By Musa Bakare
The rise of political content creators in Nigeria as the 2027 presidential election approaches exemplifies a significant shift in how political communication is conducted today.
With the advent of social media platforms, the landscape of political discourse has transformed dramatically. Political content creators ranging from influencers to aggrieved politicians are now taking the front stage, influencing public opinion, and shaping political narratives in ways that traditional media cannot.
Political communication was once the exclusive domain of campaign spokespeople, press briefings, and well funded media houses. Today, it is being reshaped by Instagram influencers, X (formerly Twitter) threads, TikTok skits, and YouTube breakdowns.
These content creators are not just observers of politics they are active participants, attempting to shape public narratives, elevate (or cancel) candidates, and, in some cases, becoming mouthpieces for political interests.
Some do it for influence, some vendetta and others for income. A few genuinely believe in the causes they promote. political content creation is not just a side hustle it is a powerful force in Nigeria’s electoral process.
There are those who have turned political commentary into an art form. Interestingly, some former presidential candidates and former governors who feel sidelined in the current political arrangement have now rebranded as political content creators.
Their sharp and bold commentaries, laced sometimes with exaggeration have kept the political class in check or at least in the public eye.
Others have taken a darker route monetizing misinformation, stoking ethnic or religious division, and discreetly pushing the agenda of their sponsors. Sadly, many of their audiences can’t tell the difference between fact, fiction, and strategy.
Meanwhile, the rest of us ordinary citizens hoping for better governance are caught in the middle. We are trying to understand real issues while wading through a flood of political motives and lies, vendetta driven outrage, and trending empty noises.
Emotional content often replaces empirical facts. In the noise, critical debates on education, infrastructure, security, and the economy are sidelined.
The danger here is subtle but serious. Gullible political content creators import indecency and uncultured mannerisms into their content creation to talk and behave to the President of Nigeria and Commander in Chief and leaders of Nigerians without respect for the office, like they are above the law of the land.
Content creators, politics or no politics should be reminded that Nigeria is a country governed by law and not men
When politics becomes uncontrollable, governance becomes mere performance. When truth is filtered through deliberate lies and rudeness, accountability suffers. And when those we look to for political insight are guided not by principle but by marnerless vindictiveness and selfish vituperations, democracy becomes just another indescent content strategy.
As 2027 approaches, Nigerians must begin asking hard questions not only of the politicians, but also of those who shape how we perceive them. What values guide our political content creators? Who funds their platforms and what boundaries must never be crossed.
Nigeria need engaged citizens, not just gullibly entertained followers. We need content creators who are sincere, bold, and responsible. We need a discerning population that doesn’t just consume political content, but questions and interrogates it.
The 2027 election will be decided not only at the ballot box, but also in the battle for attention. Let’s ensure we’re paying attention to the right things and to people playing to the gallery playing holier than thou rousers.
– Musa Asiru Bakare is a member of the Tinubu Support Group (TSG). He writes from Lokoja, Kogi State capital.
