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Content Creators Should Take Advantage Of YouTube- Teju Ajani

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Teju Ajani, Head of Content Partnership, YouTube Sub-Saharan Africa.
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By chukwuemeka fred agbata

YouTube, the world’s largest video sharing platform, finished by three former PayPal employees, Chad Hurley, Steve Chen Jawed Karim, in 2005.

YouTube was, however, bought over by Google in November 2016 and since then, the platform has experienced unprecedented growth, such that, Alexa.com, listed it as one of the top 3 sites, for a number of years.

YouTube has given content creators and producers an opportunity to earn from their work and it is encouraging more Nigerians to actually create local content.

I recently caught up with Teju Ajani, Head of Content Partnership, YouTube Sub-Saharan Africa, and our discussion centered on how Nigerians can take advantage of the YouTube platform.

Teju stated that, YouTube’s strategy for Africa is growth. ” The focus is to grow as many creators on the platform as possible and to make sure that they can take advantage of all the opportunities that we have available to content creators on the platform”, she explained.

Comparing the performance of Nigeria with that of South Africa on the YouTube platform, Teju is of the view that, both Nigeria and South Africa are doing extremely well.

She, however, thinks that the data challenge is a little bit more in Nigeria and YouTube was starting from a lower base, even, as the percentage growth is amazing, year after year, at the rate of about 120% year after year. This growth, she stated, is in terms of creator content and in terms of watch time. “Not to say that South Africa is not growing, by the way. South Africa is an extremely strong market for YouTube in Sub-Saharan Africa”, she explained.

Teju stated that the categories of content watched on YouTube vary and the preponderance on what category is watched at a particular time changes from entertainment to Music, News, Fashion, Lifestyle, sports, etc. “Sports is very interesting because, we do have sports as a strong category in Nigeria. We consume a lot of foreign sports”, she stated.

On how to promote the other aspects, such as health and education on YouTube, she stated that, online video is that, it used to fluctuate because it is not like the traditional media. “The messaging that people are trying to get out in video, has to be in a way that can relate and connect to them”, she noted.

“If that content is not engaging me in the first 5 seconds, 10 seconds, I move on, so, you have to make sure that the content is not only engaging, but relevant to me”, she explained.

Teju stated that, for any piece of content that is getting created, the content creator has to make sure that it is engaging and it carries a message. She stated that other things that should be at the back of the mind of video content creators include what will make those watching their content talk about it, like it, share it and as well as make them come back to them for more.

Referring to serious topics, such as health and education, Teju explained that these can be broken down into smaller consumable bits that people can comment with, that will make a big difference, no matter what the topic is. She gave examples of some engaging and interesting videos that were created by Africans that has been shared with her.

Teju stated that engaging videos in animation are not yet widespread in Africa, but it is obviously growing as a segment. She explained that, serious issues can be handled with animation, apart from using animation for cartoons for kids.

On her top tips for new content creators, Teju stated that her number one tip for new content creators, is to go online to the YouTube Creator Academy and go through the lessons and learn from there.

She stated that this is necessary because, there, you have all the tips and tricks that that other people have leveraged to succeed on YouTube.

Teju also explained that video contents on YouTube are owned by the content creators, who can upload content or remove their content anytime they want and it is free for everyone to do whatever they want to do.

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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NUJ Accuses NBC of Attempting to Gag Media, Demands Dialogue

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Nigeria Union of Journalists (NUJ) has criticised the National Broadcasting Commission (NBC) over a recent directive to broadcast stations, describing it as a threat to free speech and press freedom.

NUJ Accuses NBC of Attempting to Gag Media, Demands Dialogue

In a press release signed by Achike Chude, national secretary, the union said it viewed the NBC’s notice released on 17th April with “grave concern and utter disappointment.”

It said the directive, which warned broadcasters to ensure “strict and uncompromised compliance,” was “nothing short of a veiled attempt to gag the media and institutionalise censorship.”

