Beyond the polished grids and aesthetically pleasing feeds, Witsies are using social media on their own terms, transforming videos into value and posts into powerful tools to build a lasting digital presence.
On any given day around the Great Hall or the Matrix, you will see them. Students carrying heavy school bags, holding a coffee from Xpresso in one hand, and using the other to set up a tripod. Some are filming a quick “outfit of the day” at West Campus, while others record a “spend the day with me” vlog on their walk between lectures. Behind these quick videos, many Wits students are running real digital businesses right alongside their degrees. Across South Africa, the digital landscape is no longer just a virtual space: it has evolved into what Siphokazi Vuso describes in Forbes Africa as a strategic jobs engine.
Yet beneath polished Instagram feeds and viral TikTok clips lies a reality of late-night admin, delayed invoices, and the emotional weight of putting oneself into the world. For three Witsies Kungawo Gwayi, Praise Ngubeni and Amahle-Imvelo Jaxa, building a digital presence is not simply about chasing views. It is about discipline, courage, and transforming content creation into something impactful and valuable for their audience.
Every creative journey starts with a personal spark. For Gwayi, who holds an honours degree in theatre and performance, self-expression has always been central. “I started with fashion content because putting together an outfit felt natural,” Gwayi explains. As she grows, she has opened herself up to other spheres from skincare, perfumes and banking so she can be marketable across various brands.
For Ngubeni, a third-year accounting student from Ermelo, Mpumlanga, content creation grew from a quiet desire to step outside familiar boundaries. “Being a boy from a small town with a simple culture really makes one feel boxed in. Intrinsically, I am an explorer, a leader and an opportunist,” Ngubeni explains. His entry point was through fitness. “People would enquire with me about their training, diets and just general life advice. I realized I could leverage all of this not only to better my life, but to inspire and motivate those around me”.
Jaxa, an international relations honours graduate, was raised on news and politics by a single mother and political father turned serial entrepreneur. “Every Sunday my mom and I read the paper together”, Jaxa reflects. “Without that nurturing, I wouldn’t have the keen interest I have in current affairs and politics.” When her video on South Africa’s peacekeeping went viral, it confirmed her path. “I have created content since social media existed, it was an easy transition.”
The soft glow of a screen often hides the physical and mental endurance requires to sustain a digital footprint alongside university deadlines.
Ngubeni relies on careful time management to balance his degree with his creative drive. “My weeks are always planned in advance. I wake up early Monday through to Saturday and I know midday is for classes and gym, and then in the evenings I fight to get in the last solid block of studying.” He speaks openly about the weight it carries. “Burnout becomes life at some point, and I just learn to be patient enough to let it build my capacity”.
For Gwayi, the final year of her degree demanded profound emotional strength. “I had to balance work, academics and grief since I had lost my very close friend,” she recalls. “Listing my priorities and ticking off as I go definitely helped me show up as best as I can.
Beyond tight schedules, both creators acknowledge the vulnerability that comes with visibility. Gwayi notes, “It is not normal to have parts of your life always at people’s disposal even when you are a private person, digital content creation is a performance of self.” Jaxa echoes this feeling, adding: “From an emotional perspective, you expose yourself to strangers, from a mental perspective, it’s gruelling. It’s about posting consistently and sometimes even when you do not want to.”
Digital platforms open up genuine opportunities across the continent, but navigating industry structures requires patience and adaptability.
Learning the professional side of the media landscape was a formative process for each creator. Ngubeni’s first project came after sharing organic content for a major retail group, which led to a paid opportunity between R4 000 and R6 000. He has since poured his earnings back into tools like an iPad to support his workflow. “The one thing people miss is that this is a business, not a hobby that happened to pay,” Ngubeni notes. “Behind the videos, there are invoices, rate cards, vendor registration forms and pricing decisions.”
Jaxa recalls her first paid campaign in 2020 earning R3000 for a DIY clothing brand shoot in her apartment and credits a major campaign with Steers for boosting her confidence and giving her a crash course in set professionalism.
Both Jaxa and Gwayi highlight managing long payment cycles often taking 30 to 90 days as one of the steepest learning curves for creators. Jaxa advises hiring an accountant as soon as possible to manage cash flow.
Despite the quiet sacrifices behind the scenes, all three creators are building careers to be proud of.
“I would tell them to start now,” Gwayi encourages fellow students. “The more you think about it, the less productive you are being. Allow yourself to be seen trying.
Ngubeni shares a similar sentiment: “Do it scared, do it unsure, do it. Second half: learn to manage your time extremely well and plan your content intentionally.”
For Jaxa, remaining grounded in one’s voice is everything. “Stay true to yourself; authenticity goes such a long way and that’s what your audience wants,” she says. “It is also one of the most fulfilling things I have ever done. I have an autonomy over my life that many people are not afforded, and I will always be grateful.”
Watching Gwayi, Ngubeni and Jaxa navigate their paths, it becomes clear that student content creation is about far more than trends or viral moments. It is about brave young people deciding that their stories, their perspectives and their futures belong firmly in their own hands. As they balance long nights of studying with the courage to be seen, they remind us that building a life of purpose does not happen overnight, it is created draft by draft and, post by post.
FEATURED IMAGE: A image of three Witsies buildinding a digital presence as content creators. Photos: Top: Rearabilwe Tsebela, Bottom Left:@praise_ye, Bottom Right:@jaxxofalltrades_sa, Collage: Rearabilwe Tsebela
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