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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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NCC, CBN to Resolve Telecoms, Banks’ USSD Debt Issue

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Nigerian Communications Commission (NCC) is in talks with the Central Bank of Nigeria (CBN) over the Unstructured Supplementary Service Data (USSD) debt totalling N250 billion between the telecom operators and the commercial banks in the country.

NCC, CBN to Resolve Telecoms, Banks’ USSD Debt Issue

USSD, known as quick or feature codes, is a global system for mobile communications (GSM) protocol used to send text messages and initiate financial transactions such as cash transfers, balance inquiries, payments for services and others.

However, the USSD platform, which is widely relied upon by millions of Nigerians for quick and efficient mobile transactions, has become a point of disagreement between the banks and telecom operators.

The crisis dates back to 2019 when telcos proposed charging N4.50 per 20 seconds of USSD usage in order to cover operational costs after years of providing the service for free.

But the banks kicked against this, saying a 450% increase in transaction costs will significantly grow the debt and strain relations between the two vital industries.

However, Dr Ikechukwu Adinde, director of Consumer Affairs Bureau, NCC, who disclosed this move, said commission was hopeful the issue would soon be settled.

According to him, “The NCC remains committed to ensuring that the interests of all stakeholders—consumers, telcos, and banks—are protected.”

He insisted that a resolution is critical to maintaining the seamless operation of mobile financial services that millions of Nigerians depend on daily.

Adinde, who also said plans are on to introduce reforms at enhancing tariff transparency in the telecommunications industry, believed the new move between the NCC and the CBN would put the debt issue finally to rest.

On transparency and responsibility policy, Adinde said the changes, set to roll out in the coming months, will require telecom operators to provide consumers with clear, easily accessible tables outlining tariff plans, billing rates, and the terms and conditions associated with their services.

Indeed, Karl Toriola, chief executive officer (CEO) of MTN Nigeria, had said in October that banks might be disconnected from the USSD platform due to debt arising from the use of the quick codes by their customers.

Toriola had said mobile network operators (MNOs) might, subject to regulatory approval, suspend use of the service on the network for banking operations, as the debt had continued to pile up and was becoming unsustainable to the operators.

Also, Gbolahan Awonuga, executive secretary of the Association of Licensed Telecommunication Operators of Nigeria (ALTON), said in October that the debt between telecoms operators and commercial had hit N250billion.

Earlier, the telcos had lamented that they could no longer provide the services free, proposing a cut of N4.50k per 20 seconds from the charges paid by customers to the banks.

But the banks kicked against this, adding that it would raise costs by 450 percent.

 

Credit: Daily Post

 

 


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9mobile CEO Highlights Key Solutions for Securing Electronic Money Transfers in Africa

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Obafemi Banigbe, CEO of 9mobile, recently shared his expertise at the Alliance for Innovative Regulation (AIR) virtual conference, tackling the pressing issue of digital payment fraud in West Africa.

His insightful perspectives offered valuable insights into combating identity theft, a major threat to electronic money transfer security across the African continent.

Speaking as a panellist in a session moderated by Nick Cook, Chief Innovation Officer at AIR, Banigbe outlined how telcos play a pivotal role in protecting financial transactions.

“Fraud is fundamentally a human challenge, not just a technological one,” he remarked, emphasising that identity theft remains central to electronic money transfer fraud and requires a community-driven, human-centred approach.

He emphasized the critical role of telecommunications companies as guardians of security in the financial ecosystem. He outlined the proactive measures 9mobile and other telcos are taking to fortify financial systems, focusing on several key areas.

Banigbe highlighted the integration of Know Your Customer (KYC) systems, which leverage collaborations with national ID databases, banking records, and mobile number registries to enhance customer verification.

He also stressed the importance of robust security tools, including SIM registration, Biometric authentication (fingerprint and facial recognition) and One-Time Password (OTP)-based authentication. These measures he said collectively strengthen verification processes, ensuring a more secure financial ecosystem.

Banigbe reiterated the importance of partnerships between financial institutions and payment platforms. These collaborations enable the secure sharing of intelligence, ensuring compliance with data protection laws.

This, in turn, facilitates the detection of suspicious activities while maintaining privacy. He also highlighted the need to address delays in fraud tracking. To achieve this, he advocated for the deployment of real-time blacklisting mechanisms. This would enable swift action on reported incidents, preventing fraudsters from exploiting time gaps.

