For many Ugandan university students, creating content is no longer simply a way to pass time on social media. With a smartphone, an idea and the right skills, some are beginning to see content creation as a possible career and source of income.
The Coca-Cola EPL Content Competition is giving young football fans an opportunity to explore that path by creating content inspired by their passion for the English Premier League.
For participants, the competition is about more than winning money. It is also exposing them to the realities of working with a major brand, building a portfolio, improving creative skills and making professional connections.
Lynn says the competition has offered young football and social media enthusiasts an opportunity to turn something they already enjoy into a possible source of income and visibility.
For Edgar Dylan, a student at Kampala International University (KIU), the motivation was equally practical. He joined to develop his creativity, gain experience working with a major brand and hopefully earn money.
But along the way, he says he has also learned the importance of teamwork, a skill he believes will remain useful beyond the competition.
Learning by creating
For other participants, every piece of content has become an opportunity to improve.
Brian says producing videos regularly has helped him sharpen his storytelling and editing skills while also building his confidence.
Debbie Cox says the experience has exposed her to several areas of digital work, including content creation, communication, storytelling and digital media.
Monica, another KIU participant, says the knowledge she is gaining could prepare her for opportunities beyond the competition.
The experience reflects a wider shift among young people who are using social media not only for entertainment but also as a platform to develop marketable skills and build personal brands.
Building connections through content
The competition has also demonstrated the importance of collaboration.
Jade Billz Director, a cinematographer at Makerere University, has worked with the KIU team to produce content. He says the experience has taken him into different working environments while allowing him to meet new people and improve his craft.
For him, one creative opportunity can lead to another through the relationships built along the way.
That network can be particularly important for young creators who are still trying to establish themselves in Uganda’s growing digital and creative economy.
Thinking beyond the prize
Sulphur, a KIU participant, believes the competition should also encourage creators to raise their standards.
He argues that working with a major brand such as Coca-Cola comes with a responsibility to produce content that is engaging and professional.
His benchmark is whether a video would be strong enough to catch someone’s attention while scrolling through their social media feed and keep them watching until the end.
For him, better content can also create more opportunities. As creators become more innovative and competitive, he believes brands, organisers and other potential partners will have greater reason to recognise and work with them.
The lessons from the competition therefore extend beyond the prospect of winning a prize.
For Uganda’s emerging student creators, the experience is providing a practical introduction to an industry where creativity, teamwork, consistency, audience understanding and professional networks can determine whether a hobby remains a pastime or develops into a career.
