Make the likes count: Developing business models for Ghanaian content creators

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Entrepreneurship has taken on a new dimension with creatives finding innovative ways of using digital content to create and meet needs of businesses and consumers. The digital content creation industry is fairly new yet rapidly growing all over the world. From sponsored collaborations to earning money on niche-specific content, digital content creators have established various means of earning sustainable income from the content they share. With the emergence of social media influencers and popular content creators, there has been an increasing interest in joining the lucky few. However, there is no established procedure to becoming a successful and high-earning content creator, especially not in Ghana. The objectives of this study are to understand the current state of the digital content creation industry in Ghana, including challenges faced by industry players and identify the fundamentals of a business model for Ghanaian content creators. In order to achieve this, ten content creators in Accra across five niches were interviewed to understand what practicing and eventually monetizing their content is like. The interview also sought to identify challenges they faced in their career and how they thought a business model would contribute to being more successful. The study concluded on a canvas that serves as a rubric for developing business models for Ghanaian content creators since a one-size-fits-all model could not be developed in the duration of the study.
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021
digital content creators, social media, monetization