YouTube Boosts Nigeria’s Creative Economy with Community-Driven Brand Deals via PluggedIn
YouTube is revolutionizing Nigeria’s creative economy as the platform teams up with Woof Studios to launch PluggedIn, a groundbreaking initiative connecting creators with brands through authentic, community-focused partnerships. The program aims to help content creators turn their channels into sustainable businesses while enabling brands to engage meaningfully with Nigeria’s growing digital audience.
Digital engagement on YouTube in Nigeria has surged dramatically, with watch time up over 50% year-on-year and the platform reaching more than 30 million adults monthly. Recent surveys show that 47% of Nigerian creators now work full-time on YouTube, while nine out of ten see it as a powerful platform for showcasing Nigeria’s rich culture and building lasting media ventures. These numbers highlight YouTube’s growing influence on the nation’s creative and economic landscape.
PluggedIn goes beyond traditional advertising, offering a space where brands collaborate directly with creators on content that resonates with audiences. Dammy Abodunrin, Google’s industry manager, emphasized at the Lagos event that marketing has shifted fundamentally: “Consumers now choose to spend their time with creators they trust. Partnering with a creator allows brands to join communities and tell their stories authentically, while creators gain resources to grow their channels into lasting media businesses.”
Creators are already seeing tangible benefits, with workshops, one-on-one pitches, and collaborative projects fueling innovation. Ifeyinwa Mogekwu, creator of Ify’s Kitchen, shared her excitement: “PluggedIn helps us connect with brands who understand our viewers want quality content, not just ads. Together, we create something special that engages our community.” Brands are equally attracted, as research shows two-thirds of Nigerian consumers discover new products on YouTube, making it a vital channel for building loyalty.
Industry leaders see PluggedIn as part of a larger transformation in Nigeria’s creative landscape. Adetutu Laditan, founder of Woof Studios, explained that the initiative handles production and business complexities, allowing bold ideas to reach millions. Creators like comedian Ajebo are also capitalizing on the platform, turning passion projects into profitable careers. “YouTube changed my story completely,” Ajebo said. “It empowers us to create on our terms and build careers that rival traditional media.”
source: business day