Nigeria’s top YouTube creators and major brands have joined forces to explore fresh ways to collaborate through PluggedIn, a new initiative by YouTube and Woof Studios.
The project aims to move beyond the usual advertising by building deeper, partnerships between creators and brands. It comes as YouTube watch time in Nigeria continues to rise by over 50 per cent year-on-year, with the platform now reaching more than 30 million adults monthly.
At the event, creators and brands had one-on-one sessions, exchanged ideas, and learned how to grow creative concepts into full projects. The focus, organizers said, is to turn simple video ideas into large-scale content series that fans can connect with.
“My community loves food, but they also love the stories behind the food. For a long time, I’ve wanted to create bigger projects, like a travel cooking series or a professionally produced show. Partnerships with brands make that possible,” Ifeyinwa Mogekwu of Ify’s Kitchen said.
“PluggedIn is helping us start the right conversations. It’s about finding brands who understand that our viewers want quality content, not just a quick ad. It’s a chance to collaborate on something truly special that everyone will enjoy,” she added.
The founder and Creative Director at Woof Studios, Adetutu Laditan, explained that the goal is designed to make collaborations easier and more impactful.
“Nigerian creators are thinking bigger, and that’s exactly what brands want to be part of,” said Laditan. “Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”
From the brand side, the Industry Manager at Goggle, Dammy Abodunrin, noted that creators have become key to how consumers discover products and connect with stories.
“The fundamental rule of marketing has changed. Consumers are in full control, and they choose to spend their time with creators they trust,” said Abodunrin. “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.”