The rise of content creators and influencers has transformed the way brands reach their audiences. In Ghana, this trend has been growing in popularity. In this article, I explore the power of content creators and influencers and their impact on new media. I’d also discuss the next wave of content creation, powered by AI in part 2 of this article.

The Power of Content Creators and Influencers

Brands are increasingly using content creators and influencers to achieve their brand objectives. This approach has been particularly effective more recently, mainly because of the Year-On-Year growth of internet and social media users, and increasingly where people are more likely to be influenced by their peers. In Ghana, for example, influencers have become a powerful force in the beauty, fashion, and lifestyle industries. They have built large followings on social media platforms like Instagram, TikTok, and YouTube, and have used their influence to promote products and services.

The popularity and acceptance of content creators is evident in how they have become very attractive even to traditional media recruiters. Content creators / Influencers are now preferred in finding the next TV Show or Radio show host — because there is the belief that by having them as hosts, they would automatically come along with their followers on social media.

In typical examples, I observed how content creator Kwame Oboadie’s increase in popularity on social media through his humorous content, rants, and skits coincided with his move to Multimedia-Adom FM. We saw how Media General snapped up Felicia Osei for Onua FM watching her consistently go viral for her short videos on IG and TikTok. Mx24 strategically gave Kwadwo Sheldon a show in their first year of operation — which drew a lot of Kwadwo Sheldon’s audience to the brand, which was great for audience acquisition and a hack for the station to build popularity among their core youthful audience. He later got replaced by another content creator, Wesley Kesse, who’s equally popular among young Ghanaians. Little did it surprise me to see Kwadwo Sheldon carry his audience to Kingdom FM to host a segment with Fiifi Pratt.

It’d also intrigue you to discover Afronita’s leg work film — literally, her first big screen production did an unprecedented 4% audience share on Akwaaba magic. That just shows how much power and influence content creators wield in today’s media consumption.

Touching on the infamous comments by Asantewaa the TikToker — when she made the very audacious assertion that artists can’t make hit songs without TikTokers. Now, although she may have oversimplified the message given the context of music and everything that contributes to making a hit song, generally speaking, the import of her message remains true. There’s no music executive today who would deny the impact of content creators on streaming numbers or chart-topping songs. Content creators will more and more define what is hot, trendy, cool, and popular on digital media. It’s inevitable — new media belongs to them.

One of the key advantages of working with content creators and influencers is the ability to reach a highly targeted audience. Unlike traditional media, which is often aimed at a broad demographic, content creators and influencers have built niche audiences based on their interests and personalities. This means that brands can reach their target audience more effectively, and with greater impact.

Since before the pandemic, multiple surveys and reports (see Influencer Marketing Hub report) have said, 63% of marketers plan to increase their influencer marketing budgets. There is also now an almost consensus, among marketers, that the return on investment (ROI) from influencer marketing is comparable to or better than other marketing channels. These statistics demonstrate the effectiveness of content creators and influencers in achieving brand objectives.

Brands started paying attention first, followed through with increased marketing spend on influencer marketing. The public caught on later, and that became apparent when content creators started to disclose how much they earned from content creation. Jessica OS’ video on YouTube “How much YouTube paid me for 1 million views’’ has close to half a million views — she disclosed at the time of recording she had raked in nearly $6k for gaining 1 million views on one video. Kwadwo Sheldon, another popular YouTuber, recently said in a BBC documentary how much he earns from YouTube. The Kwadwo Sheldon documentary on BBC sparked conversation around his average of $10k earnings a month on YouTube.

African parents, however, are yet to fully board the creator economy where they accept and wholeheartedly support their wards pursuing a full-time career in content creation like they do careers in Engineering and Medicine. Baby steps, we’ll get there.

Conclusion

In conclusion, content creation has had a significant impact on Ghana’s media landscape in recent years. The rise of social media and other digital platforms has allowed individuals and organizations to create and distribute content in new and innovative ways, bypassing traditional media gatekeepers and reaching audiences directly.

Content creation has also played a key role in promoting Ghana’s culture and heritage, with creators using digital platforms to showcase Ghanaian music, art, food, and fashion to a global audience. This has helped to promote Ghana’s image as a vibrant and culturally rich country, while also providing new opportunities for Ghanaian creatives to reach a wider audience and build their own personal brands. There’s a TikTok video by @thatguy_cian asking random people to name a country (mind you, he did not say African country, just country) beginning with the letter G — and an overwhelming majority said GHANA. Ghana surely didn’t buy a flight ticket to Europe, it rode on the coattails of content creators and new media.

