EVALUATION ON THE ECONOMIC VIABILITY OF SOCIAL MEDIA CONTENT CREATION FOR NIGERIAN YOUTHS

1.1 Background to the Study The emergence of social media has transformed traditional notions of employment, entrepreneurship, and value creation across the globe. The concept of content monetization began with early blogging and website advertising models in the late 1990s and evolved significantly with the introduction of Google AdSense in 2003, which allowed website owners to earn money by hosting pay-per-click ads. This revolution paved the way for platform-specific monetization strategies. With platforms such as YouTube, TikTok, Instagram, and Facebook offering monetization options for content creators, young people are increasingly turning to digital platforms as viable sources of income. In Nigeria, where youth unemployment remains a critical challenge—estimated at over 40% by the National Bureau of Statistics (2023) social media has become both an escape and a solution. The capacity to create, distribute, and monetize content from any location has significantly altered economic dynamics, fostering a digital gig economy that holds immense potential for job creation, innovation, and income generation among youths. These opportunities have enabled many Nigerian youths to build personal brands, launch entrepreneurial ventures, and engage with global audiences. For example, Nigerian content creators like Taaooma, Mr Macaroni, and Korty EO have demonstrated the potential of digital platforms to yield financial and social capital. However, despite success stories, questions remain about the sustainability, consistency, and structural support needed to scale content monetization into a mainstream economic pathway. Economic viability refers to the capacity of a venture, initiative, or occupation to generate sufficient income to sustain operations, create economic value, and justify the resources invested in it. It assesses whether a particular economic activity is profitable and sustainable in the long term. According to Timmons and Spinelli (2012), economic viability is the demonstration that an enterprise has a compelling business model supported by sufficient demand, competitive edge, cost control, and consistent revenue streams. In the context of social media, economic viability reflects the extent to which content creation and digital entrepreneurship can serve as reliable sources of income for individuals or groups, particularly in developing economies like Nigeria where youth unemployment remains a pressing challenge (Nwachukwu & Egbunike, 2021). Hence, evaluating economic viability involves examining monetization opportunities, market size, technological accessibility, and user engagement. The gap between digital opportunity and institutional regulation also raises concerns about exploitation, intellectual property rights, and access to monetization tools, particularly in low-income or rural communities. According to umanah and Kenneth (2020), while social media is credited with democratizing content creation, its economic viability as a career path for Nigerian youths is shaped by multiple factors such as digital literacy, internet accessibility, platform algorithm changes, brand collaborations, audience engagement, and payment systems. The economic returns of content creation are not uniform and often depend on influencer metrics, niche relevance, and follower counts—raising equity and scalability concerns. Thus, it becomes necessary to evaluate the actual benefits, limitations, and long-term implications of content monetization as an economic model for youth empowerment in Nigeria. This study is therefore timely and essential, aiming to critically assess the economic viability of social media content creation for Nigerian youths. It investigates not only income generation potential but also the structural barriers and enabling conditions that shape its sustainability. By focusing on the Nigerian context, this research hopes to provide evidence-based insights for digital entrepreneurs, policymakers, education stakeholders, and investors interested in harnessing the creative economy for national development. 1.2 Statement of the Problem In recent times many Nigerian youths invest significant time, data, and creativity in producing digital content with expectations of financial returns, yet only a fraction attain consistent monetization success. Factors such as platform eligibility thresholds, erratic algorithm shifts, limited brand sponsorships, and payment delays often hinder profitability. In addition, most studies focus on content consumption or digital marketing strategies, while little academic attention has been directed towards evaluating content creation as a sustainable economic enterprise for Nigerian youths. Several studies have explored the economic outcomes of social media content creation for youth populations, especially within sub-Saharan Africa. For instance, Adegbola, Omoera, and Ekeanyanwu (2022) conducted a mixed-methods study on the income-generating potential of YouTube and Instagram among Nigerian digital entrepreneurs. Their findings showed that consistent content production, audience engagement, and strategic brand partnerships significantly enhanced revenue potential, particularly among urban youth with access to smartphones and broadband. Similarly, Boateng and Amankwah (2021), in