General

In recent years, the kingdom has witnessed a remarkable shift in the way young people approach careers and income generation.

Traditionally, employment opportunities for the youth have been scarce, with many facing the harsh reality of unemployment and limited prospects.

However, a new wave of digital natives is changing the narrative.

Through the power of social media, a growing number of young individuals with substantial online followings are carving out sustainable careers by offering advertising services, hosting shows and collaborating with brands.

This emerging trend not only provides an alternative income stream, but also offers a beacon of hope in addressing the persistent issue of youth unemployment.

Social media platforms such as Instagram, TikTok, Facebook and YouTube have become vital tools for young influencers in Eswatini.

These digital creators leverage their authentic personalities and creative content to amass large audiences, often numbering in the tens or hundreds of thousands.

Their reach enables them to serve as effective marketing channels for brands and event organisers seeking to connect with a youthful demographic.

As a result, they are increasingly being engaged to promote products, services and upcoming events, transforming the traditional marketing landscape within the country.

One of the most striking aspects of this trend is how it has shifted the perception of career options among the youth.

Instead of solely pursuing formal employment or entrepreneurship in conventional sectors, many young people are now recognising the viability of building a brand online.

By producing engaging content, they attract sponsorships, brand collaborations and advertising deals.

These partnerships often come with financial compensation, sometimes rivalling or exceeding regular employment salaries, especially for those who have established a loyal following.

Event organisers in the country are quick to recognise the influence of these social media personalities.

Full article available in our publication.

Lenhle Mkhabela is one digital creator who markets products on her social media platforms. On Facebook, she has over 28 000 followers. (Pic: Courtesy)