YouTube empowers Nigeria’s creative economy with community-driven brand deals
Nigeria’s creative economy is reaching new heights as YouTube creators and leading brands join forces through PluggedIn, an innovative initiative by YouTube and Woof Studios.
Launched to foster authentic, community-driven partnerships, PluggedIn is transforming how brands connect with Nigeria’s surging digital audience, while empowering creators to turn their channels into sustainable businesses.
With YouTube’s watch time in Nigeria soaring by over 50 percent year-on-year and the platform reaching more than 30 million adults monthly, the stage is set for creators to redefine marketing.
A recent survey reveals that 47 percent of Nigerian YouTube creators now operate as full-time professionals, a testament to the platform’s role in fueling the nation’s creative economy. Moreover, 9 in 10 creators see YouTube as a powerful tool for sharing Nigeria’s rich culture and building lasting media ventures.
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PluggedIn moves beyond traditional advertising, encouraging brands to collaborate with creators on content that resonates deeply with audiences.
Dammy Abodunrin, industry manager at Google, at the YouTube PluggedIn event, on Thursday, in Lagos, said the fundamental rule of marketing has changed, adding that consumers are in full control, as they choose to spend their time with creators they trust.
“For brands, this represents a key opportunity. Partnering with a creator on YouTube provides a platform for brands to become part of a community and tell their stories through voices that people genuinely listen to. At the same time, these collaborations provide creators with the resources to fund their biggest ideas and build their channels into lasting media businesses. PluggedIn was designed to foster these powerful connections, creating a true win-win for brands, creators, and their fans,” Abodunrin added.
Creators and brands engaged in pitches, one-on-one meetings, and workshops to spark collaborations, from single videos to fan-favorite series.
Ifeyinwa Mogekwu, creator of Ify’s Kitchen, shared her excitement with BusinessDay, stating, “My community loves the stories behind the food. PluggedIn helps us connect with brands who get that our viewers want quality content, not just ads. It is about creating something special together.”
For brands, the appeal is that two-thirds of Nigerian consumers discover new products or brands on YouTube, making it a vital platform for building loyalty.
Adetutu Laditan, founder & creative director at Woof Studios, added, “Nigerian creators are thinking bigger, and that is exactly what brands want to be part of. Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”
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The initiative reflects a broader shift in Nigeria’s creative landscape, where creators like comedian Erem Emeka Nehemiah (Ajebo) are leveraging YouTube to turn passion into profit.
“YouTube changed my story completely. It has empowered us to produce content on our terms and build careers that rival traditional media,” Ajebo averred.
