Nigerian Brands Urged to Tap Into $250bn Creator Economy

Anietie Udoh, Managing Director of Marketing Edge Publication, has called on Nigerian brands to adopt a more strategic and collaborative approach with content creators in order to harness opportunities within the rapidly expanding $250 billion global creative economy.

Speaking at a recent media engagement in Lagos, Udoh described the creative sector as a dynamic and fast-growing space driven by digital talents such as skit makers, vloggers, tech reviewers, and cultural influencers. He highlighted that today’s consumers are more likely to be influenced by relatable content creators than traditional celebrities.

“The days of relying solely on celebrity endorsements are over,” Udoh stated. “The real influence now lies with everyday Nigerians who have built loyal digital followings and communicate authentically with their audiences.”

He emphasized that creators are now central to shaping how brands are perceived, especially among younger audiences like millennials and Gen Z, who are more responsive to organic, culturally relevant messaging.

Udoh advised that brands should move away from transactional engagement with creators and instead embrace partnerships that begin at the content development stage.

“Too often, brands simply hand over a flyer and a caption and expect results. That model is outdated,” he explained. “What works now is co-creating content that feels natural and speaks the language of the audience.”

He shared a hypothetical example of a smartphone brand collaborating with a tech influencer who reviews products in Pidgin English or infuses local humour, noting that such authentic storytelling is far more impactful than generic ads.

Udoh also addressed the misconception that high follower counts equate to influence. According to him, micro- and nano-influencers with smaller but highly engaged audiences often deliver stronger results than influencers with massive but passive followings.

“We’ve seen students with 5,000 followers outperform influencers with 100,000 simply because their content resonates,” he said. “It’s not about numbers—it’s about real connection and relevance.”

He pointed to local digital personalities like Mr. Macaroni, Taaooma, and Korty EO as prime examples of creators who blend entertainment with brand messaging, offering content that audiences actively engage with rather than skip.

According to Udoh, the evolution of marketing is shifting toward what he described as “entertainment-led branding,” where content must both promote and entertain to remain effective in today’s media landscape.

“Some forward-thinking brands are now even co-creating products with influencers, using their deep insights into niche communities,” he noted. “Creators are no longer just amplifiers—they are becoming brand architects.”

Concluding his remarks, Udoh encouraged brand managers to treat content creators as strategic partners rather than promotional tools, stressing the importance of building long-term relationships rooted in mutual creativity and respect.

“The creator economy is not a passing trend. It’s a fundamental shift in how audiences engage with brands,” he said. “To stay relevant, brands must adapt by embracing collaborative storytelling and culturally attuned content creation.”