The growth of social media platforms is creating new opportunities for young Africans to participate in the digital economy, with content creation becoming an emerging pathway for entrepreneurship, skills development and commercial engagement.
Platforms such as TikTok are increasingly moving beyond entertainment, allowing young users to build audiences, develop digital skills and connect with businesses through creator-led opportunities.
The experience of Ivorian digital creator Awa Fanny, popularly known online as Fanny Roki Awa, reflects the changing relationship between social media and entrepreneurship. Fanny joined TikTok in 2021 mainly for entertainment but began approaching content creation more professionally after seeing stronger audience engagement between 2022 and 2023.
‘I started by sharing content because I enjoyed the platform and the creativity it allowed me to express,’ Fanny said, explaining her early experience with social media. ‘Over time, I realised that content creation could become more than entertainment; it could create opportunities and connect me with people and businesses.’
Fanny began her professional content-creation journey in 2022 and has since participated in collaborations with businesses, showing how digital audiences are becoming valuable assets in modern marketing and communication.
‘The most important thing is consistency,’ she said. ‘Building an audience takes time. You have to continue learning, improving your content and understanding the people who follow you.’
Her journey also highlights how social media is opening alternative career pathways for young people who may not follow traditional professional routes. Fanny received a Franco-Arabic education up to Grade 5 (CM2) and is now considering further education while developing her career as a creator and entrepreneur.
‘I believe learning never stops,’ Fanny said. ‘Education and digital skills can work together to help young people build something sustainable.’
The creator economy is also creating demand for skills beyond content production, including photography, videography, video editing, digital marketing, public relations, graphic design and online commerce.
Across Africa, young creators are increasingly using digital platforms to build communities, promote products and test business ideas. This is contributing to a wider digital-services ecosystem connecting creators, brands, technology companies and consumers.
However, industry observers say the long-term growth of the creator economy will depend on stronger investment in digital literacy, professional training and education systems that help young people convert online visibility into sustainable businesses.
For Fanny, social media represents more than a platform for sharing content.
‘Social media gives young people the chance to create, learn and show what they can do,’ she said. ‘The opportunity is there, but young creators need to treat it seriously and continue developing their skills.’
As Africa’s youthful population continues to embrace digital platforms, the creator economy is expected to play a growing role in youth entrepreneurship, employment creation and participation in the continent’s expanding digital economy.