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From clicks to contracts: Young Tanzanians turn content into cash
What you need to know:
- Despite this growing momentum, public perception remains mixed, with some viewing digital creators as unserious or engaged in questionable activities.
Dar es Salaam. The content creation industry has grown into a vibrant sector that is not only offering employment but also elevating the profile of many young Tanzanians, with some earning contracts worth over Sh4 million per month.
Despite this growing momentum, public perception remains mixed, with some viewing digital creators as unserious or engaged in questionable activities.
Speaking to The Citizen during the launch of a partnership between Pizza Hut Tanzania and Pepsi which makes Pepsi the exclusive beverage provider across all Pizza Hut outlets in the country—popular digital content creator, Savanna Benson, widely known as 'Rais wa First Year', called on society to recognise the value of digital platforms.
“Our community still underestimates the power of digital marketing. People tend to brush off these online jobs, yet they pay—and they pay well,” she said.
Ms Savanna made the remarks in response to criticism surrounding her recent car purchase, which some people speculated was a gift.
“That car was a reward from my own earnings—six months' worth of salary combined with regular advertising gigs,” she said. “People need to understand that one can earn over Sh4 million per month working with brands. So why wouldn’t I be able to afford a car?”
She further noted that many young people have found fame and sustainable income through social media platforms.
“Most of us are earning from this space and leading independent lives.”
When asked about how content creators earn, Ms Savanna highlighted that most income comes from corporate partnerships rather than the platforms themselves.
“No social media platform pays more than the companies we work with. Brands like Pepsi pay well because of the engagement we bring. They use us to deliver their message to customers and that’s how we get paid.”
She specifically credited TikTok for helping to discover new talents and for its relatively easy monetisation model, especially for beginners.
“TikTok is great at unearthing talent, and it has features that help people earn money faster. It's also easier to build numbers on TikTok compared to Instagram,” she said.
“With Instagram, you must offer something unique for people to notice you.”
Ms Savanna advised aspiring content creators to focus on three essentials: a good camera (or smartphone), confidence, and creativity.
On the corporate side, SBC Tanzania’s Marketing Manager, Jasper Maston, hinted at bigger plans for local engagement through sports.
“If we get an opportunity to sponsor local leagues, we’ll also begin working with local players as brand ambassadors, just like it’s done globally,” he said.
“Football is a big part of our brand and connecting with fans through the game is one of our long-term strategies. It's just a matter of time.”
