Why You Shouldn’t Become an Influencer: A reality check before you quit your day job.

Hello and welcome to the podcast. Today I just want to give some random thoughts about content creation as a business model. Now, the reason why I'm looking at that today, Oh, by the way, apologies. I'm making today's recording in a parking lot. I have a meeting that I came way early for, so I figured I just chill in the car, make a recording, you know, before I go upstairs anyway, So I was listening to the Honest Bunch podcast last night.

It's one of these. It's definitely within the top three, maybe top five Nigerian podcast. In case you haven't heard of it, it it's a just podcast. It's not a business podcast now. I started listening to it back when Nidhu Wasobi I was on it because you know, those of you who listen to the podcast, you know that I used to be based in Lagos for a while. So that's when I knew of Nidu was Obia. And so of course, you know, as the guy, don't they grew as the guy, don't they progress.

You know, those of us who knew him from from small, not like I know him, you understand, but you know, when he started his career. So because of that, you know, my has always been wherever the guy is because I think I think he's he's doing great things anyway, so he used to be on his podcast with some other some other guys, four other people and any later on he left the podcast. So he's not there anymore. Just in case you go and check on his bunch podcast and you see that Nidua Zubia is no longer there.

So I think now is Daddy Freeze. I think, I think he used to be with maybe like cool FM or something, but it's all the same radio family because I hear that cool FM, Wazobia FM, Nigeria info and you know, all that heard it's all owned by the the same guy, the same group, by the way. I think that that's a brilliant business strategy, by the way, because this guy came into here's a Lebanese dude, not even the Nigerian that he came into the radio space, you know, back when Niger was opening up was liberalizing, you know, after the military, after the military era.

And so this guy started with cool FM and cool FM pops, you know, but cool FM was kind of cool with like the middle class kids, you know, that kind of thing. So eventually they're like, I know that they need to open the route. They need to appeal to the less affluent sides of the market. And then what? That's when was Obia FM now came on the scene and then, but cool FM was a, was a, how I put it was like music and entertainment.

And so they figured, you know, there's other segments of the market that they can capture. And so Nigeria info now came up sort of like a, a business and political kind of station. So you see, as you know, just one guy, you know, and he's able to use 3-4 radio stations to cover different segments of the market. And that's one of the reasons why the you know, the the radio stations in that family, you know, cool FM Nigeria for Wasobia, blah, blah, blah.

You know, that's why that's a valuable real estate because one guy, they control different segments of the market. So whenever you're about to come into business, you know, strategy, strategy, you know, bit they think they think the reason reason things. Well, so that was a good one. Anyway, where was I? So I was watching the Honest Bunch podcast last night and they interviewed 2 big streamers in Niger, or rather one big streamer and his sidekick.

I'll be his business partner. I'll be how we will call them. And if you watch the episode you you know what I mean. So they interviewed them, Carter, Iffy and then Kolu last night. And OK well they didn't interview them last night but last night was when I saw the episode. I started listening to it on the podcast and man, those guys sounded, how will I say it? Hi, not Qatar FA, the guy is high octane, too much energy,

too much juice, you understand? Guy sounds like a madman. And then Kolu, you can't barely understand what Kolu is saying because I normally listen to my podcast at 2 1/2 speed. So I had to slow it down and I said no, let me go and see the YouTube video. Anyway, apart from that, the reason why I called my fancy is because first of all, I didn't know that live streaming is a thing in Nigeria. So I know that Nigerian influencers make a living from creating skits and content on Instagram, on TikTok and you know all those mediums.

But I didn't know that Nigerians are now taking to Twitch. Twitch is a live streaming video, video platform. I always thought it was an oibo kind of thing, especially Americans. I didn't know that Niger, you know, Nigeria has done the donate Twitch, not a live stream. So that's why most interesting for me because I get these kinds of questions all the time. People want to get into business and they say they want to be an influencer.

And by the way, I've said it before and just in case some of you did not hear it, let me say it again. I really do not think it is a good idea to say I want to come into business and then you know that the influence I am go where you want pursue because it's hard. And for those of you who do not understand that The thing is hard, go and learn to the honest bunch podcast, the one where they interviewed Carter. If A and Kolu Carter is Carter and then of course, if a the normal FAEFE and then Kolu KOLUI.

Don't know what that guy's real name is, but man, those guys are hooked up as if they're on drugs. Always high, always, but go and watch it because Carter FA spoke about the value of showing up and staying in the game, about how sometimes the girl be depressed because, you know, he's just making content. He's making content, spending money on content. He says sometimes 700K on one shoot, you know, but The thing is, he doesn't want the the views to go down, doesn't want the views to go down.

