Brands, creators urged to partner in $250bn economy

Anietie Udoh, the Marketing Director at Marketing Edge Publication, has encouraged Nigerian brands to engage in innovative partnerships with content creators in order to access the $250 billion global creative economy.

During a recent media event in Lagos, Udoh addressed reporters, highlighting that the creative economy is flourishing and is driven by digital entrepreneurs, such as skit comedians, tech reviewers, food vloggers, and comic influencers.

He noted, “In the past, the success of marketing was judged by the celebrities a brand could showcase. Now, the focus has shifted towards content creators and everyday Nigerians who have devoted online audiences and significant influence.”

Udoh pointed out that Nigerian creators are becoming key players in shaping brand stories and influencing how products are viewed by younger demographics, particularly millennials and Gen Z, who value authenticity over traditional celebrity endorsements.

“The typical Nigerian consumer is tired of the old celebrity endorsement methods. They are looking for voices that resonate with them, both in language and culture,” he expressed.

He cautioned brands against treating creators as simple contractors, emphasizing the need for more meaningful creative partnerships.

“Too often, they just provide a script and a flyer and instruct, ‘Share this on your page.’ However, that approach is outdated,” he remarked.

He elaborated that today’s most effective campaigns include creators in the brainstorming process, stating, “It’s not just about using the creator’s platform like a digital advertisement; it’s essential to allow them to express their unique voice and storytelling skills.”

To illustrate, Udoh mentioned that brands should collaborate with relatable creators who truly understand their audience and communicate in their language.

Picture a tech company introducing a new smartphone. What if this company teamed up with a tech influencer who communicates about gadgets in Pidgin English, using humor to show how the battery performs on a road trip from Lagos to Benin? Such content seems authentic and has a positive impact.

He also challenged the idea that having many followers means one is influential. He stated, “We’ve observed student influencers in Nigeria making a real difference because their content resonates. Some have only 5,000 followers, yet their engagement surpasses those with 100,000. It's not merely about follower counts; it's about genuine influence.”

He noted that the rise of micro- and nano-influencers indicates a shift in the market from focusing solely on celebrities to collaborations that matter more to the audience.

Udoh mentioned creators like Mr. Macaroni, Taaooma, and Korty EO as storytellers who go beyond typical influencer roles to influence culture and engage viewers. “When they collaborate with brands, they produce content that audiences genuinely want to see instead of skipping over,” he explained.

He described this movement as a transition from conventional advertising to what he calls “entertainment marketing,” where branded content entertains enough to connect with viewers naturally.

Furthermore, Udoh remarked, “Certain brands are now collaborating with influencers to co-create products, utilizing their insights into specific markets. It’s not just about promoting anymore; creators are actively shaping brand narratives.”

He encouraged marketing managers in Nigeria to reconsider how they approach partnerships with creators, stating, “Respect creators. Avoid simply giving them a banner and saying, ‘Go post it.’ Involve them from the beginning.”

Udoh asserted that the creator economy is not just a trend, but rather a new means of communication, underlining, “In the current landscape, creators serve as your innovative department.”

As the digital media space grows more crowded, Mr. Udoh underscored that brands must forge substantial, culturally significant connections through collaborative storytelling to remain relevant.