At least the smoke will be briefly warm. Because what you’re actually doing throwing millions at online creators without foundational business logic is precisely equivalent to running a charity for the content creation industry. A well-funded, tax-deductible charity, in an economic climate where creators decidedly do not require your generosity.

The narrative du jour is everywhere: influencer marketing is dead. Brands are haemorrhaging capital with nothing to show for it. Audiences are exhausted by sponsored content. Marketing managers are justifying their budgets like defendants before a tribunal.

But this diagnosis is dangerously incomplete. Influencer marketing isn’t dying. Strategy, however, is critically absent.

The creator economy is not in terminal decline. Global creator industry revenues have reached $214 billion, with projections suggesting the sector will cross the trillion-dollar threshold within the next decade, a trajectory incompatible with any dying industry.

We are not witnessing death. We are watching a tectonic maturation within the creator economy. The industry is not shrinking; it is consolidating and professionalising. When a multi-million naira campaign implodes, it is infinitely easier to blame the algorithm, the platform, or declare the entire channel obsolete than to admit the uncomfortable truth: we didn’t know what we were doing.

What is genuinely dying, however, is the era of lazy, transactional vanity metrics. Gen Z and millennial consumers holding the bulk of purchasing power and dictating cultural trends possess a hyperacute, almost supernatural radar for corporate inauthenticity.

They can identify a rehearsed product endorsement from fifty paces. They will skip past it without hesitation. The day of paying an aesthetically pleasing individual to hold a product, smile, and paste a generic caption is finished. Over. Retired.

To understand why your campaigns are bleeding capital, we must examine how digital authority has fundamentally shifted.

Authenticity Over Clout: The New Currency

For years, influencer culture was built on polished artifice, highly curated reviews that functioned as dressed-up public relations rather than genuine feedback. Creators earned money by building beautiful facades. Audiences tolerated this because alternatives were limited. That era has definitively ended.

The creators commanding fiercely loyal audiences today are those willing to be brutally honest. They criticise products their followers might buy. They say ‘no’ to lucrative deals that don’t align with their values.

They prioritise their audience’s wellbeing over advertiser relationships. This shift reorienting creator allegiance from brands to customers represents a fundamental realignment of economic incentives.

When a creator endorses something, modern audiences implicitly ask: ‘Would this person recommend this if no one was paying them?’ Sugarcoated recommendations fail this test.

Consumers do not buy from people who lack the spine to refuse a bad product. If your influencer strategy depends on creators who only know how to deliver corporate messaging, your conversion rates will remain at zero. You are paying for silence, not persuasion.

The Science of Storytelling: Follower Count is Not Strategy

Here is the structural flaw at the heart of most influencer campaigns: brands hire based on follower count. They see 500,000 followers and believe they have purchased access to 500,000 potential customers. This is mathematical fiction.

True influence is not a lottery. It is a science. It lives in narrative architecture, educational value, and the ability to move an audience through a psychological funnel. A creator with 50,000 followers who understands story structure hook formulation, tension and release, audience psychology will outperform a creator with 500,000 followers who merely posts content.

When you hire a creator, the pertinent questions are not: ‘How many followers do they have?’ or ‘What is their engagement rate?’ The questions should be: ‘Can they construct a narrative that creates desire? Do they understand pacing? Can they identify hooks that arrest attention in a crowded feed? Do they comprehend the psychological journey their audience must travel from awareness to purchase?’

A creator without storytelling architecture cannot salvage a poorly constructed corporate message, no matter how large their audience. You cannot outsource strategy to follower counts.

The Operational Blind Spot: Traffic is Not Conversion

This is where the real breakdown happens. Successful digital marketing demands ruthless clarity around customer journey mapping, continuous optimisation, and precise understanding of user needs. Many brands skip this entirely.

They construct a campaign brief, contact an influencer, approve budgets and never pause to ask the foundational questions.

They don’t know their Customer Acquisition Cost (CAC). They haven’t optimised their website conversion funnel. Their analytics infrastructure doesn’t track where traffic actually converts to revenue. When the campaign generates 100,000 profile visits but zero sales, they blame the creator.

An influencer’s job is to drive attention and traffic. Your brand’s job is to convert that traffic into customers. When conversion fails, the failure is operational, not creative. Yet most brands restructure their influencer roster before they audit their own systems.

This is a category error that costs millions. Influencers are distribution channels, not marketing strategies. Deploying an influencer campaign without first establishing your brand positioning, refining your value proposition, and optimising your conversion infrastructure is equivalent to buying expensive airtime on national television when you don’t have a product on the shelves. It is expensive. It is flashy. It is entirely useless.

