Ghanaian entrepreneur and educator Adnan Saani, who posts as @adnansaani on TikTok and reaches about 2.7 million followers across Facebook, TikTok and Instagram, has urged Ghanaian content creators to treat their work as a profession and to invest in the skills behind it.

Speaking in an interview with Joy Business, Saani said social media only pays when it is matched with professional development, and that too many young creators chase attention without building anything that attention can be spent on.

"Attention is not the business. Attention is the door. If there is nothing behind the door, people walk in and walk out," he said.

Saani is best known as Ghana's most reviewed Airbnb host, with more than 7,690 verified guest reviews, a 4.86-star average and eight years hosting on the platform with Superhost status. He runs more than 70 short-stay apartments across Ghana, Morocco and Ivory Coast without owning any of them, operating through management agreements with property owners.

"I started with one apartment, the one-bedroom I was living in. I listed it as a short-stay rental and grew from there," he said.

His content on money, ownership and financial discipline, aimed at salary earners and young graduates, has built a following across Africa. He said unemployed Ghanaian youth should take a far greater interest in online business and appealed to government to help prepare young people to compete globally.

Institutions have begun to take notice. In June the Ghana Armed Forces invited him to brief officers on financial literacy, and in August he delivered a keynote for Fido, the Accra-based fintech, after the company approached him directly. He also runs financial literacy sessions for offices across Ghana.

"I have been speaking at these events to drum home one thing: the internet is the biggest employer that nobody applied to. Online business is where a young Ghanaian can compete with anybody in the world," he said.

Saani teaches a free live training every Thursday at 7pm on building an Airbnb business without owning property.