Enioluwa Adeoluwa is the very model of an influencer: nearly 3 million followers on social media, deals with cosmetics brands like MAC, and partnerships with leading labels — he is the first Nigerian to secure a brand partnership with Crocs footwear. His sassy videos showcase the latest fashion and beauty products with such ease that you’d think he’s been an influencer for a while. As recently as 2020, though, Adeoluwa worked as a growth analyst at a Nigerian fintech.
Dissatisfied with that life, he quit his job the same year, returned to school for a master’s degree, and started making videos. In November 2020, Adeoluwa went viral after he shared a video of himself wearing a durag and talking to the camera while putting on lip gloss. Rest of World asked the 23-year-old about life as a content creator in Nigeria, the challenges he has encountered, and what he hopes to do in the years to come.
What you love most about your work:
Being able to get international recognition and be respected all over without leaving my house. It shows that possibilities are endless.
The most surprising thing about your audience:
How forgiving and genuine they are. When people like or love you entirely for who you are, that’s just amazing. Most people have known me since I was 21 and still [in] university. It’s exciting that these people know me for who I am and have grown with me.
The most memorable moment as a creator:
When I got the email from Crocs, I was in tears.
Challenges you experience that your counterparts in the West don’t:
For other content creators in developed markets, you often hear them say their videos are sponsored by a brand. They could create 10 videos, and all of them will be “sponsored by” something. In Nigeria, you don’t get that. When you know your dreams are limited to what your finances can handle, then you’re not allowed to dream that big.
Also, Nigeria doesn’t even have 24 hours of electricity.
What you want to accomplish in the long term:
To hit an international market. I’m doing a ‘Brunch with Eni’ in various African countries. I just finished the Ghanaian edition, and it was fantastic. I also want to get to the point where I can help other people with my education fund and help young people who want to work in this industry.