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Here’s Why Plaqad’s New Report Is The Guide Book Every Influencer Needs

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The term ‘influencer’ has become quite common among today’s social media users. It is a tag that many people are happy to attach to themselves because of the returns that come with it. When people think about influencers, they think of popular social media users who get famous and earn from creating witty or funny content which generates endless likes and translates into a large number of followers. Unfortunately, this isn’t always the case, and knowing these things, even applying them to the latter doesn’t guarantee to reach influencer status.

 

Countless times, the Nigerian online community has witnessed people on the strict mission of becoming influencers doing all they can to gather a following, only to get some semblance of popularity without the influence bit coming through.

 

The first thing a lot of social media users need to understand is that while a large following is a key part of the influencer marketing business, it isn’t the only part, definitely not the most important and targeting it alone might do more harm than good.

 

Although Nigerian brands seem to be focusing more of their influencer spending on getting awareness and visibility, more of them are switching to focus more on engagement, and people in the space know that large follower numbers don’t immediately translate to high engagement. This is why marketing professionals and brand managers have started to pay closer attention to events within the growing influencer marketing space in Nigeria to ensure it doesn’t remain business as usual.

 

Before now, the perception people had about the influencer marketing space in Nigeria was that it was a goldmine for anyone who could get their foot through the door, but Plaqad’s recent Influencer Compensation Report shows things as they really are and provides a blueprint for anyone who wants to win in the Nigerian influencer space.

 

The first thing the report does is to solidify the claim that influencer marketing is growing in Nigeria, by showing that more brands now trust social media influencers over traditional celebrities. The fact that 60% of Nigerian brands now want something to do with influencers proves that there is a viable market for people who become influencers. Unfortunately, not everyone will benefit from this, which makes the report’s breakdown of remuneration structure a key guide to success.

 

As with many creative industries, pricing is a headache in the influencer marketing space. Many people come into the field with the expectation that they will immediately start earning top dollar, but this is not the case, as the report shows that 80% of influencers in Nigeria earned less than $2000 in 2019. This figure is despite almost 67% of brands spending between 10 – 50 million naira and above on influencer marketing.

 

A closer look at this shows that not all remuneration is cash-based, which means that new influencers can expect to be paid in products or trips sometimes. Currently, 18% of existing influencers prefer products to cash rewards, a 5% rise from what the number was when Plaqad first did their remuneration survey in 2019. Many of the influencers who pick product rewards do so because they would either naturally patronize the brand or are getting a product that is exclusive or equal in value to what they would have charged. Working with brands they have relationships with is also a point where this comes in, as that relationship makes it possible for products to fill in for cash.

 

Another interesting angle to influencer earnings is in the timelines. Given the way space is portrayed, people reckon that influencers receive credit alerts every day, or at least every time they make a post. Yes, a good number of influencers still charge per post, but the higher percentage, 59% to be precise, either charge a flat fee or are paid depending on the campaign duration.

 

Speaking about duration, most current influencers actually want to earn monthly and prefer a 7 – 30-day campaign window, as this creates some form of stable or structured payment plan monthly. This in turn also affects how brands plan their payment schedules to be able to meet their needs, and understanding this will definitely help new influencers manage expectations.

 

The most revealing thing about the influencer marketing space is that most of the deals still happen through agencies. Only 30% of brands contact and manage influencers in-house, the rest do so through agencies, which implies that aligning with an agency might be a good move for influencers, as these agencies would definitely have a say in fixing earnings as well.

 

Coming into the influencer marketing space armed with these insights will definitely ensure that an influencer makes fewer mistakes, and is able to build the right systems from the start. While they might not earn big from the get-go, having the right structure most definitely means a greater chance at long-term success.

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Airtel Hosts Interactive Knowledge Session for Secondary School Girls

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As part of its commitment to empowering and mentoring women to become global leaders while breaking stereotypes and closing gender gaps, the Airtel Women Network, a platform comprising female employees of Airtel Nigeria, welcomed girls from Airtel’s adopted school, Alaba Oro Comprehensive Senior High School, Ajegunle, to commemorate International Day of Girls in ICT on Monday.

Led by the telco’s IT Director, Kemi Ariyo, the session emphasized the need for the rise of influential female role models in driving progress within Science, Technology, Engineering, and Mathematics (STEM) careers. It also served as an avenue to inspire young girls about the vast opportunities within the Information and Communication Technology (ICT) field.

During the session, Ogo Ofomata, Director of Enterprise and Airtel Business and President of the Airtel Women Network, shared insights on the significance of the 2024 commemoration with the students.

“Leadership entails leading yourself to do the things you have to do. With regard to the theme of this year’s International Girls in ICT Day, which is Leadership, our goal is to empower young girls and women to become programmers, coders, designers and to pursue careers in the ICT sector, ultimately becoming leaders in the IT sector,” she said.

The highlight of the event was a thought-provoking session led by Kemi Ariyo, IT Director at Airtel Nigeria, emphasizing the importance of technological knowledge in addressing various global challenges.

In her words, “The world revolves around technology and everything we do today has to do with technology. You can get into that space by adopting hard work, smart work, and an active involvement in internship programs. In addition, just as technology can be used in music and other sectors, learning technology can help you achieve your goals of problem- solving in this digital age.”

