South Africa, Aug. 27 -- Goldman Sachs analysts estimate that the creator economy is a $250bn industry and could reach $480bn by 2027. And across South Africa and the continent, the creator economy is booming. Fueled by platforms like TikTok and YouTube, creators are redefining what influence looks like. Yes, sure the glossy influencer with a million followers is great, but today's power lies with micro-creators who are relatable, relevant, and ruthlessly entertaining.

These micro-creators don't identify as influencers. They're people with a phone, data, and a passion for storytelling. And thanks to TikTok's and YouTube's algorithm, their content cuts through the noise - not because it's branded, but because it's fun, fresh, and on the p...