Africa’s creator economy is evolving from a social media-driven industry into a significant business sector, with projections suggesting it could be worth nearly $18 billion by 2030. Industry leaders speaking at Lagos’s Omniverse Africa Summit argued that creators are increasingly competing with traditional advertising channels for brand marketing budgets, with trust and community proving more valuable than raw reach. Some creators are even leveraging this to expand into merchandise, events, and consumer products. Despite the opportunities, experts say success increasingly depends on strong business structures, audience insights, and long-term planning. While artificial intelligence may improve efficiency, the panelists argued that authentic human connections remain central to creator success and future growth.
Forbes Africa
