Nigeria’s top YouTube creators and leading brands have joined forces to explore a new frontier in marketing through PluggedIn, a collaborative initiative launched by Woof Studios and YouTube.
The programme aims to move beyond traditional advertising by fostering deep, community-driven partnerships between creators and brands. This approach is designed to unlock more authentic engagement with Nigeria’s rapidly growing digital audience.
According to YouTube, watch time in Nigeria has surged by over 50 percent year-on-year, with the platform now reaching more than 30 million adults monthly.
At the PluggedIn event, creators and brands participated in quick pitches, one-on-one meetings, and practical sessions focused on turning creative ideas into full-scale productions. The goal is to spark collaborations that evolve from single videos into fan-favorite series.
Ifeyinwa Mogekwu, creator of Ify’s Kitchen, shared her excitement about the initiative: “My community loves food, but they also love the stories behind the food. PluggedIn is helping us start the right conversations with brands who understand that our viewers want quality content, not just a quick ad.”
Adetutu Laditan, Founder and Creative Director at Woof Studios, emphasized the importance of supporting creators with business and production infrastructure.
“Nigerian creators are thinking bigger, and that’s exactly what brands want to be part of,” she said.
Dammy Abodunrin, Industry Manager at Google, noted that YouTube plays a key role in consumer discovery, with two-thirds of users engaging with the platform when exploring new brands or products.
“Consumers are in full control, and they choose to spend their time with creators they trust. PluggedIn was designed to foster these powerful connections,” he said.
A recent survey revealed that 9 in 10 Nigerian creators believe YouTube is a powerful platform not only for sharing culture but also for building sustainable businesses, signaling a strong future for community-centric marketing.
