Brands and content creators have been encouraged to move beyond one-off influencer campaigns and explore long-term partnerships that turn original ideas into sustainable content properties at YouTube PluggedIN 2026 in Lagos.

The event, organised by Woof Studios Africa in partnership with Insight Redefini, was held at the Landmark Event Centre in Lagos on Thursday, October 22, 2026. Under the theme, “Beyond the Placement: Rethinking How Brands Work with Creators”.

The Group Chief Executive Officer of Insight Redefini, Babatunde Olaifa, said agencies must continue to demonstrate their value as the creator economy reshapes marketing and consumer engagement.

He argued that agencies needed to look beyond traditional services such as media buying and contribute earlier to brand strategy, conceptualisation and product development.

“The most important thing we need to do is increase value,” Olaifa said, stressing the importance of helping clients reach relevant audiences, develop compelling narratives and achieve business outcomes.

He described Nigerian creators as being as creative as their international counterparts, noting that their work was increasingly reaching audiences beyond the country. However, he said creators needed funding, continuity and the right structures to turn successful content into sustainable intellectual property.

The founder and creative director of Woof Studios Africa, Adetutu Laditan, highlighted the partnership’s role in connecting creators with brands and helping them navigate the business and production requirements of developing original ideas.

The 2026 edition builds on a pilot held in 2025, expanding the conversation to more brands and creating opportunities for discussions around creator-led content and brand-funded productions.

During the brand panel session, the question of what brands really want to build with creators beyond individual posts was raised. Moderated by the Group Creative Director at Insight Redefini, Esosa Osagiede, the discussion examined how brands select creators, the importance of authenticity and audience alignment, and opportunities for longer-term collaborations.

The panel featured the 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, Chisom Bikawei; Senior Brand Manager for Amstel Malta and Hi-Malt at Nigerian Breweries, Francis Obiajulu; and Head of Mainstream Spirit at Guinness Nigeria, Sam Okolie.

The panellists said follower counts alone were insufficient when assessing creators. Credibility, brand safety, content quality, audience demographics, tone of voice and alignment with a brand’s values were also important considerations.

Popoola explained that established creators could help brands meet immediate targets, while emerging talent could support efforts to build brand affinity and connect with younger audiences.

The discussion also highlighted the importance of involving creators earlier in campaign development, giving them room to contribute ideas rather than simply asking them to execute predetermined promotional posts.

Bikawei proposed food and travel content exploring Nigeria’s culinary traditions, including the origins of recipes and the communities that preserve them. Popoola highlighted TomTom’s Breathe Academy, which supports young music talents through learning opportunities in areas including music production, management, legal issues and digital marketing.

A separate creator panel, anchored by Bisola Aiyeola, featured Kiekie, Craze Clown, Winifred Nwania, popularly known as Zeelicious Food, and Jay On-Air. Their discussion focused on maintaining audience trust while working with brands.

Kiekie said audiences could develop a stronger connection with a brand when they saw a product integrated naturally into a creator’s lifestyle beyond a sponsored video.

Jay On-Air said he declined partnerships that did not align with his values, explaining that his audience could recognise when a product did not fit his usual content. He added that he also communicated customers’ feedback and concerns to brands.

The event also included creator pitches, with actress and content creator Osas Ighodaro pitching the new season of her show, presenting opportunities for brands to partner with the season or sponsor individual episodes. Food creator Gina Ehikodi-Ojo, popularly known as Geena of Foodies and Spice, pitched JJ the Sloth, while comedian and content creator Maryam Apaokagi-Greene, known as Taaooma, presented Mista and Misses. Shank Comics, Layi Wasabi, Bolaji Ogunmola, Aproko Doctor, Biodun Stephens and Ify’s Kitchen also showcased their projects.

In a separate session, creators had the opportunity to introduce themselves directly to brands, highlighting their work, audiences and potential for collaboration.

The Chief Executive Officer of Insight Redefini Group, Babatunde Olaifa, described the initiative as a positive development for the industry, highlighting the value of bringing brands and creators together to explore new ways of working.

The event comes amid growing digital video consumption in Nigeria. YouTube reported that watch time in Nigeria grew by more than 50 per cent year on year in 2025, while the platform reached more than 30 million adults in the country monthly.

Insight Redefini has also received international recognition for its creative work. The network was associated with a Gold Lion at the Cannes Lions International Festival of Creativity for Vaseline’s The Real Nigerian Prince campaign in the Creator Collaboration category.