CONTENT creation, once widely dismissed in Jamaica as a hobby or pastime, is increasingly being viewed by entrepreneurs as a legitimate business capable of generating income, partnerships and even full-time employment.

The shift reflects a broader global trend in which individuals and companies are using social media platforms such as YouTube, TikTok and Instagram not just to share content but to build brands, attract customers and create new revenue streams.

“If 10 per cent of the economy started to create content, it would be massive in terms of economic impact, and it can touch every single industry,” said Learn Grow Invest CEO Jermaine McDonald, in an interview with the Jamaica Observer.

The global creator economy has grown rapidly in recent years, with the industry valued at roughly US$36.8 billion in 2025, according to Forbes. The top 50 creators on platforms such as YouTube and TikTok generated more than US$850 million, while macro-influencers earned an average of about US$185,000 annually.

Although comparable figures for Jamaica are not readily available, local creators and entrepreneurs say the potential for monetisation is becoming clearer as more people begin treating their digital platforms as businesses rather than personal projects.

Creators generate income through several revenue streams, including advertising revenue from platforms, brand sponsorships, merchandise sales, and digital products such as courses and e-books. Content may take the form of videos, blogs, podcasts or social media posts tailored to specific audiences.

However, McDonald said success in the space often depends on creators approaching their platforms strategically rather than simply posting content.

“Think about the content as your portfolio, as your library to introduce yourself to anyone who wants to work with you,” he said.

Personal finance content creator Demetress Fairman said creators who want to build sustainable businesses must focus on developing content systems rather than chasing viral moments.

“The hook equals the attention, because if you don’t earn the attention in the first few seconds, nothing else matters,” Fairman said, explaining the importance of capturing viewers early in short-form videos.

He said successful creators must also ensure their content reflects experiences that audiences can relate to while maintaining a clear niche.

“If you talk about everything, you become known for nothing,” he said.

Fairman added that building a library of content allows creators to continuously attract viewers and potential customers, lowering marketing costs and creating long-term visibility.

“Most of us don’t struggle because we lack information; we struggle because we hesitate to share. It’s mostly in our heads; we overthink everything,” he said.

Despite the growing interest, Learn Grow Invest CEO Renate McDonald said mindset remains one of the biggest obstacles preventing many creators from monetising their platforms.

“Not believing enough that they can do it is something I see often,” she told BusinessWeek. “Not believing that people will pay for their services, skills andtalents.”

Beyond confidence, she said creators often struggle with the business side of content creation, including structuring brand partnerships, negotiating deals and converting audiences into paying customers.

“What we want creators to know is that they have the leverage; they have the ability to turn their skills into a real business model,” she said.

The organisation hopes to address these challenges through its upcoming conference, ‘Grow Your Wealth Starter Pack: Grow Your Business Through Content Creation,’ scheduled for April 18 at Shortwood Teachers’ College.

Sessions at the event will focus on topics such as overcoming imposter syndrome, developing content strategies that protect intellectual property, and turning social media reels into revenue.

Fairman said the businesses that succeed in the evolving digital economy will be those that understand the importance of visibility.

“The business that will grow over the next few years won’t be the loudest,” he said, “but the most visible.”