The digital age has ushered in the acceleration of digital content creation in an unprecedented way forcing companies to rethink how they market their goods and services to their target market.
A decade ago, it was unimaginable that a young, creative person equipped with just a phone and with no office or team could attract and retain top spending advertising clients in the corporate world.
Yet this is what is happening in Kenya and globally, thanks to the evolving media landscape, social media and consumers who are more online than offline.
Content creators through different platforms have caught the attention of industry players in different fields.
Traditional forms of advertisement and marketing are slowly being phased out. Industries are adapting to the new era which is digital, and the use of content creators, influencers and social media to reach their audience.
In urban areas, more people are listening to podcasts. They are pre-recorded and one can listen as they go about with other activities. Podcasts are gaining more traffic at the expense of radio because they are functional, consumer-driven and diverse.
The urban adage of “If I can’t find it online, it doesn’t exist,” has become a universal belief. Online stores are also on the rise, forcing more brick and mortar businesses to have an online presence. Consumers first search for anything they want on the internet before making a purchasing decision.
“Digital provides a cheap advertising platform for businesses. All marketers have to do is create content and post it online and they are able to reach a large audience” said Brian Muuo, a digital expert.
Even traditional billboards are being disrupted with the sub-sector exploring and rolling out digital public displays that are content-driven.
Increasingly, firms are using content creators and social media influencers to inform potential and existing customers about their products and services.
Internet stars and comedians such as Flaqo Raz and Crazy Kennar have created sponsored content for blue-chip companies while lifestyle bloggers such as This is Ess and Wabosha work with consumer brands that target the same audience.
For the newbies getting into digital content creation, digital enabler, Richard Njau advises content creators to deliver value consistently.
"Are you diligent, consistent and creative with your content creation? For aspiring content creators, the key is to first start and then, second is to engage with your audience and improve your content creation. It's about growing your community and having a relationship with them.
"That will attract advertising opportunities. It will also enable you as a content creator to find opportunities to monitize your audience," added Njau, who is also Head of Content at Boxraft Ltd.
Companies prefer using content creators because of their following. There is an assurance of reaching a specific audience through them.
“We use Social Media Platforms for advertising. Digital is the new thing and more people are getting on board,” noted Lazarus Odula from Marketer Devligence.
“Before Covid, we used Traditional media, but now we use digital media; LinkedIn, Facebook, Twitter and whatsapp. With Digital Media, I can measure the reach through social media. It is more efficient,” added Fridah Sigilai, Branding/Communication, Liaison Group.
