When creativity meets code, innovation often follows. But in the case of Nigerian couple Ganiyu Musa Babalola and Bakare Nisojuoluwa Teniola, that fusion has resulted in a new startup called Cofluenxa, a platform purpose-built to transform influencer marketing in Nigeria and, eventually, across Africa.
Cofluenxa (short for Collaborate with Influencers) is a self-serve, data-driven marketplace that connects brands directly with vetted content creators. But it’s more than a marketplace, it’s a response to a broken system the founders personally experienced from opposite ends.
Babalola, a software engineer who has led campaign strategy for startups, often ran into operational headaches. Meanwhile, Teniola, a skilled UGC content creator and video editor, was struggling to secure brand deals in an ecosystem that privileges follower count and visibility over talent.
In their own words: “We were both frustrated for opposite reasons.” So they decided to build a solution together, one that levels the playing field for creators and streamlines access for brands.
That’s the structural gap Cofluenxa is built to close.
The Techparley Interview: In Conversation with Cofluenxa Co-Founder Ganiyu Musa Babalola
In this exclusive interview with Techparley, Ganiyu Musa Babalola, co-founder of Cofluenxa, speaks about the story behind the platform, its market relevance, and how it aims to shape the future of Nigeria’s creator economy.
Q: What moment crystallised the need for Cofluenxa, and how did you know it was worth building as a couple?
It all started when Teniola, despite being a skilled content creator and editor, couldn’t land brand deals. At the same time, I was dealing with delays and inflated fees working with agencies while running campaigns for startups. We were both frustrated for opposite reasons. That’s when we realised the system wasn’t working for creators or brands. We decided to solve it together and built Cofluenxa as a platform that makes influencer marketing easier, faster, and more accessible for everyone.
Q: How will Cofluenxa transform Nigeria’s creator economy?
Nigeria’s creator economy has massive potential but lacks structure. Cofluenxa gives it that structure by connecting rising creators with real opportunities, no matter their follower count. We’re creating a space where micro-influencers can grow, get paid, and build their careers. For small brands, it means affordable access to real creators they can trust. We’re simplifying the entire experience so both sides can thrive.
Q: What did your experience running brand campaigns teach you?
I learned that the process was all over the place. Sometimes creators would collect payment and then disappear or delay work—some even went on vacation before delivering. Briefs got ignored, and agencies charged too much without real results.
Q: How does the Cofluenxa matching algorithm work, and what makes it different?
Our algorithm is built to go beyond surface level metrics. It matches brands and creators using filters like country, state, location, price range, age, gender, language, ethnicity, niche, and campaign goals. Instead of just focusing on follower count, we prioritise fit, relevance, and engagement. It’s built to be inclusive and precise so campaigns actually deliver results.
Q: What does success look like for Cofluenxa in three years, and what’s your message to global investors and tech partners?
Success means becoming the go-to influencer marketing platform across Africa, empowering everyday creators to earn a living and helping brands grow without overspending. To global investors and tech partners: Africa’s creator economy is young, fast-growing, and full of potential. Cofluenxa isn’t just a platform—it’s the infrastructure to support that growth.
How Cofluenxa is Fixing a Fragmented Ecosystem
According to the founders, the platform uses a matching algorithm to connect brands and creators. For creators, Cofluenxa offers visibility, and access to paying gigs. For brands, it’s a streamlined campaign engine that removes intermediaries and returns control to marketers.
Its key features include:
- Smart Matching Algorithm: Cofluenxa’s proprietary engine connects brands and creators using granular filters such as location, age, gender, language, ethnicity, budget, niche, and campaign goals, prioritising relevance and engagement over follower count.
- Escrow-Based Payment System: To protect both parties, Cofluenxa holds payments in escrow until deliverables are met, reducing risks of fraud or project abandonment by creators or brands.
- Campaign Dashboard and Analytics: Brands and creators can track campaign performance in real time through an intuitive dashboard, enabling data-driven decisions and clear visibility into results.
- Inclusive Creator Access: Cofluenxa welcomes nano- and micro-influencers, allowing everyday creators to monetise their content and work with credible brands.
- Standardised Briefs and Workflow Tools: The platform streamlines collaboration with ready-made brief templates, content submission tools, deadline tracking, and built-in communication features.
How Cofluenxa Stands Out
According to Statista, the global influencer marketing industry is worth over $30 billion as of 2025. Nigeria, with over 33 million social media users and a growing population of Gen Z creators, is a prime growth frontier.
With competitors like Plaqad, Rytar, and Trendupp making strides in different corners of the market, experts say Cofluenxa is staking its claim by focusing on self-service simplicity, trust, and inclusivity.
As Cofluenxa begins its rollout in Nigeria, the founders are already looking ahead. Feature expansion is in the pipeline, including advanced analytics dashboards, automated content tracking, and multilingual creator support for other African countries.
According to industry experts, this isn’t just a startup, it’s a movement to bring structure to a chaotic sector. Many see it as the go-to influencer marketing platform in Africa, empowering creators to earn a living and helping brands grow without overspending.
