Africa’s leading digital entrepreneurs have urged content creators to embrace professionalism and structure if they hope to build sustainable careers beyond viral posts.
Speaking at the 2025 United Bank for Africa (UBA) Business Series held in Lagos, the experts warned that many creators risk burnout and failure when they treat content creation as a hobby instead of a business.
UBA’s Group Head of Marketing and Corporate Communications, Alero Ladipo, commended the speakers and reaffirmed the bank’s commitment to hosting impactful knowledge sessions that empower individuals and businesses alike.
“Conversations like this do not just impact individual creators—they strengthen entire economies,” she said.
“If you are building a business or doing content creation, treat it as a business,” said Chinonso Egemba, popularly known as Aproko Doctor.
“It needs proper structure. Without that, you will end up doing everything yourself and that leads to burnout,” he added.
Themed ‘Content that Converts: Building Influence and Driving Growth Through Strategic Marketing’, the event featured top influential digital creators, including Egemba, Nasboi (Nasiru Lawal), Elozonam Ogbolu, Catherine Kamau Kenya (a Kenyan actress) and Enioluwa Adeoluwa.
The panellists agreed that the content creation economy has evolved beyond mere entertainment. They emphasised that today’s successful creators must think like entrepreneurs – building systems, managing teams and aligning their creative output with clear business goals.
Managing Director and Chief Executive Officer of Nitro 121, Dr Lampe Omoyele, who delivered the keynote, explained how marketing communication has shifted from traditional media to digital ecosystems driven by short attention spans and mobile engagement.
“Consumers today are not just audiences—they are co-creators of content. They are also more impatient, with attention and trust deficits. So, content must grab attention within the first five seconds, or you lose them,” he said.
Omoyele outlined nine trends shaping modern marketing, including short-form videos, data-driven content, voice marketing, micro-influencers and mobile optimisation.
Nasboi, whose comedic skits have garnered millions of views across social media platforms, offered particularly candid advice to aspiring creators. He said that the obsession with quick fame has led many young creators astray.
Elozonam Ogbolu highlighted the importance of strong storytelling and brand partnerships, saying creators must understand how to deliver measurable value.
“Brands are selective. They want creators who can sustain engagement and build trust over time,” he noted. Kenyan actress Catherine Kamau spoke on the importance of staying grounded amid social media illusions.
“Fame can get to your head,” she warned. “Don’t forget your real community—your family and friends. They’re the ones who will be there when things go south.”
UBA’s Group Head of Digital Banking, Kayode Olubiyi, highlighted the bank’s innovations, including its SME-focused POS collections solution, revamped digital lending via *919*28# and microloans of up to N5 million at 0.75 per cent monthly.
He also spotlighted LEO, UBA’s AI-powered chatbot that enables cross-border banking through WhatsApp, Instagram, Facebook Messenger and Apple Business Chat.
“Creating content strengthens expertise and shapes the future. The world is closer now through digital connections – this demands fresh thinking and new approaches.”
The event, which wrapped up UBA’s 2025 Business Series, underscored a key truth: Africa’s digital economy is maturing, and creators must evolve with it.
