Industry leaders have urged Nigerian content creators to shift their focus from chasing viral numbers to building strong communities through research-backed and meaningful content.
According to a statement, the experts, speaking at the fourth edition of the Nigeria Electronic Media Content Exhibitions and Awards 2025 held recently in Lagos, encouraged more thoughtful content creation.
The session, titled ‘Capturing Attention in a Crowded World: Building Strong Communities and Crafting Engaging, Interactive Experiences’, featured a discussion on creating sustainable and profitable media careers.
Managing Director/Chief Executive Officer of All Seasons Zenith Nigeria, Afanide Uwem, identified “lack of research” as a major challenge facing many creators. He said, “You have to do a deep dive into what you want to do… What are their psychographics? What are their pain points? What are their feelings?”
Uwem observed that with audience attention spans as low as five seconds, creators needed strong hooks backed by research.
He added that his agency reviews over 100 content proposals daily, but only those grounded in research stand out.
Founder of Wivesroundtable, Amaka Chibuzo-Obi, attributed the 12-year longevity of her show to clarity of purpose.
She said, “Who am I creating this for? What am I trying to achieve? And where do I intend to showcase this content? Those were the questions I answered before I began.” She urged creators not to be discouraged by fluctuating view counts. “Build the community,” she advised, “because when you build a community, whether it’s a thousand views or a million views, your community members will be there for you.”
Special Adviser to the Director-General of the National Broadcasting Commission, Kunle Cole, acknowledged that “negativity sells” in today’s “upside-down world” but stressed that creators had a “duty to strike a balance” by defining their brand value and identity.
Managing Director of Parallel Media, Osayuwamen Saleh, urged creators to prioritise long-term value over quick profits from sensational content.
“Brands don’t go for the short term. If you want meaningful engagement and a long-term relationship with the brand, you have to do something meaningful. Build for the long term. Brands will go with you for that journey,” she said. Saleh advised creators to “find your unique voice, because it’s your unique voice that will take the long road.”
Managing Director of R-Wells Media & Advertising, Jibe Ologeh, called on young creators to prioritise excellence.
“Go for quality… Quality trumps quantity anytime,” he said.
Looking ahead, Cole announced that NBC is preparing to roll out sophisticated audience measurement tools in Nigeria.
“You’ll be able to know who’s watching what, where they are watching, where they are clicking… so you can follow the money, you can follow the trend,” he explained.
The panellists concluded that in Nigeria’s growing multi-billion-dollar media industry, long-term success lies in authenticity, rigorous research, consistency, and a clear commitment to community.
