Experts in the marketing and creative industry have charged brands and content creators to embrace authenticity, data, and discipline as the building blocks of trust and longevity in today’s fast-paced digital economy.
The call came during the last edition of the UBA Business Series 2025, themed “Content That Converts: Building Engagement in a Digital World.” The event brought together marketing professionals, influencers, and entrepreneurs to explore how creativity, purpose, and professionalism can drive business growth in an era characterised by algorithm-driven marketing and attention scarcity.
Delivering the keynote address, marketing expert and managing director of Nitro121, Lampe Omoyele, noted that while the concept of content predates the digital age, its platforms and expressions have evolved significantly over time.
“Content is any communication that educates, engages, and entertains with the goal of influencing behaviour. What’s changed is how it’s created, consumed, and amplified,” he said.
Tracing the evolution from radio jingles and print adverts of the 1960s to today’s AI-powered storytelling, Omoyele observed that audiences have moved from being passive consumers to active participants.
“Digital has turned content into a two-way conversation. Today’s audience is impatient, mobile, and sceptical. They don’t just consume content; they challenge it, remix it, and respond in real time,” he said.
Omoyele identified nine global trends shaping the future of marketing communications, including the dominance of short-form videos, user-generated content, micro-influencer partnerships, AR/VR storytelling, and AI-driven analytics. Yet, he stressed that technology should never replace the human essence at the core of every brand. “In today’s marketplace, attention is scarce, but authenticity still sells,” he stated.
During the panel session, content creators across Africa echoed similar sentiments, emphasising that cultural relevance and credibility matter more than follower count.
Kenyan actress and media entrepreneur Catherine Kamau shared how aligning with local culture defined her most successful brand campaign with Zaron Cosmetics.
“They didn’t just plaster my face on a billboard. They studied our culture, our matatus, our slang, our vibe. They made the campaign part of everyday life. That’s why it worked,” she said.
Nigerian medical influencer Dr. Chinonso Egemba, popularly known as Aproko Doctor, explained that his approach to humanising medical content helped him build trust and connection with his audience.
“People don’t go online looking for lectures. They want relatable advice. I had to switch from talking like a doctor to talking like a friend. Credibility comes from being consistent,” he said.
He added that creators must combine passion with structure to achieve sustainable success. “Passion is the spark, but professionalism is the engine,” he noted.
Comedian and content creator Nasiru Lawal (Nasboi) shared a similar view, stressing that authenticity attracts brand partnerships. “You can’t just chase trends. If brands can see themselves in your content, they’ll want to collaborate,” he said.
Also speaking, a digital creator, Elononam Ogbolu, underscored the need for purpose-driven content. “When the show ended, I went straight to work. Every piece of content I create has a purpose. Fame is great, but purpose sustains you,” he said.
Earlier in his welcome address, the group head of Digital Banking, Kayode Olubiyi, reaffirmed UBA’s commitment to empowering entrepreneurs through innovative digital solutions designed to simplify payments, expand access to finance, and enhance customer experiences across Africa.
“At UBA, our unwavering commitment to supporting entrepreneurs remains at the heart of what we do. We believe that access to the right tools and platforms is essential for success,” Olubiyi stated.
“Creating content strengthens expertise and brand trust. To shape the future, we must seize opportunities boldly and build globally competitive solutions from our local base,” he added.
In her closing remarks, the group head of Marketing and Corporate Communications at UBA, Alero Ladipo, emphasised that professionalism and purpose are key pillars of sustainable creativity.
“Creativity without structure rarely leads to sustainability,” she said, urging young creators to treat content creation as a serious career rather than a casual pursuit.
She commended UBA for transforming the Business Series into a knowledge-sharing platform that drives not just the bank’s growth, but also the broader creative and entrepreneurial ecosystem across Africa.
“These sessions aren’t just about marketing. They are about sharing knowledge that helps businesses and individuals grow,” she said.
The UBA Business Series continues to serve as a dynamic platform for equipping Africa’s entrepreneurs, innovators, and content creators with insights and tools to thrive in a fast-evolving digital economy.
