Brands, creators urged to partner in $250bn economy

The Marketing Director of Marketing Edge Publication, Anietie Udoh, has urged Nigerian brands to adopt creative collaboration with content creators if they hope to tap into the $250bn global creative economy.

Udoh made this call while addressing journalists at a recent media parley in Lagos, where he described the global creative economy as a thriving space led by digital entrepreneurs, including skit comedians, tech reviewers, food vloggers, and comic influencers.

He said, “Gone are the days when marketing success was measured by how many celebrities a brand could parade. Today, the spotlight is shifting to content creators and ordinary Nigerians with loyal digital communities who wield extraordinary influence.”

According to him, Nigerian creators are becoming architects of brand narratives, shaping how products are perceived by youth audiences, especially millennials and Gen Z, who prefer authenticity to traditional celebrity endorsements.

The modern Nigerian consumer has grown weary of the old-school celebrity endorsement formula. They now trust voices that speak their language, literally and figuratively,” he said.

Udoh warned brands against using creators as mere contractors, urging a shift towards deeper creative collaboration.

“They give a script and a flyer and say, ‘Post this on your page.’ But that’s not how it works anymore,” he stated.

He explained that the most successful campaigns now involve creators from the ideation stage, stating, “It’s not about using a creator’s platform as a digital billboard; it’s about letting them bring their unique voice and storytelling abilities into the fold.”

Citing examples, Udoh said brands should partner with relatable creators who understand their audience and speak their language.

Imagine a tech brand launching a new smartphone. What if the brand partnered with a tech creator who explains gadgets in Pidgin English, or better yet, uses humour to illustrate how the battery lasts through a Lagos-to-Benin road trip? That kind of content feels real, and it works.”

He also debunked the notion that high follower counts translate to influence, saying, “We’ve seen student influencers in Nigeria drive real impact because their content connects. Some have just 5,000 followers but get more engagement than those with 100,000. It’s not about numbers; it’s about real influence.”

According to him, the growing popularity of micro- and nano-influencers reflects a market shift from celebrity-focused strategies to relevance-driven collaborations.

Udoh pointed to creators like Mr. Macaroni, Taaooma, and Korty EO as examples of storytellers who go beyond influencer status to shape culture and drive audience engagement. “When they work with a brand, they create content people actually want to watch, not skip,” he said.

He described the trend as a move from traditional advertising to what he termed “entertainment marketing,” where branded content becomes entertaining enough to resonate with audiences organically.

Udoh added, “Some brands are now co-developing products with influencers, leveraging their understanding of niche markets. It’s no longer about amplification alone; creators are now shaping brand messages.”

He urged Nigerian marketing managers to rethink their approach to content partnerships, adding, “Treat creators with respect. Don’t just hand them a banner and say, ‘Go post.’ Involve them from the start.”

Udoh declared that the creator economy is not a passing phase but a new frontier of communication, stressing, “In today’s world, creators are your new creative department.”

As the digital media landscape becomes increasingly saturated, Mr. Udoh emphasised that the only way brands can stay relevant is by building meaningful, culturally resonant connections with audiences through collaborative storytelling.