Nigeria’s biggest YouTube creators and leading brands converged in Lagos for PluggedIn, a new initiative by Woof Studios in partnership with YouTube, aimed at redefining how creators and brands collaborate in marketing.
The platform marks a major shift from traditional, transactional advertising to community-driven partnerships, enabling brands to connect with Nigeria’s fast-growing digital audience in more authentic ways. YouTube’s data reveals that watch time in Nigeria has grown by over 50% year-on-year, with the platform now reaching over 30 million adults monthly.
Speaking at the event, creators and brand representatives exchanged ideas through pitch sessions, one-on-one meetings, and workshops, exploring how storytelling and creativity can drive deeper consumer engagement.
Ifeyinwa Mogekwu, creator of Ify’s Kitchen, said the initiative has opened doors for creators to expand their creative reach.
“My community loves food, but they also love the stories behind the food,” Mogekwu said. “For a long time, I’ve wanted to create bigger projects, like a travel cooking series or a professionally produced show. Partnerships with brands make that possible. PluggedIn is helping us start the right conversations. It’s about finding brands who understand that our viewers want quality content, not just a quick ad.”
Adetutu Laditan, Founder and Creative Director of Woof Studios, described PluggedIn as a bridge between brands and creators who think beyond short-term campaigns.
“Nigerian creators are thinking bigger, and that’s exactly what brands want to be part of,” Laditan said. “Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”
For brands, the collaboration presents a powerful way to reach audiences through trusted voices. Dammy Abodunrin, Industry Manager at Google, emphasised that marketing has evolved toward community-led storytelling.
“Consumers are in full control, and they choose to spend their time with creators they trust,” he said. “Partnering with a creator on YouTube provides a platform for brands to become part of a community and tell their stories through voices that people genuinely listen to. PluggedIn was designed to foster these powerful connections, creating a true win-win for brands, creators, and their fans.”
According to recent surveys, nine out of ten Nigerian creators believe YouTube is not only a space for sharing culture but also a viable platform for building sustainable businesses—underscoring the future of community-centric marketing in Nigeria’s creative economy.
