The African content creator economy is experiencing a rapid transformation, with women emerging as dominant forces in the digital space. Despite their significant contributions, issues of fair pay and recognition persist, highlighting the need for structural changes to support and empower female creators.
According to Mohale Moloi, Content Director at Irvine Partners, women make up 53% of the continent’s creator economy. Speaking to KBC Digital, Moloi emphasized that women are not just participants but trailblazers, redefining digital entrepreneurship. “From shaping online conversations to forging brand partnerships and building thriving content businesses, they are setting new standards in the industry,” he noted.
Findings from the Africa Creator Economy Report 2024 reinforce this observation. Women constitute 53.2% of content creators in Africa, surpassing their male counterparts. Their dominance is particularly evident in entertainment, fashion, and lifestyle content. However, despite their prominence, monetization remains a significant challenge. Over 50% of creators earn less than KSh. 7,710 monthly, with 73.4% treating content creation as a side hustle. Their primary revenue streams include selling digital products (47.4%) and sponsored content (20.7%).
Women are also leading in content monetization, with 70% of revenue-generating creators being female. This underscores their significance in brand collaborations and their role as trusted voices in the digital space. Yet, the gender pay gap remains a critical issue, reflecting broader societal inequalities.
Moloi stresses the need for action to bridge these disparities. “Through greater collaboration and by amplifying platforms that empower women to monetize their creativity, we can work towards closing these gaps,” he asserts. Recognizing the economic value that women bring to the digital economy is crucial in addressing these challenges.
“When brands invest in female creators, they’re not just supporting individuals; they’re contributing to the overall growth of the digital economy,” Moloi adds. “Women are proving that content creation is a viable career path, but they need the right support structures to thrive.”
As the world marks International Women’s Day, Moloi calls for more than just celebration—he advocates for tangible change. “Let’s not just celebrate women in the creator economy; let’s champion their success, advocate for their fair compensation, and acknowledge their role as the backbone of this industry. Because without them, the future of the creator economy isn’t just uncertain it’s unimaginable.”
