The Nigerian media landscape is undergoing a significant transformation, with industry leaders emphasizing the importance of a strategic shift in content creation. The prevailing message, delivered at the fourth edition of the Nigeria Electronic Media Content Exhibitions and Awards 2025, urges creators to move beyond the pursuit of fleeting viral fame and focus on building sustainable communities through research-driven, meaningful content. This approach, experts argue, is crucial for long-term success and profitability in the increasingly competitive digital space. The discussions centered on the theme of “Capturing Attention in a Crowded World,” highlighting the need for engaging, interactive experiences that resonate deeply with audiences.
A key takeaway from the event was the critical role of research in effective content creation. Afanide Uwem, Managing Director/Chief Executive Officer of All Seasons Zenith Nigeria, underscored the importance of understanding the target audience. He stressed the need for creators to delve deep into their audience’s psychographics, pain points, and emotional triggers. With attention spans dwindling to mere seconds, capturing and retaining viewership requires compelling hooks backed by thorough research. Uwem revealed that his agency receives over 100 content proposals daily, but only those demonstrating a strong research foundation stand out, reinforcing the importance of data-driven content strategies. This highlights the competitive nature of the industry and the need for creators to invest time and resources in understanding their target audience.
The panel also emphasized the value of building strong communities as a cornerstone of sustainable success. Amaka Chibuzo-Obi, Founder of Wivesroundtable, attributed the 12-year longevity of her show to a clear understanding of her target audience and the purpose of her content. She urged creators to define their audience, their objectives, and their platform strategy before embarking on content creation. Chibuzo-Obi stressed the importance of community engagement over fluctuating view counts, emphasizing that a dedicated community provides a stable base of support regardless of viral trends. Building a loyal following ensures consistent engagement and provides a platform for direct interaction and feedback, fostering a stronger creator-audience relationship.
Navigating the complexities of the digital age requires creators to strike a balance between capturing attention and maintaining ethical standards. Kunle Cole, Special Adviser to the Director-General of the National Broadcasting Commission, acknowledged the prevalence of negativity in today’s media landscape, recognizing the temptation to capitalize on sensationalism. However, he emphasized the responsibility of creators to uphold ethical values and define their brand identity based on principles rather than fleeting trends. This emphasizes the importance of responsible content creation and the role of creators in shaping public discourse in a positive and constructive manner.
The discussion also focused on the importance of long-term vision and strategic partnerships. Osayuwamen Saleh, Managing Director of Parallel Media, advised creators to prioritize building long-term value over chasing short-term gains from sensational content. She highlighted the importance of creating meaningful content that resonates with brands seeking lasting partnerships. Brands, she emphasized, are invested in long-term collaborations and seek creators who offer consistent quality and authentic engagement. Building a strong brand identity and a loyal community are essential for attracting and maintaining these valuable partnerships.
Jibe Ologeh, Managing Director of R-Wells Media & Advertising, echoed this sentiment, urging young creators to prioritize quality over quantity. He emphasized that excellence in content creation is paramount for building a reputable brand and attracting lasting success. In a saturated media landscape, high-quality content stands out and resonates with audiences, establishing the creator as a trusted source of information and entertainment. This focus on quality contributes to the overall growth and credibility of the Nigerian media industry.
Looking towards the future, Kunle Cole announced the National Broadcasting Commission’s plans to introduce sophisticated audience measurement tools in Nigeria. These tools will provide detailed insights into audience demographics, viewing habits, and engagement patterns, empowering creators to refine their content strategies and optimize their reach. This development signifies a significant step towards a more data-driven approach to content creation and monetization in the Nigerian media industry. The insights gained from these tools will enable creators to tailor their content to specific audience segments, maximizing engagement and attracting potential brand partnerships. Ultimately, the panelists concluded that success in Nigeria’s burgeoning media industry hinges on a combination of authenticity, rigorous research, consistent effort, and a genuine commitment to building and nurturing a loyal community. These principles, combined with the adoption of data-driven strategies and a focus on quality content, will pave the way for sustainable growth and profitability in the evolving digital landscape.
