TikTok fast became a popular app for South Africans documenting their daily lives during the Covid-19 era.
Now with a growing user base of over 17 million in 2024 and a vibrant creator community in South Africa, the question of how the US ban would impact SA creators has been non-stop on our feeds.
Concerns around the loss in streams of income and general “how will the feed feel” have all kept us on the edge of our seats. But here’s a different take for South African creators, the elephant in the room – longevity.
This on-and-off situation was a powerful reminder of the importance of longevity. As content creators, we must aim to build a digital presence that extends beyond any single social media platform. Our focus should be on the communities we cultivate and finding ways to sustain our digital careers even after trends fade.
My experience in influencer marketing has given me valuable insights into building a lasting presence and treating content creation as a career rather than a fleeting trend.
The creators who continuously succeed are those who treat their craft like a business and understand that their contribution online is beyond themselves. Publishing content online should be about more than achieving metrics or growing a following—it should be deeply rooted in purpose.
When we focus on a mission that outlives; whether it’s educating young people or making technology more accessible, we start building something far more valuable than money.
In 2025, leaning in on the bigger mission whilst focusing on diversifying our online presence will be crucial. It’s time for SA creators to not only lean into short-form content but to start building brands that outlive. It’s a moment to reflect on how we can create content and businesses that remain impactful.
Automation Tools to Streamline Your Content Creation in 2025
Here are some tools to help you create efficiently and stay ahead:
1. Copywriting Assistant
Cuppa AI: One step above ChatGPT, this tool optimizes your copy for search. Use it to draft newsletters, social posts, and descriptions that improve your content’s visibility online.
2. Short-Form Video Creation
Opus Clip: Turn long-form video podcasts or educational content into shorter, bite-sized videos perfect for TikTok and YouTube Shorts.
3. Social Media Scheduler
Later: A trusted tool that now integrates with TikTok, Meta, Pinterest, LinkedIn, and Twitter. Later allows creators to plan ahead and work efficiently across platforms.
| What I’m loving | What I’m learning |
| DJI is redefining what it means to create with intention. Their latest release, the DJI Flip, highlights their commitment to content creators. | Keeping efficiency top of mind, here are three steps with an example of how you can use ChatGPT to create meaningful, targeted content: |
| This all-in-one 4K vlog camera drone offers a 31-minute max flight time, making it portable, easy to use, and perfect for vloggers. | 1. Share Personal Context Example: I am a 24-year-old software engineer living in Cape Town, South Africa. |
| While the DJI Neo was already creator-friendly, the DJI Flip set a new standard for efficiency and quality in 2025. | 2. Provide a Clear Task Example: Generate a detailed 3-month content plan for my new podcast about being a developer in South Africa. |
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3. Suggest an Ideal Output Example: The podcast will feature 15–30-minute episodes weekly aimed at educating young South Africans about tech and software engineering careers. |
