Vlogging: The Driving Force Behind the Evolution of Social Media and Culture
By Samson Olurotimi
In the digital era, vlogging has become a cultural touchstone, with individuals from all walks of life documenting their passions, experiences, and interests across platforms like Instagram and TikTok. From beauty and fashion to food and entertainment, vlogs have emerged as a dynamic way to share personal stories and express creativity.
The seismic events of the 2020s caused a worldwide disruption, halting social interactions and confining people to isolation. However, this period also ushered in an era of heightened technological interaction, as the demand for connection soared. Social media platforms such as X (formerly Twitter), Facebook, Instagram, and TikTok quickly became vital tools for communication, allowing people to engage with one another, exchange ideas, and find a sense of community in an otherwise disconnected world.
Even after the global crisis subsided, the power of social media endured, cementing its role as a central pillar in society. As the world adjusted to a new normal, social media platforms became hubs for bonding, interaction, and the expression of human culture through vlogs, reality shows, and interviews. Key influencers emerged as figures capable of shaping public discourse, influencing opinions, and inspiring change through the authentic stories they shared. They took beauty, fashion, entertainment, and food beyond surface-level content, transforming it into a vehicle for storytelling and empowerment.
Among these influencers, Habeeb Hazmat, known as Peller, stands as a notable figure in Nigeria’s digital space. A creative content creator and online streamer, Peller’s rise to prominence began on TikTok, where his unique voice and hilarious accent captivated audiences. Since debuting in 2021, he has gained widespread recognition, earning the respect of global figures like Davido, Tiwa Savage, and Olamide. His brand of humor and creativity has turned TikTok into a platform where he continues to dominate, further cementing his position in the content creation landscape.
Another rising star in the content creation world is Isaac Olayiwola, better known as Layi Wasabi. A Nigerian comedian and actor, Layi has carved out a successful career in the digital space, accumulating over two million Instagram followers. His journey from law school at Bowen University to becoming a renowned comedian and content creator is a testament to his relentless effort and passion. His work has earned him prestigious awards, including the Best Content Creator Award at the 2024 Africa Magic Viewers’ Choice Awards and the Future Awards Africa Prize for Content Creation. Layi’s portrayal of various hilarious characters and his innovative approach to content creation have garnered him widespread admiration.
Mark Angel, who holds the title of the most-followed Nigerian on Facebook with over 20 million followers, has also become a household name. His YouTube channel is the most subscribed in Africa, with over 8 million subscribers. Angel’s success story exemplifies the power of social media to elevate individuals to extraordinary heights, making him one of the wealthiest and most influential content creators in Nigeria.
In the beauty and skincare industry, Uche Natori has become a trusted authority. Known for her informative product reviews, skincare routines, and makeup tutorials tailored to melanin-rich skin, Uche’s YouTube channel has empowered women to make educated choices in their beauty routines. Her calm, professional delivery has solidified her status as a respected figure in the beauty community.
Eniola Olanrewaju, better known as Korty EO, is another standout creator who has made a significant impact. A vlogger, videographer, and YouTuber, Korty gained attention during the “End SARS” protests and leveraged that momentum to kickstart her content creation journey. Her YouTube channel, Korty EO, has grown rapidly, hosting interviews with top Nigerian celebrities like Rema, Crayon, Ayra Starr, and Black Sheriff. Korty’s ability to tackle relevant issues such as relationships, lifestyle, and career has earned her a loyal following and established her as an innovative content creator.
Nike Adeleke (Nikos Living) stands out as a consistent and influential Nigerian vlogger and businesswoman. With a social media presence that includes over 846,000 Instagram followers, 50,000 Twitter followers, and more than 30,000 YouTube subscribers, Nikos Living has become an exceptional platform for beauty, fashion, lifestyle, and personal stories. Nikos Living reflects Nike’s Nigerian heritage and her mission to promote unity, love, and togetherness. Through her content, she shares her experiences while engaging with her audience, making a lasting impact on the digital landscape.
With over two million accumulated views on YouTube and about forty thousand followers on YouTube, Nikos Living is slowly becoming an institution in her own right. Her impactful videos have brought succor to the fans, offers hope to the downtrodden and more essentially, it shows that she will be here for a long time. Her longevity continued to be cemented with her thoughtful moves , videos, and engagements.
The rise of vlogging and content creation has undoubtedly reshaped how we interact and engage with one another. By combining authenticity, creativity, and storytelling, vloggers have redefined social media and influenced culture on a global scale. Their ability to share real, relatable content has allowed them to foster meaningful connections with audiences, propelling the digital space to new heights. Social media, once a platform for superficial connection, is now a driving force in shaping the future of culture, offering a space for individuals to share their stories, inspire others, and create lasting change.
