Invest in the craft, not hype: Ghanaian creator Adnan Saani on why social media alone will not pay

Ghanaian entrepreneur Adnan Saani, who goes by @adnansaani on TikTok, has emphasized the importance of treating social media as a platform for professional development rather than merely chasing attention. Speaking to Joy Business, Saani, with nearly 2.7 million followers across various social media platforms, stressed that attention is merely an entry point; the real business lies in what is behind that attention.

He cautioned that without a foundation of professional skills, the fleeting nature of online popularity could result in a quick burnout for creators. Saani's content focuses on financial discipline, money management, and ownership, strategies aimed at empowering Ghana's young adults and graduates. His expertise stretches beyond Ghana, as he manages over 70 short-stay apartments in Ghana, Morocco, and Ivory Coast, all without direct ownership, primarily through management agreements.

His journey began with one apartment, which he listed for short-term rentals, and it has since expanded significantly. Saani encourages unemployed youth to engage more actively in online business and has called for government support to prepare young people with the skills needed to compete globally. His efforts have not gone unnoticed; Ghana's Armed Forces have invited him to discuss financial literacy with officers, and he recently delivered a keynote speech for Fido, a fintech company based in Accra.

Saani also conducts financial literacy sessions for various offices across Ghana. He emphasizes the untapped potential of the internet as the largest employer, where young Ghanaians can compete with anyone globally. Saani hosts a free live training session every Thursday at 7pm, offering guidance on building an Airbnb business without owning properties.