From Accra to the world: Bridging the digital divide in the creator economy

The digital divide is both economic and structural.

While the internet seems widespread, it remains a luxury for many. Data costs in Africa are among the highest globally. Internet access is improving but still lags behind global averages. Algorithms often favor content from established markets, leading to exclusion.

The Tale of Two Creators

Consider two creators: one in Accra and another in London. Both are talented and produce stunning content. The London creator enjoys fast internet and affordable data. They also have brands eager to collaborate with them.

In contrast, the Accra creator faces intermittent connectivity and high upload costs. They struggle with limited monetization opportunities. As a result, one creator thrives while the other barely gets by.

The Cost of Connectivity

Data costs in Africa can be ten times higher than in Europe or North America. For creators uploading high-definition videos, these costs can be prohibitive. Initiatives like Google’s Equiano subsea cable aim to help, but more work is needed.

The Algorithmic Barrier

Even with good connectivity, creators face algorithm challenges. Platforms like YouTube and TikTok often prioritize content for high-value advertising markets. A tech reviewer in Nairobi may create engaging videos but struggle for visibility compared to a similar creator in Los Angeles.

Examples of Progress

Some platforms are working to bridge this gap. Luupli has features designed to support local creators. They prioritize local relevance and ensure that underserved creators are valued.

For instance, a Ghanaian photographer can use Luupli’s tools to retain ownership of their work and earn royalties when reused. This approach benefits both creators and platforms as emerging markets grow economically.

A Path Forward

Bridging the digital divide requires several steps:

1. Affordable Internet Access: Governments and companies must invest in infrastructure to lower data costs.

2. Algorithmic Fairness: Platforms should redesign algorithms for diversity and inclusivity.

3. Monetization Tools: Creators need sustainable earning options like tipping or subscriptions.

4. Education and Mentorship: Many creators lack skills for navigating platforms or negotiating deals.

Personal Reflections

During my time at The Berkeley & The Emory, I saw how education transformed outcomes. We achieved a 95% recycling rate by training employees effectively.

These principles apply to the digital economy too: empower individuals with tools and knowledge so they can succeed.

A Call to Action

The digital divide is not inevitable; it’s solvable with commitment from all stakeholders. Platforms must become more inclusive, governments need infrastructure investment, and brands should value diverse voices.

This journey is personal for me as I grew up in Accra witnessing local creativity firsthand. Today, I see potential when barriers are removed.

Imagine an Accra fashion designer collaborating with a Milan brand or a Nairobi filmmaker gaining global recognition without losing authenticity. This future is possible if we work together.

Let’s bridge the divide so everyone—from Accra to Amsterdam—can thrive in the digital economy.