The Content Creator Workshop, hosted by the DStv Content Creator Awards, experienced a remarkable turnout with a full capacity room on Monday, August 5. Now in its second year, the event highlighted the eagerness and enthusiasm of up-and-coming content creators to network, learn, and engage in meaningful discussions.
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Now a key event on the awards’ calendar, the workshop aimed to empower creators through knowledge sharing and provide valuable insights into the world of content creation. Participants had the opportunity to listen to industry experts, who shared their experiences and expertise, leaving content creators inspired and hungry for more information.
The event featured an impressive lineup of speakers and panels, each bringing unique perspectives and insights. Manuela Dias de Deus, the founder of the DStv Content Creator Awards, kicked off the workshop by emphasising the importance of such events in nurturing the growth of creators and recognising the sponsors who made it all possible.
The first panel discussion, titled ‘How to Find Your Niche and Monetize Your Content,’ addressed a critical question for many creators: how to hone in on a niche audience and eventually make money from content creation. Moderated by Omar Morto, the panel featured Kim Jayde, Tums The Narrator, and Phaello Tshabalala, who shared insights and personal journeys into becoming professional content creators.
Phaello shared how she began her career through trade exchanges and how she has gained the trust of brands, earning their confidence to invest in her work. Kim Jayde discussed the importance of staying true to your content and maintaining authenticity when partnering with brands. She also highlighted her journey of staying relevant in the content space since her start as a model and TV presenter over a decade ago. Lastly, Tums The Narrator explained the business aspects of content creation and highlighted the importance of finding a niche within a niche. She also discussed the significance of open briefs and how to respectfully push back to ensure that partnerships are mutually beneficial for both the brand and the creator.
Next, Kim Jayde took the moderator seat to discuss how creators and agencies work together. She was joined by Ntokozo Masimula, Culture and Partnership Lead at Duma Collective; Greg Walsh, CEO at G&G Productions; and Manuela Dias de Deus, CEO at One-eyed Jack. The panellists shared what they look for when connecting brands with creators and their needs when selecting the right creator for a brand.
Ntokozo discussed how brands are now seeking authentic and relatable content over highly curated, aspirational material while still incorporating the brand narrative. He explained that successful campaigns require a balance and a bit of give and take. He also offered valuable insights about contracts and what creators should look for. Greg emphasised that his team prioritizes the passion of potential influencers when selecting individuals to work with. He shared his experience of collaborating with Caspar Lee to market events like the Rage Festival, highlighting how influential these partnerships were at the onset of the social media surge and how they underscored the power of influencer marketing in business. One-eyed Jack founder Manuela Dias De Deus talked about the evolution of PR with the rise of influencers and how these elements are now integrated. She also provided some PR dos and don’ts for creators, focusing on building their personal brands and enhancing the brands they represent in campaigns.
Renaldo Schwarp, Senior Manager: Multiplatform at DStv South Africa, announced DStv’s competition for content creators to share how they are getting ready to watch ALL the football with DStv. This exciting competition provides an opportunity for talented content creators to share fun, lifestyle-focused video content. The winning creator will win R20,000 cash, a set of double tickets to the 2024 DStv Content Creator Awards, an official photograph opportunity backstage and a bar tab worth R1,000. To win, creators must use the hashtag #footbALLonDStv and tag DStv on the respective social media platform.
In an insightful conversation Devi Govender, Executive Producer and Anchor of The Devi Show on eTV and eNCA, shared valuable lessons she wished she had known earlier in her career. Gail Schimmel, CEO of the Advertising Regulatory Board, followed with important tips on content regulations and legalities that all creators should know.
As podcasts continue to gain popularity, Leigh Carter Cochrane, Head of Commercial at Africa Podcast Network delved into the process of starting a podcast and how to commercialise a digital platform.
Adding another layer to the insightful day, 947’s Digital Content Producer Nondwe Maqubela, along with Chanley Wong and Thabile Masuku from the Suzuki 947 Amp Squad, shared a ‘Radio 101’ discussion. They unpacked topics like digital amplification across commercial, events, and programming, as well as what brands look for in KPIs when it comes to trends and engagement.
Finally, in another insightful panel discussion, moderated by Manuela Dias de Deus, Sadika Fakir, Executive: Digital Marketing & Media at Absa Group; Pumeza Chilembo, Senior Brand Manager for Nestlé’s iconic brands Bar One and Tex; and Maisha Mamabolo, Brand Manager: White Spirits & Liqueurs at Heineken Beverages and fitness influencer Zinhle Masango, discussed working with brands and what brands expect when collaborating with creators.
The workshop concluded with an overwhelming sense of inspiration and motivation. The DStv Content Creator Awards’ Content Creator Workshop not only provided valuable knowledge but also fostered a sense of community among aspiring creators. The event highlighted the importance of continued learning, networking, and collaboration in the ever-evolving digital landscape.
