The Rise of Content Creators in Nigeria: Potentials in the University of Ibadan

Kolade, Olakiitan

Over the past few years, Nigeria has seen a considerable increase in the popularity of content creators, who are reshaping the digital landscape of the country and impacting millions of individuals through various online platforms. This shift highlights the evolving nature of media consumption and underscores the growing importance of digital content in today’s society. To comprehend the surge of content creators in Nigeria, it is essential to examine the changes in media consumption habits within the nation. Previously, Nigerians primarily relied on traditional media outlets such as television, radio, and newspapers for information and entertainment. However, with the advent of the internet and social media platforms, there has been a change in how content is created, shared, and consumed. Currently, social media influencers, YouTubers, bloggers, and podcasters hold significant sway, exerting influence over public opinion and leading conversations on a range of topics.

The phenomenon of content creators rising in Nigeria is a noteworthy development, and the University of Ibadan holds considerable potential in this area. Let us delve into both aspects:

The Rise of Content Creators in Nigeria
This development can be attributed to
Increased internet accessibility and usage: Globally, there are currently 4.95 billion individuals actively engaging in social media, indicating that 61% of the world’s population are users of social networking platforms. Based on projections, it is anticipated that the number of global social media users will rise to 5.17 billion by the conclusion of 2024.

Popularity of social media platforms                 Social media platforms like YouTube, Instagram, and TikTok have become immensely popular as they offer creators opportunities to showcase their content and grow their followers. Social media sites such as WhatsApp, Facebook, TikTok, and Instagram have really taken over the world. More than 4.6 billion people use them all over the globe. They’re not for everybody, but for most of us, they’re a big way we chat and learn things. Demand for diverse content: Today’s audiences have a strong desire for captivating and educational content covering a wide range of subjects, such as gaming tutorials and in-depth historical insights. This craving for variety not only applies to topics but also includes a need for diverse voices and perspectives. Audiences are actively seeking representation from various genders, ethnicities, sexual orientations, and other identities. Consequently, this presents content creators with multiple opportunities. They can address gaps in niche content, provide distinctive viewpoints, foster dedicated communities, and utilize innovative formats and technologies to tackle social matters and advocate for change.

Also, Monetization potential. The potential for generating income through content creation is significant, as individuals can now utilize their creativity and passion to build sustainable careers or supplement their earnings through a range of monetization strategies.

Similarly, Representation of Nigerian culture has been positively influenced by Nigerian creators who are not only telling their stories and perspectives, but also illustrating the rich tapestry of Nigerian culture through various art forms such as music, dance, fashion, and cuisine. This representation is reshaping global perceptions of Nigeria and empowering Nigerians around the world. Furthermore, Nigerian content creators are actively working towards social change by using their platforms to bring attention to important issues such as education accessibility, climate change, gender equality, and social justice.

Potential at the University of Ibadan
The University of Ibadan (UI), having a vast and broad range student population around 30,000 individuals from varied cultures, ethnicities and socioeconomic statuses studies in numerous academic domains such as engineering, arts among others making it an ideal place for budding content creators. Opportunities are presented to students allowing them to provide novel viewpoints on societal issues or make educational videos serving their respective fields. Many successful UI ex-students have also found success as YouTubers or bloggers exemplifying the great potential offered by these platforms. Furthermore, UI promotes creativity through its dynamic setting filled with workshops, bootcamps and useful technological and mentorship resources which helps convert innovative ideas into reality. For example, the recent boot camps organised by the students’ leaders featuring graphics design, photography, videography and social media influence. Additionally, the University of Ibadan encourages and supports entrepreneurial endeavours, providing connections through programs like “Ideas Challenge”, “VC4Africa Venture Showcase”  as well as through clubs like Junior Achievement Nigeria(JAN) connecting aspiring students and not only content creators with experienced entrepreneurs and mentors.
Potential content creation options for UI students encompass educational content like explainer videos, tutorials, or expertise-focused educational courses. Additionally, students can develop entertainment content such as skits, music, vlogs, or other compelling material. They can also create advocacy content that increases awareness of social issues and strives for positive change.

Furthermore, showcasing Nigerian culture, traditions, and perspectives through cultural content is another area that students can delve into. There are various individuals within the University who create content that resonates with the student body. Whether it be through podcasting, blogging, or television, there is sure to be someone who produces content that interests you, whether it is academically focused, entertaining, or just random. There are different faculty and department TVs, as well as TVs in the Halls of Residence, and the general UI’SU TV, which can be found on Twitter and Instagram. Additionally, there are also individual students, both current and alumni, who have made a name for themselves in the world of content creation.

Nigeria’s growing number of content creators is opening doors to new opportunities, and UI is in a good spot to make the most of this trend. Helping them grow their creative skills, giving them the tools they need, and creating a space that’s good for starting businesses can really help shape Nigeria’s creator future. We cannot ignore the tough parts, like not enough gear or sketchy internet, and making sure school work still gets done. But if UI puts things like workshops, start-up programs, or money for creators in place, it could really help. Plus, keeping up with the fast-moving digital world is key to winning in the creator economy.