BUJUMBURA, June 15 (ABP) – Content creators play an important role, especially in the production and distribution of various content for a target audience across different digital platforms, according to Chadrack Ndatimana, content creator and Director of an online television called BE CHAP TV.
According to him, a content creator is someone who produces digital content, whether it be articles, videos, photos, or other types of media, for various online channels, such as websites, blogs, or social media. Their goal is to capture the attention of a target audience and engage an online community, taking into account the needs and preferences of their audience. Most content creators often operate on social media, he added.
Ndatimana further points out that the role of these content creators in society is to motivate, raise awareness, and educate the public, especially in terms of changing mindsets. He also mentioned that they make a significant contribution to digital marketing.
He went on explaining that creating content requires professionalism, especially mastery of audiovisual equipment and the internet.
This content creator further emphasized that, in Burundi for instance, apart from their importance in digital marketing, content creators should also contribute to raising awareness during epidemics such as COVID-19 and Mpox, as well as in the fight against HIV/AIDS by creating related content. According to him, their large audience gives them the power to positively influence society.
According to Ndatimana, content creators are different from influencers. An influencer is primarily known for their ability to influence their audience, often in partnership with brands, while a content creator focuses on producing unique and valuable content, without necessarily seeking to influence purchases. He also added that, for influencers, professionalism doesn’t matter, and sometimes their influence is not positive.
Ndatimana further laments the lack of regulation for influencers and content creators in Burundi.
“The majority of Burundian content creators work for media or organizations, which force them to work professionally. However, influencers work as they are pleased, without professionalism or a legal framework,” he pointed out, adding that, as a result, influencers often produce empty content that contributes nothing to society.
Regarding the level of Burundian content creators, Ndatimana revealed that their content creation skills are still very low compared to those of other countries. He also mentioned that Burundi still counts fewer content creators, considering the content they produce for YouTube.
Ndatimana suggests that, when developing training programs for young people, the government should include content creation as part of the curriculum and provide qualified trainers. According to him, in addition to the contribution this sector can make to the country, social media also serves as a source of income that could boost youth development.
He also recommends financial support in this field to provide content creators with the necessary and modern equipment, and to improve the quality of internet connectivity, since, as he added, content creation requires a fast internet connection. A space for sharing experiences between content creators would also be necessary, according to Ndatimana.