

NFTs and cryptocurrencies are also having a significant impact on the creator
economy. NFTs provide creators with a way to monetize digital content such as
artwork, music, and videos. Cryptocurrency, on the other hand, provides
creators with a way to receive payments directly from their audience without the
need for intermediaries such as banks or payment processors. The creator
economy is a rapidly growing industry that is changing the way we consume
content and do business. The trends discussed in this essay demonstrate the
diverse range of opportunities available to creators and the potential for
continued growth in the industry. As the creator economy continues to evolve, it
will be interesting to see how these trends develop and what new opportunities
emerge for creators.

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 The Rise of the
Creator Economy
The African continent is a hotbed for creativity and talent, with a rich cultural
heritage that spans centuries. In recent years, the creator economy has emerged
as a game-changer for African creators, offering new opportunities to monetize
their skills and creativity.

Factors Driving the Growth of the

Creator Economy in Africa

Several factors are driving the growth of the creator economy in Africa,
including increased access to technology and social media platforms, the rise of
entrepreneurship and freelance culture, the emergence of new funding
opportunities and investment in the sector, and the changing attitudes towards
creative industries as a viable career path. These factors are transforming the
African creative landscape, creating new avenues for creators to showcase their
talents, skills, and knowledge; build a following, and generate income.

One of the primary drivers of the creator economy in Africa is the increased
access to technology and social media platforms. The proliferation of
smartphones and affordable data plans has made it easier for individuals to
access the internet and create content. According to the 2017 Accenture Digital
Consumer Survey, South Africa experienced an increase in smartphone
acquisition from 52% in 2016 to 63% in 2017.

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In more technologically advanced countries like Kenya and Nigeria, the uptake of
smartphones was even higher, with over 44% and 30% respectively. This surge in
smartphone usage has resulted in a nearly twofold increase in the number of
smartphone users across the continent, reaching over 226 million.

The widespread adoption of smartphones is driving a digital transformation in

Africa, exposing users to the vast array of opportunities offered by the internet.
Social media platforms like Instagram, TikTok, and YouTube have become
popular avenues for creators to share their content with the world and build a
following. With a large and growing youth population in Africa, there is a
massive market for creators who can cater to the needs and preferences of this
demographic.

The democratisation of creative tools has opened up new opportunities for

creators from diverse backgrounds and skill levels, allowing more people than
ever before to participate in the creator economy. It has also led to the creation
of new types of content that might not have been possible before, as more people
are able to experiment with different mediums and techniques. Data collected
has shown that 47% creators now sell digital products. Research further reveals
that 2 out of 5 creators that sell digital products sell e-Books, 2 in 5 sell courses
and 1 in 5 sell online training.

In recent years, there has been a growing trend towards self-employment and
entrepreneurship, with many people seeking to start their own businesses and
pursue their passions. The creator economy is a natural fit for this trend, as it
provides a platform for creators to monetize their skills and build a business
around their content in a quick time as 46% of creators start monetizing their
content in the first six months of their venture.

One of the key advantages of the creator economy is that it allows creators to be
their own bosses and have control over their work. This can be particularly
appealing to people who are looking for more flexibility and autonomy in their
careers. Creators can choose the projects they work on, set their own schedules,
and build a brand and reputation that is entirely their own.

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In addition to the benefits of self-employment, the creator economy also offers a
relatively low barrier to entry. With access to affordable digital tools and
platforms, anyone with a creative talent and a passion for their work can get
started in the creator economy. This is in contrast to more traditional creative
fields, where it may be more difficult to break into the industry without formal
training or experience.

Finally, the creator economy offers the potential for significant financial rewards
for those who are successful. While not every creator will become a millionaire,
there are many examples of creators who have built thriving businesses around
their content, and who are able to support themselves and their families through
their work. The creator economy represents an exciting opportunity for
entrepreneurs and creative individuals who are looking for a new way to pursue
their passions and build a business around their skills.

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 Popular Platforms within
the Creator Economy

The creator economy is a rapidly growing sector that encompasses a wide range
of platforms and industries. From social media to e-commerce, the creator
economy is changing the way we consume and engage with content, and offering
new opportunities for creators to monetize their skills and build successful
businesses.

