Nigerian SMEs Need More Than Capital As Media Firm Pushes Storytelling, Verified Content

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Many Nigerian businesses need visibility as much as they need funding, according to Osayuwamen Saleh, founder and group managing director of Parallax Media Group (PMG), who says strategic storytelling can help small enterprises attract customers, build trust and grow revenue.

Speaking during a media parley and facility tour of PMG Lagos HQ, facilitated by Mr Eki Adzufeh, the executive secretary, Media Independent Practitioner Association of Nigeria (MIPAN) in Lagos, Saleh said many entrepreneurs struggle not because their products lack quality, but because potential customers are unaware they exist.

“We created specific shows to address media exposure for businesses,” Saleh said. “Storytelling is powerful. If we tell a business story properly, people will want to buy more.”

She said PMG’s platform focuses on supporting young entrepreneurs and businesses through content production, media consulting and visibility opportunities designed to expand market reach.

Creative Economy Driving New Growth Opportunities

The company’s push comes as investors and policymakers increasingly focus on the economic potential of Nigeria’s creative industry.

According to industry estimates cited by the International Finance Corporation (IFC), the global creative economy generates approximately $2 trillion annually and supports about 50 million jobs worldwide. The creator economy alone is valued at roughly $250 billion and is projected to grow to $480 billion by 2027.

In Africa, the sector is expected to expand from about $3.8 billion today to $18 billion by 2030, highlighting significant growth opportunities for media, technology and content-driven businesses.

Analysts attribute much of this growth to intellectual property (IP) ownership, digital monetisation, streaming platforms, licensing revenues and direct-to-consumer business models.

Nigeria’s creative ecosystem already contributes more than 12 percent of national GDP, according to BusinessDay data, making it one of the country’s most important non-oil sectors.

“People often see media only as entertainment,” Saleh said. “But what we are building is an economic ecosystem. Every creator, producer, editor, presenter, cinematographer and storyteller contributes to wealth creation and job creation.”

Emmanuel, a media buyer at Cross Academy, who attended the event, said strategic media partnerships can play a critical role in expanding the reach of businesses and organisations.

“One of the things that stood out to me was learning more about Parallax Media Group’s role as a media partner and the importance of strategic partnerships in expanding reach and impact,” he said. “What I have taken away from this engagement is the importance of collaboration and using media platforms to connect with as many people as possible.”

According to him, stronger collaboration between media organisations, educational institutions and businesses can help create wider opportunities and improve visibility for entrepreneurs seeking to grow their brands.

Building Trust Through Verified Content

Beyond helping businesses improve visibility, Saleh said PMG has adopted a deliberate approach to content verification at a time when misinformation continues to spread rapidly across digital platforms.

Rather than prioritising speed, the company focuses on verification, context and analysis before publishing content.

“We take time to verify information and provide context,” she said. “Our goal is not just to report events but to help audiences understand what they mean.”

Saleh said PMG also collaborates with established media organisations to strengthen content credibility and improve verification standards.

Industry observers note that consumer trust is becoming increasingly valuable for businesses as misinformation, fake reviews and misleading online content continue to influence purchasing decisions and brand perception.

She said businesses that invest in digital marketing, corporate communications and stronger brand visibility strategies are better positioned to reach customers and remain competitive in a crowded marketplace.

“Our goal is to help businesses with great products connect with the right audiences,” Saleh said. “When customers can find and trust a brand, growth becomes much easier.”

Emmanuel echoed that view, noting that visibility and trust are becoming increasingly important assets for businesses operating in today’s digital economy.

“Initiatives like this help broaden opportunities, increase visibility and create meaningful impact for young people and organisations alike,” he said. “The ability to reach more people through credible media platforms is essential for growth.”