The integration of African community values will be vital for indigenous technology companies seeking to capture market share across the continent, according to British-Ghanaian tech entrepreneur, Degraft Osei Kwame Jnr.
He highlighted authentic user experiences as a critical differentiator, particularly in the competitive social media and tourism sectors, where regional players have had to play catch-up with global platforms.
“We need to move away from simply copying Silicon Valley’s playbook. Our strength lies in our communal values – the way we naturally build connections and share experiences. When we embed these principles into our tech solutions, we create something that truly resonates with African users,” he told the B&FT.
He noted that this was at the heart of the development of Luupli, a social media platform that seeks to connect people, especially those on the continent and in the diaspora while addressing long-standing inequities in the global creator economy, which he co-founded.
Designed to empower creators from underserved communities, the platform promises to tackle issues such as unfair monetisation, lack of content ownership, and limited access to brand collaborations.
“Luupli is more than just a social media platform—it’s a space designed to create real opportunities for creators, especially those from underserved communities around the world,” explained the platform’s founder. “With Luupli, creators can retain control of their work, earn fairly, and connect with brands transparently.”
The global creator economy, valued at approximately US$104.2 billion in 2022 is growing at a compounded annual growth rate of 22.5 percent and is expected to hit US$528.39 billion by 2030, according to data aggregator, Statista, has faced criticism for inequitable revenue-sharing practices.
Mr. Osei Kwame Jnr. said Luupli aims to address this imbalance by providing tools such as transparent revenue-sharing models, gifting systems, and subscription opportunities.
“It is about making sure every creator, no matter where they come from, has the chance to succeed. By focusing on fair monetisation, the platform is poised to transform how creators—particularly from marginalised regions—engage with audiences and generate sustainable income,” he explained, adding that while the platform’s reach is global, its impact is expected to resonate particularly strongly in communities where creators have historically struggled to access fair opportunities.
Local presence
The platform has established early roots in the nation’s burgeoning tech ecosystem, which the founder said is proof of confidence in local talent.
“Luupli is already registered in Ghana, and we currently work with several contractors and consultants across different divisions—all of whom work remotely,” Mr. Osei Kwame Jnr. said, whiles disclosing that plans include expanding the company’s physical presence:
“As we grow, we plan to establish a physical office in the country. This will allow us to invest directly in local talent, contribute to Ghana’s thriving tech ecosystem, and foster innovation within the region.”
The platform offers the diaspora community new ways to maintain connections while creating economic opportunities. Conservative estimates suggest puts the number of Ghanaians in the diaspora at approximately 4 million, and they were largely responsible for the US$4.3 billion in remittances recorded in 2023.
“Luupli is designed to bring people together, no matter where they are in the world. For Ghanaians in the diaspora, it is a way to stay connected—not just with family and friends, but with the culture and stories that feel like home,” he elaborated.
The platform’s features reflect traditional African values of community and collaboration. “Features like Luups, which ensure creators collaborate to create amazing content that engages audiences, mirror our vision for building authentic communities that empower creators, users and brands.”
Fake news
In addressing the critical issue of content moderation, particularly relevant within the context of increasing misinformation, the platform has implemented robust safeguards. “We take the responsibility of fostering a trustworthy digital space very seriously. Luupli uses advanced content moderation tools and clear community guidelines to prevent the spread of misinformation,” he noted.
The platform’s monetisation features could particularly benefit Ghanaian creators looking to reach global audiences. “Whether you are a musician, a travel blogger, or an entrepreneur, Luupli provides the platform to grow your brand, showcase your talent, and make a real impact,” the founder explained.
The platform supports diverse content formats and community building, with considerable support for authentic storytelling, allowing users to share their experiences through engaging multimedia content. Luupli also fosters niche communities where people can connect based on shared interests, from food to music to business, creating meaningful connections that cross borders.
