Food Driving the Next Wave of Content Creators
“Detty December is coming—an opportunity to trend food content because tourists will surely need to know where and what to eat.” After Hilda Baci’s landmark achievement with jollof rice in October 2025, many expect food influencers to become prominent players in Nigeria’s creator economy.
MAGGI’s Role in the Food Creator Economy
MAGGI, Nestlé’s culinary brand, recently hosted the second edition of its creators’ conference, “The MAGGIVerse 2.0,” held from November 1–2 at the Landmark Event Centre in Lagos. This event united food influencers, digital storytellers, and creative entrepreneurs from across Africa.
- Speakers included notable names such as Sisi Yemmie, Noble Igwe, and Gina Ehikodi-Ojo.
- They shared expertise on storytelling, creativity, and building influence through food content.
- The brand announced 12 new MAGGI Food Ambassadors, recognizing authentic storytellers with strong online followings, including Sisi Yemmie, Ify’s Kitchen, Geenafoodiesandspice, Dr. Jamila Lawal, and Brian Nwana.
Growth and Value of Nigeria’s Creator Economy
According to the Nigerian Creator Economy Report 2025, the country’s creator economy is valued at over $31.2 million. The report highlights Africa’s broader digital creator economy, which was valued at $3.08 billion in 2023 and is projected to reach $17.84 billion by 2030, growing annually by 28.5%.
Former Nestlé Marketing Director and current CEO of Entod Marketing Ltd, Mrs. (name not fully provided), emphasized the significant opportunity in this sector.
Summary
Food content is rapidly emerging as a powerful driver in Africa’s creator economy, with brands like MAGGI empowering authentic food influencers to shape the industry’s future.