THE evolution of the digital industry has led to significant shifts, including career transformations. Caxton Local Media spoke with Durban’s social media sensation, Thuli Mabuza, whose journey began in journalism and media studies. Over time she transitioned into social media Co-ordination and influencing, building a community of over 40 000 followers.

Mabuza started her career as a multimedia journalist at Independent Newspapers in Durban, where she developed her skills in storytelling and learning digital trends.

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“From there, I moved into social media Co-ordinator  and content curation, working as a Social Media Co-ordinator at eThekwini Municipality and later as a Social Media Co-ordinator at Hollywood Foundation,” she said.

Her shift into social media happened naturally as she recognised how digital platforms were reshaping modern communication.

“I began managing social media accounts, executing result-driven strategies, and curating engaging content. Over time, I built my personal brand — starting with a TikTok page — which opened doors for content creation and influencing,” she explained.

Today, Mabuza creates lifestyle content centered on self-care, cleaning, homemaking, and her journey as a first-time mom. Her platform offers glimpses into everyday moments, from silent cleaning sessions to reflections on motherhood and work-life balance. She has also collaborated with reputable brands with her content.

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“My community consists of like-minded individuals who engage with my content beyond just viewing. Whether it’s sharing cleaning tips, self-care routines, or mom struggles, I’ve built a space where people feel seen, inspired, and entertained,” she said.

When asked about the impact of social media on education, Mabuza highlighted its role in making learning more accessible, interactive, and fast-paced.

“Platforms like TikTok, Instagram, and YouTube allow people to learn new skills in bite-sized, engaging formats — whether it’s digital marketing, content creation, or everyday life hacks. As a social media manager, I stay updated by following industry experts, engaging in online communities, and testing strategies in real time. However, while social media provides instant information, it’s crucial to fact-check sources, as misinformation spreads just as quickly,” she cautioned.

For those looking to build a career in social media, Mabuza advised finding a niche and creating content based on what you genuinely enjoy.

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“Be consistent — social media rewards regular engagement, so show up even when growth feels slow. Learn the basics of Search Engine Optimisation (SEO) and audience engagement to grow faster. Most importantly, remember that social media is about building connections, not just posting content. Stay adaptable, as trends change quickly, and being open to learning will keep you ahead,” she concluded.

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