|
Getting your Trinity Audio player ready...
|
The African content creator economy is undergoing a period of rapid expansion, and at the forefront of this growth are women but there is a need to advocate for fair pay and champion their success.
Speaking to KBC Digital, Mohale Moloi, Content Director at Irvine Partners said women constitute 53% of the continent’s creator economy, a clear indication that they are not merely participants but trailblazers in the digital space.
“From shaping online conversations to forging brand partnerships and building thriving content businesses, they are redefining digital entrepreneurship,” Moloi states.
Recent studies reinforce Moloi’s observations. According to the Africa Creator Economy Report 2024, women make up 53.2% of the continent’s content creators, outpacing their male counterparts.
Their dominance is particularly evident in entertainment, fashion, and lifestyle content. However, monetisation remains a challenge, with over 50% of creators earning less than KSh. 7,710 monthly and 73.4% view content creation as a side hustle. The primary revenue streams include selling digital products (47.4%) and sponsored content (20.7%).
Women’s leadership in this sector is particularly evident in content monetisation. A staggering 70% of content creators who successfully generate revenue from their work are female, underscoring their significance in brand collaborations.
As trusted voices in digital spaces, African women have turned content creation into a profitable and sustainable industry, inspiring a new wave of creatives to enter the field and carve out careers of their own.
However, despite their impressive contributions, challenges remain. The gender pay gap continues to persist in the creator economy, mirroring broader societal inequalities.
Moloi emphasises the need for action to bridge these gaps, saying, “Through greater collaboration and by amplifying platforms that empower women to monetise their creativity, we can work towards closing these gaps.”
Moloi also underscores the importance of recognising the economic value women bring to the digital space.
“When brands invest in female creators, they’re not just supporting individuals; they’re contributing to the overall growth of the digital economy. Women are proving that content creation is a viable career path, but they need the right support structures to thrive.”
This International Women’s Day, Moloi calls for more than just celebration—he advocates for meaningful change.
“Let’s not just celebrate women in the creator economy; let’s champion their success, advocate for their fair compensation, and acknowledge their role as the backbone of this industry. Because without them, the future of the creator economy isn’t just uncertain — it’s unimaginable.”
