In the past few years, the creator economy has grown rapidly, moving from a niche trend to a global force. Digital platforms have made it easier for individuals to turn their skills, knowledge, and creativity into sustainable income streams.

In Africa, this shift is becoming more evident, with more creators building careers online and reaching audiences beyond their borders.

A report by Communique predicts that the global creator economy will be worth $500 billion by 2027. Another report by the Creative Brief revealed that the creator economy in Africa was valued at $3.08 billion in 2023 and is projected to be worth $17.84 billion by 2030, according to a publication on the Creative Brief. Closer to home, Selar—one of the leading creator platforms in Africa—paid out 9.8 billion naira (about $6 million) to African creators in 2024.

At the centre of this boom is the growing population of young, tech-savvy individuals with an undeniable knack for storytelling. Social media usage, mobile broadband access and the rise of e-commerce storebuilders like Selar have indeed also been a game-changer. Creators now have more tools than ever to monetise their talents, skills and knowledge, whether through brand deals, digital products, subscription services or even merchandise.

“The creator economy has completely shifted how African creators earn a living. Creators now have full control over how they earn, and they’re building sustainable businesses around what they know and love. All you need today is the internet and something valuable to share. ” Douglas Kendyson, CEO/Founder of Selar, said.

“The creator economy hasn’t just changed opportunities for African creators; it has created a whole new world. From global visibility to remote work, African creators no longer have to be in Europe or the U.S. to land international gigs. I’ve worked with clients across Europe and the U.S. while based in Lagos,” said Ojima-Ojo Amanabo, a social media strategist.

The Opportunities: How Africa Can Maximise This Growth
Africa’s youthful population and increasing internet penetration create a significant opportunity for the continent’s creator economy. In Nigeria alone, the sector is valued at over ₦50 billion ($31.2 million), making it the third-largest entertainment industry in the country, according to Dataleum, a global talent accelerator. As digital platforms expand and more Africans embrace content creation, the industry holds immense potential for growth.

A key driver of this potential lies in the ability of African creators to monetise their unique stories, perspectives, and skills. “The biggest opportunity for African creators is in leveraging their originality for both local and global audiences,” says digital strategist Lucky Elohor. “There’s a growing demand for authentic and culturally rich content, and African creators are uniquely positioned to meet that demand.”

Douglas Kendyson added, “Education is the next gold rush in the creator economy. People are willing to pay for specialised knowledge, and African creators who recognise this are tapping into a lucrative market.”

Despite these opportunities, challenges remain. “To truly thrive, African creators need more support in key areas,” Elohor notes. “Policy reform is crucial—more favourable digital and financial policies, such as reducing platform fees on in-app purchases, would make the ecosystem more creator-friendly. Tax policies should also encourage creators to reinvest in their growth without undue financial burdens.”
“We need stronger policies that protect creators—fair pay, copyright, and clear contracts with brands and collaborators should be a priority,” Ojima-Ojo Amanabo added.

The Road Ahead: What the Future Holds for African Creators

The future of content creation in Africa is being shaped by personal branding, community-led monetisation, and the rise of edutainment and niche expertise. These trends are not just influencing how content is created but also redefining how African creators can build sustainable careers.

Ojima-Ojo Amanabo said, “One of the biggest shifts happening right now is the power of personal branding. African creators who position themselves as authorities in their niche, with a distinct voice and style, are the ones attracting the most opportunities. It’s no longer enough just to create content; people need to connect with the person behind it, and creators who show up consistently and share their views will not only grow their audience but build trust, which is the key to landing brand deals and launching their products”.

This evolution is evident in how more creators are moving beyond influencer marketing, monetising their platforms through digital products, paid memberships, and exclusive content for engaged communities. And with platforms like Selar simplifying earning in multiple currencies, breaking down the geographical and financial barriers that once limited African creators.

The growing demand for localised yet globally appealing content means creators who blend cultural authenticity with a broader storytelling approach are gaining more traction. Lucky Elohor, a digital growth strategist, affirms this by noting.

“As African audiences grow, there will be increasing demand for content that reflects local realities, languages, and cultural experiences. Creators who adapt their content to regional nuances while maintaining a global perspective will succeed.’