Digital Empowerment: Unveiling Motivations and Overcoming Challenges in Content Creation for Women Entrepreneurs

Abstract

In the rapidly evolving digital landscape, where brand visibility is paramount for business success, women entrepreneurs find themselves navigating the intersection of content creation and branding. Despite the increasing significance of digital content, a critical gap exists in understanding how women entrepreneurs leverage this realm, exacerbated by the limited availability of structured training and technical barriers, notably in video shooting and editing. This study, encompassing forty participants from a Women Entrepreneurship Technical and Vocational Education and Training (TVET) program, aims to unveil the motivations propelling women entrepreneurs into content creation and the challenges they face, with a specific focus on technical aspects. By scrutinizing these nuances, the research seeks to provide tailored solutions and recommendations, addressing the dearth of targeted support hindering effective content creation for personal branding and product/service visibility. The study aligns with the broader literature emphasizing the transformative role of women entrepreneurs, the strategic importance of social media content creation, and the challenges and motivations elucidated in previous research. Recommendations encompass tailored training programs, leveraging government-prepared initiatives, mentorship, strategic integration of social media trends, flexible learning formats, collaborative content creation, and continuous evaluation and adaptation. These suggestions, rooted in the study's findings and aligned with broader trends, serve as a catalyst for empowering women entrepreneurs in the competitive digital landscape, addressing their unique needs and aspirations. As women continue to play a vital role in shaping the entrepreneurial landscape, this research endeavours to bridge knowledge gaps and foster a more inclusive and innovative business ecosystem.