Digital media has transformed individuals into personalised media channels, allowing people with large online followings to connect brands directly with their communities, Maximus Ametorgoh, Chief Digital Strategist at Pop Out, Ghana, has said.
Speaking during a panel discussion at the Broadcasters Convention 2026 in Accra, Mr Ametorgoh said social media accounts had evolved into media channels in their own right, with individuals able to create and distribute content to their followers.
He cited Cristiano Ronaldo as an example, noting that the footballer could charge about $1 million for a single Instagram post because of the size of his community of followers.
“Media channels are built and personalised on the individual,” Mr Ametorgor said, explaining that people with social media accounts could effectively operate as media channels by creating messages and attracting advertising from brands.
He said the development had also changed how traditional media organisations engaged with their audiences.
According to him, traditional media organisations that previously did not consider creating accounts on platforms such as Facebook had now embraced social media as part of their operations.
He said traditional media organisations were using Facebook, YouTube streaming and WhatsApp discussions to remain connected with their audiences.
“Digital media has now supported traditional media to stay relevant and connected to their audience,” Mr Ametorgor said.
His comments highlighted the growing convergence between traditional broadcasting and digital media, with social platforms providing additional channels through which broadcasters and individuals can distribute content and engage audiences.