Nonetheless, content creation in Ghana is not without its challenges. The lack of reliable internet connectivity and the high cost of data can make it difficult for creators to produce and distribute content, particularly in rural areas. Additionally, the proliferation of fake news and misinformation on digital platforms is a growing concern, highlighting the need for greater media literacy and responsible content creation.

As Ghana’s digital landscape continues to evolve and grow rapidly, I have no doubt that content creation and content creators will play an even more important role in shaping the country’s media and cultural identity.

This article was written by Eli Daniel-Wilson, Director of Sales & Strategy at Pulse Ghana.
Pulse is building the largest network of influencers and creators in Africa, a platform that helps brands connect with the right influencers for their messages and campaigns. To contact the Pulse Influencers Network, please click here.

Ephraim Adiele, Head of Social Content at Pulse Sports, is a Pulse veteran. When he rejoined the team to lead content at the new Pulse Sports, it was because of the great stint he had at Pulse the first time around. In this short conversation, he takes us through his daily work, and his rather interesting motivations and pastimes. 

Tell me about your background, how you came to be involved in editorial work and digital publishing.

I’ve always loved the news. My dad always brought newspapers home from work – Thisday and Vanguard – and I read them page by page every night. That’s where it all began. I was one of the youngest officials of the Press Club in my high school.

I started taking this more seriously when I began blogging after leaving the university. This led me to secure a job as a writer and later an editor at an online news platform. I’ve not looked back since then.

Tell me about how you got into Pulse. 

This is actually my second coming. The first time was in 2016 when a close friend and former colleague referred me. I spent almost three years here and loved every minute of it.

This time around, I was referred by my good friend Samson Toromade, Editor-In-Chief of Pulse Nigeria. So we had just finished the Anambra governorship election, where the candidate I worked for ended as the runner-up. During a friendly chat, Samson informed me of a vacancy in the Pulse Sports team, and I couldn’t turn down the chance to return to the Pulse family.

Oh. So tell me about your first time. What role did you occupy? And what’s different about Pulse now?

I was a Social Media Manager, and later a Senior Social Media Manager. I was actually the Instagram handler that took the page from about 500k followers to over 1.4 million before I left. So I can brag that I crossed the 1 million mark.

What’s different about Pulse?

Hmmm. I might be wrong, but I feel there is less inter-departmental cohesion and bonding unlike before. Back then, my best friends were spread across the digital marketing, editorial, and video teams.

While the Pulse Sports team is like a family, there is a less inter-departmental fraternity. This might be down to the hybrid working system as we used to always be in the office 5-7 days a week (Yes, some of us basically lived in the office. Why go home when your best friends are in the office)

In fact, I and Samson were the best man and groomsman at a former colleague’s wedding in December, more than 4 years after we stopped working together.

I am already warming up for another groomsman duty for another former colleague from that era. None of them was in my department.

Nice. Tell me about what your current role at Pulse Sports is.

Head of Social Content – I manage the social media and social video content teams. We try to create engaging content that aligns with our brand goal to be Africa’s number one digital sports media platform.

What does a typical day look like for you?

My days are hectic, honestly. I’m an early riser and usually start my days very early. My favourite companion at work is my notebook because it helps me prioritize tasks and keeps me on my feet when I am behind deadlines.

I know that work can get tiring sometimes. How do you draw inspiration? What are your sources for inspiration?

Meeting my KPIs is a huge inspiration. This year has not started well for the team, but I’m hopeful we will get it right.

Also, I have a strong urge not to be unemployed as I have dependents. That is all the inspiration I actually need. lol.

How do you have fun? How do you spend your time when you’re not on the job?

I like to chill with my friends, visit the beach and play video games.

It’s International Women’s Day, and we’re excited to celebrate our women at Pulse. This year’s theme is #EmbraceEquity, a charge for a gender-equal world, without bias and discrimination. Our contribution to that world is our immediate world, our organization. We have worked hard to institute an organization with these exact qualities, one that is free of bias and discrimination, and gender equality. As you’ll read from some of our women from around our 6 African markets, this culture is consistent across borders.  We strive to be welcoming and inclusive, but don’t take our word for it. We asked some women to talk about what it has been like working in Pulse as a woman. You’ll also notice that most of the leadership positions (including the Co CEO of the Pulse Media vertical of our org) are occupied by women. Here’s what they shared:

What has it been like being a woman at Pulse?

