Lagos emerges as hub for content creators with Meta's new monetisation scheme

[FILES] A sign with a new logo and the name ‘Meta’ is displayed in front of Facebook headquarters. Justin Sullivan/Getty Images/AFP

Two months ago, Meta announced that Nigerians would now be able to monetise their content, following a meeting with President Bola Ahmed Tinubu at Aso Rock Villa, Abuja. This new monetisation feature adds to the existing platforms like TikTok and other user-generated content platforms from which Nigerians already profit.

Lagos, housing the majority of both conventional and unconventional content creators in Nigeria, stands to benefit the most from this development. With a population exceeding seventeen million, Lagos remains Africa’s most populous city, offering ample opportunities for content creators. Formerly the federal capital of Nigeria, the city retains its vibrant essence, ranging from its cultural heritage by the ocean to its luxurious and highbrow buildings.

For a long time, Lagos has been the ideal location for entertainers. Before the surge of content creators, actors, actresses, music stars, and key stakeholders in the entertainment industry had already made Lagos their home. Now, content creators are following suit, capitalising on the city’s diverse opportunities.

One of the notable figures in Lagos’s content creation scene is Ola of Lagos, who started by reviewing cars and their prices. Born in 1997, Ola has become a significant force in the Nigerian social media landscape, captivating audiences with his determination, exceptional work ethic, and passion for automobiles. Today, he has expanded his content to include reviews of houses and other luxuries.

Egungun of Lagos is a popular content creator.

Egungun of Lagos is another prominent content creator known for his unique interviewing style, which could be classified as ‘cringe’. Starting his career in 2018 with the use of the Yoruba Egungun masquerade, he later diversified into conducting interviews with celebrities. His catchphrase, “Damn! It’s massive baby,” has become popular in the Nigerian content space.

The Lagos Tourist, Hamda Koya, has also made a significant impact in the vlogging community. Previously working at an advertising agency in 2012, where she collaborated with many digital creators, Hamda decided to try her hand at content creation, leading to the birth of The Lagos Tourist. Her background in marketing and existing network facilitated smooth brand collaborations, making her a successful content creator.

Social media has become one of the most effective ways for brands to reach new markets, and digital creators are in high demand. Although the structure for influencers and lifestyle content creators in Nigeria is still developing, Lagos serves as a vital starting point.

As Meta’s monetisation programme rolls out, content creators in Lagos are well-positioned to leverage this opportunity, further establishing the city as a thriving hub for digital content and creativity.