Johannesburg, 01 Aug 2023
South Africa is a hive of content creators. Platforms like Tiktok have created household names out of individuals whose first claim to fame is mass awareness from digital platforms. Many of these creators, who mostly create content in their own native languages, may have never reached critical acclaim had it not been for the proliferation and the opportunity created by social media.
One only has to recognise the growth of initiatives like the DSTV Content Creator Awards, which celebrate the people, brands and agencies behind thumb-stopping content, that South Africa’s creator economy is on the rise.
The creator economy is a rapidly growing mega-trend that is driven by developments in video and connectivity, which has created a platform for millions of talented individuals to showcase their skills, reach wider audiences - sometimes global, and monetise their content.
Before the advent of YouTube, Instagram, TikTok or Facebook, it would have been difficult to predict that being a content creator would become such an attractive and potentially lucrative profession as it is today.
For those with an ability to create compelling content, and the right technology, creating content is more than a pass-time, it is how they are generating an income.
“We have always known that South Africans are multi-talent, our diverse demonstration of culture, fashion tapestry, and love for music, art and dancing among others, are now truly coming alive across digital platforms,” says Avashnee Moodley, Head of Marketing at OPPO South Africa.
We are witnessing people across various demographics in the country who are democratising content, by creating blogs, music, vlogs, imagery, podcasts and similar activities, distributing them through their own platforms, and attracting brands, agencies and talent spotters who are willing to spend money on the creators in exchange for the audiences that they reach”.
According to a report by Webfluential, the industry is worth around R1 billion per year and has proven to be an effective way to reach consumers with 54% of consumers surveyed confirming to have made a purchase after seeing an influencer post, proving the influential reach of content creators.
Says Moodley, “Advances in mobile technology have largely lowered the barrier to entry to a successful career as a content creator, especially for young people. For those dedicated to pursuing content creation as a career option, buying a smartphone becomes an investment in their business, and in their future.
She stresses that the most important component of a mobile device that is being used as a tool for building one’s content creation business, rather than just for communication, scrolling through social media, or dabbling in some e-commerce shopping, is the camera.
Moodley represents the global smartphone company, OPPO, which has recently launched the Reno10 Pro+ 5G smartphone, the latest in its Reno series, which is fast gaining traction, as a device that transcends the conventional functionalities of the every day device.
The rapid advances in mobile technology, especially the quality of the camera on devices such as the Reno10 Pro+ 5G, have given content creators the ability to create pro-grade photography and videography that previously would have been out of their reach without a steep financial investment.
Within the context of content creation, where the narrative hinges on imagery, the Reno10 Pro+ 5G’s camera emerges as an indispensable tool that empowers creators to present the essence of their ideas, stories, and messages with precision. The camera's innate ability to deliver clarity, vibrancy, and artistry in every frame underpins the foundation of engaging and professional content.
The camera features on smartphones were standard requirements in pro-grade photographic gear for those starting their own portrait studio. These features are now incorporated into a svelte device that easily fits into the palm of one hand.
This type of camera capability has changed the game for content creators, enabling them to be more professional and break into the lucrative content creation industry, with less overheads. Although content creation is highly competitive, there are plenty of opportunities to go around. According to Grandview Research, the global digital content creation market was valued at $25.6 billion in 2022 and is estimated to expand at a compound annual growth rate of 13.5% over the next seven years.
A recent report by the SALT digital agency, into nano influencers, who form a huge part of the creator economy, reported that the higher end of nano-influences can make an income of over R40k a month.
“With an income that high, an investment in tools for the trade, is critical, says Moodley. We see creators investing in the Reno10 Pro+ 5G, because it gives them the ability to create unrivalled photographic quality from a smartphone, due to its large 1/2″ camera sensor and 64-megapixel periscope telephoto camera”.
The device's camera equates to a 71mm focal length, which is an ideal lens length for pleasing portraits. Just as importantly, it has a large f/2.5 aperture. This enables users to blur out distracting backgrounds so that their subject stands out and captures clear images in low light.
The transformation we have experienced in mobile technology has brought about a new era for content creators, granting them unparalleled mobility and an entry point into the thriving content creation industry, all while minimising the costs of starting.
''It is certainly an exciting time for the South African creative industry. As a business, our commitment is to provide people with the technology they need to improve their lives, through our efforts to produce premium devices that give users the technology they need.
Our aim with the Reno10 Pro+ 5G is to provide aspiring content creators with a device that makes it easier to launch their own successful career as content creators, and stand out from the pack,'' concludes Moodley.
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