Selar, in partnership with BusinessDay Nigeria, hosted a webinar featuring insights from Fisayo Fosudo, YouTuber and visual storyteller, Paul Foh, CEO of Sales Factory Global, and Tolulope E. Popoola, deputy online editor at BusinessDay, to challenge the myth that a massive following or viral fame are prerequisites for sustainable income.
The webinar titled ‘Building a Profitable Creator Business: What Actually Works’ focuses on transitioning from content creation to a sustainable, profitable business. Drawing from Selar’s experience with over 230,000 creators across Africa, the speakers emphasised that profitability stems from structured systems, and packaging knowledge into sellable digital products like courses and e-books, building a clear brand positioning, and leveraging tools for automation and global urging creators to shift from hobbyist content to treating their craft as a scalable business enterprise.
Fosudo focused on foundational pillars for turning content into a business, advocating for value-driven creation where educative or entertaining material leaves audiences “better than they came.” He introduced a brand statement formula, “I help (audience) understand (topic) so they can (outcome)”, to differentiate creators in niches like tech and finance.
Fosudo stressed audience building through attention, clarity, and trust, noting that growth is intentional via consistency and algorithm-aligned interests, not just follower counts, and urged reverse-engineering engagement to scale communities effectively.
Paul Foh spoke about selling without being “Salesy”. He delivered high-energy advice on selling without sounding pushy, starting with mindset shifts like daily affirmations to embrace a “salesperson” identity. He differentiated marketing (attracting leads) from sales (closing deals through value and stories), recommending tactics like post-call summaries to build trust and a heavy investment in education, such as reading 40 books annually. Foh showcased AI tools for automation, like custom scorecards, and pushed lead magnets and partnerships, challenging attendees with a no excuses ethos, if a 50-year-old family man can master these, so can they, leading to passive income.
Tolulope provided a data-driven perspective on the creator economy’s trajectory in Africa, underscoring sustainability over hype through market insights and consumer trends. She highlighted growth in digital products amid economic factors like inflation and global access, advising creators to use engagement metrics and business lenses for ROI-focused decisions. Tolulope emphasised niches like tech and finance for high demand, aligning with broader calls for structured, commerce-oriented approaches to ensure long-term viability.
In the closing, Selar’s team introduced a free four-week Creator Monetisation Workshop to bridge knowledge gaps, guiding participants from ideas to their first 10 sales via hands-on sessions on product clarity, messaging, setup, and launches. Limited to serious applicants, the program promises action steps and community support, with bonuses like 10 per cent off pro plans. Top creators’ success stories, including one earning over 200 million naira in two years, were shared to inspire action, reinforcing that structure, not talent alone, separates influence from income.