Because I see this reason why I say it's a hard game. This will influence, I think or not. You're trying to garner an audience. The audience is the valuable asset and it is when you garner the audience and you retain the audience that then you're going to be able to sell sponsorships, sell endorsements, sell advertisements and things like that. And it's a hard game. The guy was talking about how sometimes even they depressed,

you know, just sitting down in this house, money is going out, money is going out, money is going out, money is not coming in because in the build audience. But luckily the guy had some, some some foresight because he was watching the industry. And by the way, whenever you're in an industry, you know, you know, keep your head up, you know, keep looking around, try and see what's going on. So he was looking at the industry and he kind of figured out that he kind of figured out that live streaming, sorry, skit making, because he started off making skits on Instagram.

He figured out that skit making was going to plateau. He decided to try out this new technology, which is live streaming. And he mentioned that trying to switch was hard because this guy was coming from a level where he used to put out content on Instagram. And the guy will get hundreds of thousands of views average. Then some of his stuff will get, you know, millions. I think they even spoke of something like they did get like 10 million views or something.

So the guy was really used to being somebody and used to having a certain threshold of visibility. But then he said that for his first live stream, what did he say? Is it 0 AB is a four or something like that? And then from 4, you know, small, small, small, you know, 94 from 94125 S. See the reason why I want people to listen to this podcast episode. Those of you who you know, you reach out to me, say you won't be influencer.

Go and listen to the episode with Qatar FA and Kolu on the Honest Bunch podcast, right? Because you know, when I say sometimes anyway, when I say these kinds of things, I think some of you think, you know, I lack the credibility to say these sorts of things because you know, I know, be influenced. I'm not in the circle. So it will help if you go and listen to somebody who's talking about this thing from the inside. So the guy in their own platform where they get steady hundreds of thousands of views on average.

Then once in a while something pop off and we'll get like 10 million views. So the guy gave visibility confirm if one of the interviewers said that when the guy stopped making skits and then he started live streaming the guy that was interviewing him, the guy said he was confused. He said like if a catalog waiting the apple now you don't they drop off. He saw that the future was streaming was willing to take a bet. I know sometimes when you take a bet, you know it's 1 of this is you know, bet you can win, bet you can lose.

Because when I tell people that me creating this podcast was a bet, some of you don't appreciate that. How will I put it? New technology seems to be coming along because it's like this podcast. I've been on this podcast now for close to seven years now. Podcast is not exactly new technology per SE, but Nigeria is not really a podcasting nation. So when I started this thing, even now, Nigerians will really listen to podcasts, not to talk of when I started my own podcast about 6 1/2 years ago.

Anyway, sorry I lost my train of thought. OK, Now the point I was trying to make was that Carter, he was coming from this place where every day if you drop something, 500,000 views, 800,000 views, 900,000 views, 200,000 views, once in a while 10 million views, 20 million views. And then he started off on a platform and then on day 10, then from there 4, then from there 94. Then after that, I think he said 1:20 and then something, you know, he, he just chatted, gave his progress.

There are a lot of people that give up. You say you want to be influencer and then you start on Day 1, you get 0 views and then you fix and after one month you quit. Like what were you expecting? Some of you want to be influencers, but people are not coming at this, this, this thing from a realistic angle. Like what are you expecting? I'm not making this stuff up. I mean, there's a lady who wanted to be a feminist influencer, OK, I already made that podcast, that episode.

I've been in touch with her, so I don't know how well she's doing. But you know, people, they reach out, you know, they won't be influencer. Go and listen to the Honest Bunch podcast, the episode with Kata FA and Kulu. Now, I'm not saying that I endorse those boys because and by the way, for those of you who have kids, please don't listen to the episode with your children around because Kata FA and Kulu, you know, they spoke about some mature content, if you understand what I'm saying.

You know, sexual relations, what else? Sexual relations, some criminal behavior here and there, you know, that kind of thing. And then plus, those boys are amped, seriously amped. They say that they don't take drugs, but man, those boys are. I don't know, I don't know. And then they came. They don't take drugs. But sure, it's not something you watch in front of the kids because they talk about some things that kids should not hear.

And then plus, for those of us who have boys, you do not want your boys to see those, those, those kind of guys, those obviously boys. If your children grow up to be like that, I don't know it will be anyway. I'm not making any, any comment on them. Sure. But look, I respect the work, we work ethic and I respect the hustle. There's a lot that is involved. There's a lot that is involved. Those of you who want to be influenced, there's a lot that is involved level of creativity that you need on a daily basis to be maintaining our audience.