Sandra Koffi, Senior Content Writer, Pulse Côte d’Ivoire 

Being a woman at Pulse means being respected and understood for my difference. I work in a world where I am not harassed or underestimated because I am a woman. It is my skills and my work that are valued. I like to live this adventure.

Shola Adegbuyi, Director of Accounts & Operations, Pulse Nigeria

In terms of what it’s like being a woman at Pulse, I can’t even tell that there’s any difference between being a woman at Pulse or not because everybody is pretty much treated the same. There’s that appreciation for everybody’s work. Promotion is based on merit, and benefits are always based on merit and position. It hasn’t really been a case of being in a male-dominated company. I have felt like a normal person, irrespective of being a woman. I’ve been accorded the same respect as the other gender. 

Caroline Mbodj, Managing Director, Pulse Senegal

My engagement is to make sure that we give everyday tribute to women with different stories, different backgrounds and amazing experiences to share. As a woman working in Digital at Pulse, I am aware of the huge opportunity that we have, to reduce gaps and reach gender equality. Digital offers that independence to women to create, advocate and inspire. Having a voice that is heard, and a place at the table is the first step to embracing equity.

My wish, and dream, would be that we no longer need a special day to advocate for women’s rights. That would maybe mean that we have achieved equity.

Aurore Mondah, Head of Content, Pulse Côte d’Ivoire

Being a woman at Pulse is being a man lol. I really appreciate the fact that there is no difference in treatment between me and my male colleagues. But because we all know that a woman is not really a man, we are human beings with specificities. I am happy to be surrounded by men who are sensitive to my needs as a woman.

Lizel Muwaya, Head of Content, Pulse Uganda

If I had to sum it up in one word, the word is ‘Gratitude’. Working at Pulse has made me more appreciative of not just my work and my team, but myself as well. The media is an industry that presents a lot of challenges for a woman, especially considering there’s barely any time for a break. But here, I’m allowed to work in my space, at my pace; I’m allowed to experiment and grow. I’ve had the opportunity to test out a lot of my ideas on the Pulse Uganda platforms, and not all of them have worked out. But at no point have I felt like I am being invalidated because of my gender. A girl could always use that assurance.

Leila Umutoni, Head of Operations & Strategy, Pulse Kenya

Being a woman at Pulse, I have discovered my voice and the value of my opinions, no matter how insignificant they may seem in my head (we all know that little voice that’s in your head:grinning:). This has empowered me to reach my full potential and I am confident that even greater accomplishments lie ahead of me.

Katharina Link, Co CEO, Pulse & CEO, Pulse Media

I started at Pulse only because of the extremely high expectations I had of the company. Expectations of: a culture that demands and supports innovation, passion and commitment to constant growth – for both men and women equally.

I knew Leonie back then, our former MD in East Africa and she was literally raving about the company and its culture.

Today, having been with Pulse for over 3 years, I see this expectation and promise more than kept. We have not only a senior leadership team consisting of 50% women, but we have also built and further invested in an open culture where we don’t want our team members (men and women alike) to be similar but rather embrace the uniqueness of each team member and see their successful growth as a requirement for the company’s overall success.

Ndeye Asse Diagne, Head of Sales, Pulse Senegal

Being a Pulse woman is not at all a hindrance to my daily tasks as a manager, on the contrary! I am more fulfilled than ever, we are in 2023!

Fiona Weeks, Managing Director, Pulse Nigeria

For professional women, working at Pulse is a wonderful experience.

You have amazing women in leadership to seek mentorship from and there’s just a GENUINE kindness and shared respect between women. It’s a great place to learn, grow, and be inspired.

Wamuyu Kiragu, Managing Director, Pulse Kenya & East Africa

My work and efforts are rewarded at Pulse. I also get to work with and empower brilliant women every day.

Managing Director, PulseBet Uganda

Working at Pulse has been an interesting ride thus far. Making meaningful, ambitious and disruptive progress in the gaming space continues to mold me. With the right blend of dedication & passion to achieve more – we have the right ingredients, and taking the plunge, will be all worth it.

Happy International Women’s Day to all women everywhere, from all of us at Pulse!