Via TikTok, Instagram, and YouTube, members of Generation Z are reshaping the concept of earning a livelihood by turning everyday tasks into...
Via TikTok, Instagram, and YouTube, members of Generation Z are reshaping the concept of earning a livelihood by turning everyday tasks into successful professions. From lifestyle vlogs to technology assessments and culinary content, Weekend Trust explores how young Nigerians are converting online influence into financial gain.
Many young Nigerians today no longer view earning a living as being confined to a traditional 9-to-5 office job. The younger generation, known as Gen Z, has discovered methods to transform their everyday activities into a revenue stream. By sharing morning routines, travel videos, or photos of their daily attire, they are establishing full-time professions via social media platforms and generating substantial income.
Gen Z individuals are leveraging platforms such as TikTok, Instagram, and YouTube to make a living through their mobile devices, imagination, and self-assurance. They share content showcasing their daily lives, gain a following, and receive payment from companies aiming to connect with their target demographics.
A few years back, only celebrities and fashion influencers were compensated for posting online. Now, the typical Nigerian youth with a few thousand followers is being paid to market products like clothing, skincare items, or restaurants. They earn money through brand partnerships, affiliate links, live streams, and occasionally gifts from their online audience.
As per digital marketing expert Tomi Oyeleke, what sets Gen Z creators apart is the authenticity they project in their lives. 'They don't perform like typical celebrities who are clearly compensated for promotions. Audiences follow them because they find them approachable. It's similar to you and others casually observing a friend's life via their social media.'
Oyeleke also highlighted that numerous brands today favor creators who have smaller but dedicated audiences, as their followers genuinely pay attention to their suggestions. He mentioned, 'A micro-influencer with 5,000 loyal fans can promote a product more effectively than someone with 200,000 fake followers. In this younger demographic, they realize that establishing trust online holds greater worth than simply aiming for high numbers.'
Lifestyle content is favored by Gen Z creators as it combines fun and inspiration. Studies indicate that individuals appreciate watching others who resemble them leading comfortable lives, traveling, and maintaining their well-being. Even for a short time on screen, this isn't just about entertainment but also serves as a source of encouragement.
Speaking with Weekend Trust, Ruth Nwosu, a lifestyle influencer, mentioned that she initially posted for enjoyment until she began receiving messages from brands and companies seeking collaborations and product promotions. 'I started posting for fun,' says Ruth Nwosu, a lifestyle creator based in Lagos. 'However, when I saw that brands were contacting me to collaborate, I realized it could become a genuine business opportunity.'
As per Ruth, the core of her content is to help the typical Nigerian find ways to romanticize their lives and find joy even with limited resources. She mentioned, 'I strive to be genuine in my content and I don't overdo it. The goal is to demonstrate to my audience that no matter your circumstances, you can appreciate life as it comes. It's this authenticity I display that attracts brands to collaborate with me.'
Just as with any other profession, Ruth mentions that creating content involves its own challenges. 'We make it seem simple, but there's a lot of effort involved. From generating an idea to organizing the shoot and then editing. It all takes a lot of work, but it can also be enjoyable. There's also the pressure to look perfect at times, but it's important to remain genuine.'
Although she faces numerous challenges, Ruth acknowledged that in addition to her other ventures, she earns a significant amount by sharing her daily activities. 'I recall that I was simply posting daily videos of my life, and companies began contacting me to promote products such as clothing, perfumes, and beauty items. Occasionally, I am invited to restaurants to create content for free, among other things. From my sponsored advertisements, I earn at least N200,000 each month through brand collaborations. At times, it can be higher or lower.'
For Ruth, generating content has enhanced her life. 'I never thought I could earn money through my phone. Now I collaborate with local brands that compensate me for promoting their clothing, and occasionally I receive free items. Social media has simplified the process for young individuals to envision their futures differently. We are no longer waiting for major opportunities. Instead, we are forging our own paths.'
Another content creator, Olamide Ade, who posts videos about her favorite places to hang out in the city, told Weekend Trust that she only shared content for enjoyment and never expected to earn so much from it.
