By Degraft OSEI
Social media has revolutionized the way we connect, entertain, and express ourselves. But its impact goes far beyond likes and shares—it has become a powerful economic engine.
For millions of creators, social media has turned passions into professions, transforming hobbies into income streams. Yet, despite this evolution, the road from likes to livelihoods remains uneven, particularly for creators in underserved markets.
As someone who has worked at the intersection of innovation, entrepreneurship, and equity, I’ve seen how social media’s promise of democratization often clashes with systemic inequities.
While platforms enable creators to reach global audiences, they frequently fail to provide the tools and resources needed to translate popularity into sustainable income.
The Creator Economy: A Booming Industry
The creator economy is now valued at over $100 billion globally. Platforms like YouTube, TikTok, and Instagram have enabled millions of people to build careers as influencers, educators, artists, and entertainers. Revenue streams range from ad revenue and brand collaborations to direct monetization through subscriptions and tips.
For instance, a fitness instructor in New York can build an online following, partner with brands, and offer exclusive classes to paying subscribers. But while the potential is vast, the reality is that only a small percentage of creators earn sustainable incomes. The majority, particularly those in emerging markets, face significant hurdles.
Challenges in Turning Likes into Livelihoods
Opaque Revenue Models Many platforms operate on revenue-sharing models that lack transparency. Creators often don’t know how their earnings are calculated, leading to mistrust and frustration.
Limited Monetization Tools Direct monetization options, such as tipping and subscriptions, are often restricted to creators in specific regions, excluding those in underserved markets.
Algorithmic Bias Platforms prioritize content that appeals to high-value advertising markets, sidelining creators whose work doesn’t fit into these trends.
High Transaction Costs Payment systems often impose fees that disproportionately impact creators in regions with weaker financial infrastructure.
Consider a musician in Accra who uploads their songs to a streaming platform. Despite amassing thousands of plays, they might earn only a fraction of the revenue generated by their work, with the majority going to the platform or intermediaries. This imbalance discourages creators and limits the diversity of content available online.
The Role of Platforms
Some platforms are taking steps to address these challenges. Luupli, for instance, has built its model around fairness and inclusivity. By prioritizing content ownership and offering transparent monetization tools, Luupli ensures creators retain control over their work.
For example, a photographer in Nairobi can upload their portfolio to Luupli, set licensing terms, and earn royalties each time their images are reused. The platform’s algorithms are designed to surface diverse voices, ensuring creators from underserved regions are not left behind.
While Luupli is still in Beta, its approach demonstrates what’s possible when platforms prioritize equity over engagement metrics.
A Path Forward
To create a more equitable creator economy, platforms must address systemic challenges:
Transparent Revenue Models
Platforms should clearly communicate how earnings are calculated, enabling creators to understand and optimize their income streams.
Accessible Monetization Tools
Features like tipping, subscriptions, and e-commerce integrations should be available to creators in all regions. Integrating with local payment systems can further reduce barriers.
Algorithmic Fairness
Algorithms must be designed to prioritize diversity and authenticity, ensuring creators are rewarded for their unique contributions.
Education and Mentorship
Many creators lack the skills needed to navigate digital platforms effectively. Workshops, mentorship programs, and online courses can bridge this gap.
The Role of Governments and Brands
Governments can support creators by investing in digital infrastructure, enacting intellectual property protections, and providing grants or tax incentives for creative industries. Brands, meanwhile, can partner with diverse creators to produce authentic campaigns that resonate with global audiences.
For example, a global beauty brand could collaborate with content creators in Ghana to showcase traditional skincare practices, creating campaigns that celebrate local knowledge while appealing to international markets.
A Vision for the Future
Imagine a world where creators have full control over their work and its rewards. A dancer in Nairobi could monetize their tutorials directly through subscriptions, while a filmmaker in Lagos could release their work on a platform that guarantees fair revenue-sharing. This isn’t just a dream—it’s a possibility that platforms, governments, and brands can bring to life.
A Call to Action
The creator economy has immense potential to reshape global markets, but its promise will remain unfulfilled unless we address its inequities. Platforms must prioritize transparency and equity, governments must invest in infrastructure and education, and brands must recognize the value of diverse voices.
For me, this is not just a professional challenge—it’s a personal mission. Growing up in Ghana, I saw the power of creativity to inspire change. Today, as someone who works at the intersection of culture, technology, and innovation, I believe in the potential of creators to transform the digital economy.
The time to act is now. Let’s ensure that the journey from likes to livelihoods is one that every creator can take.
Degraft is the co-founder and chairman of Luupli, a revolutionary social media platform that empowers genuine self-expression and promotes authentic human connections. He has extensive experience in the hospitality, tourism, and technology sectors in the United Kingdom. He can be reached via [email protected]