Before You Launch: The Strategic Audit Every Brand Needs

Before drafting another campaign brief, sending another Instagram DM, or signing off on another multi-million naira budget, four critical questions must be answered in the boardroom:

1. Which specific stage of the customer journey is this creator addressing? Are you acquiring new customers, nurturing existing ones, or driving repeat purchases? A creator’s audience is rarely aligned with every stage of your funnel.
2. Does your corporate identity genuinely align with the creator’s community culture? Misalignment creates friction. Authenticity cannot be manufactured through forced partnerships.
3. Is your internal infrastructure prepared to handle success? Can your customer service team absorb a sudden surge in inquiries? Does your website load under stress? Are your logistics systems capable of managing exponential order volume?
4. How will success actually be measured? Establish metrics before the campaign launches. Are you measuring click-through rates, customer acquisition cost, lifetime value, or revenue directly attributed to the creator? Vanity metrics, likes, comments, shares, are not business outcomes.

The Path Forward: Strategy Before Spending

If you genuinely want to stop haemorrhaging marketing budgets, step away from viral trends and step into a strategy room.

Before launching your next campaign, engage a brand strategist, someone capable of restraining you from chasing empty metrics and forcing you to confront the cold, hard numbers that actually affect your balance sheet.

A strategist will:

• Map your complete customer journey and identify where influencer partnerships create genuine value
• Match your unique selling proposition with creators whose audiences genuinely care about what you offer
• Establish metrics that drive business growth rather than vanity engagement
• Audit your operational readiness before any creator campaign goes live

Influencer marketing is alive. It is thriving. It is making billions. The creator economy has matured into a legitimate, diversified industry.

But if you continue jumping into it blindly, chasing follower counts and viral moments without strategic foundation, the only person getting rich from your corporate budget is the person posting your product on their timeline.

Build a strategy first. Then deploy the creators. The order matters.

Ariyo-Agbaje Ifeoluwa writes from Lagos. He can be reached via ifeariyoagbaje@gmail.com

The post The Illusion of Influence: Why Brands Must Rethink Creator Marketing appeared first on Tech | Business | Economy.

That noise is exactly why Damilola Fowowe’s work is indispensable, not because he can shout louder, but because he chooses to tell the stories that actually move policy, change people’s choices and widen what success looks like in Africa.

The scale of the continent’s storytelling gap is appalling. According to Reframing African Media (2025), less than 30% of the content Africans consume is locally originated, and only 12% of African youth say they see themselves accurately represented in mainstream narratives. 

Yet this is the youngest continent in the world, with an average age under 20. Nigeria alone saw over 1.2 million young people enter the job market in 2024, while youth unemployment remains a stubborn challenge, in part because networks, mentorship and visibility are still lacking. 

Against this backdrop, Damilola’s mission, to build replicable, dignified stories of success, feels less like a passion project and more like a continental necessity.

“I want to build something from a nascent stage and be proud that through media, through communications, through strategy, we’re able to make it happen in Africa.” 

His words may sound simple, but they’re laced with intent. He doesn’t see media as decoration but as a lever that can shift culture, open doors, and change the conditions for millions of young people navigating an unforgiving labour market.

That conviction is backed by statistics. Today, 65% of Africans across 39 countries rely on radio or digital media at least a few times a week to access news. But access to digital storytelling is still uneven along gender, education, and income lines. 

The corporate world has begun to respond. MTN’s Pan-African Media Innovation Programme, launched in 2025, is training journalists across 16 countries with digital storytelling, data journalism and entrepreneurial skills. 

Damilola Fowowe stands at the same crossroads, arguing that African narrative must not only expand but also prioritise dignity; “One principle of storytelling is, write for the heart. Always write for the heart.”

The heart of his work is dignity, and nowhere is this clearer than in Hopes and Threads, the community initiative he helped found. In Lagos, over 60% of school-age children in low-income communities lack access to basics such as school uniforms. Damilola recalls watching a child’s whole posture shift after receiving a new one. 

However, he and his team refused to turn that moment into online content. “We’re not going to post the children because we didn’t want to turn them into content. We don’t want them growing up, Googling themselves, and finding their faces from when they were young being used as content.” 

That choice aligns directly with a 2025 Afrobarometer finding: 72% of Africans now believe media should prioritise dignity and truth over sensationalism.

This same approach has created ripple effects inside boardrooms. At Interswitch, Damilola pushed for a campaign to include the story of an adoptive mother. The result was not just clicks, but policy. “And because of that action, the company decided to place the adopted child on HMO, even though it went against existing policy. They later rolled out new guidelines ensuring adopted children could also enjoy health benefits.” 

This is the kind of change that statistics can’t fully capture: a single story transforming how a corporation treats families.

For Damilola, versatility is not vanity. “Wear as many hats as possible,” he says. “…you can be a Jack of all trades and master of all.” He believes ideas can flex to any space, whether constrained by a shoestring budget or powered by millions. “Ideas can thrive no matter what space, no matter what limitations exist…they can fit into any box you put them in.”

His sights are also set on sectors that rarely get dignified airtime, especially agriculture which employs nearly 50% of Africa’s workforce but contributes only about one-fifth of the continent’s GDP. 

In Nigeria, cocoa exports brought in over $780 million in Q4 2024, but less than 10% of raw cocoa is processed locally, meaning most of the value slips away abroad. For Damilola Fowowe, the problem is storytelling. “There are a whole lot of stories we can tell from our agricultural sector that are not premised on the old ‘I’m a farmer from one poor village…’”

In reframing agriculture as a chain of innovation and opportunity, storytelling can help capture value downstream, create jobs, and redefine how Africans see themselves.

