Content creators are emerging as new sources of guidance, influence, and controversy. Among them is Emmanuel Obruste, popularly known as GheGhe. He is a social media influencer, digital creator, and financial coach with more than 18,000 YouTube subscribers.
Branding himself as “Africa’s Most Experienced Financial Coach”, GheGhe’s stated mission is to teach financial discipline, inspire people to invest wisely, and help them achieve financial freedom. Yet what has made him stand out is not only his financial advice but his commentary on relationships, particularly the dynamics between men, women, and money.
His videos, often bearing provocative titles such as “Your Girlfriend is a Threat to Your Future” or “Why You Shouldn’t Spend Money on Your Girlfriend”, have generated both loyalty and backlash. To some, GheGhe is a mentor and protector of men’s interests. To others, he is spreading harmful generalizations that could mislead young men about love, commitment, and gender relations. So, what lies at the heart of his message and why is it dividing opinion?
GheGhe’s Message Focuses on Prioritizing Men’s Growth
At the foundation of GheGhe’s content is a consistent argument that men must prioritize their personal growth and financial security above romantic relationships. He warns that modern relationships can be exploitative and transactional and that they may threaten long-term success if entered without caution.
In one of his most viewed videos, GheGhe argues that girlfriends can become a distraction from men’s dreams. Viewers often echo this idea with comments such as, “My dreams are more expensive than a woman.” Another video cautions men against spending money on girlfriends, with viewers summarizing it as “Men are in love while women are in business.”
Although often delivered with humor and relatable storytelling, the underlying message remains clear: protect your resources, guard your future, and avoid emotional or financial exploitation in relationships.
Why His Approach Appeals to a Large Audience
For many Nigerian men, GheGhe’s content feels timely and necessary. His message resonates for several reasons. His stories reflect real-life struggles from financial pressure to betrayal in relationships. His voice is framed as a source of empowerment, with many men seeing him as someone equipping them with “the rules of the game.”
He also communicates in ways that are culturally appealing. By speaking in Nigerian Pidgin English and weaving in humor, he connects with a wide grassroots audience who feel that he speaks their language. Furthermore, by combining money talk with dating advice, he occupies a unique space that bridges two of the biggest concerns among young Nigerians, which are economic survival and romantic fulfillment. For these reasons, his followers call him a mentor, pray for his protection, and express admiration to the point of declaring they would work for him without pay.
The Backlash and Concerns About Misinformation
Not everyone agrees that GheGhe’s message is empowering. Critics argue that his style risks spreading misinformation and fueling distrust between men and women. By framing women largely as financial threats or transactional partners, GheGhe may be oversimplifying the complexity of human relationships. While it is true that financial imbalance can create tension, to suggest that most women are exploitative risks creating suspicion where there could be partnership.
His arguments also rely heavily on anecdotal evidence such as stories of betrayal or exploitation. These may not represent the broader reality. If young men accept them without question, they may become resistant to building balanced relationships or develop cynicism as their worldview. Another concern is confirmation bias. Men who have experienced heartbreak may find in GheGhe’s content the validation they seek, reinforcing negative beliefs instead of promoting healing, self-reflection, or mutual growth.
A Balanced Way Forward in the Conversation
The debate around GheGhe highlights a bigger issue about content consumption in Nigeria’s digital age. Audiences need to be able to distinguish between empowering advice and misleading generalizations. There is no denying that GheGhe taps into genuine pain points. Many men feel financial strain, experience transactional dating, or fear being derailed by misplaced priorities. His warnings speak to those concerns.
However, thought leaders must balance awareness with nuance. While it is important for men to focus on personal growth and avoid reckless spending, relationships should not be described solely as liabilities. Partnerships, when healthy, can be supportive, collaborative, and even financially strengthening.
The conversation should therefore expand to include financial literacy for both genders, better communication in relationships, and shared responsibility in building futures together. GheGhe’s voice is influential and he will likely remain popular, but the responsibility lies on both creators and audiences to approach such content critically.
