Many Ghanaians Turn to Digital Platforms for Livelihood

In Ghana, an increasing number of people are relying on digital platforms to earn a living, selling everything from makeup to storytelling. If your aunty hasn’t launched a YouTube channel yet, can she really be called Ghanaian? From side hustle to full-time gig, the hustle never stops!

Amid rising unemployment and economic uncertainty, especially young adults are embracing digital content creation as a sustainable source of income. What started as a side project for many has now blossomed into a full-time career, providing not only financial independence but also creative freedom and personal satisfaction.

Thanks to smartphones, affordable internet plans, and social media platforms like TikTok, YouTube, Instagram, and Facebook, content creation has become an accessible way for individuals to turn their passions and talents into careers.

From beauty and fashion to storytelling and educational tutorials, Ghanaians are carving out unique spaces within the growing creator economy.

How Monetisation Works

Content creators earn money through various channels such as advertising revenue, brand sponsorships, affiliate marketing, selling products or services, fan subscriptions, paid live streams, and licensing their content. Success depends on factors like audience size, engagement levels, and relevance of the niche.

Stories from the Field

Ms. Ubaida Musah, once a receptionist in Botwe, Greater Accra, now runs a popular beauty channel on TikTok and YouTube where she shares makeup tutorials. She noticed many friends wanted to learn makeup but couldn’t afford professional classes, so she began teaching simple techniques using everyday items. “Before I knew it, people were watching and subscribing. I had to quit my job to focus on it,” she said.

Ms. Musah was surprised by how quickly her audience grew. Since many of her viewers were acquaintances, she encouraged them to share and comment on her posts, which helped with monetisation. “I now earn from paid training sessions and platform payouts. It took years of hard work and creativity, but it was worth it,” she added.

Naa Afortey, a nail technician in Tema, has been in the trade for years but only recently started showcasing her work on social media. Although she hasn’t started earning yet, she remains optimistic that consistent posting will increase engagement and income.

“When your business is visible, people support you. I posted my price list on TikTok and got over 40,000 views and many comments. Showing how I work builds trust in my brand,” she explained.

Challenges and Community Support

Content creators interviewed by the Ghana News Agency shared that their income streams are diverse, including ads, affiliate marketing, donations during live streams, and sponsorships. However, they face challenges such as high internet costs, lack of equipment, and digital fraud.

Despite these obstacles, they continue to innovate, adapt, and build supportive online communities that exchange tips and promote each other’s work, fueling the growth of Ghana’s vibrant digital economy.