NEMCEA 2025: Experts Urge Content Creators to Build Community Over Chasing Clicks

At the fourth edition of the Nigeria Electronic Media Content Exhibitions and Awards (NEMCEA) 2025, a panel of industry leaders advised content creators to shift their focus from chasing viral numbers to building strong communities through well-researched and meaningful content. The session, titled “Capturing attention in a crowded world: Building strong communities and crafting engaging, interactive experience,” took place at the Radisson Blu Hotel in Ikeja, Lagos, and featured a robust discussion on creating sustainable and profitable media careers.

Panelists argued that in an era of information overload and dwindling attention spans, the key to long-term success lies in authenticity, deep audience understanding, and consistency.

Afanide Uwem, MD/CEO of All Seasons Zenith Nigeria, identified a fundamental challenge facing many creators: a “lack of research”. He stressed that before creating content, it is crucial to move beyond basic demographics. “You have to do a deep dive into what you want to do… what are their psychographics? What are their pain points? What are their feelings?” Uwem stated, emphasizing that with audience attention spans as low as five seconds, a strong, research-backed hook is essential. He noted that his agency reviews over 100 content proposals daily, and those grounded in solid research are the ones that stand out.

This sentiment was echoed by Amaka Chibuzo-Obi, founder of the successful 12-year-old show, Wivesroundtable. She attributed her show’s longevity to answering three critical questions before she began: “Who am I creating this for? What am I trying to achieve? And where do I intend to [showcase] this content?”. By clearly identifying her target audience of married women and her mission to correct negative narratives about marriage, she built a loyal following and attracted brand partnerships. Chibuzo-Obi cautioned creators against being discouraged by fluctuating view counts, urging them to focus on loyalty over metrics. “Build the community,” she advised, “because when you build a community, whether it’s a thousand views or a million views, your community members will be there for you”.

The conversation also addressed the financial pressures and the temptation to create sensational content for quick views. Kunle Famous Cole, Special Adviser to the Director General of the National Broadcasting Commission, acknowledged that “negativity sells” in today’s “upside down world”. However, he said creators have a “duty to strike a balance” by defining their value proposition and understanding what their brand stands for.

Mrs. Osayuwamen Saleh, Managing Director of Parallel Media, directly addressed a question about nonsensical content generating money. She urged a long-term perspective, stating, “Brands don’t go for the short term. If you want meaningful engagement and a long-term [relationship] with the brand, you have to do something meaningful. Build for the long term. Brands will go with you for that journey”. Her final advice to creators was to “find your unique voice, because it’s your unique voice that will take the long [road]”.

Looking to the future, the panelists highlighted significant opportunities within Nigeria’s multi-billion-dollar media industry. Jibe Ologeh, Managing Director of R-Wells Media & Advertising, offered a clear directive to young creators: “Go for quality… quality trumps quantity anytime”.

Adding to the forward-looking discussion, Kunle Famous Cole announced that the NBC is preparing to introduce sophisticated audience measurement tools in Nigeria. This development will allow creators and advertisers to access precise data on viewership. “You’ll be able to know who’s watching what, where they are watching, where they are clicking… so you can follow the money, you can follow the trend,” he explained.

The session concluded with a unified message: in a crowded digital world, capturing and retaining attention requires more than fleeting virality. It demands rigorous research, a commitment to a specific community, and the creation of valuable, high-quality content built for the long haul.