By Sulaiman Stom Koroma
Across Africa, content creation on social media is rapidly evolving from a hobby to a full-time profession, particularly for the youth. In countries like Nigeria, Kenya, and South Africa, digital creators are generating significant revenue through platforms like TikTok, Instagram, and YouTube, while building personal brands and even businesses. However, Sierra Leone, despite its potential, remains far behind in leveraging this digital goldmine; and the country is struggling to create a thriving digital economy for content creators.
Dr. Idrissa Mamoud Tarawallie, Head of Program at Supporting Democracy Worldwide, explains why engagement, not just views, is critical for success on these platforms. “It’s not just about likes and views. Imagine you post a video or audio on TikTok, and it gets 2 million views, but then someone else posts a video with just 200,000 views. That smaller video gets way more engagement: people commenting, sharing, and saving it. That’s actually what social media platforms pay attention to. It’s engagement that brings value, not just the numbers.”
He further emphasized the importance of authenticity in content creation. “A lot of content creators don’t realize this. And another important thing you need to be real with your content. For too long, we’ve been trying to copy others trying to sound Nigerian, for example. Drizilik: he raps and sings in Krio, stays true to himself, and he’s proven that you can be authentic, be yourself, and still make money from it.”
While some African nations have found ways to monetize their digital content, Sierra Leone’s content creators face a significant roadblock: a lack of internet penetration and limited access to monetization platforms. Ibrahim Jawara, CEO of IB Blog, points out the need for Sierra Leone to make its internet infrastructure more robust and unlock monetization options for digital platforms. “Right now, everything is online. If we don’t make our country eligible for monetization, it will be very difficult to generate income through digital platforms.”
He continues saying, “Just imagine we have a lot of young people getting into content creation, and more. Think about the amount of money someone could earn from just a single post. The creative media industry is a multimillion-dollar space, but many people still don’t understand its potential.”
Jawara also shared his own success story: “Take Nigeria, for example. Content creators there are making thousands of dollars every month simply because they’ve been able to monetize their platforms. I’m a living example. I started this journey on my own, and today, I’ve employed over 12 people through my blog page Blog.”
The situation in Sierra Leone highlights a significant disparity in the ability to generate income from digital content creation. While the creative media industry has proven to be a lucrative field in many African countries, Sierra Leone’s internet infrastructure and limited monetization options leave many aspiring content creators struggling to earn from their online presence.
As social media continues to grow in influence, there is an urgent need for Sierra Leone’s policymakers to invest in better internet connectivity and digital literacy and create frameworks that enable content creators to benefit financially from their work. With a shift towards greater inclusivity and digital empowerment, Sierra Leone could see a flourishing content creation industry that benefits both individuals and the economy.
