Everyone is a content creator, but how many will master a sustainable career? Lebo Lion weighs in

Creator coach and personal branding strategist Lebo Lion breaks down everything all aspiring content creators in South Africa need to hear. Picture: Instagram, @lebolion_sa Content creation is no longer a side hustle reserved for the lucky few. Across South Africa, it is rapidly becoming a credible pathway to income, influence and self-expression.

But as more young people enter the space, a critical question has emerged: what does it actually take to build a career that lasts? Entrepreneur, creator, coach and personal branding strategist Lebo Lion has been helping creators answer that question for years. Speaking toThe Citizenas part of a broader conversation around Dove’s Creator Collective initiative, which includes a Creator Academy designed to equip aspiring creators with mentorship, practical guidance and industry insight, Lion offered a candid, no-nonsense take on what the industry demands of those who want to go the distance.

Asked which subjects would be non-negotiable on a formal content creation syllabus, Lion didn’t struggle to answer. Marketing, finance and a working knowledge of contract and intellectual property law made her list, and her reasoning for each is sharper than most curricula manage. “Marketing helps you understand why people buy, evangelise, adopt and support commercial offers.

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It also teaches you how to build a brand. This is imperative to differentiate yourself as a creator,” she said. Finance, she added, is equally critical given the inherent volatility of the career.

“Content creation is a volatile career. Income and opportunities are seasonal. While a lot of contracts offer sizeable amounts, it’s important for creators to manage their finances well and learn how to invest so that they have the freedom to create and thrive in the space regardless of whether they have brand deals or not.” “Most creators get exploited by signing the wrong contract because they didn’t read through the contract or understand what it truly entails.

A skilful understanding of the law will enable creators to optimise the offers they are getting while protecting themselves and their brands.” With no formal qualification for content creation, knowing when you’ve crossed into professional territory can feel murky. For Lion, the benchmark is monetisation: consistent, sustained monetisation. “I believe you’re ready to call yourself a content creator when you monetise your content consistently over a period of time, a minimum of two years.

Monetisation is also a reflection of how much brands and organisations believe in you. If you’re not monetising, it’s just a hobby,” she said.

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