Landmark Event Centre in Victoria Island, Lagos, grew to become a bustling hub for content material creators and types as YouTube PluggedIN held its second version. The occasion, a brainchild of Adetutu Laditan, the founding father of Woof Studios Africa, supplied the correct atmosphere for manufacturers to attach with creators as they pitch their initiatives to them.
In partnership with Insight Redefini, the occasion, themed “Beyond the Placement: Rethinking How Brands Work with Creators,” examined how manufacturers, businesses and creators can transfer past typical promoting placements to develop content material that mixes enterprise targets with genuine viewers engagement.
Speaking at the occasion, Babatunde Olaifa, Group CEO of Insight Redefini, emphasised that the expansion of the creator financial system will depend on significant collaboration amongst manufacturers and creators. He famous that no single stakeholder might construct the ecosystem alone, highlighting the significance of mixing their respective strengths to remodel artistic concepts into invaluable content material.
Building on a 2025 pilot, this yr’s version expanded the dialog to extra manufacturers, with a deal with small-group discussions and one-to-one engagements designed to attach manufacturers with creators and transfer promising concepts in the direction of marketing campaign briefs, partnerships and funded content material.
Adetutu Laditan, Founder and Creative Director of Woof Studios Africa, highlighted the rising ambitions of Nigerian creators and the necessity to tackle the enterprise and manufacturing complexities concerned in turning artistic concepts into content material that may be funded, produced and distributed to wider audiences.
Discussions all through the occasion centred on three priorities: involving creators earlier within the artistic course of, guaranteeing brand-funded content material stays related and genuine to audiences, and translating conversations into tangible partnerships, content material alternatives and measurable outcomes.
A key spotlight was a model panel moderated by Esosa Osagiede, Group Creative Director at Insight Redefini, which explored what manufacturers search for when choosing creators for partnerships.
Panellists, together with model managers from established Nigerian manufacturers, recognized model match and real viewers affect as vital issues. They harassed that follower counts and views alone don’t essentially replicate a creator’s capacity to attach with audiences or affect their perceptions and behavior.
One of the panellists, Media and Consumer Experience Manager of Mondelez International, Bolaji Popoola, famous {that a} shared understanding of targets, audiences and artistic path is crucial to constructing efficient partnerships.
Prominent Nigerian creators, together with Kiekie, Taoma, Aproko Doctor and Ify’s Kitchen, additionally shared views on collaborating with manufacturers by way of content material that displays their artistic identities whereas assembly business targets.
In an interview, Babatunde Shobanjo, Chief Operating Officer of Insight Redefini, described the initiative as a constructive growth for the media and advertising and marketing communications trade, pointing to the worth of making platforms the place manufacturers and creators can discover new methods of working collectively.
The emphasis on collaboration displays Insight Redefini’s built-in method to advertising and marketing communications. Earlier in 2026, businesses inside its ecosystem, working with world companions, gained a Gold Lion at the Cannes Lions International Festival of Creativity within the Creator Collaboration class for Vaseline’s The Real Nigerian Prince marketing campaign.
The occasion comes amid rising curiosity in digital video and creator-led content material as platforms for manufacturers to attach with audiences. YouTube beforehand reported that watch time in Nigeria grew by greater than 50 per cent yr on yr in 2025, with the platform reaching greater than 30 million adults within the nation every month.
