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The rise and rise of digital influencer space in Kenya
Since the COVID-19 pandemic started, social media has become a bigger part of our lives than ever before.
It follows that some people will inevitably spend a lot of time creating content, while others will scroll through their applications looking at that content.
Kenya’s digital content creator economy has grown to such a size that comedians have abandoned prime TV in favor of their own YouTube shows. Musicians no longer have to rely on radio and TV interviews to reach their desired audience.
Because of the increased emphasis on social media and online platforms, content producers have started to monetize their work and share it with larger audiences.
How did the Content Creator Economy come to play such a significant role in the modern internet?
Memes, videos, vlogs, livestreams, blogs, courses, photos, comics, games, infographics, apps, ebooks, and more! These are all examples of content. Content creation can easily be made a full-time (or part-time) job by monetizing it.
It’s clear that making content has become a sought-after profession. Many people use the creation of such content as their primary or secondary source of income.
You might be wondering what abrupt change prompted so many people to actively create and enjoy these works. Given that these platforms have only been around for a decade, it is especially impressive. After all, Youtube, Instagram, Twitch, and TikTok were all founded in 2005, 2010, and 2016.
Technology
Producing a film in the early 2000s would cost several hundred dollars to purchase equipment, and even if you could borrow the required cameras and sound equipment, you would still require numerous operators, which would add to the overall cost. Carrying this equipment from one place to another would be difficult, even physically.
However, with the proliferation of smartphones, anyone can create movies and share videos using just one device. Not having the same person control the camera, lighting, and sound is not a problem. With nothing more than a phone in your hand, you can act as your own director, actor, sound engineer, and many other roles.
Similar to this, it has gotten much simpler to create content in other forms as well. Anywhere they choose, writers can work on their laptops, Instagram users can edit their photos using online tools, and even game developers can use ready-made software to speed up the development process.
It makes sense that so many people can create anything they want much more easily now that technology has made creation’s once-rocky path smoother. They may choose to spend their free time engaging in their hobbies rather than necessarily quitting their jobs and making content full-time.
The Pandemic and Social Media
It is beyond debate that the pandemic has significantly altered our way of life. Many people have lost their jobs entirely or have been forced to work from home. Unable to decide what to do with our newly acquired free time, many found themselves with more time than they’d ever had.
Many people found solace in creating content during this time, and many started using their phones and TVs more frequently than ever. This is directly related to how much time is spent using social media, viewing, reading, and listening to content creators.
The math is straightforward: social media makes content marketing simpler and less expensive, and we all have more free time than ever before. Even though the pandemic’s effects are gradually waning in many nations, we still spend a lot of time in front of screens and consume a lot of content every day.
Where to Market Your Content? Which Platforms are the Best?
The issue of monetizing the content then arises.
Some of these content producers merely continue using the platforms on which they are publishing their work. For instance, TikTokers and Youtubers stick to their respective platforms. It should be noted, though, that they also market and promote their content on numerous social media platforms, including Twitter, Facebook, Instagram, and others.
Monetization and Rate Cards
Eli Mwenda, a content creator, published an anonymous link asking other content creators to share their earnings.
According to the stories, content creators had various rate cards with various packages, and the differences between them revealed how highly they regarded themselves.
With 45,000 subscribers, one of the followers claimed, a reel would cost KES 200,000 and a static post-KES 80,000. The price for a set of stories, a static post, and reels, according to another user with 135,000 followers, is KES 30,000, KES 35,000, and KES 45,000 respectively.
I don’t know about you but the numbers indeed don’t lie, fortunes are being made on socials.
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