Dar es Salaam. Content creators have been urged to go beyond talent and creativity by developing business skills, financial literacy and professional systems if they want to turn content production into a sustainable source of income.
The call comes as the growth of digital platforms continues to create opportunities for Tanzanians to earn from content creation, while also exposing some creators to challenges linked to budgeting, pricing, negotiations and managing relationships with clients.
Speaking to The Citizen, digital creator Doreen Peter said content creation should be viewed not only as a creative activity but also as a business that requires proper planning and sustainable sources of income.
“Without a business model, content creation is an unpredictable hobby. With a business model, it becomes a sustainable career,” she shared.
She further added that creators without a business model could find themselves accepting almost every opportunity that came their way because of fear of losing, potentially leading to over-commitment.
A proper business structure, she added, could help creators establish different sources of revenue that continue generating income even when they take a break from producing content.
Ms Peter also shared that when content production depended entirely on a creator's mood or inspiration, circumstances such as creative blocks, illness or personal challenges could interrupt production and affect income.
The issue, therefore, is not simply about producing more content but creating systems that allow creators to manage their work and income consistently.
On the other hand, co-founder of Ona Stories, Tulanana Bohela, shared a similar view, saying creators needed to invest time in understanding the business side of content creation instead of focusing only on their creative abilities.
In a recent online interview, Ms Bohela cautioned creators against assuming that hustling, exposure and occasional payments were enough to sustain a career.
“Let us not convince ourselves that hustling is our passion, or that things such as being paid and getting exposure are enough to sustain us,” she said.
She said understanding workflow is essential because it enabled creators to budget their earnings, improve their financial literacy, negotiate with clients and establish systems that could support their businesses.
“You have to understand how to budget, how to become financially literate, how to negotiate and how to talk with clients so that you can establish workflows and systems that will pay you,” she said.
Financial management, however, is not the only business skill creators need. Ms Bohela also highlighted the importance of understanding compliance, noting that content creators operate within a regulated environment.
Without those skills, she said, creators could remain caught in a cycle of complaining about difficult economic conditions without recognising that their creative work itself has commercial value.
“If you don't do that, you will continue complaining that life is difficult and business is difficult. You have to understand that what you are doing has a market,” she said.
Understanding that market is equally important when dealing with businesses and potential investors, according to business expert Maggie Method.
Ms Method said creators needed to learn how to communicate the commercial value of their work rather than relying solely on the quality of their content.
“There are times when people want to hear the language of business. If an investor gives you a certain amount, how will they benefit? Things like that are also important to understand,” she said.
According to her, she said a lack of knowledge about their market value also left some creators vulnerable to being underpaid.
“There are content creators who are doing very well, but many don't know their value and end up being paid little, especially if they don't know how to negotiate,” she shared.
Tech enthusiast Dominick Dismas said creators should approach content production with the same seriousness as other businesses.
He said putting proper systems in place could improve negotiations with clients while also helping creators establish more professional relationships.
“Just like other businesses, when the work has a proper system, you are able to have discussions and negotiate with clients better,” he said.
Mr Dismas also encouraged creators to formalise their operations through contracts and, where appropriate, company registration.
“This means working through contracts and registering as a company. When you do this, you become more professional and have the ability to distinguish yourself from others,” he said.