With over 2 billion monthly active users, YouTube has become a go-to
destination for creators looking to build an audience and monetize their content.
Research has proven that 11.4% of creators monetize their content on YouTube.
Creators on YouTube earn money through advertising revenue, sponsorships,
and merchandise sales, among other revenue streams.

Another popular platform within the creator economy is the social media
platforms. Social media platforms are widely adopted by creators. The most
popular ones today include Instagram, TikTok, and Snapchat. With over 1 billion
monthly active users, social media has become a key platform for creators
looking to build a following and engage with fans. Data collected has shown that
19.8% of digital creators monetize their audience on social media.

Creators on Instagram can earn money through sponsored content deals, as well
as through merchandise sales and other revenue streams. In addition to social
media platforms, there are also a number of e-commerce platforms that are
popular within the creator economy. One of the most well-known is Selar, a store
builder for creators to monetize their content via digital products. Creators on
Selar can sell their own digital products, including eBooks, courses,
memberships, art items, stock photography coaching packages as well as
products that are sourced from other creators as an affiliate

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Beyond these specific platforms, there are also a number of industries that are
thriving within the creator economy. These include gaming, podcasting, and live
streaming, among others. Podcasting has exploded in popularity over the past
few years, and it is now a major industry within the creator economy. According
to Reuters Digital News Report, South Africa and Kenya recorded that around
40% of the highly educated people are monthly podcast users. Research has
shown that African podcasts have a great audience profile of people under the
age of 35, while older people prefer listening to the radio.

Young people love podcasts for three reasons: convenience, choice, and
inclusion. African youths listen to podcasts because they choose what shows to
listen to, as well as their time to listen. Podcasts are becoming popular in Africa
because of the inclusion of diverse voices.

One of the key factors driving the growth of podcasting within the creator
economy is the low barrier to entry. Unlike traditional media outlets, which often
require significant investment in equipment and production, podcasting can be
done with relatively basic equipment, and can be recorded and distributed from
virtually anywhere in the world. This has opened up new opportunities for
creators who may not have had access to traditional media channels, and has
given rise to a new generation of independent podcasters who are able to build
audiences around their unique perspectives and storytelling styles.

Another factor driving the growth of podcasting within the creator economy is
the increasing popularity of on-demand audio content. As more and more people
turn to podcasts for entertainment and information, there is a growing appetite
for high-quality, engaging content across a wide range of topics and genres. This
has created new opportunities for creators who are able to provide unique
perspectives and insights on everything from news and politics to entertainment
and lifestyle.

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In addition to the traditional revenue streams available to creators, such as
advertising and sponsorships, podcasting also offers unique opportunities for
monetization. For example, many podcasters have been able to build successful
businesses around their shows by offering merchandise, hosting live events, and
creating exclusive content for their most dedicated fans.

In this way, podcasting has become a key industry within the creator economy,
offering new opportunities for creators to build sustainable businesses and
connect with their audiences in powerful and engaging ways. Overall, the
creator economy is a diverse and rapidly evolving sector that encompasses a
wide range of platforms and industries. From social media to e-commerce, and
from gaming to podcasting, there are countless opportunities for creators to
monetize their skills and build successful businesses within the creator economy.

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 The Creator
Economy’s Impact on
Employment in Africa
The creator economy has provided a new avenue for individuals to monetize
their skills and passions, and has led to the rise of a new type of worker—the
creator. Africa, with its vast population and growing youth demographic, has not
been left behind in this trend. The creator economy has the potential to provide
new opportunities for employment and entrepreneurship, particularly for young
people who face high rates of unemployment across the continent.

Changes in Job
Opportunities and Job Types

In recent years, African creators have been making strides in various industries,
from fashion and beauty to music and film. Social media platforms such as
YouTube, Instagram, and TikTok have become powerful tools for African
creators to showcase their talents and reach a global audience. With the rise of e-
store builders and crowdfunding platforms, creators are able to monetize their
content through sponsorships, merchandise sales, and crowdfunding campaigns.
This has provided an alternative to traditional employment, particularly in
industries where formal job opportunities are limited.

Moreover, the creator economy has created new job opportunities in supporting
industries, such as digital marketing, e-commerce, and content creation. These
industries are experiencing rapid growth as creators seek to maximise their
online presence and monetize their content.

