Nigerian chef and two-time Guinness World Record winner Hilda Effiong Bassey, popularly known as Hilda Baci, has warned creatives and business owners against prioritising social media popularity over long-term value, noting that the obsession with likes and followers is becoming a growing problem.

In an interview on Africa and Everywhere: Conversations with Oge, Baci noted that many creatives are losing focus by chasing virality instead of building sustainable brands.

“A lot of creatives make the mistake of chasing likes, followers and things like that. Even people in business have started making that same mistake, where they are constantly chasing virality and not sustainability when it comes to their brand,” she asserted.

Recounting her own journey, Baci emphasised that while she is often perceived as driven and focused, her path was not always clearly defined.

“Some people look at me now and say she is very driven; she knows what she wants. On some level, that is true. But on another level, I honestly could not have seen the big picture. God knows best,” she said.

Baci affirmed that success often comes from consistently showing up and taking advantage of opportunities, rather than waiting for perfect clarity.

“At every point in time, I was always putting myself out there, seizing every opportunity and taking it in that moment,” she stated.

The restaurateur also stressed that ideas alone are not enough, stating that execution is what sets individuals apart.

“Ideas are not specific to just one person. God may give you an idea, but I promise you there are probably thousands of people thinking about that same thing. It is not about the idea. It is about how quickly you are going to execute it,” she asserted.

Hilda also noted that her focus has always been on building value rather than relying on personal popularity to drive sales.

“I do not want you to buy things from me just because it is me,” she added.