How Layi Wasabi is Redefining Nigerian Comedy and Dominating Instagram in 2024

In a digital world where attention spans are shrinking, Layi Wasabi has emerged as a standout figure in Nigeria’s comedic scene. With characters like “The Law,” a struggling lawyer, and Mr. Richard, a fast-talking pyramid scheme promoter, Layi has captivated millions with his relatable content and sharp social commentary. His growth is remarkable—going from 300,000 Instagram followers in 2023 to over two million in 2024, currently boasting the highest engagement rate among Nigerian content creators.

What sets Layi apart is his ability to leverage familiar stereotypes while maintaining authenticity. His skits, typically 60-90 seconds long, are tailored for platforms like Instagram, where quick, punchy content thrives. While many skitmakers have embraced slapstick humor, Layi’s characters resonate because they reflect real-life scenarios, such as his satirical portrayal of Ponzi schemes—a phenomenon that has cost millions in Nigeria.

Layi's journey shows that success in today’s creator economy requires more than just humor. It demands strategy, adaptability, and a deep understanding of audience preferences. His pivot to Instagram, after his initial TikTok success, highlights the importance of knowing where your target demographic is most active. And as he plans his expansion to YouTube for monetization, he’s not rushing—prioritizing quality over quick wins.

With the recent announcement by Meta allowing monetization for African creators, Layi's next move could redefine how skitmakers in the region monetize their talent. But one thing is clear: Layi understands that staying relevant is not just about creating viral moments; it’s about continually evolving alongside his audience.

For marketers and brands looking to engage with Gen Z and millennial audiences, creators like Layi exemplify the power of relatable, authentic content—packaged in a way that keeps followers coming back for more.