From humble beginning in Limpopo to more than 2 million followers on the hottest social platform.
Limpopo-born content creator Tshifhiwa Gift Ndou, popularly known as Lachief, is making waves in the online world. His interest in technology and helping people began in 2011, when he was a first-year computer science student, when he repaired fellow students’ laptops on campus.
Dropping out in his third year of studies due to financial difficulties was his entry point into the realm of content creation. On TikTok, Lachief currently has more than 2 million followers. He goes into detail on some of the highs and lows of being a full-time content creator and his thoughts on advances in technology.
What was your background prior to becoming Lachief, the content creator?
Lachief is a humble guy from a rural place called Dzanani Musanda in Venda, Limpopo. Despite growing up in an unkind society that undermined me, I started making videos with very little to my name. I was like an ordinary person without a job or a clear direction. However, everything turned around when I started making TikTok videos.
When did your passion for tech and helping others start and what motivated you to begin creating content?
I got interested in technology in 2011 during my first year as a computer science student at the University of Venda. In second year, I used to skip classes to repair laptops on campus. This helped me earn a bit of money for essentials like clothes, food, and transport to school.
Back when I was a student, I faced financial struggles and had a hard time getting study materials, which made me drop out on my third year, so now I know there’s someone out there who has the very same problem I had when I was still in university. That’s why I began making videos to help people with useful tips about computers, phones, and where they can get study materials, aiming to make their lives easier.
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Is TikTok your day job?
Yes, making TikTok videos is what I do every day as my job, and I’ve been doing it for the past two years.
When did you know you were doing the right thing with the videos?
My audience used to ask me to create more videos about tech tips and the feedback from them was very positive, then it made me happy to know I was helping them with my videos. An international brand reached out to collaborate with me after just three weeks of making TikTok videos. That made me realise I could do this every day, since I didn’t have a job and couldn’t even pay my rent on time. From there, things took off, and the rest is history.
What is one piece of advice you would provide to someone just starting out?
Start small with what you have. Don’t be discouraged by initial slow growth, just be consistent. Consistency takes time to show its effects, but it is a crucial factor in long-term success. Practice leads to improvement: The more you create, the better you’ll get.
What is the most difficult aspect of creating TikTok content on the daily?
Striving for perfection can lead to delays and hinder progress. Developing a unique style or tone that stands out can take time and the fear that your content won’t be well received can hold you back.
Considering your primary platform is TikTok, what made you decide to create the lachief.io website?
The website is so my followers can easily find all the websites I talk about on TikTok. It’s a one-stop place for the background research. Also, I use it to share new AI tools before they become widely known.
What’s the next big tech or social media trend?
Look out for Wonderstudio AI. It’s a tool that turns your video to animated characters and automatically detects the actor’s performance based on single-camera footage. Then, it takes that performance, transfers it to the CG character of your choice, and automatically animates, lights, and composes the shot.
That’s wild! So, you are a big fan of AI, then? AI offers many opportunities to improve lives but also poses risks. As it becomes more advanced, we need to carefully manage how it is built and used to promote benefits and reduce harms. Ongoing discussions on ethics, regulations, and social impacts are going to be important to integrate AI responsibly.
Lachief’s top 10 creator tips:
1: Be Inclusive. Create content that is welcoming to people of diverse backgrounds, cultures, and experiences. Avoid using stereotypes or language that might exclude certain groups.
2: Choose Universal Topics. Focus on topics that have broad appeal and are relatable to a wide range of people. This will help with connecting with a diverse audience.
3: Be Culturally Sensitive. Be mindful of cultural references and sensitivities. Research and understand various cultures to avoid unintentionally off ending anyone.
4: Captions and Subtitles. Use captions or subtitles in your videos so that they can be accessible to people who are deaf or hard of hearing, as well as non-native speakers.
5: Visual Clarity. Ensure your visuals are clear and easy to understand, regardless of a viewer’s background or familiarity with your subject.
6: Avoid Polarising Content. While taking a stand on important issues is commendable, try to avoid content that might create unnecessary division or promote hate.
7: Engage Responsively. Interact with your audience in a respectful and positive manner. Address concerns and feedback constructively, fostering a welcoming environment.
8: Stay Open to Learning. Be open to learning from your audience. If they off er insights on how to make your content more inclusive, take it to heart and make necessary adjustments.
9: Constant Improvement. Seek to Continually improve your content by evolving your style, format, and storytelling techniques to cater to a broader range of viewers.
10: Promote Empathy. Create content that encourages understanding and empathy among diverse groups. Use your platform to promote positive messages.
Words by: Vuyolwethu Dyasi
Photography: Supplied
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