Social Media Monetisation Strategies and Economic Empowerment among Nigerian Youth

This study investigated Social Media Monetisation Strategies and Economic Empowerment among Nigerian Youth. With the increasing youth unemployment and limited access to formal job opportunities, social media platforms such as YouTube, Instagram, X (formerly Twitter), TikTok, Facebook, and WhatsApp have emerged as alternative avenues for income generation. This study adopted the Uses and Gratifications Theory to highlights how youths intentionally engage with social media to fulfil economic needs, gain autonomy, and enhance self-employment. Using a qualitative research approach based on secondary data, the study reviews academic journals, policy documents, media reports, and digital economy publications. Findings revealed that social media monetisation is driven by high youth unemployment, increased digital literacy, smartphone penetration, and a shift in entrepreneurial culture. Monetisation contributes to youth empowerment, skill development, and poverty reduction but is also constrained by regulatory uncertainties, cybercrime risks, limited infrastructure, and a lack of institutional support. The paper underscores the need for inclusive digital policy reforms, regulatory protection for content creators, improved internet access, and structured support systems for youth digital entrepreneurship. The study concluded that social media monetisation represents a viable path to youth economic inclusion and national development. It was recommended that public policy must evolve to reflect the realities of a digital economy by supporting creative industries.