Facebook usage and youth involvement in the content creation industry

Abstract

The rise of social media and digital content creation, especially among youth, has led to a shift in how people consume and create content, with young people becoming influential figures, trendsetters, and a key driver of the creator economy, impacting marketing, entertainment, and information ecosystems. In the content creation industry and digital creative economy, Facebook has become a major platform for community building, content sharing, and monetisation for creators and businesses. Despite its potential, there was a significant gap in existing research, as limited studies have explored the impact of social media usage on youth participation in the content creation industry, particularly in addressing poverty and unemployment in rural areas. Therefore, the purpose of this study was to explore the dynamics of Facebook usage and youth involvement in the content creation industry, with a specific focus on addressing poverty and unemployment in the rural Capricorn District of Limpopo Province, South Africa. Moreover, the study was grounded on the Uses and Gratification Theory and the Unified Theory of Acceptance and Use of Technology, which formed a conceptual framework guiding the exploration of Facebook usage and youth involvement in the content creation industry. The study focused on a sample of 10 video content creators, aged 18-34, with verified Facebook accounts and 10,000+ followers, drawn from the youth population in the Capricorn District. Data collection was conducted through semi-structured interviews using a multichannel method, combining Facebook Conference Room and WhatsApp. The data collected from the interviews were analysed using thematic analysis with NVivo software. The findings revealed that Facebook content creation has provided an economic empowerment opportunity for youth in the Capricorn District, enabling them to generate income and address economic issues of poverty and unemployment. However, despite this potential, youth content creators face challenges such as low engagement, criticism, technical issues, and excessive Facebook usage, hindering their ability to create high-quality content and maintain a healthy online presence. To address these challenges, the study recommends that the National Youth Development Agency provide training workshops for youth, the Capricorn District municipality install free Wi-Fi in its communities, and the Department of Communications and Digital Technologies implement digital literacy programs to support the growth and development of youth content creators. Lastly, this study contributes to the existing body of knowledge on the role of social media in economic empowerment, particularly among youth. It provides insights into the potential of Facebook content creation as a viable income-generating activity for young people in rural areas, such as the Capricorn District.