Audiences are increasingly being drawn to creators whose content feels both aspirational and attainable making influencers who maintain full-time jobs some of the most influential voices in the digital space.
Research shows that many people find influencers with a 9-5 more relatable because of how they juggle an influencing career while managing work commitments, deadlines, and everyday responsibilities. They also reflect the reality of today’s economic landscape, where having more than one source of income has become necessary.
While content creation has evolved into a viable and lucrative career path, creating jobs, offering financial freedom, and fueling a growing digital economy across the continent, the big question has always been whether one should leave their day job for it.
Some have taken the leap, found success, and never looked back. Others have returned to traditional employment. But a significant number of influencers continue to juggle both worlds with stability and a sense of security being the most popular reason.
We asked a few creators across various industries who are thriving in both lanes why they’ve chosen to hold onto their 9-5s even while making waves in the creator economy. This is what they had to say:
Olwethu Mabena: Intermediate phase teacher and tutor, owns an Apron making business
I’m keeping my job and business because I value stability and a daily routine to make me feel sane while navigating adulting. Creating content is an outlet that occasionally pays me rather than a full time occupation at the moment.
Fari Sanyika (Gophari): Product Manager for a Tech Company
As a chemical engineer turned tech professional and content creator, I’ve intentionally built a life that honors both my technical and creative sides. I found a role in tech that aligns with my skill set and passions, and I continue to grow as a travel creator. Both careers fund me, not just financially, but with purpose. I believe you don’t have to give up one part of yourself to fully thrive in another.
Masa Diamond: Chartered Accountant, specialising in Financial Reporting for a listed company in Cape Town
It [day job] provides me the perfect blend of structure and stability. It gives me a strong foundation of financial security, which actually fuels my creativity rather than stifling it. More importantly, I want to show my audience that you don’t have to choose one path – you can excel in multiple areas if you’re disciplined and passionate. I am living proof that with the right mindset, you can crunch numbers by day and create magic by night!
Jackie Netshineulu: Works in a marketing department for a luxury and conservation focused travel tour operator
I choose to keep my 9–5 because I genuinely love what I do in my corporate job. There’s also a sense of stability and peace of mind that comes with a consistent income. While content creation also provides stability and peace of mind once you learn how to navigate the field, I appreciate having the balance of passion and security that both roles offer.
Kabelo Legodi -IT Audit Manager
Even though content creation has opened so many exciting doors for me, I have held onto my 9-5 because it still gives me a sense of stability, purpose and growth. I have worked hard to get to where I am professionally and it reminds me daily of how far I have come, especially on the days when the content world feels uncertain or overwhelming. The stability that corporate offers me allows me to create content from a place of passion rather than pressure, ensuring that every campaign or post remains authentic and intentional.
Holding space for both careers is not easy, but I have found so much fulfillment in showing that it is possible to pursue creative passions and professional goals at the same time. I am learning, stretching and building in both lanes. For now, that feels like exactly where I need to be.
Mzwandile Ndlovu: Geologist, working in mining industry with aspirations of one day going into academia.
I genuinely love my line of work and what I do. Also, with my aspirations of growing and eventually branching out, it is somewhat more beneficial to still be in the space as a geologist. After all, the best geologist is the one who has seen the most rocks, as the late Herbert Harold Read would say. But it would be a lie to say the consideration of being a full-time content creator has never crossed my mind, especially when you start to miss out on opportunities due to work commitments and sometimes just being strained with demands on both ends. While it can be challenging at times to do both, it’s still very much doable, discipline and good time management go a very long way.
Zola Mcaciso: Attorney, Co-founder and Partner at a Firm
I work as an attorney where I am a co founder and partner at the Firm. This gives me a bit of flexibility and freedom to be able to also do Content Creation on the side. I was pulled into the industry during Lock down. My wife started a YouTube channel where I became a regular participant and through that my online presence and following on Instagram started growing. This is basically how my Social Media career started.
It’s a bit easier for me to juggle social media with my 9-5 because I’m responsible for how I manage my time. This also gives me the freedom and privilege to be able to respectfully reject social media work when its schedule clashes with my legal work, which remains my top priority. I also don’t treat my legal work as a 9-5 but rather a 24/7 job because I effectively work for myself, so sometimes what I’m not able to get to during the day I can always get to it in the afternoon/night.
