In Nigeria’s fast-growing creator economy, brand partnerships have become one of the most important sources of income. But the way brands choose creators to work with is changing, and not always in ways that creators fully understand.
For years, follower count was the single most important metric that determined whether a creator got noticed. Many local businesses still lean heavily on this “vanity metric,” assuming that more followers automatically equal more influence. But the truth is more complex. Increasingly, brands, especially international ones, are looking at deeper signals of trust, consistency, and professionalism before deciding where to invest.
What Brands Are Really Look Out For
From our survey and interviews, four big factors stand out in how brands evaluate creators:
- Engagement vs. Follower Count
Global brands are moving away from surface-level numbers and focusing instead on engagement rates. A creator with 10,000 followers and a highly active community may be more attractive than someone with 100,000 passive followers. For international companies, engagement is proof that a creator can mobilize their audience, an essential ingredient for campaign success.
Local brands, however, still often default to follower count, even when the actual impact is limited. This creates a gap in expectations and sometimes leaves highly engaged creators overlooked at home while being valued abroad. - Multi-Platform Consistency
Having a presence across YouTube, TikTok, and Instagram is increasingly important. International brands prefer creators who can deliver campaigns seamlessly across multiple platforms. Consistency in branding, tone, and storytelling gives creators an edge when competing for these deals. - Clarity of Niche and Storytelling
Creators with a clear niche, whether beauty, education, lifestyle, or tech, tend to attract stronger partnerships. Storytelling is also a differentiator. Brands want creators who can authentically weave their products or messages into content that feels natural and aligned with audience values. - Professionalism and Packaging
Beyond content, how creators present themselves matters. Media kits, analytics screenshots, insight reports, and structured pitch decks are no longer optional extras; they are signals of seriousness. Brands, particularly international ones, see this as proof that a creator is not just talented but also business-minded.
The Pricing Problem
Despite these shifts, one of the biggest pain points remains pricing. Only 25% of creators in our survey said they felt confident about setting rates. Many admit to underpricing themselves, while others accept free products instead of money out of fear of losing deals.
This lack of pricing confidence often stems from two issues:
- Information gaps: Few standardized resources exist to help creators understand fair market value.
- Negotiation fear: Many creators worry that pushing back on low offers will cause brands to walk away.
Instead, creators rely on informal peer networks, WhatsApp groups, or online forums to gauge fees. While helpful, this leaves room for inconsistencies and sometimes exploitation.
Why Engagement and Authenticity Matter More Than Ever
One recurring theme from our research is authenticity. Creators who can align their content with a brand’s values and maintain trust with their audience are far more attractive to brands. Comments, shares, and genuine conversations between creators and followers are increasingly weighted as indicators of influence, often more than likes or raw reach.
In other words, the creators who build community trust rather than chasing viral numbers are better positioned for long-term partnerships.
What Creators Can Do to Stand Out
The Nigerian creator economy is maturing fast, but the playing field isn’t level. Here are a few practical steps creators can take to get ahead:
- Track and share your engagement data: Go beyond vanity metrics. Screenshots of analytics, growth charts, and engagement breakdowns add credibility.
- Build a professional pitch kit: Include your niche, past partnerships, audience demographics, and clear case studies of campaign results.
- Invest in multi-platform presence: Even if one platform is dominant, ensure your brand identity is consistent across channels.
- Clarify your pricing strategy: Benchmark with peers but also account for your time, creative effort, and audience value.
- Leverage storytelling: Think beyond product placements, show how a brand fits into your larger narrative.
The Road Ahead
For Nigerian creators, the lesson is clear: Professionalism is as important as performance. Brands, especially international ones, are willing to pay for creators who combine creative talent with business acumen. But without better structures and training, smaller or emerging creators risk being left behind.
The future belongs to those who can prove not just that they have followers, but that they can deliver real influence, backed by data, trust, and strategy.