Babaeko reinforces importance of high-quality content in competitive digital space

By Zion Rufus 

Citing the ever-increasing reliance on social media, Steve Babaeko, CEO of X3M Ideas and President of the International Advertising Association (Nigeria) has urged content creators to remain innovative and captivating to keep their audience engaged. The Adman also remphasized the significance of creativity and quality in content creation. 

According to him, as the dependence on social media continues to rise, with users having an abundance of choices, content creators must strive for excellence to cut through the noise and capture the attention of their target audience. 

Babaeko, who made these comments while addressing a gathering of content creators during a panel session at the Africa Magic Viewers’ Choice Awards (AMVCA) alongside Toolz, Gbemi Olateru-Olagbegi, and Colette Otusheso, (and moderated by BBNaija star Bisola Aiyeola), acknowledged the intensifying competition in the digital content creator space. 

He stressed that merely coming up with mediocre ideas would no longer suffice. To stay relevant, content creators must strive for excellence by developing tight and high-quality ideas. Babaeko also recognized the financial constraints faced by independent producers, acknowledging the toll it takes on their budgets. However, he emphasized that competing effectively requires a dedication to producing top-notch content.

“The quality of your idea has to be super tight because there are so many people doing great work, so good that you’ll probably get lost in the crowd,” the President stated candidly. 

He further emphasized that the industry has witnessed numerous individuals come and go due to their inability to adapt and meet the growing demands of the audience.

The evolving industry demands continuous innovation and improvement in order to avoid being overshadowed by the vast number of content creators vying for attention.

Particularly in an era where the digital content landscape is expanding rapidly, content creators need to captivate their audience from the outset. The President’s advice serves as a wake-up call for those relying solely on half-baked ideas and mediocre production quality.

In his closing submission, the advertising executive restated that content creators must prioritize the quality of their ideas and productions to maintain relevance and engage their audience effectively. 


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