I loved going out to dine and sharing my favorite spots. I would regularly post on Instagram and TikTok, and soon enough, people began trusting my views on various meals and locations. Before long, these places started reaching out to me and compensating me for reviewing their venues.
Olamide loves her role as a content creator but mentioned that it can occasionally be exhausting since, unlike other professions where you report to someone else, in content creation you must produce work regardless of whether you feel inspired or not.
Numerous content creators invest significant time refining videos, selecting soundtracks, and crafting descriptions. In order to expand their audiences, they need to maintain regular posting, keep up with trends, and interact with their fans every day.
The income is favorable, but being a content creator isn't easy. I'm constantly thinking about how to plan my posts, film, edit, and respond to comments. It's not as straightforward as uploading one video and becoming popular. There are times when you upload ten videos and none receive any attention. You just need to keep moving forward.
Some creators find that the true satisfaction comes not only from their earnings but also from the creative liberty they experience when addressing topics that are important to them, like education, technology, and religion, among others.
A 24-year-old named Mide Abiola, whose material is focused on motivation and inspiration, stated, "I launched my channel to discuss personal growth and daily experiences. It has now evolved into something greater than myself. I am able to express who I am, pursue my passions, and earn money at the same time."
As per Mide, a key factor behind Gen Z creators' strong connection with their audience is their willingness to showcase their genuine lives, including the less ideal moments.
Some individuals openly discuss mental health, relationships, or money issues. People desire to witness someone striving their hardest. We all encounter difficulties, so when you share your experience, others find it relatable.
The reality is that creating content has become a legitimate profession. Some creators are leaving traditional 9-5 jobs, while others rely on their social media earnings to fund their education or launch small enterprises.
The appeal of the content creation community is that, over time, many creators integrate their online presence with additional expertise. For example, beauty influencers introduce skincare products, while travel vloggers establish tourism ventures.
Nevertheless, not everyone achieves success effortlessly. For each creator who gains popularity, there are hundreds facing challenges in expanding their reach. Yet, the increasing number of success stories keeps motivating more young Nigerians to attempt it.
One of the most well-known cases is Enioluwa Adeoluwa, who goes by the online name Beauty Boy. Driven by his interest in fashion and lifestyle, he has gained a massive audience and collaborated with global companies such as Fenty, Crocs, and L'Oréal.
In the same way, Fisayo Fosudo, a tech and lifestyle YouTuber, transformed his interest in gadgets into a professional job. With his clear videos and composed delivery, he has gained a following of more than 300,000 subscribers.
Social media platforms have also given rise to new job opportunities. There are currently managers, content strategists, editors, and photographers who collaborate with influencers to develop their brands. "It's no longer just about uploading videos; it's a complete ecosystem that provides employment for many young individuals." Oyeleke
Nevertheless, this emerging type of employment comes with its own difficulties. Oyeleke cautions that not all individuals will achieve success, as the sector is highly competitive and trends evolve rapidly.
He stated, "Algorithms can shift unexpectedly, brand payments are occasionally delayed, and maintaining a constant online presence can be mentally exhausting. That's why savvy creators are expanding their options. They're developing their own products, establishing websites, or even instructing others on how to produce content. The aim is to create something that endures beyond social media platforms."
The most beneficial approach for emerging creators is to concentrate on delivering value and being genuine." "Individuals can detect when someone is not being authentic. Those who remain true to their identity often have a more enduring presence. There's also the aspect of mental well-being in content creation. Many creators mention the pressure to maintain relevance can be intense. Negative feedback, online comparisons, and exhaustion are frequent challenges.
He stated, "For the time being, the movement continues to expand. In Nigeria, young Nigerians are recording their daily lives, evaluating products, and transforming their personalities into platforms. Whether it's posting about skincare routines, restaurant critiques, or everyday vlogs, they are redefining what it means to make a living."
Provided by SyndiGate Media Inc. (Syndigate.info).
