The global creator economy is speedily reshaping modern marketing and brand engagement. With an estimated 207 million content creators worldwide in 2025, which includes individuals monetising their content and expertise on platforms like Facebook, TikTok, YouTube, and X, according to a Forbes report in June, there’s a notable shift in how marketers evaluate creator campaigns. They’re now moving away from traditional vanity metrics like follower counts or basic engagement rates toward more tangible, bottom-of-funnel outcomes such as customer acquisition, conversions, and revenue attribution.
To bring this phenomenal opportunity back home, Lyvads, a cutting-edge personalised video content app for creators, brands and businesses, has introduced its platform into the Nigerian market. On Lyvads, also called Africa’s answer to apps like Cameo, users can book personalised video messages from their favorite verified creators, such as influencers, comedians, motivational speakers, etc.
Abiodun Owotomo, the CEO/ Founder of Lyvads, while commending his team for working relentlessly to develop a top-of-the-range platform from ideation to execution, said that their creative efforts paid off by birthing a structured network that mutually benefits creators, brands, businesses and individuals. Lyvads, he noted, builds community and loyalty in ways other social platforms cannot, while giving creators the tools and resources they need to turn passion into a sustainable business – a win-win.
”We are together to create not just a platform but a movement for Africa in terms of our culture and our voice, and to be authentic in what we will deliver. We as a continent will deliver to the world what we are capable of in terms of content creation,” he promised.
Mr. Owotomo recalled the circumstances that birthed the brand saying, “A sister company to Lyvads was in need of creators at a time it wanted to launch a campaign. All efforts to elicit replies from creators reached out to via social media platforms, emails, etc hit the brick wall. That’s how Lyvads came into being and is now catering to the needs of a huge creator economy in Nigeria and secure all parties involved. Lyvads is tailored to the specific needs of the African market, its culture, and its audiences.”
While contemporary creator economy is at the centre of serious business strategies, the global creator economy reported a $250 billion billing in 2024, reshaping how brands and businesses build loyalty, drive engagement and grow.
And a recent Goldman Sachs report predicted that the global creator economy could double to $480 billion by 2027.
What’s more, social commerce is at the heart of the creator economy evolution, and, according to Statista, is expected to reach $2.9 trillion by 2026. Interestingly, creators are leading the way, shaping how consumers discover, engage with and buy from brands.
For David Goriola, a product consultant expert, Lyvads is designed to clear the African market of structural hurdles that keep data siloed and standards fragmented. He is optimistic that a good government policy can help unlock the global multi-billion dollar economy, especially for the tech-savvy and vibrant Nigerian youths.
”Lyvads is designed to support creators at every stage of their journey. The platform provides opportunities for creators to build real-world projects, inspire their audiences and grow sustainable brands and businesses. We appreciate our early partners whose contributions have signaled a structured move toward community-building, an ecosystem rather than simple brand endorsements,” he said.
He further explained that the platform aims to empower creators by providing a marketplace to unlock new opportunities and foster meaningful engagement.
On his part, Adebisi Peters, Brand & Marketing Manager of Lyvads, expressed optimism that the platform will facilitate positive and creative disruption in the industry.
”In a programmatic world, where creators are now a legitimate, ongoing part of media plans, Lyvads is strategically and structurally positioned to serve as a global marketplace for video content, enabling connections between creators, brands, businesses, and individuals in Nigeria, Africa and beyond,” he said.
In his remarks, Sadiq Rabiu, Special Assistant to President Bola Ahmed Tinubu on Capacity Development, said that the formal introduction of Lyvads signals a homegrown innovation that redefines how creators, businesses, and institutions connect through digital content.
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He said, “As Nigeria seeks to build an economy powered by innovation, technology, and youth potential, initiatives like Lyvads are not just platforms, they are pathways to the future of work. They reflect the creativity and resilience of our people, and they signal Nigeria’s readiness to lead Africa’s digital transformation.
He pointed out that the Office of the Special Assistant to the President on Capacity Development was established to help deliver on the “Renewed Hope Agenda” by advancing human capital development, institutional strengthening, and public sector transformation. A central pillar of this mandate, he noted, is ensuring that young Nigerians are not left behind in the global shift towards digital economies.
Mr. Rabiu specifically mentioned that Lyvads aligns squarely with the incumbent government’s vision by bridging creativity with commerce and providing young creators with sustainable income streams, businesses with authentic engagement tools, and new opportunities to showcase African innovation on a global stage.
”Lyvads is more than a platform. It is an opportunity to learn, to earn, and to lead,” he emphasised.
Samuel Sokale, Head, Strategy & Insights, UpInTheSky, sees the Lyvads platform as a commendable strategic effort to systematise the business of influence and content creation without stripping it of what makes it valuable. Describing Lyvads as a timely initiative, he noted that brands and businesses are moving from traditional influencer partnerships to more structured, community-driven platforms where they wouldn’t just be dealing with random creators. He advised that Lyvads shouldn’t hesitate to activate the segment for brand owners, creative agencies and the entire integrated marketing communications industry stakeholders to engage, harness opportunities and harmonise the ecosystem.
Mr. sokale, however, advised the dynamic and vibrant creators on the Lyvads platform to be flexible with their card rate so as to attract more patronage from clients, agency practitioners and the global economy at large.
To reflect the increasing importance of creators, the 2025 Cannes Lions International Festival of Creativity refocused and renamed its “Social & Influencer Lions” to “Social & Creator Lions”, demonstrating that its new media celebrities can no longer be ignored. The festival has also made significant changes, including a new category, “Creator & Influencer Marketing”, with five categories specifically designed to highlight the best creator-led marketing campaigns. With a dedicated LIONS Creators programme which now provides networking and learning opportunities for those involved in the creator economy, all creators on Lyvads can globally maximise the platform to the best of their abilities.
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