Nigeria’s small and medium-sized businesses are increasingly turning to digital platforms to find customers, build brands and compete in crowded markets. Against this backdrop, Access Bank has partnered with Aktivate, a creator-economy platform, to help SMEs use creator marketing as a practical tool for business growth.
The partnership reflects a broader shift in how small businesses approach marketing. Traditional advertising can be expensive and difficult for smaller companies to measure. Creator partnerships, by contrast, can allow businesses to reach specific communities through individuals who already have established relationships with their audiences.
Aktivate describes itself as a “Creator OS” for African creators and brands. Its platform helps businesses find creators, manage brand campaigns and use user-generated content, affiliate commerce and other creator-led marketing tools. The company says its network includes verified creators across markets including Nigeria and Kenya.
For Access Bank, the collaboration fits into its wider focus on providing SMEs with digital tools beyond conventional banking services. The partnership was showcased around the bank’s maiden “AI for SMEs: Scaling Through Digital Tools” conference, which brought together entrepreneurs, technology companies and other ecosystem participants.
The event also featured the launch of the Access SME App, reinforcing the bank’s emphasis on digital solutions for businesses. Access Bank said the conference was designed to explore how artificial intelligence and digital technologies could help Nigerian SMEs scale and compete in an increasingly technology-driven economy.
The creator partnership adds another layer to that strategy. For many SMEs, the challenge is not simply producing a product or service but reaching customers efficiently. Creators can help businesses communicate with niche audiences in a more targeted way, particularly on social platforms where consumers increasingly discover products and services.
The model also potentially changes how SMEs measure marketing. Rather than focusing only on broad audience numbers, businesses can select creators whose followers match their target customers. Aktivate has highlighted this approach, arguing that the relevance of an audience can matter more than a creator’s total follower count.
For creators, the partnership provides another route to commercial opportunities. Instead of relying primarily on advertising revenue or irregular brand deals, creator platforms can provide structured ways to connect talent with businesses seeking content and marketing services.
The partnership comes as Nigeria’s creator economy continues to develop alongside its broader digital economy. SMEs represent a large pool of potential customers for creators, while creators themselves represent a growing marketing channel for businesses seeking visibility.
However, successful creator marketing still depends on clear objectives, suitable audience targeting, credible content and measurable results. Simply working with an influencer does not guarantee sales or business growth.
Access Bank and Aktivate’s collaboration therefore points to a broader evolution in SME support. Banking services remain important, but businesses increasingly need access to digital infrastructure, marketing capabilities and technology that can help them compete.
By connecting SMEs with creator-led marketing tools, the partnership places customer acquisition and digital visibility alongside finance as part of the infrastructure businesses need to scale in Nigeria’s increasingly digital marketplace.
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