Underlying all of this is his vision for success: “Success for me is that we can democratise movement, we can democratise motion for every single person in Africa. Whoever you are, you should have the tools, the resources, and the expanded horizons to say, Ah, okay, this is something I can be.” 

This reiterated the demographic urgency of the continent. With Africa’s median age under 20, and millions of young people entering work each year with limited options, replicable stories of dignity and agency may be the only real blueprint for resilience.

Five years from now, through storytelling and many more, Damilola Fowowe wants his impact measured not in personal accolades but in multipliers: “I want you to be told that I inspired as many people as possible, thousands of people who are successful in their own right, defining success in their own way, and not pressured to conform to a specific path just because they feel they have to in the bid to be successful.”

One hour with him leaves you less dazzled by buzzwords and more convinced by evidence; one story changed corporate policy, one uniform changed a child’s sense of self, and one sector’s reframed story could add billions to GDP. 

Damilola doesn’t build castles in the air, he builds ladders. And if Africa’s sustainability and resilience depends on anything, it is on more people climbing those ladders, and more storytellers confident enough to build them.

The post Damilola Fowowe on the Power of Storytelling as Africa’s Most Vital Infrastructure appeared first on Tech | Business | Economy.

Speaking during an interactive session with fellows of the MTN Media Innovation Programme (MIP) in Lagos, Ikenna-Emeka explored how 5G, combined with the Internet of Things (IoT), is creating opportunities for innovation, storytelling, and immersive content creation.

“5G is not just a technology; it is an enabler of experiences,” she explained. “It allows real-time, high-definition content production and streaming, scalable augmented reality, and virtual reality experiences. These are the tools that will define the next generation of journalism and storytelling.”

Highlighting MTN’s pioneering role in launching 5G in Nigeria in 2022, she noted that content creators and entertainment professionals have emerged as some of the technology’s heaviest users.

“The need for high bandwidth and ultra-low latency solutions in media and entertainment has made 5G indispensable for creators looking to deliver seamless, interactive experiences,” she said.

However, Ikenna-Emeka emphasised that the success of 5G depends not only on infrastructure but also on user education and adoption.

“As an organisation, we realise we cannot do it alone. There’s a need for collaboration with storytellers like you (the media) to demystify 5G and show Nigerians where the value lies,” she told the MIP Fellows.

She emphasised the role of the media in shaping public understanding, particularly as misinformation has often clouded discussions about 5G technology.

“The media is key in helping audiences see beyond basic connectivity and recognise how 5G drives innovation in health, education, agriculture, and entertainment,” she added.

Reflecting on the challenges of deploying 5G, Ikenna-Emeka admitted that cost remains a significant hurdle.

“The step from 4G to 5G is transformational, but the cost of the equipment required to deliver these experiences is very high. This is why telcos, even globally, are rolling out 5G cautiously and strategically,” she noted.

She called on the Fellows to explore how 5G-enabled tools can enhance their work, from cloud-based editing and AI-driven content creation to real-time reporting from remote locations.

“5G has unlocked possibilities we could only dream of a decade ago,” she said. “The question now is, how will you use it to create the future of African storytelling?”

The session was part of MTN’s six-month Media Innovation Programme, designed to equip Nigerian journalists and content creators with the tools, exposure, and industry insights to thrive in an increasingly digital media landscape.

The post 5G Will Redefine Storytelling, Media Innovation, says MTN CMO appeared first on Tech | Business | Economy.

Research has shown that most of the web traffic in the leading digital market in Africa originated from mobile devices.

In Nigeria, one of the countries with the biggest number of internet users, 86.2 per cent of this web traffic was generated through smartphones and roughly 13.3 per cent from PC devices..

As Africa is projected to experience another surge in internet usage, with an estimated number of 1.1 billion by 2029, digital marketing will continue to remain a transformative force in the African marketing landscape.

Given the high prevalence of mobile devices in Africa, digital marketers can now leverage mobile platforms and focus on creating engagement and easily accessible content.

Not just this, the digital marketing sector has contributed to the empowerment of small and medium-sized businesses (SMEs) in Africa in creating powerful narratives to boost sales and reach new audiences.

And this could only be credited because of the numerous social media platforms, mobile apps, and online marketplaces. However, the future of digital marketing in Africa relies on storytelling because of our deep-rooted oral traditions and communal values.

These African narratives and traditions can be adapted to remodel the digital marketing space because storytelling is not just a tool; it is the heartbeat of authentic and impactful marketing in Africa.

Here, we will explore why storytelling is the soul of digital marketing and how it fosters trust and connection in a way that no algorithm can replicate.

The Cultural Power of African Storytelling

Before the advent of technology, the African community relied on oral means of passing down stories, values, and history. From the use of griot, folktales, and proverbs, society’s leaders and elders passed valuable and powerful truths.

