Online Reporter
Trust Khosa
Zimpapers Arts and Entertainment Hub
IN the ever-evolving realm of content creation, a vibrant wave of talent is emerging from Zimbabwe, poised to make a significant impact far and wide.
A diverse array of content creators — ranging from skit makers and comedians to vloggers and bloggers — has emerged, reshaping the narrative of creativity in the nation.
This new, elite league of creatives is not only gaining fame, but also reaping financial rewards that match their popularity.
The excitement around content creation surged during the Covid-19 pandemic, a challenging time when many found themselves unemployed.
Ironically, this era became a blessing in disguise, as content creation emerged as a remedy for boredom, stress and depression.
To aspiring content creators, this phenomenon might seem akin to the “instant cash” schemes often portrayed in African movies.
However, a significant portion of the population remains unaware of how this new wave of creativity has enriched a select few.
Those who have been slow to adopt technology have found themselves left behind, literally buried in the creative sector’s graveyard.
Nevertheless, true creatives will attest that monetising content requires considerable effort and dedication.
The process varies significantly based on the environment in which one operates.
Zimbabwe, with its unique cultural landscape, has seen individuals successfully monetising content as a source of livelihood.
Yet, with countless aspiring creators vying for their share of success, earning a substantial income remains an uncertain endeavour, especially considering that the few successful ones are reluctant to share their secrets.
Monetisation
Research has shown that the monetisation process for content creators can vary depending on several factors, including platform choice, audience engagement and niche.
However, many creatives are attracting thousands of views, for instance on YouTube, yet most accounts are still not monetised.
To be eligible for ad revenue, creators must join the YouTube Partner Programme, which requires meeting criteria such as 1 000 subscribers and 3 000 watch hours.
According to experts, YouTube pays US$2 to US$30 per 1 000 views, with the average being closer to US$5 and US$10.
The amount paid for an Instagram post varies greatly depending on the influencer’s follower count, engagement rate and other factors.
Rates can range from US$10 to over US$10 000 per post.
Users are graded, with nano-influencers (1 000 to 10 000 followers) earning between US$10 and US$100 per post.
Mega-influencers, who have up to one million followers, can earn as much as US$10 000 per post.
TikTok does not have a fixed pay-per-post rate.
Payments are calculated through the Creator Rewards Programme, based on a metric called Revenue Per Mille (RPM), which measures earnings per 1 000 qualified views.
RPM typically ranges from less than 1 US cents to 4 US cents per 1 000 views.
Beyond the official programmes, creators earn money through brand sponsorships, which are negotiated directly.
Likewise, Facebook does not pay users for everyday posts. However, creators can earn money through monetisation programmes such as performance bonuses or advertising revenue from videos.
Earnings vary widely, with some creators making thousands per month, while others receive smaller, sporadic bonuses.
In Zimbabwe, the landscape for content creators is shaped by unique local dynamics, with most creators monetising through advertisements, subscriptions and donations.
Creators making a mark
One notable name that instantly comes to mind is Comic Elder, born Leroy Tadiwanashe Zaware.
The 31-year-old has served as a brand ambassador for several corporates and indigenous companies, which he has promoted online. He even caught the attention of President Mnangagwa, who gifted him a brand new Ford Raptor, which he collected at State House last month.
Comic Elder also won an award on the closing day of the National Youth Symposium, where President Mnangagwa was the guest of honour.
Despite this recognition, Comic Elder, who primarily commercialises his work through advertisements and promotions, remains ecstatic.
“I cannot thank God enough for this. I have been doing a lot of promotional advertisements for several organisations, both small and large, that value my work.
“It is something I enjoy and I only started content creation three years ago, and now I am here,” he said.
United Kingdom-based Comic Pastor, real name Prosper Ngomashi, told Zimpapers Arts and Entertainment Hub that content creation has become a booming business, although they initially approached it as a form of fun.
