Back in 2019, the idea of becoming a content creator in Nigeria was almost unheard of. Most people were either tied to a traditional 9-to-5 job or juggling side hustles. The concept that sharing videos on Instagram could evolve into a full-fledged profession was far from anyone’s mind. Yet, Salem King was driven by an innate urge to impart knowledge.
As he puts it, “Since my teenage years, I’ve always had this desire to pass on whatever I learn to others.”
While still employed in real estate, Salem started posting informal, phone-edited videos that distilled lessons from his personal journey. The response caught him off guard. Followers began reaching out with questions like, “How do you edit videos on your phone?” or “How do you convey so much in such a brief clip?” Initially, he replied individually via direct messages, but soon realized the volume of inquiries far exceeded what he could manage alone.
This insight inspired him to launch his first online class. Too nervous to charge a fee, he offered it for free. The results were eye-opening: participants were applying his techniques and celebrating small victories. When he finally dared to set a modest price of ₦5,000, the course sold out with 100 sign-ups within just two days.
“Earning that amount in 48 hours was equivalent to six months of my salary,” Salem recalls. “It made me question if I really needed my day job. If this side gig could generate such income, what if I devoted myself entirely to it?”
Building a community beyond content – the Salem King approach
Salem’s breakthrough wasn’t triggered by a sponsored deal or a viral tutorial, but by a simple Instagram post. He shared a photo with the caption: “What’s troubling you?”
Expecting typical creator concerns like algorithm frustrations or content blocks, he was instead met with heartfelt responses. Followers opened up about struggles with mental health, relationships, career pressures, and spirituality.
He admits, “It was overwhelming because I felt pressured to have all the answers. But when I checked back 30 minutes later, over 200 comments had poured in. People were supporting one another-offering to chat privately, meet up for coffee, or just listen.”
This experience transformed his perspective. “I realized my role wasn’t to be the sole problem solver. Instead, I needed to foster a space where people could connect and uplift each other.”
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(@salemkinging)He dove into literature on community building, including Seth Godin’s Tribes, and uncovered a vital truth: creators need more than just followers-they crave a sense of belonging. For many young Nigerians pursuing creative paths without familial backing, this community becomes a lifeline.
“Sometimes your family or old friends don’t get it. Only those who are on the same creative journey truly understand. When your content doesn’t perform well, it can feel devastating. But within a supportive community, you don’t feel isolated or misunderstood.”
Embracing this philosophy, Salem nurtured his platforms as hubs for connection. His audience now spans over 400,000 across multiple channels, bridging generational divides.
He recalls a memorable encounter with an MTN executive who shared, “Her daughter is a fan of my work, which made me realize my reach crosses age groups.” Another woman, recently turning 50, expressed how much she appreciated his content. “Inspiring both young and mature audiences is deeply fulfilling,” he says.
Navigating the financial side of creation in Nigeria
Yet, building a community doesn’t automatically translate to financial stability. Salem has grappled with what he calls the “catch-22” of monetizing passion.
“If you earn too much, the joy can fade. If you don’t earn enough, you feel like quitting. Initially, I resisted treating my craft as a business because I prioritized impact. But I’ve come to see that impact and income can coexist.”
To balance this, he offers free content like his 101-day Creator 101 video series, while monetizing personalized coaching, workshops, e-books, and comprehensive courses.
Brand partnerships are approached with caution. “I only endorse products I’ve personally used or would recommend to my family. For a long time, I felt uneasy about brand deals, but I realized turning down income was shortchanging myself.”
One of the toughest hurdles remains receiving payments from international clients.
“Often, companies abroad love the content but struggle with payment logistics. Many Nigerian creators resort to opening foreign bank accounts, which introduces tax complexities and isn’t affordable for everyone.”
Visa restrictions also limit opportunities. Invitations to global events sometimes arrive too late, with visa delays causing missed chances. Even when collaborations happen, Nigerian creators earn significantly less than their Western peers.
“The disparity in YouTube CPM rates is straightforward: advertisers in the U.S. pay more because of their economy. Here, budgets reflect local purchasing power. But I’m optimistic. Unlike billboards, influencer marketing offers measurable returns, encouraging brands to invest more in African creators. This growth benefits the entire ecosystem.”
Introducing Crea8torium and its vision
This vision partly inspired Salem to co-found Crea8torium in June 2023 alongside fellow creator Adora Lumina. Beyond hosting a podcast and cultivating a community exceeding 30,000 members, their mission is to produce an annual African creator economy report-crafted “for creators, by creators.”
“Most existing data comes from external sources, often based in the U.S. We wanted to fill that void with authentic insights from industry insiders. Without accurate data, creators can’t strategize effectively, and investors lack clarity.”
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Looking ahead, Salem envisions a future where content creation is integrated into formal education.
“I want to pass on everything I’ve learned to future generations-not just through social media, but in classrooms. I see myself teaching for life, helping institutionalize this craft.”
For Salem, legitimizing content creation means embedding it within academic curricula, policy discussions, and expanding the ecosystem to include roles like talent managers, accountants, designers, and tax experts.
He emphasizes,
“With new tax regulations, creators will need to understand their financial responsibilities. Many of us lack this knowledge, but professionals who specialize in taxes should pay attention-there’s a growing market here. The creator economy isn’t just for creators anymore; it’s a whole industry with diverse opportunities.”
Starting from humble beginnings with a simple phone video and a free workshop, Salem King is now emerging as a pivotal figure in Africa’s creator economy. His influence extends beyond content creation to shaping how creators monetize, how communities thrive, how data is collected, and how the industry might one day be taught in universities.
In his own words: “My daily focus has shifted from just creating Instagram posts to advancing the entire creator economy.”
Perhaps Salem King’s most significant achievement isn’t a viral video or follower milestone, but the ecosystem he’s cultivating-a space where creators and supporters alike can find purpose and opportunity.
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