Many aspiring creators believe two things determine success: a massive following and a viral moment. Last week, Selar, in partnership with BusinessDay Nigeria, challenged that belief head-on.
At a webinar titled “Building a Profitable Creator Business: What Actually Works”, three voices — YouTuber and visual storyteller Fisayo Fosudo, Sales Factory Global CEO Paul Foh, and BusinessDay’s deputy online editor Tolulope E. Popoola — made a clear case: profitability is not accidental, and it is not reserved for influencers with millions of followers.
It is built.
How to move from content to income
Fisayo Fosudo opened with a reframing that struck at the heart of creator culture.
“The content you create is not about you. It is about what it changes for your audience. Create the content you want to get paid for. Not necessarily the content that makes you go viral.”
In a digital ecosystem that rewards spectacle, Fosudo urged creators to anchor their work in value. Educational or entertaining, he said, the material must leave audiences “better than they came.”
He introduced a practical brand clarity formula:
I help (audience) understand (topic) so they can (outcome).
In crowded niches like tech and finance, differentiation is not about volume. It is about positioning. Growth, he noted, is intentional — built on attention, clarity and trust, not vanity metrics like follower count.
Fosudo stressed that reverse-engineering engagement, understanding audience interests, and aligning content with algorithm signals could be the structured growth levers that takes a creator into profitability.
Intelligence over trends; How to stay ahead
Tolulope Popoola brought data into the conversation, situating the creator economy within broader economic realities. She emphasised sustainability over hype, pointing to the growing appetite for digital products across Africa — driven by inflationary pressures, global access to platforms and the increasing willingness of consumers to pay for structured knowledge.
“You cannot build your digital products based on trends, because trends change by the day. Get industry-specific intelligence for the space you operate in, and build on that. If you create products based on trends, you lose relevance when the trend changes. Intelligence keeps you ahead of trends. Operating in today’s digital economy requires you to see beyond the noise and source intelligence from trusted sources” she reiterated.
For creators, this means shifting from reactive content to strategic product development. Engagement metrics should inform decisions, she argued, but revenue models must be guided by data, not social media momentum.
High-demand niches such as technology and finance were highlighted — not because they are fashionable, but because consumer demand in those sectors remains consistent.
The message was clear: creativity must be paired with market intelligence.
How to sell without sounding salesy
Paul Foh, founder and CEO of Sales Factory Global, tackled what many creators avoid; sales.
He delivered high-energy advice on how to sell without being “Salesy,” starting with a mindset shift: embrace the identity of a salesperson.
Foh drew a sharp distinction between marketing and sales, noting that while marketing attracts leads, sales closes them by offering value, and an effective follow-up system.
“Price mentioned without first explaining value is already a lost sale. 90% of failed sales is due to a weak follow-up system.”
He urged creators to invest heavily in education and to use AI tools and automation systems to smoothen their sales process, streamline engagement and convert leads. His central point was that influence and followers do not convert to income, unless a proper structure exists.
What creators must do?
Throughout the session, a recurring theme emerged — talent alone is insufficient. Creators must package their knowledge into sellable assets: courses, e-books, mentorship programmes and digital communities. But more importantly, they must build brands that signal clarity. They must install systems that automate outreach, onboarding and customer journeys.
Join BusinessDay whatsapp Channel, to stay up to date
Open In Whatsapp
