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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.

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NDPR to Safeguard Personal Data of Nigerians -DG NITDA

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Mallam Kashifu Inuwa Abdullahi, director general, National Information Technology Development Agency (NITDA), has disclosed that the motive behind the issuance of Nigerian Data Protection Regulations, (NDPR) by the Agency was to safeguard the right of natural persons to data privacy, fostering safe conduct for transactions involving the exchange of personal data, enablement of Nigerian businesses to be globally compliant and competitive and to create jobs for Nigerians.

 

Mallam Abdullahi revealed this Friday while delivering the keynote address  at the 6th annual conference of Institute Internal Auditors of Nigeria, (IIAN) with the theme:, “Agility and Resilience” which was held on zoom conference platform.

 

The Conference aimed at preparing participants across Internal Audits, Internal Controls, risk management, revenue and Government assurance and other business professionals to learn how to leverage on new technologies and procedures towards actualisation of the organisation’s goals and objectives.

 

The NITDA DG who was represented Director e-Government Development and Regulations, Dr Vincent Olatunji stated that since inception of the Agency in 2001, it has been playing a catalytic roles to spur the infusion of technology into nation’s work processes reiterating that the Agency plays “critical roles in capacity development, provision of working tools for Ministries, Departments and Agencies (MDAs).

 

“NITDA also has an existing arrangement with the office of the Auditor General of the Federation to aid the office in the discharge of its activities.”

 

Mallam Abdullahi said, “The Nigeria Data Protection Regulation (NDPR) was issued on 25th January, 2020 by my predecessor, DrIsa Ali Ibrahim Pantami, the Honourable Minister of Communications and Digital Economy.

 

“As part of his think-tank then, our thinking was that Nigeria needed to quickly provide a regulatory framework for the processing of personal data.

 

“This was even more pertinent in consideration of the global implications of non-performance.

 

“Businesses where losing bids because investors felt there was no data privacy regime in Nigeria.

 

“The Agency’s implementation of the NDPR has been innovative and impact oriented. For the first time in data protection implementation, auditors became recognised as Data Protection Compliance Organisations (DPCO)”.

 

He maintained that NITDA has 72 licensed DPCOs among which are members of this “august body,” adding that “this posture is not as a result of lack of professionals in the IT industry, rather, we have made conscious efforts to carry every relevant stakeholder along in our developmental regulatory strategy.

 

“ I hope this noble institute would repay NITDA’s generosity by imbibing ethical and professional principles on your members for better implementation of the Regulation.”

 

Earlier in his remarks, the Managing Director and Chief Executive Officer, New Capital Cooperatives Society Mr. Benedict Anyalenka while commending the organisers of the conference affirmed that data privacy and protection should be a requisite skill needed for development of the Information Technology Sector as it would create platform for protection of information against unauthorized usage.

 

Anyalenka, however, called for proper awareness on the importance of data privacy among organisations and stakeholders across the country to safeguard citizens’ data.


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FG Reveals Plans to Deploy Technology in the Health Sector

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As part of its response to the COVID-19 pandemic, the federal government of Nigeria has announced plans to deploy information and communications technology (ICT) in the country’s health sector.

This is part of the plans to achieve transparency and accountability in health care delivery across the country.

Dr. Ngozi R. C. Azodoh, director, Special Projects, Federal Ministry of Health, who represented Osagie Emmanuel Ehanire, Honourable Minister of Health, revealed this while speaking at MTN Nigeria’s Revv Programme masterclass on Thursday, September 17, 2020 .

The virtual session themed ‘Bridging the healthcare divide through technology and partnerships’ had in attendance health sector experts including Chief Executive Officer, Hygeia HMO Limited, Obinnia Abajue; Chief Operations Officer and Co-Founder, Afya Care, Kola Oni; Managing Director, Ingress Health Partners, Dr. Orode Doherty and Chief Executive Officer, Tremendoc Limited, Ugochukwu Chikezie. The session was moderated by the General Manager, Business Development, MTN Nigeria, Omotayo Ojulatayo.

According to Azodoh, the federal government has put structures in place to utilise ICT as part of efforts to standardise the healthcare system.

“The government is working hand in hand with state governments across the country to maintain transparency and accountability, adding that ICT and other forms of electronic platforms are currently being improved and expanded following the federal government’s COVID intervention”.

She also shared that the ministry is willing to support small businesses in the sector imploring the participating SMEs to seize the opportunities provided by The Revv Programme.

“I want to ask everyone who is listening to write to the MTN Revv team and say this is one thing I want the Federal Ministry of Health to do to help my business then we can engage on how to proceed,” she enthused.

In her parting remarks, she also commended MTN Nigeria for providing a platform for SMEs to expand their capacity. “I must commend MTN for this excellent initiative. It has been very productive for me and an opportunity to transfer knowledge.”

The Revv Programme is an initiative from MTN Nigeria to help small businesses rethink and retool their operations in order to withstand the effect of the COVID-19 pandemic using a four-pronged approach that includes masterclasses, access to market, productivity tools support and advisory initiatives.


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Peace House Charity Foundation Seeks for DCTC Intervention

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Mallam Kashifu InuwaAbdullahi, director general, National Information Technology Development Agency (NITDA), asserted that if we do not empower our people, they become a problem to the society in future.

 

He made this know on Friday while receiving a delegation from Peace House Charity Foundation,Yola who were at the Agency’s Corporate Headquarter, Abuja to seek for interventions in the areas of ICT.

 

The representative of the Director General, Dr. Vincent Olatunji, Director eGovernment Development and Regulation stated that one of the mandate of the Agency is the deployment of ICT infrastructure as such the Foundation’s visit at this time is very apt as the Agency is relentlessly working on the implementation of the Digital Economy strategy.

 

MallamAbdullahi affirmed that Agency at the moment is looking for organisations to partner with to sustain Digital Capacity Training Centres deployed across the country.

 

He commended the effort of the organisation in assisting orphans with not only providing basic education but also the provision of skills, mentorship and moral upbringing.

 

Speaking earlier, Mr Mohammad Bello, a Director with the Foundation said that the organisation was at the Agency to seek for ICT intervention and to commend NITDA’s effort in promoting ICT knowledge across the nation.

 

He stated that the organisation supports education for the orphans and the less privileged,  promote health care delivery especially among women and children, provide sensitisation workshop for parents (mothers) on parenting and matrimonial home, promote unity and encourage self-reliance among the populace.

 

 

 

 

 


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