{
  "id": 2950641,
  "title": "Invest in the craft, not hype: Ghanaian creator Adnan Saani on why social media alone will not pay",
  "url": "https://urgent.news/2026/08/24/invest-in-the-craft-not-hype-ghanaian-creator-adnan-saani-on-why-2950641",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-24T05:15:50.000Z",
  "source": {
    "name": "Joy Business",
    "slug": "joy-business",
    "url": "https://www.myjoyonline.com/invest-in-the-craft-not-hype-ghanaian-creator-adnan-saani-on-why-social-media-alone-will-not-pay/"
  },
  "original_language": "en",
  "account": "Ghanaian entrepreneur and educator Adnan Saani, who goes by @adnansaani on TikTok, has urged fellow content creators to view their work as a legitimate profession and invest in the skills required to succeed. In an interview with Joy Business, Saani emphasized that social media alone cannot sustain a livelihood, and that creators must build something substantial to capitalize on their attention. \"Attention is not the business. Attention is the door. If there is nothing behind the door, people walk in and walk out,\" he cautioned.\n\nSaani is widely recognized as Ghana's most reviewed Airbnb host, boasting over 7,690 verified guest reviews and an impressive 4.86-star average from a decade of hosting through Superhost status. He manages more than 70 short-stay apartments across Ghana, Morocco, and Ivory Coast without owning any of them, utilizing management agreements with property owners. \"I started with one apartment, the one-bedroom I was living in. I listed it as a short-stay rental and grew from there,\" he recounted.\n\nHis wealth of content on money management, ownership, and financial discipline has garnered a sizable following across Africa. Saani implored unemployed young Ghanaian men and women to focus more on online business and urged the government to prepare them for global competition. In June, the Ghana Armed Forces invited him to speak on financial literacy, and in August, he delivered a keynote address for Fido, a fintech company based in Accra, after they approached him independently. He also conducts financial literacy sessions for businesses throughout Ghana.\n\nSaani continues to hold free live training sessions every Thursday at 7pm, teaching aspiring Airbnb hosts how to build a successful business without owning property.",
  "summary": "Ghanaian entrepreneur and educator Adnan Saani, who posts as @adnansaani on TikTok and reaches about 2.7 million followers across Facebook, TikTok and Instagram, has urged Ghanaian content creators to treat their work as a profession and to invest in the skills behind it. Speaking in an interview with Joy Business, Saani said social media only […]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "MyJoyOnline Ghana",
        "title": "Invest in the craft, not hype: Ghanaian creator Adnan Saani on why social media alone will not pay",
        "url": "https://urgent.news/2026/08/24/invest-in-the-craft-not-hype-ghanaian-creator-adnan-saani-on-why",
        "published": "2026-08-24T05:15:50.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}