“When we started creating content on Facebook back in the day, it was meant to entertain people and keep them informed about current affairs,” he recalled.
“At that time, there were no Facebook pages; we posted videos on our timelines. We mainly shared content about politics and other pressing issues that were topical back home. We kept working hard, but it was for fun, as we had no education on how to monetise our pages.”
Ngomashi, whose popularity surged quickly through online videos, vividly remembers his breakthrough.
“I can safely say my breakthrough came in 2015 when a local bank sought my services after I posted my skit called ‘Shamu’. I started receiving more offers to promote local companies and that is how we managed to commercialise our work by sharing our jokes on Facebook,” he said.
He noted that a new era for content creators emerged between 2020 and 2022, when many people became aware of content creation.
“I can safely say there was a period when almost everyone was now a content creator. A growing number of people realised they could monetise their work after learning how to do it, but creatives often do not share these tips,” he said.
After relocating to the United Kingdom, Ngomashi is still a content creator, although work commitments consume much of his time.
Pioneers and the path to fortune
Comedienne and actress Felistas “Mai TT” Murata, who has made a significant impact as a content creator, believes her hard work is paying off.
“It all started with jokes and now we are here doing what we love most as content creators,” she said.
“I now have several followers on Facebook and on Instagram — where I hardly post my content — including TikTok, which is a huge milestone.
“My numbers are growing, especially after our movie ‘Lost in the Ashes,’ a collaboration between us and Nollywood (the Nigerian film industry).
“I am now popular in Nigeria, where I know many prominent actors, and in terms of content creation, I can boast that I was one of the pioneers in Zimbabwe.”
Despite her popularity and busy schedule, she revealed she still has time for promotional advertisements, which have brought her fame and fortune.
“By the way, I managed to build my house with the endorsements I received through my content on Facebook. I had monetised, but I do not know what happened to my account.
“I do not regret it because it boosted my numbers and helped me get to where I am today,” she said.
She also urged aspiring content creators to go above and beyond to impress their fans.
“In content creation, you need to be daring to gain traction . . . ,” said the comedienne, who was once incarcerated for theft of trust property.
“I was mocked and ridiculed, but now I am adored in other countries like Nigeria, where millions now know about me and my work in Zimbabwe.”
Rewards
Our findings suggest there is still a need for education on how to commercialise content, but many creators are making a decent income through marketing and donations.
South Africa-based social media couple Gilbert Nyamanhindi and Joyce Manyara, better known as the Nyathi family, have also been rewarded for their efforts.
The couple had their wedding sponsored and their rural home in Manicaland built under the supervision of their benefactor, Barnabas Marambire.
Another social media couple, Tytie and Kiki, regularly showcases their investments.
In recent months, they have been sharing pictures of their home under construction in a rural area, courtesy of a reputable construction company.
The couple has multiple endorsements and the ability to monetise their pages in South Africa, where it is easier.
Audience size is a significant factor in this process, as creators with larger followings typically end up with higher earnings from advertisements and sponsorships.
Additionally, creators with highly engaged audiences can negotiate better deals with brands, even with smaller followings.
Creators focusing on technology, education or entrepreneurship may find more lucrative opportunities, as these areas are often prioritised by sponsors looking to reach specific audiences.
In Zimbabwe, fewer creators are tapping into these lucrative niches, although experts believe this is a viable area for income.
Content creators who successfully partner local businesses may find a consistent income, especially if they can demonstrate measurable results from their campaigns.
Access to technology remains a prerequisite for local content creators to thrive. Those with better access to technology and stable internet are more likely to succeed.
Musicians like Jah Prayzah, Winky D, Freeman, Minister Michael Mahendere and Killer T are among those earning decently from online platforms.
The combination of local market dynamics and individual creativity plays a crucial role in their success.
Content creators in Zimbabwe who establish a strong brand presence, target profitable niches and engage effectively with their audiences are likely to earn more.
