How young Zambians build careers on social media

As the sun rises over Zambia’s capital Lusaka, Tabo Daka scrolls through her phone and uploads a new outfit. Within minutes, her content reaches thousands – boosting not only her own profile, but also small boutiques along Cairo Road, one of Lusaka’s busiest streets. “I depend on platforms like TikTok, Facebook and Instagram to connect directly with my audience,” says Tabo, who specialises in streetwear and regularly collaborates with brands. “They engage with my content and, in turn, help promote my work.”

Her routine reflects a broader shift in Zambia. As internet infrastructure expands – from fibre-optic networks to wider mobile coverage – more and more young people are using digital platforms not just to communicate, but to earn a living.

What was once a marginal “creative economy” discussed in policy circles, has become a source of income for many content creators. With just a smartphone, they produce, distribute and monetise content without relying on traditional media structures. “As a fashion content creator, I can create and share content directly from my phone,” Tabo says. “I don’t need film crews or broadcast equipment.”

A new class of digital entrepreneurs 

Others are building similar careers. Travel vlogger Queen Licah documents her journeys across Africa, sharing videos of landscapes, culture and everyday life with a global audience. “I capture everything myself,” she says. “I explore places, meet people and create memories one vlog at a time.” Like many creators, she sees digital platforms as a pathway to income and international recognition.

The shift is set to create a new class of digital entrepreneurs. Social media platforms allow creators to turn cultural expression into income, while reducing barriers that once limited access to markets. “Marketing budgets that once went to international agencies are now going to local creators,” says Lusaka-based marketing expert Innocent Daka.

A full-time job with little income yet

However, monetisation remains a major challenge. Despite generating significant online traffic, many Zambian creators cannot access direct platform revenues such as advertising payouts, as Zambia is not always included in supported regions.

For creators like Ken Dumbo, a prominent social media influencer based in Lusaka who has built a following of nearly 100,000 people, the gap is clear: while content creation is already a full-time job for many, earnings often depend on indirect income such as brand deals rather than platform payments.

Zambia’s policymakers try to enable monetisation

This has prompted political attention. In November 2024, Zambia’s parliament discussed measures to enable monetisation on platforms like Facebook, YouTube and TikTok, and the government is now updating the Independent Broadcasting Authority Act to recognise digital content as a formal economic sector.

Experts believe, however, that regulation alone may not solve the issue: monetisation depends largely on platform policies and audience reach, not direct government negotiation. Instead, they argue, the priority should be creating an environment in which creators can grow sustainably and access global markets.

Derrick Silimina is a freelance journalist based in Lusaka, Zambia. He focuses on Zambian agriculture and sustainability issues. 
derricksilimina@gmail.com