A content creator and photographer, Awah Eric aka Anoodamatta, has 771,00 followers on Facebook, and 73,800 followers on Instagram. He tells...
A content creator and photographer, Awah Eric aka Anoodamatta, has 771,00 followers on Facebook, and 73,800 followers on Instagram. He tells NAOMI CHIMA about content creation and other issues
How did your background influence what you’re doing today?
I played a lot as a child. I’m the sixth of seven children, from Abia State. My parents used to discipline me often, always saying, “You’re always outside playing!” They didn’t like it, but now I can see how that playful nature shaped me. It taught me not to take life too seriously. That energy still reflects in my content today. I am jovial, funny, and lighthearted, and that has been a huge influence on what I do now.
What inspired you to start creating content?
I have been making content for a long time, but I officially entered the business in 2019. I tried everything—status apps, skits, writing scripts—but nothing really clicked. Then about three years ago, in October, I started praying seriously about direction. The Internet is full of ideas, but I believe in the Holy Spirit, and I asked God for guidance.
After a sermon by a man of God, I had a dream where I saw myself doing something different. I tried singing and writing songs—people even said I had a nice voice—but I wasn’t comfortable. It didn’t feel right. I kept praying, saying, “God, you know what I’m looking for.”
One morning, I woke up with an idea. I picked up spoons, got into a car, played a song, and added “school-vibes” beats using the spoons. I loved it. That’s how my reaction videos started. I am not a singer or drummer, though people think I am, but it’s the Holy Spirit who gave me the creativity.
What was the turning point when you knew you were getting more engagement on social media?
It was when I started doing reaction videos. I used a filter, and it just blew up. Suddenly, I had fans from Dubai, the UK, everywhere. Then Tunde Ednut reposted one of my videos, and it went viral. That moment confirmed it for me.
Of course, some people said, “You’re making noise! You’re shouting!” But others said they loved it, and that feedback gave me joy. I can do it for hours without getting tired. That’s how I knew I had found my space.
With trends evolving so fast, how do you keep your content fresh?
I follow trends, but I do them my own way. Sometimes, I get over 5,000 mentions, and that helps me decide what to jump on. I also react to engaging YouTube videos that catch my eye. Recently, I have been experimenting with new formats, including content that features another person.
I am also building a page where I can post anything, and my audience will accept it. Fans often try to dictate what I should do based on what they’re used to, but I don’t let that control me. I stay creative on my own terms.
Do you work alone or with a team?
I am a one-man content creator. But sometimes, I collaborate with others before or after production, when necessary.
Walk us through your content creation process.
If I see a video I like, I duet it. I open my mic and react naturally, just like I would in person. I don’t overthink it. Then I add simple data—my name, a few tags—and post. That’s it. The authenticity is what makes people laugh.
What has been the most challenging part of your journey?
That would be getting engagement. In the beginning, I was the only one commenting on my posts, just to make them look alive. But over time, it grew. That growth came from consistency and patience.
Who would you love to collaborate with?
I would love to work with actor, Uchemba Williams. I admire his personality and style. A collaboration with him would be very fulfilling.
Do you have other jobs outside content creation?
Yes, I am a professional photographer under the name Billion Visual Global. I learnt photography after secondary school and built a career even before content creation came in. I’m also into real estate.
How do you balance being entertaining and authentic in your content?
By staying real. I always tell my photography and content creation students that people now connect more with authenticity. You can buy the best equipment, but someone with just a phone and a real idea might go viral. That’s why I focus on being genuine; it’s how I run my business too.
How do you handle online criticism?
I get such comments many times, especially when I changed my content niche. People said things like, “This isn’t what we followed you for!” It wasn’t easy. But over time, they came around. I rarely respond to negative comments. I just post my content and move on. Sometimes I feel bad reading them, but choosing not to dwell on them has worked better for me.
It could be overwhelming sometimes but I also get lots of positive comments. When notable figures like Real Warri Pikin, Chioma Chukwuka, or Jerry Amilo comment, I make sure to respond. It means a lot when those we look up to acknowledge our work.
What’s the most heartwarming feedback you’ve received from a fan?
Some fans call or even send money, saying, “You make me happy.” That’s humbling. I don’t post about those moments for security reasons, but I deeply appreciate them.
How do you stay grounded?
I stay simple. Anyone who greets me, I greet back. Some people recognise me, especially in the East, but I don’t let it get to my head. I stay focused on my work.
How do you relax, considering the demanding nature of content creation?
I don’t have a fixed rest schedule. I am always thinking, editing, or creating. Even at night, I might be working. If there’s power (electricity supply), I take advantage of it. If there’s noise, I still push through. It is a full-time hustle.
Do you see yourself exploring acting or music further?
Yes, I have been acting since childhood. I believe I can thrive in that space. As for music, I have released two singles already, though they are more like comedic songs. Another one is coming soon.
What was your family’s reaction when you started content creation?
Both my parents were late by then, so it was mostly my relatives. Some felt I was doing too much, but they supported me. One relative once told me to stop putting her in my videos, and that hurt. Back then, I wasn’t even getting much engagement. Ironically, now she visits places just to watch my content and laugh.
What advice would you give aspiring content creators?
Don’t be discouraged by what you see now. There is a lot that could make you want to quit. But the key is consistency; and not just any consistency, but doing the right thing consistently. If something’s not working, change it. Keep pushing. That’s what I did.
What keeps you going despite the ups and downs?
Passion is the root of everything I do. Years ago, a man of God told me my calling was in the entertainment space. I didn’t understand it then, but now it makes perfect sense. This is who I am.
Have you ever felt discouraged?
Many times. Sometimes, I put out content that doesn’t perform well, and I start doubting myself. It’s frustrating. But I remind myself it’s all part of the journey.
Has fame opened up more business opportunities for you?
Absolutely. Even before I became popular, I had clients who paid up to N500,000 for video coverage. But now, I attract bigger clients. Fame has definitely opened new doors.
How do you handle fan attention, especially from women?
Self-control is the only way. The Internet can be wild; some people video call and go nude without warning. The distractions are many, but I stay disciplined.
Have men ever made advances at you?
[Laughs] I’m not sure. Maybe they’ve tried, and I didn’t notice. But mostly, it’s women.
Is there a special someone in your life?
Yes. Something special is on the horizon. There’s someone; glory to Jesus.
What’s your favourite food?
I don’t have a favourite. I just eat what I enjoy. I am not really a fan of sandwiches though.
What are your hobbies?
I love football. I am not a movie person, as I usually fall asleep while watching them. But, brainstorming and creating content are my favourite things to do, and I regard them as hobbies as well.
What principle guides you in life?
Loving God comes first. I also avoid conflict as much as I can. If there’s an issue, I would rather apologise than carry bitterness. I just want peace.
Provided by SyndiGate Media Inc. (Syndigate.info).
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