The union argued that the NBC’s warning against anchors expressing “personal opinions” interferes with newsroom decisions.

“Journalism, particularly in the realm of current affairs and political analysis, requires robust engagement,” the NUJ said.

It added, “To strip presenters of their right to analyze and contextualise news is to reduce the Nigerian media to a mere mouthpiece.”

The NUJ also faulted what it called vague rules and harsh penalties.

It said classifying such actions as offenses punishable by fines or suspension creates “a chilling effect.”

According to the statement, “This regime of fear encourages self-censorship, where journalists are too afraid to ask tough questions.”

Citing Section 39 of the 1999 Constitution, the union stressed that freedom of expression includes “the freedom to hold opinions and to receive and impart ideas and information without interference.”

It added, “The NBC Code cannot and must not be used to override the supreme law of the land.”

The NUJ called for dialogue instead of threats and urged journalists to remain “resolute, professional, and fearless.”

It said, “The media is the watchdog of society, not the lapdog of the government.”

 


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Fela Makes History as First African to be Inducted into Rock and Roll Hall of Fame

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Fela Anikulapo-Kuti, simply known as Fela, legendary Nigerian musician, has made history as the first African artist to be inducted into the Rock & Roll Hall of Fame.

Fela Makes History as First African to be Inducted into Rock and Roll Hall of Fame

Fela

This is coming after he was  posthumously honored with the 2026 Grammy Lifetime Achievement Award, becoming the first African artist to receive this prestigious special merit recognition.

Fela will be honoured in the early influence category this year, along with Queen Latifah, rapper MC Lyte, country rocker Gram Parsons, and Cuban singer Celia Cruz at this year’s Rock and Roll Hall of Fame event.

The honorees were revealed on Monday night in the US, during an airing of American Idol.

Sade Adu, Nigerian-born British singer, will be honoured in the performance category.

However, Shakira, Mariah Carey, Lauryn Hill, New Edition, and Pink, missed out on the final cut despite being nominated.

Over 1,200 artists, historians and music industry professionals voted to decide the honorees.

The induction ceremony will be held on 14 November at the Peacock Theatre in Los Angeles.

 

 

 


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FG to Gift Nigerians over 100 Free TV Channels from May 15

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National Broadcasting Commission (NBC) is set to launch so-called  FreeTV, with over 100 channels for news, sports, education, entertainment and children’s programming in multiple Nigerian languages.

FG to Gift Nigerians over 100 Free TV Channels from May 15

The launch is scheduled for  May 15.

Charles Ebuebu, director-general, NBC, who disclosed this, said the new platform will offer free-to-air access with no carriage fees, leveraging hybrid satellite and internet delivery via NigComSat-1R.

The new plan is not an upgrade, the NBC stressed. This is a rebuild, according to Ebuebu .

FreeTV will be true free-to-air – no encryption, no set-top box barrier.

Any DVB-T2/S2 television will work. A mobile app will extend reach to phones and tablets.

The platform will launch with over 100 national, regional and state channels across sports, news, children’s programming, education, entertainment and cultural content in Hausa, Yoruba, Igbo, Tiv, Ijaw, Edo, Fulfulde, Ibibio, Efik and Nupe – all in HD.

Crucially, the NBC has partnered with a Bulgarian firm, GARB (operating since 2006 and recognised by the European Broadcast Union), to deliver a 94 per cent-accurate audience measurement system using return-path data, app analytics, demographic panels, and Artificial Intelligence (AI).

To qualify broadcasters, must commit their channels, produce a minimum of 60 per cent local content, and promote FreeTV until January 2029.

After that, a regulated tiered rate card takes effect.

According to NBC, the strategic rationale is simple: build viewers first, monetise later.

The document further revealed that six regional production hubs in Lagos, Abuja, Port Harcourt, Enugu, Kano and Benin would function as local content factories, expected to generate 500 to 1,000 jobs per zone within two years.

 


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