Content creation is increasingly seeming synonymous with the road to riches. When it all began, it was people dancing to a new hit and others making GRWM videos. In no time, those people are living the dream.
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Content creation is increasingly seeming synonymous with the road to riches. When it all began, it was people dancing to a new hit and others making GRWM videos. In no time, those people are living the dream. When did this happen? A nice house, a cool drive, luxury wears, and vacations; How? We have stories of ‘overnight millionaires’ and they are showing it off. When did this happen?
As of early 2025, there are over 8.3 million social media users in Ethiopia, with the number expected to continue growing. People primarily come online to entertain themselves, express their opinions, and promote a cause. A few of those digital creators stood out and amassed a following and influence. They are no longer just performers, posing for a shot or blabbing what just crossed their minds; they are influencers. Their content meant serious money.
This isn't about musicians, actors, or other celebrities who were already acclaimed for their work and joined the digital space. These are students, stay-at-home moms, and other ordinary people who dropped into social media and were no longer ordinary. The content they created stamped them with a name. A name worth millions. We can’t put a tag on who strategically came on board and who was just bored. Either way, the content economy has transformed lives.
Ready for numbers?
Take the Senegalese-Italian factory worker, Khaby Lame, who turned multi-millionaire over TikTok. His voiceless, humorous reaction videos got him 162 million followers, and now he deals in hundreds of thousands for collaborations and brand representations. He charges up to $850,000 for a sponsored TikTok video and $20,000 for an Instagram post. His additional income streams arise from ad monetisation on YouTube, brand endorsements, merchandising line, real estate investments, and acting.
Charli D'Amelio, at just 21, has built a close to $45 million wealth through her magnificent social media presence. It was in 2019 that she began posting lip-sync videos and dance content. She expeditiously amassed the then-largest TikTok following in about 2 years. Started off charging for brand partnerships and being cast in films. A guidebook with biographical content was released, and a podcast she co-hosted with her sister followed. She has a reality show and has established a brand company that partners with the biggest conglomerates.
Hayat Nassir (aka Yuti Nass), the first Ethiopian TikToker to hit the 1 mil follower bar is an epitome. Born and raised in Woliso, she was a university student when she first jumped on TikTok. Noted for her culturally representative videos and lip syncs, her charmed followers pushed her to be among the biggest names on the platform. Sponsored posts and Live TikTok interactions became her main sources of income. Later, she opened a Bridal shop and is going strong.
Abel Birhanu is one of the biggest YouTube content creators(1.8 mil subscribers) in Ethiopia who made his first videos in 2018. Ranging from informative to entertaining content, he has created a notable persona. His main income comes from in-video marketing and ad views on video. He recently published a guidebook for YouTubers and is selling it on Amazon, with more dollar influx expected.
Myth to break
Yes, these people made it. They made it big time. Looking at their coincidental beginnings, it might sound like luck for an onlooker. However random they might have been at the beginning, they showed undeniable grit throughout. Even if it is to varying degrees, they were so consistently creative that people eventually noticed and stuck with them.
Once on the rise, Charli D'Amelio used to shoot up to 7 videos a day and attend multiple creative meetups a week. Abel Birhanu uploads up to 9, 15 minutes-on-average videos a week. Khabe Lame showed up regularly and strived to maintain his theme, posting multiple times a day. Yuti is no exception, with her adaptability to trends and perseverance amidst severe criticism. This tilts more to determination than mere luck.
A few steps in
These people should also be lauded for not getting carried away by the tides of fame and money. Note: some started off well and ended up broke, not knowing how to manage. Strategizing, commitment, and adjusting accordingly to the always-in-flux digital space all factored in their success. It’s only for those with thick skin since there is an emotional toll of being out there for criticism and negativity.
A million per post - in loss
Authenticity is a vital element in content creation. Nevertheless, you have to be sensitive to the audience's values and culture. Some influencers have been cancelled for being callous and making inappropriate comments. Others got entangled in digital drama and ruined their reputations. People are listening, and a single negligent statement could shake a well-built name if not ruin the whole career.
As rewarding as it is, social media doesn't forgive and forget. Some influencers were counterblasted for old videos that resurfaced. Apologies worked for the mild ones; other damages were too big to mend. Some lost hundreds of thousands of followers and lost million-dollar deals after a single incident. Nonchalance is a no-no on social media. Just like the hundreds of thousands you make off a post, so will you lose the same amount. Attempts at a comeback never undo the flop.
This isn’t like climbing the corporate ladder into the good life, but social media influencers are not overnight successes either. Are you up for the hard work? This could be your thing then. Happy millions!!