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As a result, there is a growing demand for skilled workers in these industries,
particularly in areas such as graphic design, video editing, and social media
management. This has the potential to create a ripple effect of job creation and
economic growth in Africa.

According to the data we collected, approximately 24.7% currently hire a team of

experts to support their work. Of those who do, 19.7% hire professionals in
graphics design, 16.2% in social media management, 14.3% in digital marketing,
12.8% in sales, 10.2% in customer support, 10.3% in video editing, 8.1% in video
production, and 4.9% in accounting. The fact that approximately a quarter of
creators currently hire a team of experts indicates that there is a demand for
specialized skills in the creator economy. This presents an opportunity for
individuals with these skills to potentially find employment in Africa's emerging
creator economy, particularly in supporting industries such as graphics design,
social media management, and digital marketing.

Furthermore, the percentages for each specialized skill set can give an indication
of which industries within the creator economy may have the most potential for
job creation. For example, if graphics design is in high demand among African
creators, this could mean that graphic design could be a potential area for job
growth in Africa's creator economy.

The fact that graphics design is the most commonly outsourced skill, with 19.7%
of creators hiring professionals in this area, indicates that there is a high demand
for visually appealing content within the creator economy. This could include
anything from designing logos and branding materials, to creating eye-catching
graphics for social media posts and website content. Additionally, the fact that
social media management and digital marketing are also in high demand, with
16.2% and 14.3% of creators hiring professionals in these areas respectively,
suggests that creating and promoting content on social media platforms is an
important part of the creator economy.

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This highlights the potential for job growth in social media marketing and
management in Africa, particularly as more African creators begin to expand
their online presence and reach a global audience.

Another insight that can be derived from the data provided is the potential for
job creation in customer support. The fact that 10.2% of creators are outsourcing
customer support services suggests that providing excellent customer service is
an important part of running a successful creative business. This could include
responding to customer inquiries, providing technical support, and addressing
any concerns or issues that customers may have. As the creator economy
continues to grow, there is a potential for job creation in customer support,
particularly in Africa where the industry is still in its early stages. This presents
an opportunity for individuals with strong communication and problem-solving
skills to potentially find employment in the creator economy.

creators outsourcing
customer support services

10.2%

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Another potential area for job growth is video editing and production, which
10.3% and 8.1% of creators respectively are outsourcing. This indicates that
video content is an important part of the creator economy, and there is a demand
for skilled professionals who can help creators produce high-quality videos.
The fact that only 4.9% of creators are outsourcing accounting services suggests
that this area may not be as in-demand as other specialised skills within the
creator economy. However, as the industry grows and creators begin to earn
more income, there may be a potential for job creation in accounting and
financial management for creative businesses in Africa.

The creator economy is creating new job opportunities in Africa in areas such as
graphic design, social media management, digital marketing, video editing and
production, and customer support. These specialised skills are in high demand
among creators globally, indicating that there is potential for job growth in these
areas within Africa’s emerging creator economy. Secondly, the creator economy
is changing the types of jobs that are available. Instead of traditional
employment opportunities, the creator economy is creating opportunities for
freelancers and independent contractors to work with creators on a project-by-
project basis. This is particularly relevant for specialised skills that are in high
demand within the creator economy, such as graphics design and video editing.

Thirdly, the industry is also creating opportunities for individuals to become

creators themselves, with platforms like Selar, YouTube, Instagram, and TikTok
allowing individuals to monetize their creative content. This means that the
creator economy is not just creating job opportunities for support services but
also for creators themselves. Overall, the creator economy is creating new job
opportunities in Africa and changing the types of jobs that are available, as well
as providing opportunities for individuals to become creators themselves. As the
industry continues to grow and evolve, there is potential for further changes in
job opportunities and job types within Africa’s creator economy.

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 Changes in Skills and Qualifications
Needed for the Creator Economy

Traditionally, employment opportunities in Africa have been dominated by jobs

that require formal education and specific qualifications. However, the creator
economy is changing the job landscape by creating opportunities for individuals
with specialised skills in areas like graphics design, social media management,
digital marketing, video editing and production, and customer support. This
means that there is a growing need for individuals with these specialized skills,
rather than traditional education and academic qualifications.

For example, a freelancer with strong graphics design skills may be hired by a
creator to design a logo or create visually appealing content, without necessarily
having a formal degree in graphic design.

