Ugandan content creator and businesswoman Emilly Nabatanzi, popularly known as Smiley OFCOS, is looking beyond TikTok as she works to turn her online popularity into a broader brand.
Born in Kisenyi and raised in Masanafu, the 23-year-old has built a presence in Uganda’s digital entertainment space through content that blends local humour, personal style and upbeat energy.
In an interview with MBU, Nabatanzi discussed her journey on TikTok, her approach to influencer marketing and her ambitions for the future, describing authenticity as a key part of the identity she has built online.
“Real, relatable, and good vibes,” she said when describing what distinguishes her content. She added that Ugandan humour, a clean style and positive energy help Smiley OFCOS stand out in a crowded digital space.
Nabatanzi said she initially joined TikTok for fun but stayed because of the connection the platform created with her audience. Features such as comments, duets and trending challenges, she explained, make interactions feel more like a community.
Music is another important part of her content strategy. She said she looks for tracks that immediately catch her attention while making an effort to support emerging Ugandan sounds and songs with positive messages.
Her work with commercial brands also requires a balance between creative freedom and professional expectations. Nabatanzi said she prefers partnerships with businesses she believes in, using their campaign briefs while maintaining her own creative approach.
“If I wouldn’t recommend it to my brother, I won’t promote it,” she said, explaining how she assesses whether a product aligns with her lifestyle and values.
Behind the videos, her routine involves checking trends, creating content and responding to comments. She said she avoids forcing creativity, instead drawing inspiration from everyday experiences and keeping prepared drafts for days when ideas are harder to find.
Nabatanzi also acknowledged the public scrutiny that comes with an online following. Her approach is to take useful criticism on board while ignoring comments she considers unhelpful.
Beyond personal visibility, she measures success partly by the effect her content has on the people and businesses she works with. She said hearing from an artist or brand that her video helped increase its popularity is more rewarding than views alone.
Looking ahead, Nabatanzi wants to expand beyond TikTok into YouTube and events, with a clothing line also among her possible future projects. She hopes to develop Smiley OFCOS into a broader brand that can create opportunities for other content creators.
She believes influencers will play an increasingly important role in Uganda’s entertainment and marketing industries, arguing that artists and businesses will continue to rely on digital creators to reach audiences.
For Nabatanzi, the next stage is about building on the audience she has already attracted and turning Smiley OFCOS from a social media identity into a brand with a wider reach.