From rivals to allies: Nigerian media, content creators are redefining storytelling
By Seun Johnson
For years, Nigerian media and content creators have been perceived as fierce competitors with each of them vying for the spotlight in shaping consumer perceptions.
They both share a common mission, which is to deliver compelling narratives that inform, persuade and ultimately drive purchasing decisions through strategic advertising.
But today, rather than continuing their rivalries, they are emerging as powerful allies in the world of media and marketing. These two forces are consistently working together to redefine storytelling, expand audience reach and unlock fresh revenue streams for brand or advertisers who engage them.
In the past, the mainstream media such as newspapers, TV stations and radio channels dominated the space with Nigerian news and entertainment while YouTubers, podcasters and influencers built their niche online. The two entities were practically operating in silos.
However, as digital consumption continues to surge, collaboration becomes essential for both sides to thrive. Rather than compete with each other, they now leverage each other’s strength to define a new era of storytelling for effective audience experience.
According to Dozie Okafor, President of Media Independent Practitioners Association of Nigeria (MIPAN), the gap between the mainstream media and content creators has closed and everything is now one dynamic ecosystem. He noted that traditional platforms can take full advantage of what content creators have to offer.
For him, Newspapers, TV and Radio stations need to see YouTube, Instagram and TikTok as an extension of their platform. He advised that any time they shoot and they document things, they need to shoot not only for long form or for short form video, but to have in mind that attention span is quite fleeting online and should develop content along those lines.
Okafor believes that collaboration between the two forces is a cultural process where consumers actively seek new information and make connections across various media platforms.
While content creators bring innovative storytelling, traditional media offers credibility and a wider distribution network.
Content creators with strong followings on social media now partner with news organizations to amplify important stories. For instance, investigative journalists work with YouTubers and Twitter influencers to break major stories, ensuring wider visibility and public engagement.
Entertainment media is also seeing increased cooperation. Nollywood actors and musicians frequently engage with lifestyle bloggers and skit makers to boost promotions. TV stations now feature content creators as guest hosts, leveraging their popularity to attract younger viewers.
Yinka Adebayo, Group Executive Director, Omnicom Media Group, West and Central Africa, while giving his perspective on the subject stressed that the collaboration between the Nigerian media and content creators is already happening with the presence of several creators on TV and Radio programme.
According to him, while mainstream media have the credibility working for them, the content creators have the large followings on social media. Mr. Adebayo opined that a partnership between the two will possibly create a new wave and redefine storytelling in the media landscape.
Beyond content sharing, collaboration between the two are also driving revenue. Traditional media outlets are tapping into influencer marketing, while content creators benefit from sponsorship deals and syndication on established platforms.
Streaming services, podcast networks, and media houses are forming strategic alliances to create exclusive content for audiences who are hungry for fresh and engaging storytelling.
Through collaboration, the media and content creators are not just telling stories, they are shaping the future of media industry in Nigeria.
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