Athletes are Turning to Content
Welcome to The Creator Dhow - your one-stop shop for navigating the seas of the creator economy with an African perspective. Today’s trip:
Athletes Turn to Content Creation
The 2024 Olympic Games were filled with moments for the ages. Weeks after its completion, echoes of the event still dominate headlines and our social media timelines. Records were broken, underdogs came out on top, Africans made history with and without their nations, and content was in abundance in a way we have never seen. With time to reflect on the games in Paris, and witnessing Cristiano Ronaldo break YouTube on his content debut — one thing is certain: athletes are taking social media content very seriously.
Dive in: Becoming an Olympian is a full-time job, but many athletes lack the resources to train and compete. A 2020 Global Athlete survey of 500 elite athletes from 48 countries found that 58% felt financially unstable and lacked adequate support from the International Olympic Committee or their national federations. Here’s what’s happening:
The big picture: Social media gives athletes of all sizes the power to build their brands, tap into the creator economy, monetize platforms and strike brand deals of their own.
Lesser-known Olympians and athletes can build a community and audience through content, earn in the process and secure the funds needed to adequately prepare and compete at the highest levels.
For well-known established athletes, content creation provides more than an alternative source of income. It enables them to take control of their public perception in an industry where perception is shaped by pundits, journalists, and fans. Bryson DeChambeau is a perfect example of this. His YouTube channel has positively transformed his public perception in unbelievable ways.
At the same time, creating content allows athletes to expand their influence, deepen their connection with fans, and build a brand that extends beyond their athletic careers, setting them up for future business ventures and financial security in retirement.
Ronaldo isn't the first athlete to delve into content creation. Athletes like Tom Brady, Noah Lyles, Israel Adesanya, and Bryson DeChambeau are very much on the exact same path. However, what sets Ronaldo apart is that he’s the most followed person on social media. His entry into this space underscores a brewing trend: the next generation of athletes will also be creators.
P.S: As of today Ronaldo has made history as the first person in history to cross 1 billion followers
Gen Z is Reshaping the Rules of Content
In the last few months, there have been a surge of protests on the continent. Kenyans, Ugandans, and Nigerians have hit the streets demanding change from their respective governments. All these protests have a fundamental similarity — they are youth-driven protests that started on social media.
A couple of months ago, YouTube released its annual Culture & Trends Report for 2024 and Gen Z was the undisputed star of the analysis. While the report is focused on content, it sheds light on what is driving the Gen Z-driven protests in Kenya and other parts of the continent. Here are some insights from the report:
65% of Gen Z respondents consider themselves to be “creators”
Why this matters:?Only 8% of the respondents from the research earn from content.
Dive in:?The barriers to creating content have significantly reduced over the years. Some reasons why:
The big picture:?Gen Z is the first generation to grow up with the internet, smartphones, and social media as part of their everyday life. The majority consider their digital identity as an extension of who they are. Calling themselves a ‘creator’ has little to do with revenue — it’s an identity.
66% of Gen Z respondents agree that they often spend more time watching content that discusses or unpacks something than the thing itself.
Why this matters:?Experiencing an event through the lens and perspectives of someone else is becoming just as (or even more) engaging as the source material.
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Dive in:?The protests have garnered global attention as content in all genres, types, and forms has been created. Hit songs have been released and new viral creators have emerged. These multiple perspectives of the same event have created a ripple effect.
The big picture:?What’s happening in Kenya and Africa at large is what happens when an expressive and fed-up generation of ‘creators’ pick up their phones — conversations on screens shake the streets.
P.S: I dive deeper into this in the latest edition of Marketing Africa. Read it here
Case Study: Meet the Clapping Creator
On April 22nd, 12-year-old Kenyan, Simon Charles started his creator journey with a very unusual concept: clapping for every new follower he gets. Today, Simon has gained over 400K followers on Instagram. That’s over 400K claps!!
As much as he has not posted in over a month — Simon’s journey serves as an insightful case study for how disruptive the creator economy can be. Here are some lessons from Simon’s success:
Simplicity?- His content concept is easy to understand and so his production execution. There’s no fancy shooting or editing. Simon gets straight to the point and as a viewer — you know what to expect.
Community Engagement?- His content is driven by his community. This symbiotic relationship means that as his community grows, he will continue to do what everyone is following him for - clapping.
Commitment to the Unusual?- While the idea is simple, it demands dedication and perseverance to implement. Notably, MrBeast, the world’s largest creator, had his first viral moment by clapping 100,000 times. It's this drive to go beyond the norm that distinguishes top creators.
Authenticity?- Simon is his own benchmark and he’s writing his playbook in real time. In a digital sea of lookalikes, copycats, and imposters, Simon proves that authenticity is the quickest way to stand out.
Above all, Simon’s journey demonstrates that a good and relatable concept can resonate beyond geographical boundaries, showcasing the beauty of the creator economy. We hope he continues his journey, as he has carved a unique path filled with potential.
The African Gap
Almost 2 months ago, Jimmy Donaldson aka Mr. Beast recently hosted 50 of the world’s top YouTubers and creators to a competition. Through a series of challenges and games, creators battled for a chance to win $1,000,000 for their subscribers. Since its release, it has generated over 234M views.
Creators from all parts of the world were involved with representation from every continent except… You guessed it — Africa. While there is nothing wrong with this, it reveals the gaps present on the continent where the creator economy is concerned.
Dive in: The creator economy is more than ‘entertainment’ - it’s an ecosystem that intersects digital platforms, advertisers and businesses, creators, and most importantly — their unique audience. Among the creators featured there was a wide range of niches present. There were tech journalists, chess players, a chef, a scientist, gamers, entrepreneurs and entertainers. The largest following of all the creators that participated did not come from entertainers or gamers. It came from a scientist Mark Rober (56 million subscribers).
Why is this important: The creator economy has grown past the ‘influencer’ entertainer stereotype it has built over the years. Whether you are an entertainer, professional or just want to share a unique interest you have — there is an audience for anything. And with every audience there is an opportunity.
The big picture:
According to Goldman Sachs, the creator economy is expected to grow to $500 billion dollars by 2027. Smartphone penetration on the continent is expected to reach 88% adoption in the next six years and to top it all — Africa will have the youngest population in the world. There is a HUGE opportunity for those that decide share their perspective and knowledge.
At the end of the day, the content we consume is the outcome of search and discovery. If we don’t tell our stories, foreigners will continue to be on the other side of our searches and will dominate the touch points of discovery. Our hope and mission here at The Creator Dhow is to change this narrative so one day if a video like this was to ever happen again — we’d be part of the conversation.
We hope you enjoyed our first edition. It’s been a pleasure taking you around. Subscribe to The Creator Dhow here to get this straight in your inbox. Click here