Nigeria’s top YouTube creators and leading brands Today came together to explore a new frontier of collaboration in marketing through PluggedIn, a new initiative by Woof Studios and YouTube. The initiative is designed to move beyond transactional advertising, instead fostering deep, community-focused partnerships between creators and brands. This shift unlocks more authentic ways for brands to connect with a surging digital audience, as YouTube watch time in Nigeria grows by over 50% year-on-year and the platform now reaches over 30 million adults monthly.
The timing for these partnerships is right. Audiences, especially younger fans, are tuning into creators they trust and relate to, making them eager to be part of the conversation. For brands, this means moving beyond traditional ads and working directly with the storytellers who have captured the attention and loyalty of their communities.
At the event, creators and brands got down to business with everything from quick pitches and one-on-one meetings to practical sessions about how to turn a great idea into a finished project. The goal is to spark collaborations that can grow from a single video into a fan-favorite series.
“My community loves food, but they also love the stories behind the food. For a long time, I’ve wanted to create bigger projects, like a travel cooking series or a professionally produced show. Partnerships with brands make that possible,” said Ifeyinwa Mogekwu, creator of Ify’s Kitchen. “PluggedIn is helping us start the right conversations. It’s about finding brands who understand that our viewers want quality content, not just a quick ad. It’s a chance to collaborate on something truly special that everyone will enjoy.”
“Nigerian creators are thinking bigger, and that’s exactly what brands want to be part of,” said Adetutu Laditan, Founder & Creative Director at Woof Studios. “Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”
For brands, working with creators is a powerful way to connect with people. Data shows that YouTube is part of the journey for two-thirds of consumers when they discover a new brand or product, making it a key place for businesses to build a fanbase.
“The fundamental rule of marketing has changed. Consumers are in full control, and they choose to spend their time with creators they trust,” said Dammy Abodunrin, Industry Manager, Google. “For brands, this represents a key opportunity. Partnering with a creator on YouTube provides a platform for brands to become part of a community and tell their stories through voices that people genuinely listen to. At the same time, these collaborations provide creators with the resources to fund their biggest ideas and build their channels into lasting media businesses. PluggedIn was designed to foster these powerful connections, creating a true win-win for brands, creators, and their fans.”
This new way of working highlights the opportunity that creators themselves see. A recent survey shows that 9 in 10 Nigerian creators agree that YouTube is a powerful platform not only to share their culture but also to build a sustainable business, signaling a robust future for community-centric marketing.