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 videos 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 fashion choices, they are establishing full-time professions via social media and generating substantial income.
With the help of social media platforms such as TikTok, Instagram, and YouTube, members of Generation Z are leveraging their smartphones, imagination, and self-assurance to make a career. They share content showcasing their daily lives, gain a following, and receive payment from companies aiming to connect with their target demographic.
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 advertise products like clothing, skincare items, or restaurants. They earn money through brand partnerships, affiliate links, live sessions, 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 stated, 'A micro-influencer with 5,000 loyal fans can promote a product more effectively than someone with 200,000 fabricated followers. In this younger demographic, they realize that establishing trust online is more significant than pursuing large 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 entertaining but also serves as a source of encouragement.
In an interview with Weekend Trust, Ruth Nwosu, a lifestyle influencer, mentioned that she initially posted for enjoyment until she began receiving messages from brands and companies wanting to collaborate and promote their products. 'I started posting for fun,' says Ruth Nwosu, a lifestyle creator based in Lagos. 'But when I saw that brands were contacting me for collaborations, I realized it could become a genuine business.'
As per Ruth, the core of her content is to help the typical Nigerian find beauty in their lives and appreciate it 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 situation, you can still enjoy life where you are. It's this authenticity I display that attracts brands to collaborate with me.'
Just as with any other profession, Ruth mentions that creating content carries its own challenges. 'We make it seem simple, but there's a great deal of effort involved. From generating an idea to organizing the shoot and then editing. It's all a significant amount of work, although it can occasionally be enjoyable. There's also the pressure to appear flawless 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 dine out and produce content at no cost. From my sponsored advertisements, I earn a minimum of N200,000 each month through brand collaborations. At times, the amount 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 featuring their clothing, and occasionally I receive free items. Social media has simplified the process for young people to envision their futures in new ways. We're no longer waiting for major opportunities. We're forging our own paths.'
Another content creator, Olamide Ade, who showcases her favorite places to hang out in the city through videos, shared with Weekend Trust that she only posted for enjoyment and never expected to earn so much from creating content.
I loved dining out 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 must maintain regular posting schedules, keep up with trends, and interact with their followers every day.
The income is decent, 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 satisfaction comes not only from the income they earn 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 focuses 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 have the opportunity to express myself, pursue my passion, and earn income.'
As per Mide, one of the factors that enable Gen Z content creators to build strong connections with their audience is their willingness to showcase their genuine lives, including both positive and negative aspects.
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 producing content has become a legitimate profession. Some creators are leaving traditional 9-to-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 merge their online presence with additional expertise. For example, beauty influencers introduce skincare products, while travel vloggers establish tourism ventures.
Nevertheless, not all individuals achieve success effortlessly. For each creator who gains popularity, there are numerous others facing challenges in expanding their reach. Despite this, the increasing number of successful narratives keeps motivating more young Nigerians to attempt it.
One of the most well-known figures is Enioluwa Adeoluwa, who goes by the online name Beauty Boy. Driven by his interest in fashion and lifestyle, he has gained a large audience and collaborated with global brands such as Fenty, Crocs, and L'Oréal.
In the same way, Fisayo Fosudo, a tech and lifestyle YouTuber, transformed his interest in devices into a professional job. With his clear videos and composed delivery, he has attracted more than 300,000 followers.
Social media platforms have also given rise to new professional opportunities. There are now 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 are developing their own products, launching websites, or even instructing others on how to create content. The objective is to establish something that endures beyond social media."
The most beneficial approach for emerging creators is to concentrate on delivering value and maintaining sincerity." "Individuals can detect when someone is not genuine. Those who remain authentic often have a more enduring presence. There's also the aspect of mental well-being in content creation. Many creators mention the pressure to remain popular 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).
