General News
Why Paid Media Is Losing Its Edge: The Rise of Earned Media in 2025

By Reuben Kalu
In the evolving digital marketing landscape, 2025 is shaping up to be a transformative year. Traditional paid media, once the backbone of marketing strategies, is becoming increasingly irrelevant. Instead, earned media and owned media are taking center stage, offering unparalleled opportunities for brands to connect authentically with their audiences. In this article, we’ll explore how earned media has disrupted the dominance of paid media and how you can leverage your owned media assets to turbocharge your marketing efforts.
The Rise of Earned Media
Earned media refers to the organic exposure a brand receives through word-of-mouth, media coverage, social shares, reviews, and recommendations. Unlike paid media, which requires financial investment for visibility, earned media is driven by trust and authenticity—two critical factors that modern consumers prioritize when making purchasing decisions.
According to a Nielsen report, 92% of consumers trust earned media more than any form of advertising. This trust stems from the fact that earned media is unsolicited and unbiased, making it far more credible than paid advertisements. As a result, brands that focus on generating earned media are seeing higher engagement rates and improved customer loyalty.
Why Paid Media Is Losing Relevance
Paid media isn’t entirely obsolete, but its efficacy is waning. Here are some reasons why:
1. Ad Fatigue: Consumers are bombarded with ads every day, leading to desensitization and ad fatigue. Many now use ad blockers, making it harder for brands to reach their target audience through paid media.
2. Rising Costs: The cost of digital advertising has skyrocketed, especially on platforms like Google and Facebook. Small businesses often find it difficult to compete with larger corporations with bigger budgets.
3. Declining Trust: Modern consumers are skeptical of paid ads, often viewing them as intrusive or misleading. This lack of trust significantly diminishes the ROI of paid campaigns.
4. Algorithm Changes: Social media algorithms are increasingly favoring organic content over paid promotions. This means brands that rely solely on paid media are at a disadvantage.
The Power of Owned Media
While earned media’s authenticity is its strength, owned media provides the platform to control and amplify your brand’s voice. Owned media includes channels you control, such as your website, blog, email newsletters, and social media profiles. By strategically optimizing these assets, you can create a robust marketing ecosystem that works harmoniously with earned media.
Strategies to Maximize Your Own Media Opportunities in 2025
1. Create High-Value Content
Content remains king in 2025, but not just any content will do. Focus on producing high-value, shareable content that solves real problems for your audience. This could be in the form of:
• Educational Blog Posts: Address common pain points in your industry with actionable solutions.
• Interactive Media: Infographics, videos, and quizzes can significantly increase engagement.
• Case Studies: Showcase your expertise by highlighting success stories that resonate with your audience.
2. Leverage SEO and Content Optimization
Your owned media is only as effective as its discoverability. Search engine optimization (SEO) ensures your content ranks high on search engine results pages (SERPs). Key tactics include:
• Conducting keyword research to understand what your audience is searching for.
• Optimizing on-page elements like meta descriptions, headers, and image alt texts.
• Building backlinks to establish authority and credibility.
3. Develop a Strong Email Marketing Strategy
Email marketing remains one of the highest-ROI channels for owned media. Personalize your emails to cater to the unique needs of your audience segments. Use tools like automation and A/B testing to refine your campaigns and drive higher engagement rates.
4. Engage Authentically on Social Media
Social media platforms are an extension of your owned media. Rather than treating them as one-way communication tools, use them to foster genuine engagement. Respond to comments, participate in discussions, and share user-generated content to build trust and loyalty.
5. Build an Online Community
Communities foster loyalty and provide a platform for earned media to thrive. Create forums, Facebook groups, or Slack channels where your audience can engage with your brand and each other. Encourage discussions, host Q&A sessions, and reward active participants to keep the community vibrant.
6. Integrate Data Analytics
Use data analytics to measure the effectiveness of your owned media strategies. Tools like Google Analytics, HubSpot, and SEMrush can help you track metrics such as website traffic, bounce rates, and conversion rates. Data-driven insights enable you to fine-tune your approach and maximize ROI.
How Earned Media Complements Owned Media
Earned and owned media work best when integrated effectively. Here’s how:
• Amplification: Use your owned media channels to amplify positive earned media, such as reviews, testimonials, and media mentions.
• Engagement: Encourage your audience to share your owned media content, turning it into earned media.
• Credibility: Highlight earned media on your owned channels to build trust and authority.
For instance, if your brand receives a glowing review in a reputable publication, feature it prominently on your website and share it across your social media platforms.
Examples of Successful Earned and Owned Media Strategies
1. Glossier: This beauty brand leveraged user-generated content (earned media) on social platforms and amplified it through its owned media channels, including email newsletters and blog posts.
2. Spotify Wrapped: Spotify’s year-end feature encourages users to share their listening habits on social media (earned media), driving massive organic reach. The feature’s landing page on Spotify’s website (owned media) further strengthens engagement.
3. Apple’s “Shot on iPhone”: Apple’s campaign used customer-generated photos (earned media) and showcased them on its website and billboards (owned media), creating a seamless synergy between the two.
The Risks of Overlooking Earned and Owned Media
Brands that fail to adapt to the shift from paid to earned and owned media risk falling behind their competitors. Over-reliance on paid media can result in:
• High Costs with Low Returns: Diminishing ROI makes paid media an unsustainable long-term strategy.
• Missed Opportunities: Authentic engagement and trust-building opportunities are often lost.
• Decreased Credibility: Consumers may perceive your brand as overly promotional and inauthentic.
Conclusion: Turbocharge Your Marketing in 2025
In 2025, the most successful brands will be those that prioritize earned and owned media over traditional paid strategies. By focusing on authenticity, value, and engagement, you can build trust, foster loyalty, and drive sustainable growth.
Take the first step by optimizing your owned media assets and crafting a strategy to generate earned media. The result? A marketing approach that not only keeps pace with the times but also positions your brand as a trusted leader in your industry.
Call to Action:
Ready to elevate your marketing game? Partner with us to unlock the full potential of earned and owned media. Contact [Your Company Name] today for tailored strategies that deliver real results.
General News
NIPOST Suspends Cash Transactions Nationwide

