Ike Yusuf, a Lagos-born digital marketer based in England, has built an audience of more than 1.1 million followers on TikTok through content covering social media marketing, platform monetisation and audience development for African creators and small businesses.
Yusuf, who operates online under the name isubupromoter, publishes material on how creators in African markets navigate differences in platform monetisation requirements and access to income-generating features. His content covers audience retention, content distribution, account management and alternative revenue sources.
‘The challenge for African creators is not just reaching audiences,’ Yusuf told BusinessDay. ‘It is building channel structures that platforms recognise as eligible for monetisation tools routinely available to creators in Europe and North America.’
His online activities are directed toward creators and businesses seeking audiences in the United Kingdom and West Africa. The subject matter includes differences in platform eligibility requirements between countries and the effect those differences can have on creators whose audiences are concentrated in African markets.
Yusuf has also discussed the relationship between audience size and access to platform income programmes.
‘Many creators focus on view counts while neglecting the channel structures that determine monetisation eligibility,’ Yusuf said.
The issue of limited access to social-media monetisation programmes for African creators has also been covered by Nigerian publications, including The Punch and Legit.ng. Their reporting has examined how creators in Nigeria and other African markets adapt their income strategies as platforms expand monetisation programmes unevenly across countries.
Yusuf’s TikTok following places him among Nigerian digital creators with audiences exceeding one million on the platform. His activities extend across TikTok and other social-media platforms, where he publishes material relating to digital marketing and creator monetisation.