You call them Influencers, I call them Digital Entrepreneurs

Nigerian content creator Tayo Aina made waves online when he spent quite an amount to acquire a new passport, bypassing travel restrictions that limited his work. Now based in Lisbon, he enjoys the flexibility to create globally. But this move wasn’t just about making videos—it was a strategic business decision. Digital entrepreneurs like Tayo aren’t just storytellers; they’re building brands, scaling audiences, and investing in mobility to stay competitive. Still, $150K is a huge price to pay. So, what makes it worth the risk?

Influencers don’t just create content—they build brands, drive sales, and shape industries. The digital economy is booming because of them. So, are we still calling them influencers, or is it time to recognize them as digital entrepreneurs?

Welcome to another episode of AccraLife, an editorial focused on the lives of youth in Accra, covering themes like professional life, lifestyle, classism, and corporate work.

The digital economy is evolving, and in Accra, influencers are proving that content creation is more than just a trend—it’s a lucrative business. The shift from traditional advertising to influencer-driven marketing is creating new opportunities for Ghanaian creators who have mastered the art of audience engagement and brand partnerships.

Creative Currency: A Gathering of Ghana’s Top Influencers

I recently attended Creative Currency, an event organized by Jambo Spaces in collaboration with the United States Embassy. This wasn’t just another panel discussion; it was one of the most insightful creator meet-ups I’ve experienced. It brought together some of Ghana’s top digital creators, who have spent years building their brands and monetizing their influence.

The lineup included some of the most recognizable names in Ghana’s creator economy:

• Wode Maya – Arguably Africa’s biggest YouTuber.

• Princess Burland & Gisela – Lifestyle Influencers shaping Ghana’s digital culture.

• Chef Bibiana – A food content creator redefining culinary storytelling.

• Kojo Junior – A fast-rising creator.

• Headless YouTuber – A unique voice in Ghana’s YouTube space.

These creators didn’t just share their experiences; they broke down the realities of making money in the digital space. They spoke about consistency, creativity, and adaptability—key elements that determine whether a creator thrives or fades out.

How Ghanaian Creators Are Monetizing Their Influenced

One of the biggest takeaways from the discussions was how creators transition from just making content to making money. Here’s what it takes:

• Consistency Pays Off: Viral success is rare; sustained growth comes from showing up regularly and delivering content that resonates.

• Experimentation is Key: Many successful creators pivot through different niches before finding what works for them.

• Knowing Your Worth: Understanding audience demographics and engagement metrics helps creators charge brands appropriately for partnerships.

• Negotiation is Essential: Creators emphasized the importance of bargaining and not undervaluing their services.

Why Brands Are Choosing Influencers Over Traditional Media

It's quite obvious in the emergence of digital media that there is a clear shift happening. Traditional media advertising isn’t delivering the return on investment (ROI) brands want. Instead, businesses are turning to influencers—people who have built dedicated audiences by consistently sharing content.

Unlike TV ads or billboards that reach broad but disengaged audiences, influencers offer brands something more valuable: trust and relatability. Their followers are loyal, engaged, and more likely to take action based on recommendations. Gisela has loyal fans called 'Gizzards' lol.

Yes, They’re Making Real Money!

The idea that Ghanaian influencers are just chasing vanity metrics is outdated. The reality? They’re making serious money because they bring real value to brands. It’s not just about social media clout—it’s about sales, conversions, and audience engagement.

Influencers in Accra aren’t just content creators; they’re digital entrepreneurs. They understand how to package content in a way that sells. Whether it’s fashion, tech, food, or lifestyle, they are proving that influence is a currency—and in Accra’s booming digital economy, it’s paying off.

I talk more about the creator economy in this video https://youtu.be/Qll8ai1Y0Jw