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

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.
Telecom
Vitel Wireless Partners Fintechs to Expand Access to Services

Vitel Wireless has entered into partnership with OPay Limited and Moniepoint Limited, to expand access to airtime and data services, particularly in Nigeria’s underserved and rural communities.

The collaboration enables millions of customers on both fintech platforms to seamlessly purchase Vitel Wireless airtime and data directly from their bank accounts and digital wallets, a move designed to simplify access and improve connectivity nationwide.
Chudi Nwabueze, chief operating officer, Vitel Wireless, said the initiative highlighted the growing convergence between financial services and telecommunications in Nigeria.
He noted that by leveraging the expansive reach and infrastructure of fintech platforms, the company is removing long-standing barriers to mobile access.
Nwabueze added that the move builds on Vitel’s existing partnerships with traditional financial institutions such as Fidelity Bank and Zenith Bank, extending its footprint into the rapidly growing fintech ecosystem.
“This integration allows users to conveniently top up airtime and purchase data bundles through familiar banking and wallet platforms, improving accessibility and overall user experience,” he said.
Also speaking, Odera Ben-Chiobi, product marketing manager, Vitel Wireless, said the partnership aligns with the company’s mission to democratize access to mobile connectivity across Nigeria.
According to her, the collaboration will bring telecom services closer to millions of Nigerians, especially in areas where access has historically been limited.
She added that combining telecom services with digital financial platforms will also support broader financial inclusion efforts.
Vitel Wireless currently operates nationwide through a network-sharing agreement with MTN Nigeria, leveraging MTN’s infrastructure to deliver its services across the country.
The company noted that the partnership reflects a shared commitment to inclusive growth, with the potential to accelerate both financial inclusion and digital connectivity across Nigeria.
Telecom
Reps Claim NCC’s Weak Regulatory Oversight Responsible for Poor Telecom Services

House of Representatives on Wednesday claimed that Nigerian Communications Commission’s (NCC) weak regulatory oversight, was responsible for the country’s ongoing poor telecom service quality.

The lawmakers accused the NCC of failing to enforce standards that would compel operators to provide reliable connectivity.
They warned that persistent issues like dropped calls, slow data speeds, and network failures pose serious risks to lives and property, particularly during emergencies.
The resolution followed the adoption of a motion of urgent public importance moved by Ahmadu Jaha, representing Chibok/Damboa/Gwoza Federal Constituency in Borno State.
Speaking on the motion, Jaha emphasised the critical role of telecommunications in Nigeria’s economy and daily life, while lamenting the widening gap between subscriber expectations and actual service delivery.
“Telecommunication has become a vital part of everyday life in Nigeria. It connects families, supports businesses, enhances education, and drives economic growth. However, despite its importance, the quality of service provided by many telecom companies remains unsatisfactory,” he said.
Jaha highlighted recurring problems such as dropped calls, poor internet speeds, and failed message deliveries as signs of deeper systemic failures in the sector.“The House is concerned that poor network connectivity is a major issue.
Subscribers frequently experience dropped calls, slow internet speeds, and difficulty sending messages. This affects both personal communication and business operations, leading to frustration and financial losses,” he added.
Lawmakers also expressed dissatisfaction with the high cost of services relative to the quality received.
Jaha noted that Nigerians pay substantial amounts for data bundles that are quickly depleted due to unstable connections and frequent interruptions.
He further pointed to inadequate customer service, where complaints often go unresolved for long periods, hindering emergency communications during fire outbreaks, medical emergencies, or accidents.
The lawmaker attributed part of the problem to insufficient infrastructure expansion, especially in growing urban centres and underserved rural areas.
“Network congestion during peak hours and in densely populated areas shows that infrastructure development has not kept pace with the growing number of users,” he said.
Supporting the motion, George Ozodinobi, deputy minority whip, accused telecom operators of prioritising profits over service quality while faulting the NCC for regulatory complacency.
“It is like these companies have made enough profits in billions, and so, they don’t care about improving the network anymore. The NCC, the regulator, has become complacent,” Ozodinobi stated.
Despite the sector’s rapid growth from under one million lines in the early 2000s to over 200 million active subscriptions today challenges such as insufficient base stations, unreliable power supply, multiple taxation, and infrastructure vandalism continue to hamper service quality.
In its resolution, the House urged telecom companies to invest in modern infrastructure, expand coverage especially in rural communities, improve customer service, and adopt fairer pricing that reflects actual service quality.
The lawmakers also directed the NCC to enforce stricter quality-of-service standards and hold operators accountable.
They further resolved to set up an ad-hoc committee to investigate the root causes of poor service delivery and recommend appropriate legislative measures.
Telecom
GSMA Africa Policy Group Chair Calls for Urgent Tax Reforms to Accelerate Digital Inclusion

Mr. Daddy Mukadi, the Chief Regulatory Officer of Airtel Africa and Chair of GSMA Africa’s Policy Group, has called on African governments to recognise telecommunications as a core economic pillar and to implement two specific tax reforms that could dramatically accelerate digital inclusion across the continent.

Speaking at the first edition of the États Généraux du Secteur des Postes et Télécommunications in Kinshasa, DRC – an event convened to support the development of a strategic roadmap for the country’s digital and telecommunications sector and attended by H.E. President Félix Tshisekedi – Mukadi, who’s also a member of the GSMA Global Policy Group, urged government and industry stakeholders to rethink the role of telecommunications in national development.
He argued that it should be framed not as a sector specific concern, but as a continent-wide imperative.
“The telecoms sector can no longer be considered merely as a support sector,” Mukadi said. “It is now a core sector. Both are vital, and every other sector, from security and finance to transport and health, depends on digital technology for growth.”
His remarks come at a critical moment for Africa’s digital economy. According to the GSMA’s Mobile Economy Africa 2025 report, the mobile sector contributed US$220 billion to the continent’s economy in 2024. This is equivalent to 7.7% of GDP and is projected to reach US$270 billion by 2030.
Yet despite mobile networks now covering 95% of Africa’s population, nearly 75% of people across the continent remain offline.
The GSMA identifies this gap as Africa’s greatest connectivity challenge, driven above all by the unaffordability of devices.
Mr. Mukadi, therefore, called for strategic adjustments to public policy, as well as legal and regulatory frameworks, to support wider access to digital services.
He asserted that the telecommunications sector should be treated as a foundational pillar of economic development, with stakeholders working together to accelerate investment, expand coverage and close the usage gap across the continent.
The Chief Regulatory Officer of Airtel Africa also highlighted key barriers to digital inclusion, including the affordability of smartphones and the impact of import duties on telecommunications infrastructure.
He proposed a two-to-three-year exemption on import duties and taxes for entry-level smartphones priced between US$40 and US$150 to help bridge the usage gap. He also called for the removal of entry duties on telecommunications equipment for at least three years to support the expansion of network coverage.
According to him, “these measures would help deliver inclusive and sustainable digital technology for economic and social progress,” Mukadi said. “They would also support faster connectivity, improved access and the ability to connect more people, businesses and communities to the digital economy.”
He added that government and the private sector must work closely to create a regulatory environment that encourages innovation, protects consumer interests and supports long-term investment.
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