Is content creation a viable career path?

Many aspire to be influencers, as social media careers are fast becoming a real and respected career path in the digital age.

Contrary to common opinion, content creation isn’t all glamour, or aesthetics. The creators who choose this path also have to put in the hours and work to secure brand deals and sponsorships, while keeping their audiences entertained.

Despite the success amassed by creators like South African powerhouse Mihlali Damase, who has partnered with global brands like Coca-Cola, Fifa World Cup Qatar and more, one still can’t help but wonder if content creation is a truly viable career path, particularly for Namibian creators, or is it just for the lucky few?

Ritjiukua Kauapirura is a young Namibian who has been creating content for a little over a year on TikTok, where he goes by Sonic Resemblance.

Kauapirura has been earning an income from his TikTok content since April 2022.

“I’m part of the gifts programme which you need 10 000 followers for. [Moreover,] people send me audios to make content on and promote events,” he says.

“The earnings as a content creator are as consistent as your dedication to it, but in my case, it is not consistent because I do not do it for money, I just like to make people laugh,” he says.

The most Kauapirura has ever made to date was from a campaign with an Indian App called Rizzle, which paid him N$3 100 to create 25 short videos. Despite only managing to create 15 short videos, he still got paid in full.

“Other than that, it’s the usual N$200 that comes in, but not consistently,” Kauapirura admitted.

Chanté Bock, is a fashion and textile designer and content creator from Walvis Bay, mostly active on Instagram and TikTok. She started her YouTube channel just last year.

She says as a nano influencer, she doesn’t quite get paid yet.

“To be honest, I have done about three paid collaborations thus far. I’ve mostly only done gifted collaborations; where [for example] a brand gifts you products, and you deliver x amount of content. I have, however, been blessed enough to work with a few big brands, internationally and locally,” Bock says.

“The most I’ve made on one project would be N$2 000 from creating User Generated Content (UGC) for a brand,” Bock says.

Taimi Nuunyango (23) is a content creator and student who creates paid content on popular platforms like Instagram, Facebook, TikTok and Twitter, in the form of sponsored advertisements, ambassadorships and being a brand influencer. This also includes sponsored videos and YouTube ads earnings.

From Instagram reels, Nuunyango, can make between N$6 000 to N$18 000, depending on her engagement rates and number of reels requested by brands. Her YouTube brand collaborations range from N$5 000 to N$20 000, depending on the duration of the video and number of videos requested by brands.

Nuunyango also shared that in her highest earning month as a content creator, she made about N$30 000 to N$35 000. However, there are also months where she makes less than N$10 000, she says.

Does Bock think it’s possible to be a full-time content creator in Namibia? “Yes! What I know is, what makes a great content creator is one who has figured out their niche. Who is consistent in creating meaningful content and a community, and who doesn’t compromise on their brand,” Bock says.

“You cannot decide to be a successful content creator as a career path. I believe that the internet chooses you,” Kauapirura says.

He thinks content creation can be a lucrative source of income if you target an international audience instead of local, due to Namibia’s small population, he says.

Nuunyango shares similar sentiments. She says being a content creator in Namibia has its perks, but it is certainly not easy, for so many reasons.

“We are such a small population, so even getting people to subscribe and follow our platforms can be a hustle.”

Nuunyango says one needs to be consistent, goal driven and creative to build a successful brand. Moreover, she believes currently it would be risky to live solely off of content creation in Namibia.

“Nonetheless I am excited to see what’s in store for content creators in Namibia,” she says.
– Afterbreak Magazine