Ochuko Akpovbovbo runs a Substack which sits at the intersection of culture, branding, and internet trends. as seen on covers business, culture, and Gen Z trends, making her a perfect fit for this column on how your favorite internet figures use the internet.
Who are you? What do you do?
I’m a writer and brand strategist living between Lagos and the U.S.
What’s the first thing you do when you wake up?
On a good day, I get up and make a cup of tea while looking through my texts and emails.. On a bad day (which is most days sadly) I lie in bed scrolling through TikTok and induce the kind of anxiety that will follow me throughout the day. On a really good day, I get up once I wake up, take a shower, and go on a short walk with my husband. Sadly, this very rarely happens.
What’s the last thing you do on your phone before bed?
I love listening to music as I fall asleep, so usually the last thing I’m doing is finding a really good playlist. There are usually a few Coldplay songs in there. Phoebe Bridgers, Sufjan Stevens… that’s the vibe.
What’s the app you open the most without thinking?
Can you guess? The sad thing is that it’s a recent development. I didn’t get into TikTok until last summer. I’ve never been a social media power user and could never get the hype, but looking back now, it’s clear that the algorithm hadn’t figured out who I was yet. The moment it had me figured out, it was game over for my screen time.
Would you say you have an online persona? What’s it, and how did you arrive at it?
I’ve been thinking about this a lot, you know, because the answer is no, but maybe I should? When it comes to the internet, I’m more of an observer than a participant. Sometimes I think about my grandchild doing a class presentation on my life, and other kids are pulling up TikToks and tweets, and my own has nothing to show. How will I explain that I was moving in silence?
How do you use the internet: for work or pleasure?
For work, mainly. In many ways, my job is to write about how people live online, so I spend a lot of time lurking on the internet. It’s fun.
What rules do you live by on the internet?
I don’t leave comments on people’s posts I don’t know. I don’t engage in the comments section “discourse”. I’m embarrassed by all who do.
Do you remember the first time something you posted went viral? What was it, and how did it make you feel?
An essay I wrote last year went viral on Substack and then on TikTok. It felt great. There are few things as euphoric as seeing your words resonate with so many people at once.
What’s the most outrage you have ever generated over something you posted? How did you react to it?
Honestly, I’ve never really experienced this before. I mean, I’ve had people disagree with things I’ve written in the newsletter, but it’s usually and thankfully tame
What’s your favourite social media platform? Why?
I love TikTok. The algorithm and discoverability are completely unmatched. I feel understood and cuddled. I find that I don’t have the attention span for YouTube anymore, and TikTok doesn’t bring up the negative feelings Instagram does.
YouTube or TikTok? Which do you prefer and why?
Like I said, TikTok. Requires very little, delivers on so much. It’s kind of ironic that writing is my career, and yet I often don’t have the attention span for YouTube anymore. With longform content like that, I require the kind of quality I can’t expect from YouTube
What was the last meme you saved?
Probably something about The Danish Deception. That poor lady needs a hug. And maybe another vacation.
What is your guiltiest online pleasure?
I need to listen to this truly atrocious soap ASMR on loop to reach flow state when I work. It’s embarrassing. Stalking too. Specifically, randomly checking in on people from my past. Not even in a malicious way, I’m just amebo.
What was the last rabbit hole you fell into?
Mileven vs Byler Stranger Things fan ships. I will say no more because the thing is actually triggering.
What’s the most interesting thing you’ve learned online recently?
I’ve been really into learning about prehistoric Earth lately, so I’ve followed a few TikTok accounts that go into evolutionary science and all that stuff. I think it’s fascinating. I’m currently looking for a really good “history of the earth” right now, so let me know if you have any recommendations.
What’s a corner of the internet you’re obsessed with right now?
BeautyTok. Specifically, luxury beauty. My Sephora cart goes crazy.
Which Nigerian creator do you think the world needs to see and hear more of?
Annette Hamman. Biased because she’s one of my favorite humans, sha
Who is the coolest person you follow, and the coolest person who follows you?
Coolest person to me, or coolest person to you?
My current internet girl crush is Toni Bravo. She pretty much single-handedly taught me how to do my makeup, and for that I am grateful. Ziwe recently subscribed to my newsletter, which I think is cool.
What is your favourite Nigerian podcast?
I Said What I Said. After COVID, I didn’t go back to Nigeria for a few years, and the podcast was one of the few things that kept me connected to Nigerian pop culture. A very specific version of it anyway. My friends and I would listen to episodes and then discuss them when we got together every few weeks. I’m not as consistent with it anymore, now I’m in Lagos more often, but it’s still a great time.
Have you ever hooked up with someone you met online?
No. I’m ironically the most chaste babe you’d ever meet, so assuming dating apps don’t count, that’s a no for me.
Five people you’d love to see answer these questions.
Joannah Ekoh
Tolami Benson
Toketemu Ohwovoriole
Chioma Nnadi
Damson Idris
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