There has been significant growth in social media in East Africa over the past couple of years.
Tanzania is one of the highest-ranked when it comes to users.
Smartphones are becoming cheaper and more people are familiar with the different apps and platforms available.
This has resulted in a boom in social media celebrities – people who are finding ways to use the networks to make some cash.
From a complete unknown a couple of years ago — to boasting hundreds of thousands of Instagram followers today.
This model and radio host says she’s making money by breaking cultural norms.
“To generate followers you need more creativity than people think. I built my brand through selling lingerie. People started off believing they wouldn’t make sales with me, Gigy Money! But I started doing photo shoots and posting using my own money, investing it. Now I see returns on all the money I put in ¡ Instagram needs drama, intelligence, creativity and heart. Not everyone who is online knows how to use these networks.” Said Gift Stanford, social media social media celebrity
“Becoming famous on social media is both a gift and a burden. Here in Tanzania some are turning it into a business opportunity. But it comes with challenges” Said Daniel Kijo, Dar es salaam, Tanzania
This young model has built a following through music videos and posts.
But there’s a price to her fame.
“People can steal your photos, open fake accounts that say we are selling ourselves. People abuse you saying ‘you don’t have parents, look at the pictures you are taking etc.’ ” Said Hannaiyyah Ramadhani, music video model
Despite these risks, many people reinvent themselves online every day — driven by the desire for cash.
“They don’t have a specific category like musicians, dancers or comedians. They just pop up like they’re stars, maybe because of their bodies, activities, the way they behave in the society. So with these kinds of people, if they have a lot of numbers in their social media, they can use those channels to advertise other people’s products and make money.” Said Joel Joseph, social media analyst
The tricky balance between being an online celebrity and dealing with fans isn’t for everyone.
But for those who choose this path, it’s fast becoming a new way of earning hard cash.
Gift is just one example of many of Tanzania’s Instagram stars.
And the numbers are only increasing — to the point where accounts are even being sold for a profit.
