Advice To Contents Producers: The “Blow Up” Myth Is Dead. Here’s What Actually Works
Forget everything you think you know about digital influence and online clout. The final 2025 United Bank for Africa (UBA) Business Series, “Content That Converts,” wasn’t the typical surface-level chat. It was a masterclass in the real work behind content that makes brands grow, make a profit and have global standing.
Let’s be real. The digital space feels like a giant, noisy party where everyone is screaming for attention. You’re told to go viral, chase trends, and “blow up” overnight. But what happens after the hype dies down?
We went beyond the filters and into the fire with industry titans like Aproko Doctor, Elozonam, Catherine Kamau, Enioluwa and Nasboi. They pulled the curtain off the “blow” pandemic, and Nasboi gave a key takeaway to be “Stop trying to ‘blow.” Start building to ‘grow.’ Aproko Doctor also advised the event attendees saying, “If you want short-term money, copy trends. But if you want to build for the long term, find a solution and solve it”. They gave insights into the need for longevity when creating for business.
The panel dismantled the overnight success myth to champion a powerful narrative, “purpose over popularity”. This translates to building a legacy by solving a real problem while wielding influence with integrity, as Catherine Kamau stated, to be “a voice for the voiceless.” Emphasising the need for delegation, Elozonam stated, “It’s okay to burn out. It’s okay to get help. You need to understand that you don’t have to do everything yourself.”
UBA has shifted the conversation from trends to lasting impact, proving that whether you’re in a corporate, creative or entrepreneurial shade, the blueprint for success is still relentless discipline, strategy, and authentic value.
