Daniel Obum Anigbo, popularly known as “Best Promote”, has attributed his progress in business and entertainment to resilience, persistence and a willingness to start again after setbacks.
Obum, born on July 1, 1994, and raised in Benue State, is the owner of a social media platform with more than 40,000 TikTok followers. Speaking at a forum in Abuja recently, Anigbo said his early life was challenging but formative.
He explained that after completing his secondary education, he proceeded to a technical school in Dubai, where he spent two years furthering his studies before returning to Nigeria to explore business opportunities. Since then, he has ventured into several businesses, with varying outcomes.
He said his approach is guided by the belief that “we rise by lifting others.” According to him, he sometimes promotes individuals without demanding payment when he believes in what they are doing. He encourages his audience to engage with his content, follow his platforms, and give them the visibility required to grow.
Anigbo said the entertainment industry is highly competitive, with many people seeking to attain the top. Still, he has chosen to create opportunities for others rather than regard their success as a threat. His social media platform, which started with virtually no followers, has grown to tens of thousands of followers. At the same time, several emerging creators have connected with and benefited from it.
Anigbo said his business journey has also been characterised by failures, adding that operating businesses in Nigeria comes with significant challenges. He said while some investments succeed, others fail, but failure has not made him abandon his ambitions.
According to him, his response to adversity has been to remain strong and start again. He said his experiences have shaped his belief that success is achieved through the accumulation of small victories rather than through a single breakthrough. “You can’t just win in a day. Winning is a gradual process,” he said.
Anigbo said there were periods when he depended on others to accomplish basic tasks, but he now has employees working across his businesses, which he attributed to persistence.
However, he identified the growing impersonation of the official Best Promote page and fraudulent promotional schemes as major challenges facing his platform.
According to him, scammers copy and re-upload content from the official page in real time to make their accounts appear authentic. He said the impersonators subsequently contact users via private messages, offer promotional collaborations, and demand payment for services. The development, he said, has led some users to transfer money to fraudulent accounts before discovering they had been dealing with impersonators.
Anigbo said affected users often turn to the genuine Best Promote administrative team after being defrauded, leaving the organisation to handle complaints and the reputational consequences of scams carried out by fake accounts.
Despite the challenges, Anigbo said he has bigger ambitions for the future. He described himself as a technology-oriented person and said he plans to build a significant venture in the technology sector while expanding his activities in entertainment and developing his other businesses. He said his ambition goes beyond accumulating personal wealth, stressing that he wants his businesses to provide services that improve people’s lives and help others achieve their own dreams.
Anigbo also said he intends to build businesses and platforms that can move beyond Nigeria, gain international recognition and compete on the global stage.
Reflecting on his journey, he said his experience had taught him that success does not necessarily come through one dramatic breakthrough. He said progress could result from a series of small opportunities, victories, renewed attempts from a single endeavour, assistance to other people and the rebuilding of businesses after setbacks. He urged people pursuing their dreams to identify what they want, remain consistent, avoid distractions and continue improving themselves.
According to him, persistence in pursuing these small victories can eventually produce a breakthrough. “Until one day, all those small wins become one big WIN,” he said.
Anigbo previously operated a polythene production factory in Benue State, but the business eventually collapsed. He also established a phone and gadget shop in Lagos, which he later shut down after the demands of moving between Lagos and Abuja affected his ability to manage the business effectively. Despite the setbacks, he continued to pursue business opportunities. He currently operates the Best Group, which has interests in several businesses, including D Way Water Board, D Way Hotel and Best Island Hotel, among others, mainly in Abuja.
Anigbo has also expanded his activities into entertainment, describing the sector as one of his passions. His involvement in entertainment has included online activities, livestreaming and promotion, through which he has supported emerging content creators, artists and entertainers seeking to build their platforms.