The creator economy is also creating opportunities for individuals with skills in
content creation, such as writing, photography, and videography. In addition to
specialised skills, the creator economy is also placing a growing emphasis on soft
skills like communication, problem-solving, and creativity. As creators look to
build their brand and reach a wider audience, they require individuals who can
effectively communicate with customers, solve problems, and come up with
creative solutions.

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The creative industry is also changing the way that individuals acquire and
demonstrate their skills. Instead of relying on traditional qualifications and
degrees, individuals can now demonstrate their skills through their online
portfolios, social media presence, and client testimonials. This means that there
is potential for individuals with non-traditional backgrounds or education to
succeed within the creator economy, based on their practical skills and
experience.

Overall, the creator economy is creating new opportunities for individuals with
specialised skills and emphasising the importance of soft skills. This means that
there is potential for individuals who may not have traditional qualifications or
education to enter the job market and succeed within the creator economy. This
can lead to a more diverse and inclusive job market in Africa, with individuals
from different backgrounds and skill sets having the opportunity to thrive within
the creator economy.

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 Potential Long-Term Effects of the
Creator Economy on Traditional
Employment and Job Security

The rise of the creator economy has been one of the most significant and
transformative trends of the digital age. It’s been established that with the advent
of social media and other online platforms, it has become increasingly easy for
individuals to create, distribute, and monetize their own content, products, and
services. This has opened up new opportunities for people to make a living doing
what they love, and has given rise to a new class of entrepreneurs, influencers,
and content creators.

However, while the creator economy has certainly created many new
opportunities, it has also raised important questions about the long-term effects
on traditional employment and job security. As more and more people turn to
the creator economy as a source of income, what will be the impact on
traditional jobs and industries? Will the rise of the creator economy ultimately
lead to a more flexible and dynamic labour market, or will it lead to greater
instability and inequality? These are complex and challenging questions, and
they require a thoughtful and nuanced analysis.

Ultimately, we will argue that the creator economy represents both a significant
opportunity and a significant challenge for traditional employment, and that it
will require a concerted effort to ensure that the benefits of this new economy
are shared fairly and equitably among all stakeholders.

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AND THE FUTURE OF WORK 24
One potential long-term effect of the creator economy is the displacement of
traditional jobs and industries. As more people turn to the creator economy as a
source of income, there is a risk that traditional jobs in industries like media,
marketing, and entertainment will become obsolete. This could lead to
significant job losses in these sectors, and could also have a ripple effect on other
industries that rely on these sectors for business. However, there is also evidence
to suggest that the rise of the creator economy could lead to a more dynamic and
flexible labour market.

By providing new opportunities for people to earn income doing what they love,
the creator economy could help to unlock new sources of talent and creativity
that were previously untapped. This could lead to greater innovation and
competition, and could ultimately benefit consumers by driving down prices and
increasing choice. It's not surprising that a whopping 86% of surveyed
individuals from the Gen Z and Millennial era would willingly accept
compensation for generating online content according to a report on Forbes.
Additionally, it's clear that marketers, social media platforms, and brands are
investing billions of dollars in these content creators.

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AND THE FUTURE OF WORK 25
Despite the significant growth of this emerging industry, it is still in the process
of establishing itself. While some highly influential creators can command
thousands of dollars per post, many others are struggling to make ends meet.
According to data collected, more than an average number of influencers earn
less than $600 monthly. Furthermore, brands often struggle to assess a creator's
level of influence and determine appropriate compensation.

In addition to these potential economic effects, the rise of the creator economy
also raises important questions about job security and labour rights. As more
people turn to the creator economy as a source of income, there is a risk that
they will be left without the traditional protections and benefits that come with
traditional employment. Freelancers and independent contractors may not have
access to benefits like health insurance, retirement plans, or unemployment
insurance, and may also be vulnerable to exploitation by employers who seek to
take advantage of their precarious employment status.

Another potential long-term effect of the creator economy is the democratization

of entrepreneurship. The creator economy has lowered the barriers to entry for
starting a business, making it easier than ever before for anyone with an idea
and a laptop to launch a new venture. This could lead to greater diversity and
innovation in entrepreneurship, as more people are able to bring their ideas to
market.

