Founder and Creative Director of Woof Studios Africa, Adetutu Laditan, has called for greater support for content creators to build sustainable businesses beyond social media platforms.

Laditan made the call ahead of the second edition of PluggedIN, Woof Studios’ flagship creator event, scheduled for October 22 in Victoria Island, Lagos.

She said many Nigerian creators were building large audiences but struggled to translate their visibility into sustainable income, stressing the need for funding, production support and access to brand partnerships.

According to her, the initiative is designed to help creators develop original content and intellectual property that can attract commercial opportunities beyond individual posts and sponsored campaigns.

“Nigerian creators are thinking bigger, and that is exactly what forward-thinking brands want to be part of,” she said.

Laditan said Woof Studios’ partnership with Insight Redefini, a Publicis Groupe-affiliated business in Nigeria, would provide creators with greater access to brand partnerships and advertising expertise.

“Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions,” she said.

She added that the partnership would provide creators with the structural backing needed to move from viral content to long-term commercial sustainability.

Chief Executive Officer of Insight Redefini Group, Babatunde Olaifa, said creators had become central to consumer engagement in Africa, as audiences increasingly sought authentic and culturally relevant stories.

“The creator economy is no longer a secondary channel; it is the absolute frontline of consumer engagement in Africa today,” he said.

Olaifa said the partnership would connect the agency’s portfolio of brands with creators, providing opportunities for funding and strategic support to develop original ideas.

He added that the collaboration would enable brands to achieve stronger audience engagement while helping creators build sustainable businesses.

The event, to be hosted by actress and media personality, Bisola Aiyeola, is expected to bring together creators, brand decision-makers and advertising professionals to explore opportunities for developing and commercialising original ideas.

The lineup includes Osas Ighodaro, Layi Wasabi, Shank Comics, Taaooma, Aproko Doctor, Biodun Stephen and Bolaji Ogunmola.

A creator panel featuring Craze Clown, Jay On-Air, Kiekie and Winifred Nwania of Zeelicious Food will examine the challenges of building sustainable creative businesses, including content ownership, audience retention and brand partnerships.

Another session, titled “Beyond the Post: What Brands Really Want to Build with Creators,” will bring together brand and agency executives to discuss opportunities for moving beyond one-off influencer campaigns towards original content, integrated storytelling and long-term collaborations.

The panel will feature Head of Integrated Marketing Communications at TGI Group, Adeyinka Jemi-Alade; Media and Consumer Experience Manager at Mondelez International, Bolaji Popoola; Media Communications Manager at Nestlé Nigeria Plc, Chisom Bikawei; Group Creative Director at Insight Redefini, Esosa Osagiede; Senior Brand Manager for Amstel Malta and Hi-Malt, Francis Obiajulu; and Head of Mainstream Spirit at Guinness Nigeria, Sam Okolie.