In the bustling heart of Lagos, the vibrant world of social media content creation is grappling with stark realities. While comedians like Broda Shaggi—whose real name is Samuel Animashaun Perry—have carved out lucrative niches with their skits, many others in Nigeria’s burgeoning digital economy are finding it increasingly difficult to make ends meet. With the creator economy valued at a staggering $3.1 billion and projected to soar to $17.8 billion by 2030, the promise of financial stability remains elusive for a large portion of the industry.
The Reality Behind the Laughter
On a sweltering afternoon, a team is hard at work, transforming a simple location into a vibrant stage for comedy. Among them is Broda Shaggi, coordinating a production that rivals a small film shoot. His efforts illustrate the meticulous and demanding nature of content creation, as described by Olufemi Oguntamu, the CEO of Penzaarville Africa, who manages the comedian’s career. “He shoots like he’s doing a movie,” Oguntamu explains. “It’s serious business now … people don’t understand how difficult it is to keep up creating content every day because it has to be new.”
Shaggi’s journey began at the University of Lagos, where he first shared his comedic skits online. Today, he boasts an impressive 11.9 million Instagram followers and has expanded his repertoire to include music and film. Yet, beneath the glitzy surface lies a grim truth: many creators in Africa, including Nigeria, are struggling to turn their digital fame into sustainable income.
Economic Challenges and Opportunities
According to the 2026 Africa Creator Economy Report, over half of Africa’s creators earn less than $100 a month, a stark contrast to the widespread perception of wealth in the influencer world. The advertising revenue generated by platforms in Africa pales in comparison to that of regions like North America and Europe, leading to meagre payouts for the creators who fuel this digital ecosystem. Many find themselves relying on informal support from family and friends, or seeking brand partnerships to maintain financial viability.
David Adeleke, CEO of the newsletter Communique, highlights the lack of public capital available to digital creators in Nigeria. “In Nigeria, public capital is not readily available to digital creators … it doesn’t exist,” he states, noting that available funding often favours traditional filmmakers and infrastructure projects over digital innovators. He argues for the need for policies that enable international companies to invest in Nigeria’s creative sector, allowing local creators to monetise their work effectively.
Calls for Government Support
At the recent African Creators Summit, held in Lagos, thousands of content creators gathered to voice their concerns and aspirations. Discussions centred on the necessity for supportive policies from the government rather than punitive tax measures. Currently, creators earning over 50 million naira (£27,360) are taxed up to 25%, which many argue stifles growth in an already precarious industry.
Participants called for a more coordinated approach to engaging with government bodies, suggesting the establishment of a unified voice among creators to advocate for their interests. Oguntamu emphasises the importance of creating an “enabling environment,” which includes reducing internet data costs and facilitating smoother interactions with governmental agencies.
Intellectual Property and Future Concerns
Beyond the immediate financial struggles, creators face additional challenges such as intellectual property theft and the threat of artificial intelligence cloning. The need for robust legal protections is paramount, and experts insist that collaboration between regulators and tech firms is vital to safeguarding the interests of content creators. While government officials express willingness to engage with industry players, confusion over representation among the various creator unions complicates the dialogue.
Baba Agba, an adviser with the ministry of art, culture, tourism, and creative economy, urged at the summit that the sector must unite to articulate its needs clearly. “The sector needs to come together and say, this is what we want … and they need to want to work with us, too,” he asserted.
Why it Matters
The struggles faced by Nigeria’s content creators reflect a broader narrative in the global digital economy, where the promise of fame does not always equate to financial security. As Nigeria seeks to diversify its economy away from oil dependency, fostering a thriving creative sector could offer a pathway to economic resilience. However, without systemic changes in policy and support, the vibrant voices of Nigeria’s creators risk being stifled, leaving them trapped in a cycle of underfunding and unrecognised potential. The future of Nigeria’s digital landscape hangs in the balance, calling for urgent action to empower its creators and unlock the full potential of this dynamic industry.