News24 | Get to know attorney-turned-content creator, Karabo Didi

Digital content creation has become less of a hobby and more of a career for some.

While there are reservations on whether one should pursue influencing full-time, Karabo Dimakatso Khumalo, famously known as Didi, took a calculated risk and made it work for her.

Where it all began

Growing up in Groblersdal, Limpopo, there was not much exposure to various careers, which made Karabo naturally lean towards studying law at the University of Pretoria.

“When I was young, I did not have exposure to a lot of fields. It was either law or medicine. My maths was terrible, so law became the automatic choice. However, my personality and strengths did align well with me going the legal route,” she tells TRUELOVE. Reflecting on her varsity days, Karabo admits it was not an easy journey, although she eventually found her feet.

“I did my final year of BA Law concurrently with my first year of LLB. So, I had a lot on my plate. Apart from the workload, I enjoyed being a law student, and I embraced the journey.” It was at this time that she documented her life as a student for fun, without knowing that it would become her chosen path later.

“I always say I did not choose content creation. It found me in my gifting. During my years as a student before content creation became a career for most, I worked for DNA Brands Architect to promote some of the brands they worked with,” says Karabo. “As a student at the time, getting that extra R500 to R1000 a month was exciting.”

Years later, while she was in corporate, brands saw that her social media pages were growing, and that is when they started offering a decent amount of money.

“This was when I started to identify the opportunities that existed through content creation. Having a legal background was a bonus because I was aware of things such as usage and exclusivity, and I capitalised on that.”

The great pivot

Karabo worked for a top-five corporate and commercial law firm for a few years before completely making the switch.

“The first day I stepped into those doors, our chairman came to give us a talk. He shared the vision of the firm and what the trajectory of growing in the firm and becoming a director looked like. It was there and then that I instantly felt in my spirit that I would not be there long enough to become a director,” she recalls.

At the time, she knew she did not belong there but needed to embrace the season she was in, so she stayed and continued to learn as much as she could until she was completely sure it was time to leave practice.

“I started applying for jobs outside of corporate (in-house). But the more I interviewed, the more disconnected I felt from the legal space. More opportunities kept coming in the influencing space, and before I knew it, I was doing it full-time.”

It is a business

Breaking the news to her family and friends was not easy. “What do you mean you are leaving your career to take pictures full-time?” they asked. “My husband was not impressed with me. He also saw me as this driven corporate girl who would easily climb the corporate ladder. But I explained my heart to him. His words were, ‘If you are going to be doing content creation full-time, you need to understand that it is no longer a hobby but a business. So, we must treat it like a business.’ That was a game-changer for me.”

She then changed her approach to her work and focused on building impactful and long-term relationships with brands.

“Treating this like a business is what has helped me when it comes to longevity and consistent good income in this space,” Karabo shares.

Asked whether she misses the legal world and if she would ever go back, she says, “No. I am content and growing in the space I am in. I do, however, wish to study again and upskill myself. Education and gaining new skills are powerful and a big contributor to relevance and setting you apart.”

Behind the screen: love and family

Beyond the strategic brand partnerships and aesthetic curation, the heartbeat of Karabo’s content is undoubtedly her family. Her audience has fallen in love with her relatable vlogs, featuring everything from sweet holiday getaways to the everyday, funny dynamics between her, her husband, and their son. She credits her husband for making all this possible.

“I call him my unofficial manager. He helps me in the background to review and negotiate my contracts, and he is always ready to be part of my shoots,” says Karabo. The couple’s story began on campus back in 2014, and maintaining that initial spark requires constant effort.

READ MORE | Actor Kealeboga Masango talks joining The Four of Us and teases international films

“It takes intentionality and effort from both of us. We schedule trips so that we can use that time to unplug and be together. Even our son knows that mommy and daddy’s holiday is important.”

For Karabo, the digital space has become a seamless extension of her everyday life. “When I was young, I always envisioned myself as a homemaker. Motherhood feels instinctive to me, and I truly found my true purpose once I became a mom,” she shares.

“I am fortunate that the flexibility that comes with being a creator allows me to manage my time and dedicate the right amount of energy to each aspect of my life.”

While the balance is not always perfect, it has taught her invaluable lessons in patience. “Motherhood has taught me to love selflessly. My child is not perfect and has his down days too, so in those moments I have learnt to be patient, kind, and to extend grace. The same applies to my marriage.”

What’s next?

Karabo enjoys cooking and even has a separate page, Dine with Didi, dedicated to sharing her recipes. She says that in the next five years or less, she would like to be a cookbook author.

“I am also currently exploring more speaking engagements. Most importantly, I would like to branch into broadcasting and establish myself in that space,” she concludes.

Newsletter

Weekly

TrueLove Friday Feels

Shopping guides, food and drink recipes and everything you need to start the weekend mood.