Also speaking at the event, Phanindra Nichanametla, Chief Financial Officer, Airtel Nigeria, restated Airtel’s tagline ‘A Reason to Imagine’, reassuring the students of Airtel’s commitment to encouraging positive imagination. “A very important note to take home from this event is that Airtel is here to change your imagination and give you opportunities to imagine more,” he said.

Airtel remains committed to promoting initiatives that promote gender equality and diversity in the workplace. By investing in the education and empowerment of young girls in ICT, Airtel Nigeria continues to pave the way for a more inclusive and prosperous future in the world of technology.


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Mastercard Women SME Leaders Awards to celebrate success of women business leaders in EEMEA region

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Mastercard announces the return of Women SME Leaders Awards for its third edition, shining a spotlight on the remarkable achievements of women-owned and led businesses across Eastern Europe, Middle East, and Africa (EEMEA).

Black and white portraits of different people

Nominations are now open for the awards, inviting entries from women-owned and operated SMEs with a turnover of less than US$13.6 million (AED50 million) and a workforce of six to 50 employees. All women executives or business owners who have their headquarters or offices in EEMEA or offer their services to these markets can submit their nominations by 20 May 2024*.

“Women-owned and led businesses are vital contributors to the global economy, fostering economic growth and stability. By empowering women entrepreneurs and business leaders, we unlock the boundless potential they have and drive inclusive prosperity. The Mastercard Women SME Leaders Awards aim to recognize and celebrate their remarkable contributions,” said Amnah Ajmal, Executive Vice President, Market Development, EEMEA for Mastercard.

Winners will be announced on 6 June 2024, during an in-person event in Dubai, emphasizing Mastercard’s commitment to fostering connections and collaboration among women business leaders in the region.

The awards will feature 15 categories*, ranging from creative leadership to social impact and a lifetime achievement award. Shortlisted candidates will be evaluated by an esteemed judging committee of industry leaders dedicated to recognizing excellence and innovation in women-owned and led businesses.

Launched in 2022 to uplift female entrepreneurs and business leaders, these awards serve as a platform to honor and elevate women who are forging the path for future generations of business leaders in the region. Building upon the success of previous editions, this year’s event promises to extend its reach and recognition to even more exceptional women leaders.

Aligned with Mastercard’s global initiative to connect 25 million women entrepreneurs to the digital economy by 2025, these awards underscore the company’s dedication to building a more sustainable and inclusive world even though this global goal was achieved by Mastercard last year, two years before the target date.

With last year’s awards attracting over 4,500 nominations from across EEMEA, this year promises to be even more impactful, amplifying the voices and accomplishments of women leaders in business.


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Infobip, Nokia Partner to Enable Developers to Build Wider Array of Telco Network Powered Applications Faster

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Infobip, the global cloud communications platform, and Nokia today announced a partnering agreement that will enable the global developer community to leverage both companies’ Application Programmable Interface (API) platforms in order to build a wider array of telco network powered applications faster for consumer, enterprise, and industrial customers.

Matija Ražem, VP of Business Development, at Infobip

Infobip’s market-leading cloud Communications Platform as a Service (CPaaS) provides developers with APIs for integrating real-time omnichannel communications features such as SMS, voice, video, chat apps, and network APIs into their applications. Nokia’s Network as Code platform with developer portal offers developers APIs for tapping into 5G network capabilities like quality of service (QoS) on demand, device location precision and network slicing, as well as 4G capabilities.

Developers will be able to utilize all of those capabilities more easily, giving them complete coverage of Network and CPaaS APIs in the development of new use cases and the capacity to enhance application performance.

Nokia’s Network as Code platform with developer portal brings together networks from around the world, along with systems integrators and software developers, into a unified ecosystem; using technical standards produced through industry initiatives such as the GSMA Open Gateway initiative and the Linux Foundation CAMARA. Nokia and Infobip contribute to both initiatives.

Infobip’s customer engagement use cases include CAMARA-compliant Number Verify and SIM Swap APIs, which are already live. The firm is also working to bring further use cases to market including Device Location and Quality on Demand APIs, having now signed 12 API collaboration agreements. The CPaaS platform was recently named a finalist in the inaugural Global Mobile Awards GSMA Open Gateway Challenge for its anti-fraud intelligence collaboration.

The joint work between Infobip and Nokia will offer a simplified developer experience without the burden of navigating the complex underlying network technologies, allowing developers to integrate capabilities into their applications faster, relative to working separately with the two companies’ platforms.

Nokia has signed collaboration agreements with 11 network operators and ecosystem partners to use the Network as Code platform with developer portal since its launch in September 2023.

Matija Ražem, VP of Business Development, at Infobip said: “This agreement with Nokia further demonstrates how Infobip is helping telcos deliver new services and gain new revenue. We will continue to build and offer additional CAMARA-compliant APIs worldwide, working closely with our telco partners to expose customer experience friendly APIs to developers It is testament to our global market-leading CPaaS position, strong developer relations and history of strategic telco collaborations. These are essential to increase the potential for a successful collaboration and faster time to revenue.”

Shkumbin Hamiti, Head of Network Monetization Platform, Cloud and Network Services at Nokia, said: “This partnering agreement reflects our ongoing commitment to work closely with the developer community. It is about expanding choice and scale and giving developers a one-stop shop for extracting value from Infobip’s and Nokia’s platforms. We look forward to working with Infobip and maximizing our respective technologies.”


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