They were not told for mere fun; they were a means of educating the younger ones. And even to this age, this storytelling DNA still exists and continues to help Africans process information.

Storytelling in The Digital Age

The introduction of digital technology has opened a new chapter in the art of storytelling. Social media has become the new village square, changing the traditional storytelling form to Instagram reels and TikTok skits. In today’s world, digital platforms such as YouTube, X (formerly Twitter), and Instagram allow brands to reach a global market.

For instance, Kuda in Nigeria use relatable and funny storytelling to create financial content. Another is Safaricom, a Kenyan brand, that started a campaign called “Tuinuane” (Let’s lift each other).

Instead of using flashy ads, they shared real-life stories of small-sized business entrepreneurs and how they overcame daily challenges by using Safaricom tools.

Through my years working as a digital marketer, I have witnessed how technological advancements have helped organisations harness the power of storytelling in marketing their products to the world.

Why Does Storytelling Matter in Marketing?

Modern consumers still respond to stories, not just slogans. They want narratives that connect to their everyday growth and experiences.

Anything outside of these drives them away.

Thus, crafting narratives that connect with potential customers must reflect their everyday realities, such that an average person becomes a trusted friend, not just a buyer. To buttress further, here are reasons why storytelling is important:

• It builds trust and credibility:

The digital spaces are filled with cautious people. While this is partly not their fault, because the economic struggles are real, they are sceptical of online offers and unknown brands.

People never trust a faceless brand, but the use of stories that speak to the consumers’ everyday needs changes this. Storytelling gives the human feel that most marketing lacks, such that the more human your message sounds or feels, the more you connect with a larger audience.

• It drives engagement and action:

Every story told has the elements of hooks: conflict, resolution, emotion, and transformation. All of these are what keep people reading, watching or listening. Eventually, it determines whether they are going to purchase the services rendered.

• It separates one from other competitors:

There are a lot of similar products in this day and age, but what differentiates one from the other is the ability to share their narratives.

The truth is, anyone can copy products, but they can’t copy your story.  Digital customers are likely to patronise a brand that tells a story that is more compelling, relatable, and human-centred. A brand that does this earns customers’ loyalty and attention.

• It makes complex ideas simple:

For those who are in a complex or technical industry, what storytelling does is to simplify the message behind the products or services. In place of explaining how the service works, storytelling gives instant clarity.

• It empowers and gives voice to the marginalised:

Storytelling offers visibility to places that are underrepresented in the digital world. Imagine a campaign from a brand that allows its users to share their own experiences. This would breed engagement, shifting the narratives of these people.

The Future of Storytelling in Digital Marketing

The landscape of digital marketing will continue to evolve as new technology emerges. As it stands, people are shifting towards AI, AR (Augmented Reality), VR (Virtual Reality), and data-driven storytelling; any smart brand would master this to dominate digital marketing.

However, even as technology is changing content creation, the true essence should remain human-centred stories, African cultural context, and emotional depth.

The world of science supports this: the human brain is wired to store up information 22x faster (that is, as little as 13 milliseconds) when it is presented in story form.

Conclusion

Overall, the power of storytelling in digital marketing can never be overemphasised. It is the thread that brings people closer to products, turns a brand into culture, and strategies to souls. Storytelling is never a luxury in the African marketing space; it is a necessity. It is the only way to survive in this technologically evolving world.

So, if you are marketing in Africa, your greatest edge should not only be the advertisement strategies you use, but also how you tell your story to the world. A story that tells the truth, that builds trust. And in extension, it leaves a legacy.

Meet the writer: Uchechukwu Favour Nmesoma

Uchechukwu Favour Nmesoma is a visionary marketing leader, renowned for her data-driven approach and innovative campaigns. With a career spanning e-commerce, EdTech, entertainment, and FinTech, Favour has consistently delivered remarkable results, including a 40% conversion rate surge and a 70% increase in email engagement.

As a performance marketing expert, Favour has managed budgets exceeding $2 billion across multiple channels. Her expertise has been instrumental in fueling user growth and driving success for top brands, including Hippo Ads, Heels and Tech, Iroko TV, and Prospa Technologies.

A lifelong learner and passionate giver, Favour volunteers her expertise at GrowthxSplendid and Amplify, empowering young African minds. Favour continues to push boundaries and inspire others with her remarkable journey.

The post Why Storytelling is the Soul of Digital Marketing in Africa appeared first on Tech | Business | Economy.

Odukoya, a distinguished media and communications professional, brings a wealth of experience to Chain Reactions Africa as the company deepens its consumer neuroscience practice. Before his new role, he served as the Media and Communications Manager at Caritas Communications Limited, Africa’s pioneering energy, oil, and gas consulting firm.

In this capacity, Odukoya successfully led a media team that delivered critical market insights to multinational clients navigating the complex energy, oil, and gas sectors in Nigeria and across emerging markets.

During his tenure at Caritas, Odukoya orchestrated highly effective campaigns that resulted in a 55% increase in organic search traffic and a 25% improvement in conversion rates within just 12 months.

