Social media personality, Lucky Udu, has 244k followers on Instagram and 151k subscribers on YouTube, where he shares real-life stories of people, especially those who have fallen on hard times. He tells FAITH AJAYI about his journey as a content creator
What inspired you to start creating content on social media, and how did your journey begin?
To be honest, pain pushed me into purpose. I lost both of my parents before I turned six, and by the age of 14, I was already on my own. I had no mentor, no support; nothing but the will to survive. But, I also had a fire in me. I started recording short videos with my phone, not to go viral, but to tell the truth about life as I saw it. Storytelling became therapy for me. And when I noticed how people connected with my stories, I realised that maybe my pain had a purpose.
How did you transition from being a videographer to a social media influencer and filmmaker?
I was never a videographer; people just assumed that. I actually started as an online English teacher. Through content creation, I gradually began building what is now the Lucky Udu Studio. I didn’t have formal training in video production; I learnt everything on the job. I started with what I had—my phone, my thoughts, and consistency. Over time, my content gained traction, and that’s how the brand was born; from scratch.
Was there a specific moment when you realised that social media was more than just sharing posts?
Yes. It was the first time someone told me they got serious help after watching one of my videos. That moment changed everything. I realised that social media is more than views; it’s a weapon. You can use it to distract or to awaken. I chose the latter, and since then, I have approached content creation with deeper purpose.
What inspired your “I Am Not A Scammer” campaign?
I was tired of the world stereotyping every young Nigerian as a criminal. You apply for a job; they suspect you. You say you’re a creator; they assume it’s Yahoo (Internet fraud). I got fed up. I even shaved my hair to raise awareness. I wanted us to reclaim our image and proudly say, “I am not a scammer. I’m creative, I’m hardworking, and I’m doing legitimate work.” That’s how the campaign started, and others joined in, tagging themselves too.
How has your online presence impacted young people, especially regarding cybercrime?
It has had real impact. I have received messages from people saying, “Bro, I was about to enter Yahoo, but your video made me think again.” Even if just one person has a change of heart, then the content isn’t in vain.
What are the biggest lessons you’ve learnt about using social media for social change?
I have learnt that people often care more about how something makes them feel than whether it’s true. You could be doing real, positive work, but if one person spins a lie about you, many will believe it.
I have also learnt that social media is powerful but dangerous. You can help a thousand people, and one bad tweet can ruin your reputation. That’s why I now focus more on results than applause, and protect my peace.
How do you ensure your message resonates with both younger and older generations?
I keep it real and simple. I use everyday English. I don’t try to sound too deep or “woke.” I also don’t pretend to be perfect. I show my pain and my mistakes. I think that honesty helps people—young and old—connect with me.
You mentioned your experience with Nedu, formerly of The Honest Bunch Podcast. Can you clarify what happened?
That period was hell. There was a wave of attacks on my brand. People twisted my intentions. They mocked me, saying my platform only promotes suffering. Some even claimed anyone who comes to my platform ends up worse, and people believed it. It hit me hard—mentally, financially and emotionally.
My manager suggested I go on ‘The Honest Bunch’ to clear the air. He said people didn’t truly understand me; only snippets went viral. He reached out to Nedu, but Nedu told me directly that he didn’t care about my work. He said he’d only feature me if I appeared with the comedian who was publicly dragging me.
I declined because I wasn’t comfortable with that. I even begged him not to mention me when interviewing the other guy, but he went ahead anyway. That interview made things worse. It felt like a spiritual attack; like something was trying to silence me. That period, it was just me and God.
Do you think controversy is necessary for popularity on social media, or do you prefer organic growth?
If I wanted controversy, I would have “blown up” long ago. But that’s not me. I believe in organic growth and real impact. Controversy brings attention, but attention without value fades quickly.
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