Content creation is booming in Botswana as young Batswana turn to it for employment opportunities amid a youth unemployment rate of 38%. Platforms like Facebook, Instagram, YouTube, and TikTok are popular among the country's youth, and content creators are gaining significant followings. However, monetization remains a challenge due to limited options for direct revenue from social media platforms. Many content creators are working with corporates for sponsorships and endorsements, but this approach has limitations, as corporate marketing departments often control the content, affecting the creator's authenticity.

Aurora Media Group, a multimedia streaming platform, is attempting to address these monetization challenges by allowing creators to submit content for licensing and production. They aim to provide better revenue-sharing models for creators. While the content creation industry in Botswana has potential, there are still issues with marketing, distribution, and limited monetization opportunities. Content creators are advocating for talent agencies, legal support, and well-defined value chains to help them navigate these challenges and build sustainable careers. The industry's success in Botswana will depend on collaboration among creators, corporates, and the government to overcome these obstacles.

Read article on TechCabal