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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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Elon Musk Accuses South Africa of Racism over Starlink Licence Block

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Elon Musk, CEO of SpaceX and owner of X,  on Sunday criticised his birth country’s government, claiming that Starlink is being denied an operating licence on the basis that he is not black.

Elon Musk Accuses South Africa of Racism over Starlink Licence Block

In a series of posts on his X handle, the South Africa-born billionaire referenced ongoing regulatory hurdles tied to the country’s Broad-Based Black Economic Empowerment policies.

He claimed the post-apartheid rules require telecommunications licensees to have at least 30 per cent ownership by historically disadvantaged groups, primarily Black South Africans, women, and people with disabilities.

He wrote, “South Africa won’t allow Starlink to be licensed, even though I was born there, simply because I am not black!

“We were offered many times the opportunity to bribe our way to a license by pretending that a black guy runs Starlink SA, but I have refused to do so on principle.

“Racism should not be rewarded no matter to which race it is applied. Shame on the racist politicians in South Africa.

“They should be shown no respect whatsoever anywhere in the world and shunned for being unashamedly racists!”

The dispute centres on licensing requirements enforced by the Independent Communications Authority of South Africa.

Starlink has not formally received a licence and has argued that current telecom regulations do not fully recognise Equity Equivalent Investment Programmes, alternatives to direct ownership transfers that allow companies to invest in skills development, infrastructure, or community projects instead.

South African officials have, over the years, repeatedly dismissed claims of racism, citing other foreign investors operating in the country.

They argued that the company has not submitted a complete formal application compliant with existing rules.

“Sir, that’s not true and you know it! It’s got nothing to do with your skin colour. Starlink is welcome to operate in South Africa provided there’s compliance with local laws.

“This is a global international trade and investment principle. There are over 600 USA companies investing and operating in #SouthAfrica…all complying and thriving! @Microsoft just announced additional investments yesterday,” South Africa’s Head of Public Diplomacy, Clayson Monyela, said in March 2025, when Musk initially raised the allegation.

Replying again via X on Sunday, he wrote, “@elonmusk watching the more than 600 USA companies investing more in, complying with #SouthAfrican laws and thriving. Zero drama!!.”


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Digital Realty, IXPN Expand Peering Network with New Internet Exchange Point of Presence in Nigeria

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Digital Realty, the world’s largest cloud and carrier-neutral data center platform, today announced the activation of a new internet exchange point of presence (PoP) for the Internet Exchange Point of Nigeria (IXPN) at its newly commissioned data center in Ibeju-Lekki, Lagos.

This development marks a significant milestone in strengthening Nigeria’s digital infrastructure and elevating West Africa’s connectivity.

Building on IXPN’s existing PoP at Digital Realty’s campus located in Victoria Island, the newly activated PoP at the company’s Lekki data center extends IXPN’s reach, offering access from 12 data centers across Nigeria. IXPN is now uniquely available in all major data centers in Lagos, further positioning Lagos as a hub for local and regional interconnectivity.

Strategically located, Digital Realty’s Lekki data center serves as the landing point for the 2Africa subsea cable system, one of the world’s most expansive subsea cable projects, linking over 46 locations throughout Africa, Europe, the Middle East, and Asia.

This can deliver reliable, high-speed connectivity and can help enhance Nigeria’s role in the global digital economy. With the opening of Digital Realty’s Lekki data center alongside its campus in Victoria Island, Digital Realty became the first carrier-neutral data center provider in Lagos to operate two campuses, offering enhanced resilience and disaster recovery options for the industry.

With improved access to IXPN at the Digital Realty’s Lekki campus, networks and service providers can benefit from expanded, resilient public peering options. These enhancements can reduce latency, improve efficiency, support robust data exchange for content providers and cloud platforms, and enable enterprises to meet growing demands both locally and internationally.

This activation at our Lekki campus represents a deepening of Digital Realty commitment to connecting the local and regional digital economy to global networks,” said Ike Nnamani, Managing Director, Digital Realty in Nigeria. “By integrating IXPN’s exchange point, we are delivering resilient peering that enables lower latency and can increase operational efficiency for our customers.”

For IXPN, the move supports its expanding community of over 130 peering members – spanning ISPs, global content, and cloud operators – delivering greater resilience and more efficient local internet traffic exchange.

“Expanding IXPN to Digital Realty’s Lekki campus is a significant step in our journey to enhance connectivity across Nigeria,” said Muhammed Rudman, CEO, IXPN. “Our members are expected to benefit from faster, low-latency pathways, allowing broader digital inclusion and fueling Nigeria’s digital economy,” Rudman continued.

IXPN continues to play a pivotal role in localising internet traffic, a key factor in performance improvements and cost reductions. Peak domestic internet traffic at IXPN surpassed 1 terabit per second (Tbps) in April 2025 and grew to over 2 Tbps by March 2026, demonstrating IXPN’s significant role in local traffic exchange. Industry data shows that keeping traffic local reduces latency, boosts connectivity speeds, and delivers substantial annual savings for ISPs and content providers.

 


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SpaceX Hints at Home‑Built Chip Module for Starlink Mobile

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SpaceX is signaling plans to develop its own radio‑frequency chip modules for the Starlink Mobile satellite‑to‑phone service, according to a new job posting for a Senior RF Front‑End Module Design Engineer.

SpaceX Hints at Home‑Built Chip Module for Starlink Mobile

What SpaceX Is Developing
The role is focused on designing “multi‑chip modules” containing RF front‑end components—such as antennas, signal tuners, and power amplifiers—that work alongside the modem in smartphones to transmit and receive 5G, LTE, and Wi‑Fi signals efficiently.

The engineer will integrate these RF modules into mass‑production printed circuit board assemblies and optimise yield and design for high‑volume manufacturing, indicating that SpaceX intends to take tighter control over the phone‑side radio hardware.

Link to Starlink Mobile Upgrade
The hiring move dovetails with SpaceX’s broader push to upgrade Starlink Mobile using valuable radio spectrum it acquired from EchoStar (parent of Boost Mobile), which the company plans to activate via next‑generation satellites launching in mid‑2027.

With that spectrum, SpaceX aims to boost downlink speeds for Starlink Mobile users to up to about 150 Mbps, a significant jump from the current roughly 4 Mbps, enabling 5G‑like connectivity directly from its satellites orbiting over 300 km above Earth.

Device‑Maker and Chip‑Partner Efforts
SpaceX has acknowledged that it will need about two years for phone manufacturers to adopt new chipsets tuned to the EchoStar spectrum bands, and at Mobile World Congress a SpaceX executive said the company is working closely with device and modem makers to enable the service on as many handsets as quickly as possible.

There are also reports that Samsung is developing a modem for the service, suggesting that SpaceX will combine its own RF‑front‑end modules with third‑party modems to deliver a full satellite‑to‑phone stack optimized for its low‑Earth‑orbit constellation.

Current Status of Starlink Mobile
Starlink Mobile today is offered mainly as a paid add‑on on T‑Mobile, while it is free on some of the carrier’s premium plans, and will later expand to Boost Mobile and prepaid carrier US Mobile.

Meanwhile, AT&T and Verizon are pursuing rival satellite‑to‑phone services via Texas‑based AST SpaceMobile, underscoring that direct‑to‑device connectivity is becoming a key battleground in the global telecom‑satellite convergence race.


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