There's a lot that is involved. You got to have staying power or else you will not make it. That is one thing that he said that impressed me. And quite frankly, it's also something I was counting on. And now I'm beginning to see some growth from the podcast. Now I have about 4300 and something subscribers, you know, by just the value of staying there. So I believe that, yes, Nigeria is not a podcasting nation, but I took a gamble, OK, Nigerians will start listening to podcast soon.

And I knew that at the end of the day, I don't even have to be the best. All I have to do is to be the most consistent because other people will drop off. They'll be lazy. So it was impressive to see another Nigerian who was taking a similar bet. So sorry, Carter, if you know, for him too, he knew he doesn't have to be the best. All he has to do is hang in there. Other people will drop off as other people, they drop off the opportunity, you know, for him and the ecosystem he's trying to set off, you know, will increase.

Staying power is involved. Those of you don't want to be influencers, don't come and drop one video a week. And then you say, oh, I'm tired, Tired of what? I admire the guy because to be honest, I don't know if I can start a live stream. The live stream is going one hour, 2 hour, nobody don't show. But still, I will just stay there because oh, maybe one person will come behind us. That's guts. Honestly speaking, if I say I

want to try live streaming, I had a live stream two hours nobody don't show. I will shut down the live stream and leave now, but the guy continue anyway. Unfortunately if you listen to that particular episode, that's one with Qatar, iffy and Kulu. You know, when you get a very concise strategy about how to build your business as an influencer because like I say, those boys, they're very amped, very up top. So you know, plenty of shouting and you know, stuff like that.

So you're listening to the episode, you know, you guys listen to the episode with a very cool mind, if you understand what I'm saying. So even though then they shout, then they shout, you know, you just listen with a cool mind and you try and be pulling out business insights from the stuff that they're saying because was not a very focused business conversation. But for those of you who want to make it an influencer industry,

especially the influencer influencer industry in Nigeria, I think listening to the Honest Bunch podcast, one that had Qatar FA and Kolu on it, I think it's it's, it's, it's a nice sneak peek into what is into what is required. Yeah, it's a nice sneak peek into what is required, although I will beg you that for those of you who want to be in the influencer space because they always seem to court controversy and drama and beef.

And unfortunately with Qatar, FA and Pella and a couple of them, you know, those allegations of violence, you know, guys, you know, smashing each other's cars and stuff like that. So I don't know if, you know, if it's a feature of the game, like, you know, we won't be influenced and therefore we guys be outrageous. You know, we have to show ourselves, you know, So be good. A trend will be in the news. You know, that kind of thing,

free publicity. But if you must be an influencer or my, I'm just honestly begging you, stay away from that aspect of the industry because it helps your notoriety. But honestly speaking, I'm sorry, forgive me. Honestly speaking, this is the way I look at it. No money with a final. It's just money, just money, that's all. So to now put yourself in a situation where like you recruit your Benz, you'd enjoy yourself with the flex.

Now all of a sudden boys from nowhere, would they, you know, break your windscreen, deflate your tires, you know, something something the guys from the other camp, another influencer camp and then stuff like that. Like easy now money will be fine. It's just money. It's just money. So even if you want to enter this influencer thing, I big like take it easy, take it easy, take it easy. You never know from bossing windscreen, you know, you come outside, you know who are you?

I mean next in the boss, your head on top. What because you want to be influencer Anyway, listen to the honest bunch or watch it on YouTube. The Honest Bunch podcast, the one where they, the one that they interviewed at Carter FA and Kolu. No, what's involved in this whole business of being an influencer? And then watch it so that you can learn that you need staying power. You need consistently consistency. You know, the guy was showing up every day, whether audience day or audience no day, The guy, you know, was hanging in there.

They're able to monetize opportunities, you know, small, small, small. Learn when and how to make strategic bets. Like for him, you know, he seems to be popping off. He was popping off on Instagram, you know, regularly getting videos, 10 million views, 20 million views, you know, that kind of thing. But looking at the industry retreating, taking a step back to say, look, this thing, you know, the team don't plateau on to live streaming anyway.

Just just just go and watch. Just go and watch the broadcast on YouTube or listen to the broadcast on whoever it is that you subscribe or please. For those of you who reach out who want to be influencers because you know, I've gotten OK, there's the feminist lady who wants to be an influencer, then OK, fashion influencers. They then who again, there's somebody who reached out who wants to be an influencer, but he doesn't know she doesn't know what kind of influencer she wants to be.