While highlighting the need for industry-wide collaboration, Banigbe pointed to the cost-effectiveness of shared investments in advanced security architecture. “No single organisation can tackle this alone. A united effort among telcos, financial institutions, and regulators is key to safeguarding our financial systems,” he asserted.

The panel discussion, which featured other notable speakers, including Ikenna Ndugbu (Moniepoint), Sheila Senfuma (Consumers International), and Modupe Ladipo (Prosperar Consulting), explored diverse aspects of combating digital payment fraud.

They discussed the role of robust compliance frameworks and transaction monitoring tools; addressed accessibility challenges for vulnerable populations, including people with disabilities like visual impairment that disallows them from baseline financial literacy; highlighted the specific vulnerabilities faced by women in informal financial systems and advocated for culturally sensitive financial inclusion strategies.

Banigbe further remarked on the need for proper access control within organisations to combat possible internal staff collusion with external fraudsters to make security systems more vulnerable.

“Regulating access will help prevent fraudulent activities within organisations,” he said, pointing to the need for stronger internal controls to safeguard sensitive processes.

He spotlighted the crucial role of telcos in creating a secure and inclusive digital financial ecosystem. Collaboration, Banigbe stressed, is essential to achieving lasting results in the fight against fraud.

“It is an ecosystem, and there should be a joint effort to enlighten the public on digital payment fraud and advocate for victims of fraud,” he concluded, calling for unified action among telcos, financial institutions, and regulators.

With over 100 participants attending the conference, the collective commitment to combat digital payment fraud is evident. Discussions continue to focus on leveraging technology, driving public awareness, and strengthening collaborative frameworks to address the pervasive threat of identity theft.


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Prof. Adewale Obadare Shares Key Insights on Breaking into Cybersecurity

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Professor Adewale Obadare, a renowned cybersecurity expert and the first Professor of Practice in Cybersecurity in Nigeria, shared his valuable insights on how to break into the cybersecurity industry. With over 58 professional certifications and numerous awards, including the Outstanding Digital Trust Leader Award, Obadare’s expertise is unparalleled.

Dr. Obadare Peter Adewale

Dr. Obadare Peter Adewale

Speaking at FirstBank’s Cybersecurity Career Webinar that was held over the weekend, Prof. Obadare emphasized that cybersecurity is a field with numerous opportunities, including job security, competitive salaries, and global recognition.

However, he noted that many individuals struggle to break into the industry due to a lack of understanding of their strengths and weaknesses.

To succeed in cybersecurity, Obadare advised individuals to identify their cognitive strengths and choose a career path that aligns with their skills.

He emphasized that there are two primary paths in cybersecurity: technical and governance, risk, and compliance (GRC).

Obadare debunked the myth that certifications are unnecessary, stating that they provide a structured way of learning and are essential for building cognitive competence.

He defined cognitive competence as the acquisition of knowledge and theoretical understanding, which is synonymous with knowledge and mastery of concepts and theoretical knowledge.

Obadare shared a personal anecdote to illustrate the importance of cognitive competence. He recalled a situation where a colleague, who was practically skilled but lacked cognitive competence, deleted a critical system file (NTLDR) while backing up a critical system.

Obadare, who had acquired cognitive competence through certification, knew that deleting the file would prevent the system from booting up. He intervened, recovered the file, and restored the system.

He further emphasized that cognitive competence is essential for making informed decisions and taking effective actions in cybersecurity.

He encouraged individuals to acquire certifications, such as CompTIA Security+, to build their cognitive competence and provide a structured way of learning.

In addition to cognitive competence, Obadare highlighted the importance of functional competence, which is the ability to translate theoretical knowledge into practical skills.

He emphasized that individuals need to strike a balance between cognitive and functional competence to succeed in cybersecurity.

While advising prospective Nigerians seeking to take up career in cybersecurity, Obadare advised them to be humble, open-minded, and willing to learn from others.

According to him, “My advice to individuals seeking to break into cybersecurity is to acquire certifications to build cognitive competence. Cultivate behavioral competence by being humble, open-minded, and willing to learn from others. Continuously learn and self-improve, as cybersecurity education and career is a journey, not a destination”.

In conclusion, Obadare’s insights provided a valuable roadmap for individuals seeking to break into the cybersecurity industry. By acquiring certifications, developing practical skills, and cultivating a positive attitude, individuals can set themselves up for success in this rapidly evolving field.


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