Brands, creators urged to partner in $250bn economy

Brands, creators urged to partner in $250bn economy

Anietie Udoh, Marketing Director at Marketing Edge, has called on Nigerian brands to embrace deeper collaboration with content creators to effectively tap into the $250 billion global creative economy. Speaking at a media parley in Lagos, Udoh highlighted the rising influence of digital creators—such as skit comedians, vloggers, and influencers—over traditional celebrities in shaping brand narratives, especially among millennials and Gen Z.

He stressed that modern consumers prefer authentic voices and relatable storytelling over old-style celebrity endorsements. Udoh criticized the outdated practice of treating creators as mere contractors, advocating instead for their involvement from the ideation stage of campaigns. He argued that creators should be allowed to use their unique voices to produce content that resonates with audiences culturally and emotionally.

Citing examples like Mr. Macaroni, Taaooma, and Korty EO, Udoh emphasized that successful partnerships rely not on follower count but on genuine audience engagement. He pointed to a growing shift toward micro- and nano-influencers, whose content often yields more impact than influencers with massive followings.

He also highlighted the emergence of “entertainment marketing,” where branded content is designed to entertain and connect with consumers, rather than simply promote products. In some cases, creators are even co-developing products with brands, illustrating how their role has evolved from amplification to strategic input.

Udoh concluded by urging brands to treat creators as integral parts of their marketing teams and to co-create culturally relevant content that cuts through the digital clutter, affirming that the creator economy is not a trend but the future of brand communication.