UBA shatters ‘Blow up’ Myth, champions purpose over popularity online

The final 2025 edition of the United Bank for Africa (UBA) Business Series, themed “Content That Converts,” has debunked one of the most persistent myths in the digital space, the obsession with overnight success.

Rather than another feel-good conversation about going viral, the session served as a sharp reality check on what truly drives sustainable digital influence, business growth, and brand longevity.

Held under the banner of empowering Africa’s creative and entrepreneurial class, the event brought together some of the continent’s most respected digital voices, Aproko Doctor, Elozonam, Catherine Kamau, Enioluwa, and Nasboi, who dissected the illusion of “blowing up” and the dangers of chasing clout without purpose.

Content creator and comedian Nasboi summed it up bluntly: “Stop trying to blow. Start building to grow.”

He urged creators to invest in consistent, value-driven work rather than fleeting fame. Aproko Doctor echoed the sentiment, advising: “If you want short-term money, copy trends. But if you want to build for the long term, find a solution and solve it.”

The panelists championed the mantra of purpose over popularity, urging creators and entrepreneurs to prioritise impact, integrity, and long-term relevance. Actress and filmmaker Catherine Kamau encouraged attendees to wield their platforms for good, saying creators must “be a voice for the voiceless.”

Adding to the discussion, Elozonam reminded the audience of the importance of teamwork and mental well-being: “It’s okay to burn out. It’s okay to get help. You don’t have to do everything yourself.”