Nigerians can turn absolutely anything into content. Sometimes it’s hilarious. Sometimes it’s community-building. Sometimes it’s uncomfortable.
The recent akara discourse is proof that Nigerians can collectively squeeze content out of anything. One moment, people were arguing about what Remi Tinubu had said. The next, content creators had entered the group chat. Everybody had an opinion. Everybody had a joke. Everybody had content.
So here’s the question: is our ability to turn everything into content a sign of creativity or a sign that we’ve collectively lost the plot?
Let’s discuss.
Why We Do This
Nigerians didn’t invent hardship, but we’ve perfected the art of laughing through it.
One thing about Nigerians? We will not let a trending topic rest.
Part of the answer is actually simple: We like participating.
Nigerians are natural storytellers. We have always processed life collectively, whether through humour, gist, satire, or endless debates. Social media merely expanded the audience. When something trends, people don’t just consume it, they contribute to it. And for creators especially, participation is almost expected.
The internet moves quickly. Trends have lifespans shorter than some relationships. Missing a moment can mean missing relevance, engagement, and, in some cases, actual income.
So when a topic catches fire, creators respond the way creators know how: by creating.
For many creators, making content around a trending topic isn’t necessarily about chasing clout. Sometimes it’s simply participating in a conversation everyone is already having.
After all, isn’t that what social media is for?
When thousands of people are discussing the same thing, creators naturally want to contribute their own perspective, humour, or analysis. And honestly, audiences encourage it. We reward fast takes, funny videos, and creative interpretations. The more entertaining the content, the more we share it.
Moreso, content creators are expected to be present, visible, and relevant. The internet moves fast, and trends have an expiration date. Miss the moment and you’ve probably missed the conversation. So when something captures public attention, many creators see it as part of their work to engage with it.
The same way a journalist writes about current events or a columnist weighs in on a public issue, creators often feel compelled to create around what’s already dominating people’s feeds.
From this perspective, they’re not doing anything unusual, they’re responding to demand.
But At What Point Does Participation Become Exploitation?
This is where opinions start to divide.
While many people understand why creators jump on trends, others argue that not every public moment deserves an audience strategy.
A harmless debate about akara prices becoming content is one thing, natural disasters, personal tragedies, or deeply painful experiences are another. The Lagos flooding sparked conversations about this exact thing.
Critics often argue that the rush to create can sometimes overshadow empathy. Before people have had time to process events, someone is already editing videos, crafting captions, and finding the most engaging angle.
So, Is The Criticism Fair?
The people who defend this culture argue that content creation is simply a reflection of how Nigerians engage with the world. We tell stories, we make jokes, we share opinions, and we participate in conversations.
The people who oppose it argue that we’ve become too quick to turn every public moment into material. That sometimes, the rush to create can overshadow the people actually experiencing the situation.
The truth likely sits somewhere between both positions.
Not every creator is exploiting a trend, and not every criticism of creators is unreasonable either.
What one person sees as participation, another person sees as opportunism. What one person sees as humour, another person sees as insensitivity. And maybe that’s why there’s no clear answer.
However, the Nigerian habit of making content out of everything isn’t going away anytime soon. If anything, it’s becoming more common as more people build careers online.
The same creativity that produces hilarious skits and memorable internet moments can also drive awareness campaigns, fundraisers, and important conversations. But then again, creativity doesn’t automatically answer questions about boundaries. And perhaps that’s why this discussion keeps resurfacing.
The real question is whether there are some moments that deserve more observation than performance. What’s your take? We’d like to hear in the comment section.
