“That’s not a real job.” A father tells his daughter as she shares her dream of becoming a full-time content creator. Across the city, a teacher shakes her head when a student mentions wanting to build a career on YouTube. To them, “real jobs” come with desks, salaries, and predictable career paths, not cameras, audiences, and social media. But what if they’re wrong? What if content creation is a viable career—and one of the most important emerging professions of our time?
The growing creator economy
For too long, digital creators have been dismissed as hobbyists or lucky influencers who stumbled into success. But the reality is very different. Today, creators are business owners, marketers, and entrepreneurs, building sustainable brands and generating real income. In Africa alone, the creator economy is growing at a rate of 28.5% per year, set to reach $17.8 billion by 2030.
According to Murray Legg, Co-founder of digital creator and influencer marketing platform, Webfluential, it’s time to change the conversation. “In today’s economy, a creator is someone who builds an audience around their passions and expertise, whether that’s through content, media, entertainment, or anything else. They’re often entrepreneurs, building brands, managing communities, developing marketing strategies, and monetising content across multiple platforms.”
On one side of the screen, there’s a creator—someone with a face, a voice, and a narrative. On the other side, there’s an audience engaging in real time. Social media ensures that content can be shared instantly, not just with people you know but with global audiences who have never heard of you before. Algorithms amplify this process, helping relevant content reach the right viewers.
“But visibility is just the start,” says Legg. “Today, creators are earning revenue through ad partnerships, brand collaborations, affiliate marketing, subscriptions, and even their own digital products. Brands are buying into the network effect, leveraging the credibility and trust that creators have built within their communities.
Niche expertise has become a currency of its own. Creators who are recognised as authorities in their fields (whether it’s beauty, tech, fitness, or finance) have become educators and thought leaders. Their audiences tune in for knowledge, entertainment, and insights, making these creators indispensable partners for brands looking to connect with engaged, targeted demographics. And with niche authority comes serious revenue potential.
Technology has created an environment where anyone with a smartphone and an idea can build a business. “But, content creation requires more than creativity; it demands marketing savvy, brand-building expertise, and a deep understanding of audience psychology,” says Legg.
Not pure luck: the skills every creator needs to succeed
The top creators double-down on their authenticity and uniqueness, develop strategies, analyse performance data, and optimise their content for maximum engagement and monetisation.
“Successful creators are the ones who are patient, consistent, and passionate about what they do. They’re also skilled at marketing and building relationships with their audiences. Those who struggle often lack these qualities or aren’t willing to put in the hard work. With so many creators these days, you need to work hard to stand out,” says Legg.
The infrastructure is here: cameras on phones are powerful, mobile internet is faster than ever, and editing tools, AI, and automation make content production accessible to anyone willing to put in the work.
Successful South African creators
Take, for example, Silindokuhle Khubone, a content creator who turned her personal experiences into over 236,000 followers on TikTok. Growing up in Mandeni, she watched her mother find affordable clothing for their family, and was inspired to start a TikTok account to help others discover budget-friendly shopping spots.
Today, Silindokuhle shares lifestyle content with a focus on connecting people to small businesses, skincare products, and hidden gems that can make a difference in their lives. Her authenticity and passion have fuelled her success, proving that staying true to yourself and understanding your audience are key. As she advises aspiring creators: “Start now, because not only are you being able to showcase your creativity, but you also get paid to do it. Companies like Webfluential are there to help you grow as an individual while getting paid to do it. Whatever you decide to show the public, be honest and be comfortable about it.”
Then there’s Ethan Kieffer, who began sharing fashion content on TikTok straight out of high school before expanding his Instagram and lifestyle content on YouTube. His cosmopolitan style attracted an international audience, allowing him to monetise his content globally. His success led to signing with an agent in Paris, further cementing his place in the global fashion scene.
The future of work and creator-driven careers
As Silindokuhle’s and Ethan’s cases prove, flexibility, independence, and self-monetisation are both desirable and achievable. The idea that stability only comes from a corporate job is outdated. Creators today are building their own businesses, setting their own rates, and working on their own terms.
“Beyond the side hustle lies a real job with real impact, and Africa is waking up to the fact,” says Legg,
“If universities and career advisors want to prepare students for the future, they must acknowledge the creator economy as a legitimate and strategic career path.”
Whether through courses, mentorship, or inclusion on applications, recognising ‘Creator’ as a profession is no longer a question of ‘if’, but ‘when’. And for those still waiting to hit send on their first video, it’s natural to be hesitant about the risks involved. But the rewards can be incredible. “My advice would be to start small, build your skills, and don’t be afraid to experiment. The market is vast, and there’s always room for unique voices,” says Legg.
The allure of influencer culture is reshaping career aspirations across generations. A recent study reveals that a significant number of individuals, from Gen Z to Baby Boomers, are willing to leave their current jobs to pursue careers as influencers. This trend is not only redefining traditional career paths but also influencing the future of work dynamics.
