Creators urged to move beyond influencer marketing to creative ownership

In Nigeria, creators are being encouraged to move beyond traditional influencer marketing and towards creative ownership, allowing them to have more control over their content and revenue streams. This shift is expected to impact the social commerce landscape in the country, as creators explore new ways to monetize their digital presence.

The move towards creative ownership matters for social commerce because it enables creators to build more sustainable and profitable businesses. By owning their content and distribution channels, creators can develop direct relationships with their audiences and generate revenue through various means, such as affiliate marketing, sponsored content, and digital product sales. This trend is likely to drive growth in the social commerce sector, as creators become more invested in their online presence and explore new ways to engage with their followers.