Tanzania’s youth and digital economy: Rethinking social media’s role

FOR too long, the image of Tanzanian youth online has been dominated by tales of wasted hours, viral distractions and the “hazardous” side of internet use. Yet there is a quieter, more hopeful story emerging, one in which young people across the country are using social media not as a retreat from economic reality, but as a gateway to economic opportunity.

While concerns about addiction, misinformation and unsafe content remain valid, a growing number of young Tanzanians are discovering that time spent online can yield tangible financial returns when guided by purpose and skill.

According to recent data, there are millions of active internet users in Tanzania, and social media usage has risen sharply in the past year. As of early 2025, around 6.75 million adults were active on social media platforms, reflecting nearly a 20 per cent increase in users.

This digital shift matters because traditional employment opportunities struggle to keep pace with the country’s burgeoning youth population. Faced with limited formal job openings, many young people are turning to digital spaces and succeeding.

Social media platforms can act as modern marketplaces requiring minimal capital to enter. For a young person with a smartphone and creative skills, whether that’s making videos, taking compelling photos or writing persuasive descriptions, platforms like Facebook, Instagram, TikTok and YouTube offer access to customers far beyond their immediate communities. Businesses of all sizes now rely on an online presence to reach customers.

Small food vendors, artisans, fashion makers and service providers increasingly look for young people who understand how to make content that attracts attention and drives engagement. Skills in social media marketing, such as posting regularly, using relevant hashtags and engaging with followers, can be turned into paid work managing these business pages.

For example, a young person could offer social media management services to local cafés or salons, creating promotional posts and responding to customer enquiries.

Others might specialise in graphic design for digital ads, or help businesses launch online shops accessible through WhatsApp, Instagram or Facebook Marketplace. In each case, the tools required are simple, creativity, consistency and basic digital literacy. Beyond offering services to others, some young people choose to create their own content. Social media platforms reward distinctive voices with reach.

Educational videos, how-to content, commentary and even humour can attract audiences. Through advertising revenue, brand partnerships and sponsorships, creators can derive income from their content turning passion into livelihood.

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This isn’t theoretical: Digital entrepreneurship is already part of the broader innovation ethos among Tanzanian youth, who make up a significant share of the population and are increasingly fluent in digital tools. Even in sectors such as arts and entertainment, social media has lowered barriers that once excluded many young talents.

Hip-hop musicians, spoken word performers and visual artists who once struggled for access to traditional media channels now find their audiences online, gaining visibility and building networks without needing expensive intermediaries.

Linking skills with earning opportunities

Transitioning from casual social media use to economic benefit does not happen automatically. It requires skills, strategy and support. Many young people simply lack the training to use these tools effectively.

Barriers such as unstable internet connections, the cost of data and a lack of digital skills can hold back even the most motivated users. To address this, training programmes and digital summits have emerged, aimed at equipping young Tanzanians with practical competencies.

Workshops teach not only how to navigate online platforms but how to use analytics to understand audiences, build online brands and turn followers into customers. These programmes emphasise digital literacy as a foundation for economic engagement, helping young people transform passive scrolling into purposeful activity.

Government and policy support

Recognising the potential of digital trade, the Tanzanian government is working on strategies to integrate online business into broader economic plans. Officials have highlighted online trade as a key part of efforts to tackle youth unemployment and drive economic growth.

By focusing on infrastructure, skills development, secure payment systems and wider market access, policymakers aim to make it easier for young entrepreneurs to thrive online. Such initiatives could open pathways not just for individual success, but for sustained national growth in the digital economy.

Even as opportunities multiply, it is important to acknowledge that social media alone cannot solve deep-seated employment challenges.

For every success story, there are young people who struggle to convert online activity into income, or who face skepticism from traditional employers about the legitimacy of digital work. Experts stress the need for balanced use of social media.

Instead of aimless browsing, young users should set clear goals: Learning a skill, promoting a product, offering a service or building a portfolio. Parents and educators can support this by encouraging productive online habits, while also safeguarding young people from harmful content and overuse.

A new narrative for a new generation

Across Tanzania, the narrative around social media use is quietly shifting. No longer viewed solely as a source of distraction; it is increasingly understood as a tool for connection, learning and economic opportunity, one that amplifies the ambitions of a generation eager to shape its own future.

From helping local businesses grow their digital presence to enabling young creatives to build audiences beyond their cities, social media has the potential to become a cornerstone of economic participation. But realising this potential depends on skills, strategy and ecosystem support, not just access to internet.

For Tanzanian youth, the challenge now is clear: To harness the tools they already know so well for tangible financial benefit, turning time spent online into time invested in economic growth, and in the process, rewriting the story of what it means to be young and online in East Africa’s largest democracy