Meta has introduced new monetization features for content creators in Nigeria and Kenya that began in June 2024. These newly launched monetization options include in-stream ads, Instagram gifts, and Facebook stars, enabling creators—including those within the beauty niche—to transform their passion into a sustainable source of income, as the beauty industry in Africa continues to experience rapid growth, driven by a burgeoning middle class, increased access to the Internet, and a youthful population eager to embrace global beauty trends.
Content creators in the US, Australia, Canada, and South Korea were the first to earn through this model, and according to the digital platform, creators saw a 30% increase in earnings just six months after its launch. In a bid to transform the digital landscape in these countries, this initiative marks a significant step towards empowering creators by providing them with tools to earn revenue directly from their content on Facebook and Instagram. In a statement, the President of Global Affairs at Meta, Nick Clegg, said he spent weeks in Sub-Saharan Africa speaking to policymakers, creators, and local innovators in Kenya, South Africa, and Nigeria. “We discussed everything from connectivity plus digital literacy to creator monetization. It’s an incredibly dynamic region and one that has all the ingredients to become a major center for innovation in the years ahead,” Clegg writes. Amid the economic downturn, the industry in these countries is thriving, with local and international brands vying for a share of the market.
According to Statista, the revenue generated in the beauty and personal care market in Africa is projected to reach $65.93 billion in 2024, experiencing an annual growth rate of 5.99% (CAGR 2024-2028), and this is only set to propel even further as creators have new monetary motivation to create product-focused content. Among other countries like South Africa, those in North Africa like Egypt, Nigeria, and Kenya in East Africa, are at the forefront of this growth, and this introduction of Meta's monetization features is poised to significantly impact the beauty industry in these countries. By providing content creators with the means to monetize their efforts, Meta is not only fostering economic growth but also encouraging the creation of high-quality, engaging content. “The young creator [systems] here are so vibrant, and they want to earn a living on our platforms,” Clegg says, “which is why we’re excited to provide new monetization tools within our Facebook and Instagram applications,” he continues. This move is expected to spur a new wave of innovation and creativity among beauty influencers and brands.
Beauty creators and influencers, like MAC Cosmetics and Fenty Beauty-endorsed Enioluwa Adeoluwa, have built a reputation by recommending used and trusted products to their cult following. According to a report by certified marketing and research firm, Pierrine Consulting Limited, an overwhelming 79% of African consumers trust influencers’ product recommendations, placing social media influencers at the forefront of beauty trends and consumer choices. “For beauty creators [in Nigeria and Kenya], this ability to earn directly from their content will open up new avenues for growth and professional development,” Marina Mansour, creator economy expert and Vice President at data-driven creator economy company, Kyra, says to BeautyMatter. “It will allow them to invest in better production equipment, collaborate with other influencers, and even launch their beauty lines if they wanted to. Let us not also forget that through in-stream ads, for example, creators can diversify their income streams and reduce reliance on brand sponsorships, which can sometimes limit their creative freedom,” Mansour continues.
Meta’s monetization features also drive higher engagement and reach for beauty content. With followers knowing they can support their favorite creators through gifts and stars, they become inclined to actively interact with content. This increased engagement leads to higher visibility on social media platforms, attracting more followers and potential brand partnerships. The ripple effect of this engagement can significantly boost the creators’ influence and market presence. “Also, to maximize the benefits of Meta’s new monetization tools, beauty creators in Nigeria and Kenya may need to adopt strategic approaches to content creation and audience engagement, like the creation of high-quality content, the building of a loyal and engaged audience,” Mansour says. She also cites the need to utilize insights and analytics provided by social media platforms to help creators understand their audience better. “By analyzing which types of content perform best, creators can tailor their strategies to produce more of what their audience loves, thereby increasing their chances of monetization.”
Meta's launch of monetization features in Nigeria and Kenya is a game-changer for the beauty industry in these countries. It offers beauty creators unprecedented opportunities to earn from their content and encourages them to innovate and engage with their audiences more effectively. By leveraging these monetization tools and adopting strategic approaches to content creation, beauty influencers and creators can harness the full potential of this initiative, contributing to the growth and vibrancy of the beauty industry in Africa. As Meta continues to expand its monetization efforts, it is poised to play a pivotal role in shaping the future of digital content creation in Africa, fostering a thriving ecosystem where creators, including those in beauty, can flourish and make a significant economic impact.
