Advertising Expert Seeks Data-driven Consideration for Selecting Digital Creators
Hammed Shittu in Ilorin
The Managing Director of Adgenda Media Limited., Lagos, Dr. Ladi Arowa, has urged brands to prioritise data-driven decision-making when selecting digital creators for advertising partnerships.
He said audience engagement and demographic alignment are more reliable indicators of marketing success than follower counts.
Arowa stated this on the sideline of his lecture titled, “The Creator Economy and Influencer Integration: Rethinking Advertising in the Digital Age,” organised by the Department of Mass Communication at Precious Cornerstone University (PCU), Ibadan, Oyo State.
A statement issued by the organiser of the event explained that, the rapid rise of the creator economy is transforming Nigeria’s advertising ecosystem and compelling brands, regulators and communication professionals to rethink how audiences are engaged in the digital era.
According to him, the growing influence of digital creators and social media influencers has significantly altered traditional advertising models, forcing brands to shift from conventional mass marketing approaches to more personalised, interactive and community-driven communication strategies.
“The creator economy is fundamentally reshaping the advertising landscape in Nigeria. Brands are increasingly collaborating with digital creators who already command the trust and attention of niche audiences,” he said.
Arowa noted that such partnerships enable companies to communicate more authentically with consumers, particularly younger demographics who rely heavily on social media platforms for information, entertainment and purchasing decisions.
He, however, cautioned companies against selecting influencers solely on the basis of their follower numbers, stressing that deeper audience analytics and engagement metrics provide more meaningful insights into a creator’s real influence.