In fact, now is even the worst. You want to be an influencer, You don't, you don't, you don't even have an idea of what kind of influencing you want to do. Sure. Don't watch that episode. Katya and Kulu listen to it because honestly speaking, you know, content creating content looks like fun and it sounds like fun. You guys hear me over here and you think I'm having a blast. So it sounds like it's fun, but you guys forget that it's a business, realize that it's a business.

The successful ones know that it's a business. So the same thing with Katya and Kulu. When they're doing outrageous things on live stream, they know it is a business. Hanging in there every day so that the views do not drop because they know there's a business. Engaging with the audience, cultivating the audience, making sure the audience grows because they know it is a business. Because if the audience know the endorsements will not be there,

gifts will not be there, advertisements would not be there. They know what they call them for shows. They know it is a business. Don't just look at, you know, some people are beginning to get a profile and say, oh, this looks cool. No, it is a business. Realize it is a business. It's not just that, oh, you're getting the creative age. It is a business, please. And then no, no, please know this one that staying power is a prerequisite.

If you insist, you must be influencer. It's not the kind of thing that you drop one video today, drop one video next week. No, no, no, no, no, no, no. Stay in power here is a prerequisite. Prerequisite means a necessary condition. Necessary condition means if you don't meet this thing, you never even start. If you don't believe me, if you're not listening to me, go and listen to Qatar, Hefe and Kolu. Go and listen to the people who are building the kind of life that you want to live.

They hear from them. What is involved then about from Kata IFFI talking about depression and stuff like that. This is something that I hear in entrepreneurship in general, but especially, you know, among the creator class. You know, apparently there's some mental health issues that are involved. Like I understand waking up, creating content every day, chasing attention and validation every day, then all this unnecessary beef up and down,

you know, so I can understand if there might be some particular mental health challenges. So I've had enough of these people talk about the mental health challenges. So I guess if you want to play in this space, in the influencer space, I, I would also recommend you know, you take your spiritual life very seriously, get in touch with God and then. Also make sure that you know one or two mental health professionals on speed down, you know, people that you can go and see when the atmosphere is up somewhere, somewhere you can go and see.

That will bring the temperature down and help you focus. You understand. So I still don't think, and it is my honest recommendation for anybody who reaches out to me, I still don't think you should bother with this only influence, I think because man, The thing is hard. There is a waste to make money. But anyway, you don't care about my advice. No problem. You can still connect with me. Call me, send me a text message or WhatsApp message on 08064662140.

Yeah, I'm willing to help answer questions for free. But if you want me to walk with you step by step so that we can help you, this your influencer career, you know, evolve. You know, as you, they go, as you, they grow. And no problem, we'll have to book a consulting session, whether hourly or weekly or daily or quarterly or whatever. But I'm going to answer one question for free. But let me be honest that before you even call me 08064662140,

I'll just be honest with you. Before you really call me, the first thing I'll do is to try and dissuade you that look instead of this influencer thing, what other skills, what other avenues, whatever you know, whatever, what other things do you have going on that we can make some money there? So I'll be honest with you, the first thing I'll do is try and dissuade you. But you want to be along for the ride. You don't want to do it?

Sure, no problem. Answer a few questions. So for those of you who want to be influencers, you want to listen to the Honest Bunch podcast, Kata FA and Kulu, that interview in particular. After that, after that, look for other influencer interviews. Sorry about that. Just recovering from a code. So go and look for other influencer interviews on the podcast as well. They'll give you a realistic idea about what it is that is involved in the influencer game.

Now, for those of you who are regular listeners of the podcast, sorry today that you know, I spoke about a topic that is not necessarily related to sales or business development. It's just that I saw this interview, a bunch of you are reaching out to me saying that you want to make a living being an influencer. And I just thought that this would be a helpful resource for those of you in that headspace to listen to. And then plus, you know that as a Nigerian podcaster, whenever I

find a podcast that I think is cool, I come over here and I share for you guys. Usually I've only been talking about the business podcast, like the Afropolitan podcast, the NESG, that's the Nigerian Economic Summit Group podcast. Let's see, what else. The Money Show that is from the CFA Society Nigeria, that is the Chartered Financial Analysts Society Nigeria chapter, they have the Money show. Then let's see what else.

So normally those are the kind of podcasts that I recommend over here, but these just podcasts, they're not bad. And the Honest Bunch, yeah, I'd say it's definitely one of those podcasts you should listen to. So that's it, that's all for today. I'll catch you all some other time. Remember, if you'd love to connect, you can call me, send me a text message or I want that message on 08064662140. I'll catch you all some other time.