Brands, creators urged to partner in $250bn economy

The Marketing Director of Marketing Edge Publication, Anietie Udoh, has called on Nigerian brands to embrace authentic collaboration with content creators if they intend to benefit meaningfully from the $250 billion global creative economy.

Speaking during a media parley held recently in Lagos, Udoh described the global creative economy as a vibrant and fast-growing space driven largely by digital entrepreneurs such as skit comedians, tech reviewers, food vloggers, and comic influencers.

“Gone are the days when marketing success was measured by how many celebrities a brand could parade,” Udoh noted. “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 now at the forefront of shaping brand narratives, particularly among younger audiences like millennials and Gen Z, who increasingly prefer relatable and authentic messaging over traditional celebrity endorsements.

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

Udoh cautioned brands against treating content creators as mere vendors or contractors and advocated for genuine, collaborative partnerships that begin at the ideation stage.

“Many brands still approach creators with just a script and a flyer, asking them to ‘post this on your page.’ But that’s not how it works anymore,” he explained. “The most successful campaigns are those that allow creators to use their voice, storytelling skills, and unique understanding of their audience to shape the campaign’s direction.”

He cited an example to illustrate this point:

“Imagine a tech brand launching a new smartphone. Instead of just pushing ads, what if they partnered with a creator who explains tech in Pidgin English, or uses humour to show how the battery lasts through a Lagos-to-Benin road trip? That’s content people relate to—and it works.”

Udoh further challenged the idea that high follower counts are the main measure of digital influence.

“We’ve seen student influencers in Nigeria with just 5,000 followers outperform influencers with 100,000 because their content connects and drives engagement. It’s not about the numbers; it’s about real influence.”

He described this market trend as a shift from celebrity-focused strategies to relevance-driven collaborations, marked by the rise of micro- and nano-influencers who deliver authentic, high-impact content.

Udoh referenced well-known Nigerian creators such as Mr. Macaroni, Taaooma, and Korty EO as examples of content creators who transcend influencer status and have become cultural storytellers.

“When they work with a brand, they create content people want to watch—not skip,” he said.

According to Udoh, this shift signals a new era he terms “entertainment marketing,” where branded content is designed to entertain and connect with audiences organically, rather than interrupt their viewing experience.

“Some brands are now going a step further by co-developing products with influencers, leveraging their deep knowledge of niche markets,” Udoh revealed. “Creators are not just amplifying messages; they’re shaping them.”

He urged Nigerian marketing executives to rethink how they approach partnerships with content creators.

“Treat creators with respect. Don’t just hand them a banner and say ‘go post.’ Bring them into the process early. Let them contribute to the idea from the ground up.”

In conclusion, Udoh emphasized that the creator economy is not a fleeting trend but a defining force in the future of marketing.

“In today’s world, creators are your new creative department,” he said.

As the digital media landscape grows increasingly crowded, Udoh stressed that the only way brands can maintain relevance is by fostering culturally resonant, collaborative storytelling experiences that build genuine connections with their audience.