What the Creator Economy Really Means—and Why It Shouldn’t Be Dismissed

The creator economy isn’t just a buzzword—it’s a real, thriving industry. Yet, despite its growing presence in Nigeria, many people still don’t understand what it is or the immense potential it holds.

Over the weekend, I saw something that confirmed this disconnect. A young man I know creates content entirely in the Igbo language. He’s built a massive following: over 1.8 million people on Facebook, 400,000+ on Instagram, and more than 300,000 on TikTok. He’s not just posting for fun—he creates and publishes three engaging videos every single day. His content consistently pulls in hundreds of thousands of views. His platforms are monetized, and brands pay him millions of naira for endorsements. This isn’t a secret—it’s public, measurable success.

And yet, someone had the nerve to ask, “What does he even do for a living?”

In today’s digital age, that question isn’t just ignorant—it’s lazy. Content creation is work. Hard work. Writing scripts, filming, editing, publishing, and marketing—all of it requires creativity, skill, and consistency. Think it’s easy? Try creating just one video that hits a million views. Then do it again. And again.

The same applies to blogging or YouTubing. These platforms generate real income through ads, sponsorships, affiliate marketing, and digital products. So why do some still treat digital creators like they’re just “playing online”?

The truth is, many people—yes, even educated ones—still cling to the outdated belief that if it doesn’t look like a traditional business, it can’t be legitimate. That’s a narrow view of the world, especially when creators like Olivia Chukwu are commanding audiences in the millions and building real businesses through hair tutorials and lifestyle content.

Some critics aren’t just curious—they’re condescending. They mock what they don’t understand. But the numbers don’t lie. You can’t argue with impact, reach, and revenue.

If you’ve got a skill—writing, editing, teaching, or even something related to your current business—consider channeling it into content. Start a blog, launch a YouTube channel, create videos that inform, entertain, or solve problems. You don’t have to switch careers; just extend your work into the digital space.

There’s real money—and influence—waiting there. Don’t ignore it. The only reason not to get involved is if your current profession strictly forbids it. Otherwise, you’re leaving opportunity on the table.

The creator economy is here. Understand it. Respect it. And if you can, be part of it.

Wishing you a productive week ahead.