The creator economy is booming, and platforms like TikTok are at the forefront, offering unprecedented opportunities for individuals to turn their passions into viable careers. But with this boom comes the need for creators to professionalize, understand brand expectations, and treat their content as a serious business. That was the core message at
SPACE’s recent “Monetise – Making Content a Career” panel discussion, held on September 27th, 2025, at the vibrant ERF350 Melville content creator studio.
The panel brought together diverse voices from the content creation landscape. Morne Ebersohn, representing SPACE.tm, led the discussion, highlighting the shifting dynamics of brand investment in social media. The panel also featured Fundi Ngwato, Associate Manager, eCommerce & Digital – South Africa at BIC South Africa, Sinead Pillay, Project Manager Brand at Honda South Africa and Matthew Aguirre, a YouTuber and CapCut specialist. Each panelist brought a unique perspective, sparking engaging conversations about monetization, brand partnerships, and the future of the industry.
Content is a Career: Embrace the Mindset
The resounding message throughout the discussion was clear: content creation is not just a hobby; it’s a legitimate career path. The explosion of influencer marketing demonstrates the power of authentic content in reaching audiences. But as brands increasingly invest in this space, they’re also demanding tangible results.
Sinead Pillay from Honda explained the importance of creators embodying the brand’s ethos. When creators align their content with Honda’s values of reliability and innovation, the partnership becomes much more authentic and effective. Fundi Ngwato from BIC highlighted the power of making everyday products engaging through creative content.
Matthew Aguirre emphasized the importance of diversifying income streams and recognizing the potential in platforms like TikTok for driving traffic to other platforms and revenue sources.
SPACE: Developing Creators, Fostering Connections
SPACE’s unique approach to content creation lies in its commitment to developing creators and fostering connections. We believe that by equipping creators with the skills and knowledge they need to thrive and by creating opportunities for them to network with brands, we can build a stronger, more sustainable creative ecosystem.
This collaborative approach benefits both creators and SPACE, creating a synergistic environment for innovation and growth. The panel was held at ERF350 Melville, a studio built for content creators. Spaces like this empower the community to make content creation a career.
Understanding Brand Needs: More Than Just Likes
The panel explored the challenges creators face when collaborating with brands. Understanding a brand’s values is paramount. TikTok creators aspiring to work with brands need to move beyond simply creating engaging content; they need to understand the specific goals brands are trying to achieve and tailor their content to deliver those results. “As brands spend starts settling in, the performance of campaigns are going to be measured. If we as content creators are not focusing on this now and start aligning our thinking to the campaign deliverables, this boom time will pass us without notice,” Morne emphasized.
Matthew’s advice to TikTok creators with a smaller following was simple, yet profound: “Start now, the sooner the better.” He added that while AdSense is a good starting point, understanding various monetization strategies is essential for growth.
The “Monetise – Making Content a Career” panel discussion provided a wealth of insights and inspiration for TikTok creators. By embracing a professional mindset, understanding brand expectations, and leveraging the resources available within communities like SPACE, creators can unlock the immense potential of the creator economy and build sustainable, fulfilling careers.
Ready to Take Your Content Creation to the Next Level?
If you’re passionate about content creation and eager to turn your skills into a career, we invite you to join the SPACE community! Apply now to connect with fellow creators, access valuable resources, and gain exclusive insights from industry experts. As a member, you can even view the full panel discussion and unlock even more actionable strategies for success. Don’t miss this opportunity to elevate your content and build a thriving career in the creator economy.