In conclusion, the rise of the creator economy represents both a significant

opportunity and a significant challenge for traditional employment and job
security. While the creator economy has the potential to create new
opportunities and industries, it also raises important questions about the future
of work and the potential impact on traditional jobs and industries. Ultimately, it
will be up to policymakers, stakeholders, and individuals to work together to
ensure that the benefits of the creator economy are shared fairly and equitably
among all participants, and that the future of work is shaped in a way that
benefits everyone.

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AND THE FUTURE OF WORK 26
 Future Development in the Creator
Economy and Its Impact on
Employment and the Labour Market

The creator economy has the potential to impact employment and the labour
market in significant ways, creating new opportunities and changing the way
people work. As the creator economy continues to grow and evolve, it is essential
to understand its impact on traditional employment models and the future of
work.

The creator economy is growing at an unprecedented pace, driven by several

factors such as increased access to digital technologies and the rise of e-
commerce. The COVID-19 pandemic has also played a significant role in
accelerating the growth of the creator economy, with many individuals turning
to digital platforms for income and entertainment during lockdowns. The creator
economy is now estimated to be worth billions of dollars, with many creators
and entrepreneurs achieving significant success and financial independence.

The creator economy has the potential to create new types of jobs and industries,
such as social media management, digital marketing, and e-commerce. These
jobs often require a different set of skills than traditional jobs, such as content
creation, digital marketing, and data analysis. As a result, education and training
programs may need to adapt to provide individuals with the skills and resources
they need to succeed in the creator economy.

A Forbes report estimated that the digital creators’ market was worth $20 billion
and predicted it could grow to $104.2 billion in one year. Additionally, a recent
report by The Policy Circle found that the creator economy accounts for an
average of 2% to 7% of national GDPs worldwide or a little over 6.1% of the
world’s overall GDP.

THE AFRICAN CREATOR ECONOMY

AND THE FUTURE OF WORK 27
These impressive figures demonstrate the significant impact that the creator
economy has on the global economy, bringing about new business opportunities,
improving people’s lives, and contributing to the growth of national and global
GDPs.

This data highlights the rapid growth of the creator economy and its significant
contribution to the global economy. The projected increase in the digital creators’
market from $20 billion to $104.2 billion in just one year demonstrates the
enormous potential for future growth in the creator economy.

The fact that the creator economy already accounts for an average of 2% to 7% of
national GDPs worldwide or a little over 6.1% of the world's overall GDP shows
that it has already become a significant economic force. These insights suggest
that the creator economy will continue to expand in the future, creating more job
opportunities and contributing to the growth of the global economy.

According to reports on SignalFire, the creator economy has emerged as one of

the largest employers of labour, with two million professional individual creators
producing content full-time and approximately 46.7 million individuals creating
content part-time. The growth of the creator economy has been remarkable,
from its early days with limited Instagram and YouTube creators to now boasting
over a million creators worldwide. This transformation has enabled “creator” to
become a legitimate profession that the younger generation, popularly known as
Gen Z, can justify to their parents.

The fact that the creator economy is already employing millions of people
globally, with a potential for further growth in the future, suggests that it will
continue to have a significant impact on employment and the labour market.
Moreover, the impressive growth rate of the creator economy indicates that this
trend is not a fad but a long-term shift in how people work and make a living. As
more individuals embrace the creator economy, it is likely that we will see
further diversification of industries and platforms involved in the creator
economy.

THE AFRICAN CREATOR ECONOMY

AND THE FUTURE OF WORK 28
Finally, the fact that being a “creator” has now become a legitimate profession
suggests that traditional notions of employment and job security may be
changing. As the creator economy continues to grow and evolve, it is essential to
consider how this new way of working will impact the labour market, and what
measures can be taken to ensure that workers in the creator economy have
access to the same protections and benefits as those in traditional employment
models.

Say
cheese 😉

THE AFRICAN CREATOR ECONOMY

AND THE FUTURE OF WORK 29
 Few industries in the
creator economy

Graphic Design

Video editing & production

Customer support

Digital marketing

Social media management

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AND THE FUTURE OF WORK 30
 Conclusion
The creator economy is transforming the way people work and make a living in
the digital age. This report on entrepreneurship and job creation in the digital
space in Africa explores the trends, growth factors, and potential long-term
effects of the creator economy on traditional employment and job security. The
report begins with an executive summary, highlighting the importance of
understanding the creator economy in the context of Africa’s growing digital
economy. The methodology involved conducting surveys and interviews with
creators, entrepreneurs, and industry experts across the continent.