His efforts have supported leading brands such as Lekoil Nigeria Limited, MainOne (an Equinix Company), Standard Chartered Bank, Union Bank, Savannah Energy, Seplat Energy, Total Energies, Tetra Pak, Globeleq, Waltersmith Petroman, and Pan Ocean Oil Exploration Company, among many others.

Before transitioning to Integrated Marketing Communications, Odukoya had a successful career in print journalism spanning nearly two decades.

He was a founding editorial member of New Telegraph Newspapers, served as Assistant Editor at City People Magazine, a columnist at ThisDay Newspapers, and Senior Editor at Opera News Nigeria. Odukoya is also a Nigerian Breweries Golden Pen Prize- nominee and has made significant contributions to numerous local and international lifestyle publications.

Speaking on the choice of Odukoya to lead its Media, Neuroscience and Storytelling specialty, Managing Director and Chief Strategist of Chain Reactions Africa, Israel Jaiye Opayemi described the firm’s choice of Lanre Odukoya as an extremely intentional one.

“For over a decade now, we have methodically invested in Consumer Neuroscience. As human beings, our brains are wired to respond to stories, which can impact our emotions, memories, and social connection. We have added Odukoya to our league of professionals to lead that specialty,” Opayemi asserted.

Opayemi further said,

“Chain Reactions Africa is excited to welcome Odukoya to its tribe of storytellers who help our clients with crafting stories that fire the right neurons in people, be it to enable them to make purchase decision or to embrace a new public policy.”

He describes Odukoya’s expertise in media strategy, communications, and brand management as a valuable addition to the best-of-breed solutions Chain Reactions Africa offers its clients across Africa and beyond.

The post Lanre Odukoya Joins Chain Reactions Africa as Lead for Media, Neuroscience & Storytelling appeared first on Tech | Business | Economy.

Strategies like verifying sources, diversifying news consumption, and practising media literacy help people stay well-informed and engaged.

In the digital age, shaping public opinion has become easier and more challenging. Social media and online platforms enable rapid information dissemination to a wide audience, allowing individuals, organisations, and governments to influence public perception on different topics.

Social media platforms such as X (formerly Twitter), Facebook, and Instagram play a significant role in shaping public opinion by swiftly spreading information to millions of users.

These platforms can also propagate propaganda, misinformation, and disinformation to manipulate public sentiment. Additionally, targeted advertising on platforms like Google and Facebook leverages extensive user data to create customised campaigns for specific audience segments, influencing their viewpoints on specific matters.

In the digital era, shaping public opinion involves using online influencers, content creators, social media, and targeted ads.

These influencers can reach vast audiences, promote specific ideas and products, and aid organisations in influencing public perception. Despite its benefits, digital influence is plagued by challenges.

The proliferation of misinformation and fake news blurs truth online, enabling harmful manipulation of public opinion.

Furthermore, the digital age fosters a fragmented media landscape, allowing individuals to select diverse information sources.

This diversity can entrench beliefs and close minds to opposing viewpoints, hampering the ability to alter or mould public opinions.

Influencing public opinion in the digital age is a complex and multifaceted process involving social media, targeted advertising, online influencers, and content creators.

While these tools can be powerful in shaping public perception, they also come with challenges such as fake news and a fragmented media landscape.

It is important for individuals to critically evaluate the information they consume online and be aware of the tactics being used to influence their opinions.

How can we effectively navigate the evolving landscape of journalism in the digital age? As we review journalists’ practical approaches amidst the pervasive impact of social media and online platforms, we must consider the complex issues, diverse thought processes, and innovative solutions that shape how they consume information and stay informed as active citizens.

Social media and other online platforms have profoundly impacted journalism in the digital age. While these platforms have provided new opportunities for journalists to reach a wider audience and engage with readers in real-time, they have also presented a number of challenges that journalists must navigate.

One issue that journalists face in the digital age is the rapid dissemination of information through social media. With the rise of platforms like Twitter and Facebook, news spreads quickly and often without proper verification.

This can lead to the spread of misinformation and fake news, undermining the credibility of journalism as a whole. Journalists must be vigilant in verifying information before sharing it and be transparent about their sources in order to maintain trust with their audience.

Another challenge for journalists in the digital age is adapting to new technologies and formats for storytelling.

Online platforms offer opportunities for multimedia storytelling, interactive features, and data visualisation that can enhance the reader’s experience.

Journalists must be willing to experiment with these new formats and technologies in order to engage with audiences meaningfully.

Additionally, social media has changed the way journalists engage with their audience. Journalists now have the ability to interact with readers in real-time, solicit feedback, and incorporate user-generated content into their reporting.

This can help foster a sense of community and engagement around a news story, but it also requires journalists to be responsive and open to feedback from their audience.

In terms of thought processes, journalists in the digital age must be aware of the ethical considerations of using social media and online platforms.

They must adhere to principles of accuracy, fairness, and transparency in their reporting, even when working in the fast-paced and often chaotic environment of social media.

Journalists must also be mindful of the potential for bias and manipulation on these platforms and be vigilant in fact-checking and verifying information before sharing it with their audience.

