By Juliet Umeh
Six Nigerian independent news creators have secured the backing of Google News Initiative, GNI, to sharpen their storytelling, grow their audiences and build more sustainable digital newsrooms.
The creators- The Republic, More Branches TV, Onlinebanker, Adetunji Films, Wearegst and Iswellthecapitalist – are among about 20 emerging news voices from across Sub-Saharan Africa participating in the Emerging News Voices Growth Lab.
The multi-month virtual programme, which runs through September 2026, is designed to tackle some of the biggest headaches confronting today’s digital newsrooms – from artificial intelligence and audience growth to video strategy and sustainable revenue.
The initiative comes as creator-led platforms increasingly compete for the attention of younger Nigerians, who are consuming news on phones, social media and video platforms. Yet, behind the exciting headlines and viral videos, many independent newsrooms are still battling lean resources, limited technology and uncertain revenue streams.
The Growth Lab is therefore offering participants practical tools to turn those challenges into opportunities.
Through the programme, participants are learning how to deploy AI tools such as Gemini, NotebookLM, Google Trends and SynthID for research, transcription, translation and verification.
They are also being trained on YouTube growth strategies, including how to use Shorts and long-form video to attract and retain audiences.
Beyond social media, the programme is encouraging creators to build direct relationships with their audiences through websites and newsletters, helping them develop first-party audiences they can engage without depending entirely on third-party platforms.
Revenue is another major focus, with participants receiving guidance on monetisation, product differentiation and audience-growth models aimed at making emerging newsrooms financially stronger.
News Partnerships Lead, Middle East and Africa at Google, Marianne Erasmus, said independent creators were increasingly influencing how Africans consume news.
“Independent news creators and digital-native newsrooms are shaping how Africans and Nigerians in particular, find and understand the news,” she said.
“The Growth Lab gives these creators what growing newsrooms need most: practical AI skills, a clear video and audience strategy, direct relationships with their readers and a path to sustainable revenue.”
Founder and Editor-in-Chief of The Republic, Wale Lawal, said the programme was helping the platform combine audience insight, product thinking and responsible AI use to build a sustainable future for journalism.
Similarly, Editor-in-Chief and Co-founder of MoreBranches, Nasir Achile Ahmed, said the initiative had provided practical resources, expert knowledge and opportunities to engage fellow journalists, strengthening the newsroom’s storytelling.
The Growth Lab adds to Google’s support for Nigeria’s media industry, with the company saying it has trained more than 1,500 Nigerian journalists and editors since 2024 in online safety, advanced Search, digital verification and audience analytics.
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