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
Telecoms Industry Cuts 383 Jobs in One Year

Nigeria’s telecommunications industry cut 383 jobs between 2023 and 2024 as operators struggled under surging operating expenses, shrinking subscriber numbers and persistent regulatory pressures, according to newly released Year-End Performance Reports from the Nigerian Communications Commission (NCC).

The total workforce across licensed operators fell from 17,882 in 2023 to 17,499 in 2024, reflecting widespread downsizing across major market segments.
The workforce reduction came in a year when operators’ operating expenses spiked from N3.16 trillion in 2023 to N5.85 trillion in 2024—an 85.35 per cent increase.
The NCC attributed the surge to skyrocketing energy costs, inflation, foreign exchange instability and persistent multiple taxation by state and local authorities.
“Most licensees complained of high Right of Way (RoW) fees, harsh microeconomic operating environments and rising inflation,” the NCC noted in its report.
A breakdown of employment figures shows that GSM operators were the hardest hit, reducing staff strength from 7,212 to 6,658. Internet Service Providers (ISPs) also downsized, cutting their workforce from 5,589 to 5,473, while Value-Added Service (VAS) operators shed 100 jobs—from 813 to 713. Fixed-line operators, however, saw a slight workforce increase, rising from 268 to 272.
Two market segments recorded notable job gains. Collocation and infrastructure-sharing providers expanded from 1,574 workers to 1,751, while the “Others” category rose from 2,426 to 2,632. These gains, however, were not enough to offset the broader sector decline.
The job cuts coincided with a dramatic fall in active voice subscriptions following the enforcement of the National Identification Number (NIN)-SIM linkage policy.
Active subscriptions dropped from 224.7 million in 2023 to 164.9 million in 2024—a decline of 26.61 per cent.
Telecom
T2 Debunks Viral Posts on IHS Towers, Affirms Network Stability

T2, telecommunications operator, has raised the alarm over what it described as a surge of deliberate misinformation circulating online about its operational structure and its relationship with IHS Towers.

The company said it had become necessary to address the matter publicly following the activities of what it called “pseudo-analysts operating without any credible industry knowledge, grossly misrepresenting how telecommunications networks function and deliberately distorting the facts for attention and engagement,” it noted.
T2 stressed that, contrary to narratives trending across social media platforms, its service delivery model is not dependent on IHS infrastructure.
It explained that commentators pushing such claims were either ignoring or entirely unaware of the fundamental workings of National Roaming, a framework approved by the Nigerian Communications Commission (NCC) that allows operators to seamlessly leverage partner networks to ensure complete coverage without reliance on their own base stations.
The firm described insinuations that it faces operational risks or any threat of service disruption owing to IHS-related developments as technically false, uninformed, and recklessly misleading.
Just as such commentary “creates a false impression of instability, misleading the public and mischaracterising industry dynamics.”
According to the telecom operator, the persistent spread of such narratives indicated something beyond ignorance.
“It is evident that these distortions go beyond mere misunderstanding. The consistent inaccuracies and sensationalist framing suggest malicious intent, aiming to sow confusion rather than provide genuine analysis.
“Self-proclaimed analysts should be held to a standard of accuracy, yet they’re publishing content without grasping telecom operations, National Roaming, or infrastructure sharing implications,” it said.
Meanwhile, T2 maintained that it “rejects these misrepresentations in their entirety, with its operations remaining fully stable, fully supported, and entirely aligned with established industry models.”
It added “The attempt to link T2’s operational integrity to IHS-related narratives is nothing more than manufactured disinformation.”
Additionally, the operator urged subscribers and the general public to disregard false claims and rely solely on verified information.
“We urge the public and our stakeholders to disregard these false claims and rely exclusively on official communication from T2 or recognised industry authorities,” the firm noted. At the same time, reaffirming its commitment to transparency and accurate, technically verified information.
The mobile firm, reiterating its long-term ambition, said, “It remained committed to its vision of being a leading digital lifestyle partner, delivering world-class connectivity that empowers Nigerians to achieve their ambitions”
Telecom
MTN’s Service Revenue Rises 26 Percent on Nigeria, Ghana Growth

South Africa’s MTN (MTNJ.J), opens new tab said on Monday its service revenue for the nine months to September rose by 25.9%, driven by strong performances in Nigeria and Ghana.

Africa’s biggest telecom operator, which has more than 300 million customers in 16 markets across the continent, said that excluding the effect of currency fluctuations, group service revenue increased by 22.6%.
MTN Nigeria led growth with a 57.1% rise in service revenue while MTN Ghana rose 35.9%, supported by lower inflation and more stable exchange rates.
However, MTN South Africa saw a slower growth of 2% as gains in post-paid and enterprise were offset by continued pressure in a highly competitive prepaid market.
Data revenue increased by 40%, driven by an expansion of active data subscribers and strong demand, MTN said, while Fintech revenue rose 35.7%.
MTN said 27.9 billion rand ($1.63 billion) in capital expenditure to help expand its commercial business had helped drive growth in data traffic and fintech transactions.
Customer numbers grew 5% to 301 million.
MTN said it plans to expand its AI-powered digital inclusion initiative with Microsoft (MSFT.O), opens new tab across Africa in early 2026.
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