In today’s digital world, Gen Z is not just using social media for fun — they’re cashing out from it. These young Nigerians, born between the mid-90s and early 2010s, have flipped the script. With boldness, creativity, and a strong sense of self, they are building brands, earning income, and turning their culture into a global product.
Let’s be honest — nobody’s selling culture like Gen Z. From Afrobeat dance trends on TikTok to food vlogs on YouTube, skits on Instagram, thrift fashion (aka okrika) markets showcased on Snapchat, and pidgin English memes on X (formerly Twitter), they’re mixing tradition with technology and making money from it.
Take for instance, content creators like SoftMadeIt, Poco Lee, and Taaooma. They didn’t wait for TV stations to give them a platform. They used their phones, their personalities, their heritage — and now, they are stars. Brands are chasing them. Followers adore them. And most importantly, they’ve made their cultural identity a business.
Fashion is another goldmine. Gen Z is proudly wearing Ankara with sneakers, styling gele for concerts, and pairing native wear with streetwear — then monetising it through Instagram shops, influencer deals, and fashion drops. Even hair culture — dreadlocks, natural hair care, tribal markings, and traditional beads — is being turned into visual storytelling that sells.
Why does this work? Because Gen Z is confident. They don’t see their identity as “local” or “inferior.” They understand that the global world is hungry for authenticity. And nothing is more authentic than lived culture.
Social media is their tool. With just a smartphone and internet connection, a 22-year-old in Ibadan can start a YouTube channel about Yoruba proverbs, a 19-year-old in Owerri can launch an Igbo-themed podcast, or a 25-year-old in Abuja can turn their Hausa cultural dances into a profitable TikTok page. Many of them don’t even need to leave their homes to earn.
They make money through brand collaborations, sponsored content, product placements, paid ads, merchandise sales, affiliate links, virtual tips, and even NFTs and digital art rooted in African culture.
But there’s also a deeper story here. Gen Z is reclaiming narratives. For years, African identity was presented through the lens of poverty, conflict, or corruption. But now, these young creators are telling their own stories — in their own language, accent, and dance steps — and people are listening, globally.
However, the hustle is real. While some are making it big, many others are still trying to break through. Social media fame doesn’t happen overnight. It requires consistency, originality, and smart branding. Platforms are competitive, and algorithms don’t favour everyone equally.
Still, the wave is strong. Identity is no longer something to hide. Culture is no longer just something to protect. For Gen Z, identity is a product. Culture is content. And both can pay the bills.
Government and industry leaders should take notes. Support creative hubs. Fund digital skills. Protect intellectual property. Because if the right environment is in place, more young Nigerians will export our culture globally — not just as entertainment, but as enterprise.
In the end, what Gen Z is doing isn’t just about likes and followers. It’s about economy. It’s about pride. It’s about redefining what it means to be young, Nigerian, and global.
They’re not just posting — they’re profiting.
And the world is watching.