One solution for journalists navigating the challenges of social media and online platforms is prioritising digital literacy and media literacy skills.

By educating themselves and their audience on how to critically evaluate information online, journalists can help combat the spread of misinformation and fake news.

Journalists can also work to build trust with their audience by being transparent about their reporting processes and sharing their sources with readers.

Furthermore, news organisations can implement editorial standards and guidelines for journalists when using social media and online platforms.

This can help ensure that journalists adhere to ethical standards and best practices in their reporting, even in the fast-paced and ever-changing digital landscape.

The impact of social media and online platforms on journalism in the digital age is significant, presenting both challenges and opportunities for journalists.

Journalists can navigate these challenges by being mindful of ethical considerations, adapting to new technologies, prioritising digital literacy, and providing quality, trustworthy news to their audience.

In the digital age, journalists grapple with the impact of AI and cybersecurity alongside social media dynamics. AI revolutionises news gathering and production, aiding in data analysis and fact-checking, yet raises concerns about bias and job displacement.

Cybersecurity is crucial as news organisations face cyber threats and data breaches, requiring encryption and secure communication protocols. Journalists must understand AI’s limitations and ethical implications while staying vigilant against cybersecurity risks. By collaborating with experts, staying informed, and implementing protective measures, journalists can ensure the integrity and security of their work.

Embracing AI’s benefits while safeguarding against its potential pitfalls and prioritising cybersecurity measures allow journalists to fulfil their role as reliable sources of news in the digital era.

How can we authentically stay well-informed as active citizens in this era of constant information flow? By crafting robust strategies, we can navigate the digital landscape effectively to access accurate and diverse sources of information.

Staying well-informed authentically as a citizen in the digital age can be challenging due to the vast amount of information available online and the prevalence of misinformation and fake news.

Here are some strategies to help you stay informed reliably and authentically:

1. Verify your sources:

Verify the sources’ credibility when consuming news and information online. Look for reputable news organisations with a history of accurate reporting and fact-checking procedures. Avoid sharing or spreading information from unverified sources.

2. Diversify your news sources:

Consuming news from a variety of sources can help you gain a more comprehensive and balanced understanding of complex issues. Be mindful of your news consumption habits and seek out different perspectives to avoid echo chambers and confirmation bias.

3. Practice media literacy:

Develop critical thinking skills to assess the credibility and reliability of the information you come across online. Be sceptical of sensationalised headlines, clickbait, and misinformation, and fact-check information before sharing it with others.

4. Engage with original sources:

When possible, go directly to the primary source of information, such as official government websites, research studies, or expert analysis. You can access reliable and unfiltered information on key issues by engaging with original sources.

5. Be mindful of your digital footprint:

Be cautious about the information you share online and the websites you visit. Protect your personal data and privacy using secure passwords, enabling two-factor authentication, and being aware of potential online threats such as phishing scams.

6. Stay up-to-date on current events:

Make an effort to stay informed about local, national, and international news through reliable news outlets and sources. Follow credible journalists and news organisations on social media and subscribe to newsletters or podcasts that provide in-depth analysis and context on important issues.

7. Engage in civil discourse:

Participate in meaningful discussions with others about current events and issues while respecting diverse viewpoints and fostering constructive dialogue.

Be open to listening to different perspectives and challenging your beliefs to expand your understanding of complex topics.

By following these strategies and being proactive in your online consumption of news and information, you can stay well- informed and authentically as a citizen in the digital age.

Remember to approach information critically, verify your sources, and engage with diverse perspectives to navigate the digital landscape with confidence and integrity.

Conclusively, individuals face opportunities and challenges in staying authentically informed as citizens in the digital age. Individuals can confidently navigate the digital landscape by verifying sources, diversifying news consumption, practising media literacy, and engaging in civil discourse.

Amid social media, AI advances, and cybersecurity concerns, being proactive in critically evaluating information and seeking reliable sources is vital.

Fostering trust, transparency, and informed engagement upholds democratic principles and empowers society in the digital age.

[Featured Image Credit]

The post Strategies for Staying Informed Authentically as a Citizen in Digital Age appeared first on Tech | Business | Economy.

This fund, designed to support content creators across the continent and its diaspora, will finance the development, production, and marketing of projects that challenge and reshape prevailing narratives about Africa.

The Next Narrative Africa Fund is a collaboration between Next Narrative Africa, a Nigerian multimedia production company focused on sharing impactful African stories, and HEVA Fund, a Kenyan advisory firm focusing on the creative economy. 

Over the next four years, the fund will allocate $30 million in equity financing and $10 million in grants to support television and film projects. 

Akunna Cook, CEO and founder of Next Narrative Africa, will lead the fund alongside Wakiuru Njuguna, managing partner at HEVA Fund. 

Cook brings broad experience from her tenure in Africa policy at the U.S. Department of State, while Njuguna is an investment expert known for pioneering hybrid financial models that merge venture capital with impact investment strategies. 