The report’s key findings reveal that the creator economy is rapidly growing in
Africa, driven by factors such as increased access to digital technologies, growing
demand for digital content, and the rise of e-commerce. It explores the various
platforms and industries within the creator economy in Africa, including social
media, e-commerce marketplaces, and digital media channels.

Furthermore, the report examines the changes in job opportunities and job types
within the creator economy. It discusses how the creator economy is creating
new types of jobs and industries, such as digital marketing and social media
management, while potentially reducing demand for traditional jobs, leading to
job losses and wage stagnation in certain sectors.

The report also highlights the changes in skills and qualifications needed for
creator economy jobs, emphasising the importance of education and training
programs adapting to support the success of individuals in the creator economy.

THE AFRICAN CREATOR ECONOMY

AND THE FUTURE OF WORK 31
Finally, the report explores the potential long-term effects of the creator economy
on traditional employment and job security. While the creator economy has the
potential to create new opportunities and industries, it also raises important
questions about the future of work and the potential impact on traditional jobs
and industries. It also reveals some future development in the creator economy
and its impact on employment and the labour market.

The report concludes by providing a comprehensive overview of the creator

economy in Africa, highlighting the opportunities and challenges associated with
this growing trend. It emphasises the need for a strategic approach to supporting
the creator economy and ensuring that the benefits are shared fairly and
equitably among all participants.

Thank you
for reading!

THE AFRICAN CREATOR ECONOMY

AND THE FUTURE OF WORK 32
 Recommendations
Based on the report’s findings, the following recommendations will be made for
various stakeholders in the creator economy:

Policymakers

Policymakers can support the growth of the creator economy in Africa by

creating an enabling environment that encourages innovation and
entrepreneurship. This can be done through policies that promote access to
affordable internet, mobile devices, and funding for start-ups. They can also
support the development of digital skills through education and training
programs. Additionally, policymakers may need to consider new regulations and
policies to protect workers and ensure fair competition in the creator economy.
For example, there is a need for new rules around intellectual property, contract
labour, and worker benefits to ensure that creators are able to protect their
rights and earn a fair wage for their work.

Investors

Investing in the creator economy in Africa presents a significant market

opportunity with enormous potential for growth. The creator economy is a
rapidly expanding industry.Investors can support the creator economy in Africa
by providing funding for start-ups, incubators, and accelerators that support the
development of digital skills and entrepreneurship.

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AND THE FUTURE OF WORK 33
They can also support the growth of popular platforms by investing in companies
that provide services for creators. These include companies that provide tools for
content creation, distribution, and monetization. For instance, companies that
provide digital marketing, social media management, or analytics services can be
valuable for creators looking to grow their businesses.

Creators

Creators can take advantage of the opportunities offered by the creator economy
by developing their skills and leveraging popular platforms. They can also
collaborate with other creators to create content that resonates with their
audiences and drives engagement. Creators should also focus on developing their
personal brands and creating content that reflects their unique perspectives and
talents.

Media

Media can play a vital role in promoting the creator economy in Africa by
highlighting success stories and showcasing the impact of the creator economy
on job creation and economic growth. They can also provide platforms for
creators to share their stories and connect with audiences. By advocating for the
rights of creators, the media can help to ensure that the creator economy
remains a fair and sustainable industry for all stakeholders. Overall, all
stakeholders in the creator economy should work together to create an
ecosystem that supports the growth of the creator economy in Africa. By
collaborating and supporting each other, policy makers, investors, creators, and
media can create a thriving creator economy that provides job opportunities and
drives economic growth.

THE AFRICAN CREATOR ECONOMY

AND THE FUTURE OF WORK 34
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“Growth of e-commerce gives rise to sophisticated African digital consumers.”

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Robins, Alison. “The Creator Economy 101: Why It’s Booming and How to Get in on
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Smith, Greg. “Three Ways the Creator Economy Is Changing in 2023.”

Forbes. January 24, 2023.
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The Policy Circle. n.d. “The Creative Economy.” Accessed on February 15, 2023.
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