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Uganda: The Role Marketing Platforms Play in Uganda’s Content Creator Economy

The digital content creation business is growing in popularity. Statistics estimate that globally, the content marketing industry generated approximately $66 billion in sales in 2021. It is expected to reach $76 billion in 2022 and continue to grow in subsequent years to reach $137 billion in 2026.

As influencers and creators seize this opportunity to promote Africa to the world, content creation has become a powerful force on the African continent. Ugandan youths are using this opportunity to get their name out there globally on social media sites like TikTok, YouTube and Instagram among others. Most people enter this field to enjoy their creativity.

Creating and sharing content is easier with the availability of smartphones and internet access. The monetization process, however, is difficult.

Also, it is difficult for creators to benefit directly from their audience due to Uganda’s low disposable income. Opportunities such as brand advertising, sponsorship deals, and affiliate marketing are fragile because the creator is as relevant as the buzz they create. Since sponsorship deals are brand dependent, creators have no ownership or capital. They are completely under the control of the organizations that pay them to promote their goods and services. Uganda lacks instruments to compensate inventors like developed Western countries.

YouTube, the world’s largest video-sharing website, announced a $100 million YouTube fund in September 2021, to be distributed between 2021 and 2022. It will be a reward for content creators who produce interesting and captivating. Nigeria, South Africa and Kenya were among the most present nations. The lack of Ugandan representation highlights some shortcomings. This is partly because Ugandan material is mostly only consumed in the country and has yet to garner international attention, which the Afro Mobile app is trying to address by rewarding Ugandan content creators.

Kevin Kaija, the managing director of Afro Mobile, believes paid content producers will inspire them to invest more and raise the standard of Ugandan media. But perhaps more importantly, it will undoubtedly help it to become a lucrative industry like those in other fields. For example, if you search for “The Guardian” on Google, you must first pay for a subscription to fully access the element of the website, and they go further and explain why you need to subscribe.

With the decision to market the Afro Mobile app, Ugandans can support their favorite content producers by giving them as little as 500 UGX per day, 1,500 UGX per week and 5,000 UGX per month in Uganda. Those living abroad can do the same by donating as little as $2.99 ​​per month, $7.99 per term, and $34.99 per year.

Paying content creators is a fair reward for their efforts and time, says Danze Edwin, gaming content creator and head of digital marketing at Next Media. Plus, it encourages competition, which results in better hardware. Danze points out that having content on the Afro Mobile app allows authors to reach 250,000 monthly active users. Since free advertising is offered on the app’s social media platforms and other third-party websites, being on the app has greatly reduced the developer’s need for advertising.

A Twitter discussion on paid content creators, hosted by Ugandan media outlet NBS Television, revealed that there is still a lot to learn about this profitable industry, including what content creation is, how monetize and how to sell yourself to get noticed globally. Raymond Kahuma, who in January 2022 received a Guinness World Book of Records certificate for creating the world’s largest Rolex which weighed 204 kilograms, is one of Uganda’s best-known content producers, including Uncle Mo, Louis Lwanga, Nadia Mbire Matovu and Lucy Bunyenyezi.

Afro Mobile is a complete digital content distribution platform with a mobile phone application. It is now also available on the web and TV via, offering material in audio, text and video, with over 250,000 monthly active users and 920,876 downloads! The most recent app update now lets you stream live content from your laptop, tablet or TV, giving you access to all your favorite content producers wherever and whenever you want .

Margarita W. Wilson

The author Margarita W. Wilson