The fund’s primary objective is to facilitate innovative storytelling that shows the rich cultural diversity of Africa, providing new perspectives that diverge from the stereotypical portrayals often found in Western media. “We’re excited to support creatives who aspire to not only entertain but also inspire and usher in a new narrative about Africa and people of African descent,” Cook stated.

Despite Africa’s rich culture, filmmakers have historically encountered limitations in accessing the resources needed for successful project financing. The Next Narrative Africa Fund seeks to dismantle these obstacles, driving economic growth and job creation within the continent’s expanding film and media sectors. 

“This fund is not just about financial returns; it’s about making a lasting impact on employment and sustainable development throughout Africa,” Njuguna noted.

The demand for original African content is surging, led by a growing middle class and an increasing number of streaming households on the continent. However, financial challenges persist for many creatives. 

According to a report from Busola Tejumola of MultiChoice, Africa’s film and audiovisual industries currently generate only $5 billion, significantly short of their prospective contribution of over $20 billion to the continent’s GDP.

To maximise the fund’s impact, it will establish a venture studio where creative ideas can be incubated, supported by an advisory board comprising industry veterans, filmmakers, and experts in narrative change. The board includes Darcy Heusel, Areej Noor, and Dominic Buchanan, who will guide project selection.

Projects funded will need to focus on themes such as gender and racial equity, governance, climate change, health, and inclusive economic growth. Added to this, each project must ensure that 60% or more of its production takes place in Africa, ensuring local talent through internships and apprenticeships for women and youth.

With initial investments anticipated as early as 2025, the Next Narrative Africa Fund aims to greatly elevate Africa’s creative industries on the global stage, facilitating apt storytelling that accurately represents the continent’s diverse cultures and experiences.

The post New $40M Next Narrative Africa Fund Aims to Disrupt Filmmaking, Storytelling appeared first on Tech | Business | Economy.

This pivotal guide explores how effective storytelling transcends traditional leadership techniques to help leaders engage, inspire, and enact significant change.

Drawing on her vast experience, Kalinda provides readers with practical advice, proven frameworks, and real-world examples to enhance their ability to communicate and forge deeper connections.

Inspired by the success and impact of ACG, Kalinda expanded her vision through the creation of Storytelling & Leadership (S&L), a platform dedicated to coaching and enabling leaders worldwide to integrate storytelling into their strategic approaches.

“Echoes of Influence” is more than a reflection of Kalinda’s professional journey—it is a comprehensive guide designed to empower leaders to enhance their influence and achieve substantial, lasting impacts. This book is about empowering you to lead with conviction and inspire action through your narrative.

Mimi Kalinda states,

“Storytelling is the backbone of effective leadership. This book distills everything I’ve learned and witnessed about its power to not only convey a message but to stir hearts and move people to action. It’s crafted for leaders who want to leave a mark, who believe in the power of a well-told story to change the world.”

Storytelling is not just an art—it’s a pivotal strategy in business and leadership. Order your copy of ‘Echoes of Influence’ today here or on Amazon.

The post Echoes of Influence: Book by Mimi Kalinda, Unveiled appeared first on Tech | Business | Economy.

But how do businesses bolster their storytelling to cultivate customers? In this piece, we will explore the significance of storytelling in business and provide practical tips on how to leverage narratives to strengthen your brand.

1. Creating an Emotional Connection

Storytelling allows businesses to go beyond facts and figures and tap into the emotions of their target audience. By sharing authentic and relatable stories, companies can evoke feelings of empathy, joy, or inspiration, making their brand more memorable and engaging. Whether it’s showcasing the journey of your brand, highlighting customer success stories, or sharing impactful experiences, storytelling enables you to forge an emotional connection that goes beyond transactional relationships.

2. Building a Strong Brand Identity

A well-crafted story can differentiate your brand from competitors and help you carve out a unique identity in the market. Your brand story should reflect your values, mission, and vision, conveying what sets you apart. By communicating your brand’s story consistently across various touchpoints, such as your website, social media, and marketing materials, you can establish a distinct and recognizable identity that resonates with your target audience.

3. Engaging and Retaining Customers

Customers are more likely to engage with and remain loyal to brands that tell compelling stories. Storytelling provides an opportunity to showcase the value your products or services bring to customers’ lives. By sharing real-life examples and testimonials, you can demonstrate how your brand addresses pain points, solves problems, or fulfills desires. This not only attracts new customers but also fosters customer loyalty and advocacy, as people feel connected to your brand on a deeper level.

4. Simplifying Complex Ideas

In the business world, complex concepts or technical details can often be difficult for customers to grasp. Storytelling simplifies these ideas by presenting them in a narrative format that is easier to understand and remember. By using relatable characters, relaying anecdotes, or narrating a journey, you can break down complex information into digestible, engaging narratives that resonate with your audience. This helps in building trust and making your brand more accessible.

5. Inspiring Action

Effective storytelling has the power to inspire action and motivate customers to engage with your brand. Whether it’s urging them to make a purchase, sign up for a newsletter, or support a cause, a well-crafted story can tap into customers’ desires, values, and aspirations, compelling them to take the desired action. By aligning your brand narrative with a clear call-to-action, you can drive conversions, increase engagement, and achieve your business goals.

