Popular content creator, software engineer, chef, and mother , Zainab Saad Ahmad – Hanan Malabu, has described the COVID-19 lockdown as a turning point in her life, saying the period gave her the opportunity to discover and build a successful career in digital content creation.
Hanan made the remarks while speaking as a guest on Creative Pulse, a programme on S24 Television, where she shared her inspiring journey into content creation, the challenges behind producing quality content, and the motivation that continues to drive her.
According to her, her journey began during the COVID-19 lockdown after she relocated to Abuja. With more time on her hands, she started sharing food-related content on YouTube, posting pictures and videos of dishes she prepared.
She explained that what initially started as a hobby soon became a passion after receiving encouragement from viewers and participating in online cooking competitions.
“The lockdown was a blessing for me. That was when I relocated to Abuja and started creating food content. Social media gave me the platform to express my passion, and that period changed my life,” she said.
Hanan revealed that one of the major inspirations behind her growth was a cooking challenge organised by BBC Hausa. Participants were required to prepare meals, record videos, and submit them for assessment.
Although she did not elaborate on the outcome of the competition, she said the challenge motivated her to improve her skills and gave her the confidence to continue creating content.
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She noted that the rise of social media between 2020 and 2021 opened new opportunities for creative individuals, especially those willing to remain consistent.
Speaking on the realities of content creation, Hanan said many people underestimate the amount of work involved in producing quality videos.
“People think content creation is easy because they only see the final result online. They don’t see the behind-the-scenes work, the planning, filming, editing, and everything that goes into producing a single video,” she explained.
She recalled that one of her earliest videos, which featured the preparation of the popular northern delicacy Fura da Nono, took nearly six hours to produce before it was finally ready for publication.
Despite the challenges, she said her passion for cooking keeps her motivated.
Hanan disclosed that most of her cooking inspiration comes from her mother, whose culinary skills influenced her from childhood. She also draws ideas from meals she eats at restaurants, often believing she can recreate and even improve on them.
“My mother inspired my love for cooking. I also get ideas whenever I visit restaurants. Sometimes I taste a meal and feel I can prepare it differently or even better,” she said.
She encouraged young women to take advantage of the opportunities available on social media, describing digital platforms as powerful tools for building careers and reaching global audiences.
One of the unique features of Hanan’s content is her use of the Fulfulde language for voiceovers. She said the decision was intentional and aimed at changing negative stereotypes about the Fulani people.
“I deliberately use Fulfulde because I want the world to understand that not all Fulani people are terrorists. Our language and culture deserve to be celebrated,” she stated.
She added that while producing content in Fulfulde comes with its own challenges, the positive feedback from audiences has encouraged her to remain committed to promoting her language and culture.
Reflecting on balancing multiple responsibilities, Hanan admitted that combining motherhood, marriage, content creation, and her career is demanding.
She, however, credited much of her success to the unwavering support of her husband.
“It is not easy balancing family and work, but my husband has been my biggest supporter. In about 60 to 70 percent of my videos, he is the one behind the camera helping me. His support means everything to me,” she said.
Hanan also addressed public misconceptions about content creators, noting that audiences often believe they know everything about online personalities based on what they see on social media.
She stressed that creators only share selected moments of their lives and urged people to avoid making assumptions or passing judgment.
“People only see a small part of our lives online. They shouldn’t judge content creators based on what they see because there is so much they don’t know,” she said.
On the growing influence of artificial intelligence, Hanan described AI as a useful tool that can improve content creation and help creators become more productive.
However, she advised creators, particularly chefs and food influencers, to ensure that authenticity remains at the centre of their work.
“AI is a good tool and can make content creation easier, but creators must ensure their content remains genuine and original,” she said.
She concluded by encouraging aspiring content creators to appreciate positive feedback, remain focused on their chosen niche, and pursue their dreams without fear.
“Don’t be afraid to start. Stay consistent, choose your niche, appreciate those who encourage you, and keep doing what you love,” Hanan advised.
