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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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MTN Guns for $2.76bn IHS Towers Buyout in African Telecom Power Grab

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MTN Group, the continent’s telecom behemoth, has plunged into advanced negotiations to acquire the outstanding 75 percent stake in IHS Towers for a staggering $2.76 billion, a seismic move that would hand Africa’s largest mobile operator full reins over one of the world’s premier independent tower companies and redefine infrastructure control across emerging markets.

MTN Guns for $2.76bn IHS Towers Buyout in African Telecom Power Grab

MTN

The proposed transaction, pegged to IHS’s latest New York Stock Exchange closing price where it trades alongside a Frankfurt listing, builds on MTN’s existing 25 percent holding forged in a landmark 2014 deal that saw the operator offload most tower assets to IHS in exchange for cash and long-term leases.

Sources close to the talks confirm discussions remain fluid with no binding agreement yet inked, and both sides caution that negotiations could shift or stall entirely—MTN has signalled readiness to pivot to alternative value-unlocking strategies for its stake if a full buyout eludes grasp.

Strategically, the power play catapults MTN toward vertical integration in a sector where operators increasingly crave direct grip on passive infrastructure to slash lease bills, streamline upgrades, and rocket-roll 4G/5G amid Africa’s insatiable data deluge.

IHS Towers, MTN’s anchor tenant across swathes of Africa with tens of thousands of masts from Nigeria’s 13,500 tenancies—renewed amid naira-dollar tussles—to South Africa and beyond the Middle East into Latin America, represents a golden infrastructure war chest primed for the operator’s 20-nation blitz.

The saga traces to 2014’s seismic sale that freed MTN capital for spectrum wars while birthing enduring lease pacts, now ripe for reversal as governance dust-ups over shareholder nominations and agendas underscore the buyout’s boardroom chess.

Market tremors rippled through IHS shares post-leak, underscoring the $2.76 billion tag’s gravity as MTN eyes cost efficiencies, network agility, and expansion muscle in oil-volatile economies where tower mastery spells survival.

Should the ink dry, MTN vaults to ownership of a colossus fuelling digital bridges from Lagos megacities to rural frontiers, slashing third-party dependence while supercharging investments in fibre-deep data dreams and 5G horizons.

Analysts buzz that the mega-deal heralds telecom consolidation waves, with operators reclaiming tower turf to fortify against rivals and unlock synergies in a landscape where infrastructure crowns kings.

Neither MTN nor IHS commented officially by press time, but the high-stakes huddle spotlights Africa’s telecom arena hurtling toward an era where owning the poles decides who dominates the digital skies.


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NCC, NSCDC Warn Construction Firms Against Damaging Fibre Optic Cables

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Nigerian Communications Commission (NCC) and the Nigeria Security and Civil Defence Corps (NSCDC) have issued a forceful warning to road construction companies, government contractors and civil engineering firms across the country, declaring that the era of unchecked fibre-optic cable damage during excavation works is over, with perpetrators now facing criminal prosecution.

NCC, NSCDC Warn Construction Firms Against Damaging Fibre Optic Cables

NCC, NSCDC

The two agencies, in a joint statement, highlighted the alarming surge in avoidable fibre cuts caused by negligence, poor planning or outright disregard for infrastructure protection protocols, stressing that such incidents severely disrupt Nigeria’s digital backbone and will attract the full weight of the law moving forward.

They described fibre optic cables as indispensable national assets that fuel the nation’s burgeoning digital economy, ensuring uninterrupted communication services, powering emergency response systems, linking businesses for commerce and trade, and enabling seamless government operations at all levels.

Any destruction of these cables, whether through careless excavation, lack of coordination with telecom operators or deliberate sabotage, directly endangers national security, undermines economic stability and compromises public safety, the organisations warned, painting a grim picture of the cascading effects of even brief network outages on hospitals, financial institutions and security agencies nationwide.

Under the Designation and Protection of Critical National Information Infrastructure (CNII) Order 2024, telecommunication fibre infrastructure has been officially classified as Critical National Information Infrastructure, making any damage from unauthorised digging, construction activities or failure to collaborate with relevant authorities a clear-cut criminal offence punishable under existing statutes.

Individuals, private construction companies and even government contractors found culpable will face immediate prosecution and stiff sanctions as stipulated in the Cybercrimes (Prohibition, Prevention, etc.) Act 2015, with the agencies vowing zero tolerance for what they termed economic sabotage disguised as construction mishaps.

“Future damage to fibre optic infrastructure caused by excavation, road construction or any civil engineering activity conducted without due consultation or collaboration with network operators and relevant regulators will attract strict legal consequences,” the NCC and NSCDC declared categorically, underscoring their resolve to safeguard this vital ecosystem through heightened enforcement.

To forestall further incidents, the agencies implored federal, state and local government bodies, road construction firms, utility service providers and private property developers to adopt proactive measures including thorough pre-construction verification of underground fibre routes using approved mapping tools, early collaboration with the NCC, telecom operators and NSCDC both before and during project execution, strict adherence to national guidelines on excavation procedures and right-of-way management, and prompt reporting of any accidental damage to facilitate swift repairs and minimise downtime.

They emphasised that these steps represent the bare minimum for compliance in an era where digital connectivity is non-negotiable for Nigeria’s progress.

Members of the public have also been enlisted in this protection drive, with calls to report suspected sabotage, vandalism or unintended damage to fibre optic installations at the nearest NSCDC office, via email to [email protected] or [email protected], or by dialling the toll-free line 622 for immediate action.

This collaborative approach, the agencies believe, will not only deter would-be offenders but also foster a culture of accountability among all stakeholders handling earth-moving equipment or infrastructure projects in a country racing towards full digital transformation.


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Google Calls on Africa’s AI Trailblazers for 10th Startup Accelerator Cohort

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Google has flung open applications for its landmark 10th cohort of the Startups Accelerator Africa, doubling down on nearly a decade of continent-wide tech propulsion by targeting Series A pioneers wielding AI and machine learning for scientific and societal moonshots.

Google Calls on Africa’s AI Trailblazers for 10th Startup Accelerator Cohort

Google

The 12-week “AI First” hybrid bootcamp, kicking off April 2026, equips Africa-based or Africa-centric innovators with Google’s AI arsenal, expert mentorship, technical firepower, and investor matchmaking to catapult health and deep-tech ventures into orbit—deadline March 18 at g.co/acceleratorafrica.

“Africa’s tech landscape is seeing a vibrant shift toward deep-tech innovation,” proclaimed Folarin Aiyegbusi, Head of Startup Ecosystem, Africa. “For Class 10, we are focusing on the potential of AI to drive health and societal benefits, providing the infrastructure and expertise to turn these startups into the research labs of the continent.”

Since 2018, the accelerator has turbocharged 180+ startups across 17 nations, unlocking $350 million in funding and 3,700 direct jobs, cementing Google’s role as Africa’s AI innovation forge amid a deluge of homegrown problem-solvers.

Equity-free and hybrid-powered, Class 10 promises Google’s product credits, strategic war rooms, and global networks to forge the next wave of African AI trailblazers reshaping everything from disease detection to climate resilience.


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