their Ghana-based study, examined TikTok monetization and digital creativity among young people and reported that the platform not only fostered entrepreneurial skills but also served as a livelihood alternative in the face of limited formal employment. However, both studies acknowledged a digital divide, unstable monetization policies, and lack of regulatory frameworks as barriers to sustainable online income. These empirical insights point to the increasing economic relevance of content monetization in Africa but also reveal gaps in understanding long-term sustainability and access equity across socio-economic strata. In spite of the visibility and growing prominence of Nigerian content creators on global platforms, there is insufficient empirical data on the actual economic gains derived by average youths from content monetization. This lack of critical appraisal creates a knowledge gap on how social media can be integrated into national youth employment strategies or digital economy policy. Without concrete analysis of the viability, challenges, and enabling factors for content monetization, stakeholders may continue to underestimate or misjudge its role in economic planning. Hence, this study investigates: To what extent is social media content creation economically viable for Nigerian youths? What opportunities and constraints exist in monetizing content across platforms? 1.3 Objectives of the Study The general objective of this study is to evaluate the economic viability of social media content creation for Nigerian youths. The specific objectives are to: 1. Examine the extent to which social media content creation economically viable for Nigerian youths. 2. Identify the key challenges limiting effective monetization on digital platforms. 3. Explore the sustainability and scalability of social media content creation as an economic alternative to formal employment. 4. Proffer recommendation for youths regarding reliance on social media content creation as an economic alternative to formal employment 1.4 Research Questions 1. What is the e income-generating potential of social media content creation for Nigerian youths? 2. What are the major challenges faced by Nigerian youths in monetizing digital content? 3. How sustainable is content monetization as an economic model for Nigerian youths? 1.5 Research Hypotheses Ho1: The extent to which social media content creation economically viable for Nigerian youths is low Hi: The extent to which social media content creation economically viable for Nigerian youths is high 1.6 Significance of the Study This study is significant as it provides a timely evaluation of the economic viability of social media content creation among Nigerian youths—a demographic increasingly drawn to digital entrepreneurship in response to high unemployment rates. For youths, the findings will offer practical insights into how platforms like TikTok, YouTube, and Facebook can be strategically used for income generation, while also highlighting the skills, consistency, and ethical considerations required for sustainable success. For policymakers and labor authorities, the research may inform the development of youth empowerment strategies, digital economy programs, and regulatory frameworks that recognize content creation as a valid entrepreneurial path. Digital platform developers and financial institutions may also benefit from understanding emerging content trends and user monetization patterns to improve service delivery and support models. From an academic perspective, this study contributes to the growing body of literature on digital labor, online monetization, and youth economic behavior in developing economies. While much of the existing research has focused on Western contexts, this study addresses a gap by exploring content creation within the Nigerian socio-economic and cultural landscape. It offers a multidisciplinary contribution to communication studies, development economics, and digital sociology by framing social media not just as a communication tool but also as a livelihood mechanism. Ultimately, the study may serve as a foundational resource for future research on digital entrepreneurship, youth economic empowerment, and platform governance in Africa. 1.7 Scope of the Study The study focuses on Nigerian youths aged 18–35 actively involved in creating content across major monetizable platforms such as YouTube, TikTok, Facebook, and Instagram in Portharcour, Rivers State. It considers their economic experiences, access to tools, and monetization outcomes. Geographically, it spans urban and semi-urban settings to capture a diverse range of experiences and challenges. The study is limited to evaluating economic viability, excluding broader social or psychological effects of content creation. 1.8 Operational Definition of Terms Social Media Content Creation: The act of producing and sharing videos, images, or posts on digital platforms with the intent of audience engagement and revenue generation. Monetization: The process of earning revenue from content through ads, sponsorships, merchandise, or subscriptions. Economic Viability: The capacity of an activity or venture to generate consistent financial return and support long-term livelihood. Nigerian Youths: Individuals aged 18–35 residing in Nigeria, engaged in creative or income-generating digital activities.