In conclusion, the power of storytelling in business cannot be underestimated. By leveraging narratives, you can create emotional connections, build a strong brand identity, engage customers, simplify complex ideas, and inspire action. 

Craft your brand story thoughtfully, ensuring it aligns with your values and resonates with your target audience. Embrace the art of storytelling, and unlock its potential to elevate your brand and forge meaningful connections with your customers.

The post Storytelling: How to Use Narrative to Build Your Brand and Connect with Customers appeared first on Tech | Business | Economy.

The media landscape is changing. More and more people are consuming their news on digital platforms, and the production of content is shifting from traditional news outlets to independent producers and bloggers. As a result, the way we tell stories about women within the Nigerian media landscape needs to change.

We want to see more stories about women being told from their own perspectives rather than through the lens of male characters who speak for them. We want creators who aren’t afraid to challenge their own preconceptions about what makes a good story; who aren’t afraid to explore more nuanced female topics and who aren’t afraid of going against convention and also creating a more balanced narrative when exploring the male and female relationships.

The traditional way of telling stories about women was often focused on their flaws and failures–the kind of stories that make us feel bad about ourselves or worse about our own lives. But now there are so many more positive stories out there! There are women who have overcome adversity, or who have made incredible sacrifices in order to achieve something great.

We’re not talking about just any woman, either. We mean the kind of women who make a difference in our world–the ones who are making waves and changing things for the better. The ones who are breaking stereotypes and making waves in their own ways.

In order to accomplish this, we need to change the way we think about telling stories about women. We need to look at them as leaders, not just as victims or heroines.

We know that there are plenty of stories out there about women who have been victimized by men and society at large–stories that focus on their victimization instead of their strength and resilience. But it’s time for us all to stop focusing on those stories and start looking at how these women have changed our world for the better through their actions!

Digital innovation should change the way we tell stories about women, and in return change the way we see ourselves.

We’ve always been told that women are strong and capable, but there’s something special about being able to see yourself in a piece of media and feel like it’s true–that it reflects your own values and experiences. I believe digital innovation should propel cultural shift that reflects in how we tell stories about women within the Nigerian media landscape

The world of technology is changing our lives in ways that are unimaginable. It has given us the opportunity to project our stories as females within our community and also at a global scale

The media landscape is undergoing a period of change. With the advent of digital media, it has become easier than ever for people to share their ideas, thoughts and feelings with others through social media platforms.

This means that there is a greater opportunity for African women to be represented in the media landscape than ever before. The current state of affairs in the media landscape has left many issues unresolved and others unaddressed. Some of these issues include: poor representation of women within the media space in driving female inclusion in politics, lack of diversity in content creation, lack of independent production companies tailored to telling more positive stories of women within the media landscape.

What then can we do to make sure that we have better representation of women within the media landscape?

1. Women must be visible in all areas of production, including content creation and reporting on issues affecting women. As well as more female reporters covering stories related to gender equality issues,
2. There should be more training for journalists so they can better understand how men and women are affected by these issues differently and how they can report on them accordingly.
3. There needs to be more diversity in the media landscape so that people who are not represented in the media can feel like they can also tell their stories through their own lens without feeling excluded or left out because they do not fit into a certain category or stereotype.”

4 Encourage female journalists to pursue stories that are typically told from a male perspective, and helping them reach out to other female journalists for help.

5 Adopt a more inclusive approach to reporting, including using more diverse sources and perspectives.

6 Create opportunities for women to foster their own voices through mentorship programs and workshops.

As we continue to project our values as Nigerian women, I hope to see a positive change in how we tell the story of an average Nigerian woman in the media space. We must begin to change the narrative of what it means to be a Nigerian woman, stop projecting our limited experiences of a few women as a representation of ALL women in Nigeria.

Happy International Women’s Day!

About Tofunmi

Tofunmi Akinseye serves as the CEO and Publisher of Savvy Media Africa. She has copywriting and communications experience from her years in the digital marketing department at MTN Nigeria. With her PR company only established about a year ago, Tofunmi has already started working with notable brands, including Filmhouse Cinemas where she led a successful campaign of the West African Premiere of Black Panther Panther. Since graduating from the University of Ibadan, Tofunmi has worked towards creating opportunities for young people to succeed in life. She has and continues to do this through the Savvy Media Edtech Initiative, which has trained over 500 youths, equipping them with skills needed to thrive in the digital age, and partnering with Google, Facebook, StartWebAfrica, amongst others. Her magazine has been graced by notable personalities such as Kunle Afolayan, Niniola, Seyi Shay, Yemi Alade, Patoranking, Annie Idibia, Mike Edwards,Maria Chike Benjamin, Broda Shaggi, Ms Dsf and more. Tofunmi’s unwavering belief is that every individual has potential that will manifest if well invested in.

The post #IWD23: Digital Innovation through Storytelling appeared first on Tech | Business | Economy.