The shift towards influencer careers
The desire to become an influencer is no longer confined to younger generations. The study indicates that a considerable percentage of individuals across various age groups are contemplating a transition from conventional employment to influencer roles. This shift is driven by the promise of creative freedom, potential financial rewards, and the opportunity to impact a broad audience.
Implications for the workforce
The growing interest in influencer careers suggests a transformation in how people perceive work and success. Traditional 9-to-5 jobs are being reevaluated as more individuals seek flexible, passion-driven professions. This trend could lead to a more dynamic and diverse workforce, where personal branding and digital presence become critical components of professional life.
Webfluential: Empowering Aspiring Influencers
For those considering this career shift, platforms like Webfluential offer essential tools and support. Webfluential connects influencers with brands, providing a seamless process to manage collaborations, track performance, and monetise content. By offering professional media kits, pitch opportunities, and comprehensive analytics, Webfluential enables creators to transform their online presence into a sustainable career.
Curious about how much you could earn as an influencer? Try Webfluential’s Earnings Estimator to get an idea of your potential income!
The inclination to pursue influencer careers across generations signifies a pivotal change in the professional landscape. As more individuals embrace this path, platforms like Webfluential play a crucial role in facilitating successful transitions, ensuring that aspiring influencers have the resources and connections needed to thrive in the digital age.
In the sprawling landscape of personal development, Tony Robbins stands as a towering figure whose insights into human behavior have shaped millions of lives. His framework for understanding influence—through the lens of pre-framing, framing, and deframing—offers a compelling window into how we process and internalize information. For content creators navigating the choppy waters of social media, these principles provide not just a template for success, but a deeper understanding of human psychology.
The art of setting the stage
Consider how we experience art in a museum. The curator’s choice of lighting, room layout, and accompanying text profoundly shapes our perception before we even lay eyes on a piece. This is pre-framing at work—the subtle art of establishing context before the main event. Robbins didn’t invent this concept, but he recognized its profound impact on human psychology. Recent research from the Journal of Consumer Research validates this insight, demonstrating how preliminary information creates a lens through which we interpret subsequent experiences.
The same principle applies in the digital realm, where content creators have mere seconds to establish context for their audience. A thoughtful introduction, a well-crafted opening question, or a resonant personal anecdote can transform how viewers process everything that follows. This isn’t manipulation; it’s the architecture of understanding.
Perspective as power
The notion that the same reality can be interpreted in radically different ways depending on its presentation isn’t new. But Robbins’ framework goes beyond the simple dichotomy of optimism versus pessimism. It suggests that the way we frame information can fundamentally alter its impact and meaning. The scientific validity of this approach finds its strongest support in Kahneman and Tversky’s groundbreaking research on prospect theory, which revealed how identical information, presented differently, leads to markedly different decisions.
For content creators, this insight proves particularly valuable. The difference between presenting a fitness journey as “eliminating bad habits” versus “building a stronger self” might seem subtle, but it can profoundly affect how audiences engage with and implement the message. Social media engagement data consistently shows that positive framing generates significantly more interaction and sharing than negative approaches, even when conveying the same core information.
Breaking free from mental constraints
Perhaps the most intriguing element of Robbins’ framework is the concept of deframing—the process of dismantling limiting beliefs and assumptions. This aligns remarkably well with findings from cognitive psychology, particularly in the field of cognitive restructuring. When content creators help their audience question long-held assumptions, they’re not just sharing information; they’re facilitating transformation.
The neuroscience of influence
Recent advances in neuroimaging have revealed fascinating insights into how framing affects our brain’s decision-making processes. When information is effectively framed, it activates the ventromedial prefrontal cortex, a region crucial for value assessment and decision-making. This suggests that proper framing doesn’t override our decision-making capabilities—it enhances them.
Creating content that matters
For today’s content creators, these insights translate into a profound responsibility. The goal isn’t to simply accumulate likes or shares, but to create meaningful impact through authentic communication. This means moving beyond formulaic approaches to engage with audiences on a deeper level.
Success in this endeavor requires a delicate balance. Content should be crafted with clear intentions while remaining genuine and valuable. Stories should resonate emotionally while maintaining intellectual honesty. Research and data should support claims without overwhelming the human element.
The path forward
As social media continues to evolve, the principles of effective framing become increasingly crucial. Content creators who understand these dynamics can craft messages that not only reach their audience but genuinely improve lives. The key lies in maintaining authenticity while strategically applying these principles—not to manipulate, but to communicate effectively and help others see new possibilities.
The responsibility that comes with influence cannot be overstated. In an era where attention is currency and impact is measured in engagement metrics, content creators must remember that their true measure of success lies in the positive change they create in their audiences’ lives.
Looking ahead, the challenge for content creators isn’t just to master the mechanics of social media algorithms or perfect their production values. It’s to understand the profound impact their framing choices have on their audience’s perception and decision-making. By applying these principles thoughtfully and ethically, they can create content that doesn’t just capture attention, but catalyzes genuine personal growth.
A note on research: This article synthesises various research findings with practical applications. Readers are encouraged to verify specific studies and statistics, and to consult with experts when implementing influence strategies in their work.
