By Group Nine
Journalism is no longer the monopoly power of big media houses. With just a smartphone and internet access, almost anyone can now report, publish, and even make money from their work. This shift has given rise to what many call the creator economy. In this digital ecosystem, journalists, bloggers, and content creators bypass traditional gatekeepers and establish direct relationships with their audiences.
In Nigeria, this trend is particularly visible among campus journalists, who are reshaping storytelling on youth culture, politics, and entertainment. But as opportunities grow, so do the challenges. The race for clicks and shares often collides with journalism’s long-standing values of accuracy, fairness, and accountability.
So, how can Nigerian campus journalists navigate this landscape, which is balancing virality and integrity while also building profitable niche platforms?
What the Creator Economy Really Means
The creator economy is essentially the space where individuals produce and monetize content online. It thrives on platforms like YouTube, Substack, TikTok, Instagram, and Patreon, which allow creators to:
- Build personal brands
- Engage audiences directly
- Earn money through ads, sponsorships, crowdfunding, or merchandise
Unlike traditional journalism that depends on advertisers and editors, this new economy gives creators financial and editorial independence. For student journalists, that means exploring stories mainstream media might ignore, like those from campus politics to Afrobeats trends, while connecting directly with peers who care about those issues.
How It Started and Where We Are Now
The story of the creator economy dates back to the early 2000s with the arrival of Web 2.0. Blogs,
YouTube, and early social media came to transform how news was produced and consumed. By the late 2000s, the decline of print advertising and a growing distrust of mainstream outlets created room for independent journalism.
In Nigeria, platforms like Sahara Reporters demonstrated this shift by exposing corruption and bypassing state censorship. Fast forward to today, and the figures speak volumes:
- Over 80% of Nigerians use mobile phones, making content creation easier than ever.
- 70% of the population is under 30, meaning a massive youth audience is ready to consume campus-driven content.
- By 2024, more than 80 digital news startups had emerged in Nigeria, many led by young journalists experimenting with new models.
For students, the opportunities are
very big, but so is the risk of misinformation in a country where digital
literacy still falls behind.
Platforms Powering the Change
Every platform has its own way of supporting journalism within the creator economy:
- Substack - Enables independent newsletters monetized through subscriptions.
Journalists like Fisayo Soyombo use it for investigative reporting.
- TikTok & Instagram - Home to short, viral content that speaks
directly to youth culture. Perfect for quick updates, though prone to
sensationalism.
- YouTube - Still the king for documentaries, interviews, and livestreams.
Even campus press groups use it to cover student events and monetize via
ads.
- Patreon - Offers recurring crowdfunding, letting creators stay independent
by relying on audience support instead of advertisers.
These platforms prove that campus journalists don’t need a newsroom to have a voice. What they need is creativity, consistency, and a commitment to credibility.
The Virality Trap
Let’s be honest: in today’s internet, going viral feels like winning the jackpot. A catchy headline, an emotional clip, or a trending hashtag can skyrocket visibility overnight. But the catch is that virality doesn’t always equal quality.
When chasing clicks:
- Accuracy is often sacrificed for speed.
- Sensationalism overshadows substance.
- Public trust in journalism weakens.
This is why editorial integrity remains non-negotiable. Journalists must verify facts, balance stories, and stay transparent. Independence and accountability are not old-fashioned values, but are survival tools in a noisy digital space.
Lessons from Global and Nigerian
Creators
Examples abound of how creators are shaping journalism globally and locally:
- Taylor Lorenz (US) - Reports on internet culture, showing how Gen Z live and build identities online.
- David Hundeyin (Nigeria) - An investigative journalist pioneering a direct-to-consumer, subscription-based model that demonstrates the power of individual journalism in the digital age.
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How Campus Journalists Can Make It Work
For student journalists hoping to thrive in the creator economy, here are some practical income models:
Crowdfunding - Campaigns on GoFundMe
for specific projects, or monthly support via Patreon.
Events - Host talk shows, debates, or
talent nights that bring both income and visibility. Like ABU Campus Press does
with annual symposiums, Workshops, and Departmental presidential debates, etc.
Merchandise - Sell T-shirts, stickers,
or mugs through platforms like Spring and Shopify.
YouTube - Monetize through ads, memberships, and sponsorships. Used by Campus Journalists like ABU Campus Press and The Union of Campus Journalists at the University of Ibadan
Creator Economy Value (2023)
Projected Value (2030)
Income < ₦100,000/month
Social Media Users (Nigeria, 2025)
Social Media Users (Nigeria, 2025)
Creators Aged 18-24
TikTok Growth (2024-2025)
YouTube Earnings (per video)
The Way Forward
The creator economy has opened journalism to voices that were once excluded. For Nigerian campus journalists, it’s an exciting chance to cover issues that matter to young people while building independent careers.
But this opportunity comes with a responsibility:
- Chase truth, not just clicks.
- Blend innovation with ethics.
- Build platforms that last, not just post that trend.
The future of journalism won’t be decided by who owns the printing press but by who tells the story, and how responsibly they tell it. For campus journalists, the challenge is clear: balance virality with integrity, and journalism will not only survive, it will thrive.
Indeed, the emergence of creator economy cum citizen journalism has reshaped the media landscape in that there is zero to little gatekeeping of media contents. By having a mere smartphone, you can easily become journalist and as such decide on what kind of content to put out .
ReplyDeleteThis is actually a development in the part of Nigeria .However, there is possible prevalent of misinformation in the name of getting engagements. Even though, Nigeria government does exercise its digital sovereignty, the question is, can a misinformation be fully debunked after it has reached significant number of people like a wild-fire?
Therefore, balancing virality with integrity may not come into fruition until all hands be on deck to emphasize just the truth; Nothing but the truth. Until then, I see as a mirage.