Johannesburg – Africa's creator economy is thriving, growing at a rate of 28.5% per year, and is expected to reach $17.8 billion by 2030.
But for many talented creators on the continent, it remains the “Instagram vs Reality” case of turning content into a sustainable revenue stream.
Many African creators face unique hurdles, including limited local brand partnerships, barriers to payment processing, and lower collaboration rates.
To help more continental creators achieve financial stability, WebFluential and Thesalt have developed a second salary blueprint for creators, two platforms, two of the digital entrepreneurship in Africa.
The framework is built around creator triangles, a model that balances creative, connections and creator commerce, ensuring that creators have multiple revenue streams that work together rather than rely on a single revenue stream.
A new framework for African creators to turn content into commercial
Creators move to determine revenues according to platform algorithms and instead employ revenue models.
Albert Makoeng, managing director of Nfinity's influencers, oversees WebFluential and Thesalt, calling it the digital entrepreneurship revolution.
Makoeng explains that top creators are moving from advertising and sponsorship to developing products and services that provide better service to their audiences.
This is where the creator's triangle appears.
“For too long, African creators have been told to either chase algorithms or copy global trends,” Makoen said.
“Our blueprint is turning that idea into your mind: the creator's second salary blueprint is not just about short-term cash flow, but also about controlling and monetizing in a way that builds lasting wealth.
“It's about assets, creator commerce solving real problems, and creative content that acts as a real connection.
“This is how African creators claim a share of the growing award.”
Three corners of the creator's triangle
Creative content that acts as an asset: creators are encouraged to create evergreen content that will continue to generate revenue even after posting. Rather than chasing Quick Win, creators need to audit content strategies, define their own value propositions, and build assets they appreciate over time.
Creator Commerce to Solve Real Problems: Through participatory commerce, creators develop products and services based on the needs of their audiences.
Authentic connections: Investing in community development is important as the involved audience is likely to support monetization efforts. The blueprint prioritizes deep, meaningful engagement where ideas are sparked, relationships grow, and values ​​flow in both ways.
Creator success lies in monetization beyond brand deals
Today's monetization is approximately one or more brand transactions.
Smart creators are embracing participatory commerce. It develops a unique product ecosystem (such as digital courses, consulting services, premium content) that provide multiple engagements to the audience.
“Creators like Ethan Kiefer represent a kind of creator entrepreneurial entrepreneurs designed to support our platform,” Makoen said.
“He illustrates the transition from content creator to business builder, which we advocate through Creator's Triangle Framework.
“He also ventures outside the continent, appealing to European audiences and opening him up to opportunities to earn money paid in hard currency.”
Like many of today's prolific creators, Kieffer understands that brand collaboration is advantageous, but it's just one puzzle.
To create a second sustainable salary, creators need to strategically build revenue streams.
Makoeng recommends adopting a portfolio approach that involves balancing revenue streams based on time investment, predictability and audience accessibility.
The most successful creators maintain a complementary revenue stream of 4-7 that collaborate to strengthen their business rather than compete for the attention of their audience.
Effective revenue streams include affiliate marketing, product sales such as digital courses and e-books, membership platforms and ambassadors for strategic brands.
The business of being a creator
Beyond content creation, building a business as a creator requires infrastructure.
Over the past decade, WebFluential and Thesalt have developed a comprehensive ecosystem to support creators at every stage of their journey.
Their platform offers unique technologies such as AI-powered insights and provides education through initiatives like direct hearing e-commerce tools, lead generation, side hustle opportunities for emerging creators, and creator cloud.
Makoeng said the goal is to equip creators with the tools they need to move from enthusiasts to full-fledged entrepreneurs.
Calling for Action for Creators and Brands
Creating content, once considered a side hustle or lucky break, has evolved into a thriving industry where digital entrepreneurs cut off sustainable business and economic independence.
Makoeng said the days of relying solely on advertising revenue and brand sponsorship are over.
He said the new generation of creators aren't just chasing the viral. They were building a multi-tier revenue stream that transformed influence into independent.
Makoeng said that the creator economy is set to evolve further with AI-assisted content creation, tokenized community models, B2B creator services and key opportunities for vertical integration where creators own more value chains.
The company's opportunities lie in forming long-term partnerships with creators that have greater reliability, engagement and commercial impact than traditional advertising.
Makoeng said brands need to shift to creator-driven product development, long-term partnerships and hybrid media models that integrate influencer content with traditional marketing strategies.
He said the creator economy is a seismic change in how value is created and shared. For African creators, it is an opportunity to build wealth and legacy.
For the brand, Makoeng said this is an opportunity to partner with a genuine voice that has a real impact.
“For media companies, it's the front row seat to the future of storytelling,” he said.
Ready to turn your passion into lasting profits? Sign up to www.webfluential.com or www.thesalt.co.za to access proven frameworks, industry-leading resources, and a thriving community of digital entrepreneurs.
