Nigerian content creators to shift their focus from chasing viral numbers to building loyal communities through research-driven and meaningful content. The call came at the Nigeria Electronic Media Content Exhibitions and Awards (NEMCEA) 2025, held recently in Lagos.
During a panel session titled “Capturing Attention in a Crowded World: Building Strong Communities and Crafting Engaging, Interactive Experiences,” experts stressed that long-term success in the media industry depends on authenticity, consistency, and audience engagement rather than fleeting viral hits.
Afanide Uwem, Managing Director/CEO of All Seasons Zenith Nigeria, identified lack of research as a major weakness among many creators. He noted that with attention spans dropping to five seconds, content must feature strong hooks supported by deep audience insights. Uwem revealed that his agency receives over 100 content proposals daily, but only those grounded in solid research stand out.
Amaka Chibuzo-Obi, Founder of Wivesroundtable, credited the 12-year longevity of her show to clarity of purpose. She encouraged creators to ask the right questions before producing content and to focus on nurturing communities rather than obsessing over fluctuating view counts. “When you build a community,” she said, “your audience will stay with you regardless of numbers.”
Kunle Cole, Special Adviser to the Director-General of the National Broadcasting Commission, acknowledged that sensational content often gains traction but emphasized the need for balance. He urged creators to define their brand identity and values while the NBC prepares to launch advanced audience measurement tools to track viewership trends.
Meanwhile, Osayuwamen Saleh, Managing Director of Parallel Media, and Jibe Ologeh, CEO of R-Wells Media & Advertising, advised creators to prioritize excellence, sustainability, and unique voices over short-term gains. They highlighted that brands prefer meaningful, long-term partnerships rooted in quality.
The session concluded that Nigeria’s growing media industry rewards creators who embrace research, authenticity, and community-first strategies.
