New UNESCO research reveals opportunities and challenges facing South Africa’s digital content creators

UNESCO has released a new research report titled “Behind the Screens in South Africa: Challenges, Opportunities, and Needs of Digital Content Creators,” shedding light on the growing influence, practices and challenges of digital content creators within South Africa’s evolving information ecosystem.

Conducted by the Centre for Analytics and Behavioural Change (CABC) with the support of UNESCO’s Social Media 4 Peace” (SM4P) project, funded by the European Union, the study examines the motivations, Media and Information Literacy (MIL) competencies, ethical practices and challenges of digital content creators in South Africa. The research draws on a nationwide survey of 48 content creators and in-depth interviews with 11 creators.

The findings show that while mainstream news media remains an important source of information for South African content creators, creators are increasingly conducting their own research, drawing on personal experiences and consulting knowledgeable experts. This reflects the expanding role creators play in how information is produced, interpreted and shared with online audiences.

The findings paint a picture of a dynamic and increasingly influential creator ecosystem. Many creators are motivated by a desire to share knowledge, express opinions and contribute positively to public discourse. However, they operate in an environment shaped by limited formal training, rapidly evolving technologies, commercial pressures and significant exposure to online harms.

The research identifies important gaps between creators’ growing influence and the support available to help them navigate an increasingly complex digital information environment:

• Only 10.4% of respondents had participated in MIL training, while 50% reported having no journalism training or background.
  
  
• Nearly two-thirds (64.6%) reported little or no awareness of international standards on freedom of expression, while 59% were unaware of regulations specifically relevant to digital content creation.
  
  
• Although many creators expressed confidence in their ability to assess information, 36% do not systematically verify information before sharing it, while 34% rely on likes and views as a key indicator of credibility.
  
  
• Generative AI is increasingly becoming part of content creation, yet only 33% of creators consistently disclose their use of AI to audiences, raising questions around authenticity and audience trust.
  
  
• Online harms are widespread: 75% of respondents reported experiencing or witnessing Technology-Facilitated Gender-Based Violence (TFGBV), 43% reported identity-based hate speech or harassment, and 72% had experienced or witnessed xenophobia online.
  
  

Creators want stronger skills and ethical guidance

Despite these challenges, the findings reveal a strong willingness among creators to strengthen their skills and promote more responsible digital practices. Some 87.5% of respondents see value in ethical guidelines or standards, while 87% expressed interest in training on ethics and freedom of expression.

Creators identified practical workshops, peer learning, platform and AI literacy, and accessible information on legal and regulatory frameworks as important areas where additional support is needed.

The research also shows that ethical content creation cannot be viewed solely as an individual responsibility. Creators’ decisions are increasingly influenced by platform algorithms, content moderation systems, commercial partnerships, monetisation pressures and audience expectations. These factors can significantly shape what content is produced, amplified and rewarded online.

Building a safer and more responsible creator ecosystem

The report calls for coordinated action to strengthen the digital content creator ecosystem. Recommendations include developing creator-focused MIL programmes, providing practical guidance on ethical AI use, establishing peer-learning networks, strengthening support mechanisms to address online harms and wellbeing, increasing creator participation in platform governance discussions, and making information on relevant legal and regulatory frameworks more accessible.

Ultimately, the research highlights a growing gap between the influence digital content creators have in shaping South Africa’s information environment and the support structures available to help them exercise that influence ethically, safely and responsibly. Addressing this gap will be important to building a more resilient, inclusive and trustworthy digital information ecosystem.

As part of its mandate to promote Media and Information Literacy and freedom of expression, UNESCO has been building a global evidence base on digital content creators through its Behind the Screens research.

In South Africa, UNESCO has provided capacity-building support to 30 digital content creators, strengthening their understanding of digital ethics, approaches to countering harmful online content, and collaboration with civil society. UNESCO has also conducted MIL training for journalists, civil society organizations and youth organizations to strengthen responses to gender-based online violence, online hate speech and disinformation.

This work is being implemented through UNESCO’s Social Media 4 Peace project, funded by the European Union.