At a time when social media often blurs reality, content creators are being urged to never lose sight of their family ties.

Kenyan actress and media entrepreneur Catherine Kamau told participants at the UBA Business Series in Lagos that family remains the grounding force behind success, cautioning that social media fame can create illusions of support that vanish when challenges arise.

The UBA Business Series, themed “Content that Converts: Building Influence and Driving Growth Through Strategic Marketing,” brought together digital entrepreneurs, influencers, and industry experts at the Tony Elumelu Amphitheatre, UBA Head Office, Marina, Lagos. The event provided a platform for creators to share insights on building authentic online communities, engaging audiences, and creating long-lasting content.

Kamau, speaking on the personal impact of fame, emphasised that while recognition and social media validation can feel rewarding, true support comes from family and close-knit communities. She warned, “Social media is an illusion. You may assume online fans are your real family until bad things happen. Remember the real people in your life— those who will have your back when challenges arise.”

Correspondingly, Digital Creator Nasiru Lawal (Nasboi) advised younger creators to focus on personal growth rather than chasing immediate fame: “As a creator, the moment you become famous, you move at others’ pace. Prioritise your growth, and recognition and financial rewards will follow.”

Digital Health Educator Chinonso Egemba (Aproko Doctor) added that structure is key to longevity in content creation, emphasizing that treating content creation as a business protects creators from burnout and ensures lasting impact. Actor and digital creator Elozonam Ogbolu highlighted the importance of proper storytelling to foster meaningful connections with audiences and brands.

UBA’s Group Head, Digital Banking, Kayode Olubiyi, and Group Head of Marketing and Corporate Communications, Alero Ladipo, reiterated the bank’s commitment to empowering African entrepreneurs through knowledge-sharing platforms like the Business Series. Dr. Lampe Omoyele, MD/CEO of Nitro 121, underscored that impactful content must focus on value, purpose, and authenticity, not just aesthetics or trends.

The series came with an advice for content creators navigating the digital landscape, and the advice was clear— never lose sight of the people who truly matter.