Content creators have been advised to go beyond aesthetics or trends to focus on value, purpose, and agility.
This advice was given by the chief executive of Nitro 121, Mr Lampe Omoyele, during his keynote address at the UBA Business Series held last Thursday at the Tony Elumelu Amphitheatre in UBA Head Office, Marina, Lagos.
At the event themed Content that Converts: Building Influence and Driving Growth Through Strategic Marketing, he said, “You can create something out of what appears to be nothing.”
He also charged content creators to aim to make a difference by developing a clear personal brand identity and remain consistent in delivering messages that resonate with their audience.
The UBA Business Series, held every quarter, brings together some of Africa’s most dynamic digital entrepreneurs and influencers to discuss the secrets behind building impactful online communities.
At this last edition, it featured an impressive line-up of digital entrepreneurs and content creators, including Digital Creator and Actor, Elozonam Ogbolu; Digital Health Educator, Chinonso Egemba (Aproko Doctor); Kenyan Actress and Media Entrepreneur, Catherine Kamau; Content Creator, Nasiru Lawal (Nasboi) and Digital Influencer, Enioluwa Adeoluwa, who was also the moderator of the event.
“For the younger creators here, my best advice is this: please prioritise your growth. As a creator, the moment you become famous, you no longer move at your own pace; you move at the people’s pace. It is therefore important to ensure you grow consistently and then overtime, the recognition and the money begins to roll in,” Nasiru Lawal stated.
Re-echoing this, Elozonam Ogbolu said, “Content creators have to engage their audience with proper storytelling, because brands are always out to carefully choose their creators. For the brands, you must pick your influencer or ambassador very deliberately and work together over time to grow. That is when you will see a proper return on investment.”
In his submission, Chinonso Egemba, said, “If you’re building a business or doing content creation, treat content creation as a business. When you treat it as a business, it needs proper structure. Otherwise, it won’t last. If you don’t put structure in place, you’ll end up responsible for everything, and that leads to burnout. You have to build structure, because if you want longevity, structure is very essential.”
For Catherine Kamau, “What I realized is I have a community that keeps me grounded, and that’s family. When you get famous, you tend to forget where you come from, you know, social media is an illusion and you start assuming that it is your real family until bad things happen to you. So please remember the real people in your life, because fame can get to your head, but those are not the people who are going to have your back when things go south.”
While welcoming the participants, the Group Head of Digital Banking at UBA, Mr Kayode Olubiyi, reaffirmed the bank’s commitment to empowering entrepreneurs across Africa through knowledge-sharing and capacity-building initiatives such as the Business Series.
On her part, the Group Head of Marketing and Corporate Communications, Ms Alero Ladipo, praised the management of the lender for organising conversations like this because of its positive impact on the economy.