Scrolling through social media has become part […]

Scrolling through social media has become part of everyday life for many Zambians. From comedy skits and fashion tips to cooking videos and motivational content, thousands of creators are using digital platforms to entertain, educate and earn a living. But as the industry continues to grow, so does concern over the kind of content dominating people’s screens.

Speaking in an exclusive interview with Zambian Business Times-ZBT, content creator Bridget Zulu said Zambia’s content creation industry has huge potential to become a serious career, but only if creators receive the right support and audiences begin rewarding content that adds value. Zulu believes the biggest hurdle facing local creators is the lack of monetization on some of the world’s biggest social media platforms.

“Content creation can definitely become a real career in Zambia. Once monetization is available, people can make really good money from social media. It can kind of content doesn’t add value to society,” she said. even become something people study professionally,” she said.

Despite the challenge, she said aspiring creators should not wait for monetization before pursuing their dreams.

 According to Zulu, many creators are already earning through livestream gifts, brand partnerships and promotional campaigns with businesses looking to reach online audiences. “Even without monetization, there are opportunities. Brands are working with creators who have built loyal audiences, and that’s one way people are making money,” she explained.

However, Zulu said the rise in online content has also exposed a worrying trend where some individuals gain popularity by insulting others or creating unnecessary drama. She argued that such behavior should not be mistaken for professional content creation.

“There is a need for some level of regulation. We shouldn’t call people who only insult others online content creators. That Zulu added that while controversial creators may attract large numbers of followers, many reputable brands are reluctant to associate themselves with content that promotes insults or toxic behavior. “I wouldn’t encourage young people to consume that type of content because it doesn’t benefit them or the community,” she said.

She also challenged social media users to rethink the type of content they support online, saying audiences have the power to shape the industry through what they watch, share and engage with. “The future is bright for Zambian content creators. We need government support to help unlock monetisation, but we also need audiences to support meaningful content instead of unnecessary drama. If you want to become a content creator, work hard, dream big and believe that anything is possible,” she said.

Article by Karen Ngulube