Hausa content has huge social media potential –Digital creator

File: Popular Hausa digital content creator and entertainer, Shuaibu Isiya

Popular Hausa digital content creator and entertainer, Shuaibu Isiya, popularly known as Shuaibu Dan Saurayi, has revealed that he struggled to gain recognition at the early stage of his career, saying he never imagined that his efforts would eventually make him famous.

Shuaibu, who spoke to Arewa PUNCH on Monday, in an exclusive interview said there were periods when his videos attracted little attention despite the efforts he invested in producing them.

He said the lack of expected engagement initially made him question his prospects in the industry, but he eventually turned the setbacks into an opportunity to understand his audience and improve his craft.

“I never thought I would become famous because of the challenges I faced. There were times when I created content but things did not go the way I wanted. However, I refused to let that discourage me. I continued working, learned from my mistakes and kept improving what I was doing,” he said.

Our correspondent reports that Shuaibu’s experience highlights the changing nature of the entertainment industry, where social media platforms such as TikTok have created opportunities for young creatives to build audiences without depending entirely on traditional media organisations.

The Hausa content creator however agreed that TikTok played an important role in his development as a content creator, providing him with a platform to showcase Hausa comedy, storytelling and relationship-based content to a wider audience.

According to him, the platform also enabled him to communicate directly with his audience and understand the type of stories and entertainment that resonate with Hausa-speaking viewers.

Rather than abandoning content creation when some of his videos failed to perform as expected, Shuaibu said he focused on improving his storytelling, studying audience reactions and experimenting with different creative approaches.

He also argued that the Hausa language has significant potential in the rapidly expanding digital entertainment industry, given the size of its audience across Nigeria and beyond.

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“Hausa content has a huge opportunity on social media. We have a large audience, and what we need to do is continue improving the quality of our content and create meaningful and original work,” he said.

The growth of Hausa-language content on digital platforms has also opened opportunities for young people to use their language and cultural experiences as tools for entertainment and digital entrepreneurship.

Shuaibu, however, said young people seeking to become content creators should not approach the industry with the expectation of becoming famous immediately.

He advised aspiring creators to begin with the resources available to them, learn continuously and remain committed despite initial setbacks.

“Do not allow challenges to make you give up. If you have something you believe can entertain, inspire or benefit people, start with it. Be patient, learn what you need to learn and keep working,” he said.

Beyond entertainment, Shuaibu is pursuing a degree in Computer Science at Aliko Dangote University of Science and Technology, Wudil, saying education, technology and creativity can complement one another.

His experience also points to the increasing intersection between technology and entertainment, as digital platforms continue to lower the barriers for young Nigerians seeking to establish careers in content creation.

For Hausa-speaking creatives, the expanding digital audience presents an opportunity to produce original content that reflects the language, culture and everyday experiences of their communities while reaching audiences beyond Northern Nigeria.

Shuaibu’s journey from struggling to attract attention to becoming a recognised digital entertainer underscores the challenges faced by emerging creators and the persistence required to build an audience in an increasingly competitive online environment.