Nigerian Postal Service (NIPOST) has declared July 1, 2025, as the deadline for phasing out cash transactions across all its offices nationwide.
This was disclosed in a statement issued on Monday by Frank Alao, director of Corporate Communications,NIPOST.
The move is part of a broader reform initiative aimed at transforming NIPOST into a more innovative, efficient, and digitally driven organisation.
The management explained that the reforms are aligned with global best practices and tailored to meet the demands of Nigeria’s rapidly evolving digital economy, as well as the Renewed Hope Agenda of President Bola Ahmed Tinubu.
Alao stated, “We are assuring Nigerians of a revitalised NIPOST that delivers superior service and embraces the future.
“A major highlight of the reform package is the transition to a fully cashless system. Beginning July 1, 2025, all post office counters nationwide will no longer accept cash payments for their services. Customers will be required to use approved electronic channels for all transactions.
“This is a crucial step in our modernization journey, one that ensures safer, faster, and more transparent service delivery.”
General News
FG Faults AfDB’s Adesina on Nigeria’s GDP Per Capita Figures

The Presidency has faulted claim of Akinwumi Adesina, president, African Development Bank (AfDB), on the current Nigeria’s Gross Domestic Product (GDP) per capita figures versus the level it was in 1960 when Nigeria attained independence.

Akinwumi Adesina, president, African Development Bank
The outgoing AfDB President had in a recent viral statement claimed that Nigerians are worse off today than in 1960 when Nigeria’s GDP per capita was $1847..
The AfDB President claimed that in contrast to the level of the GDP per capita at Nigeria independence, the country’s current GDP stands at $824 today, a reflection of the current rampant poverty and low human development in the country.
But in a rebuttal of the claim, the presidency, in a statement by Bayo Onanuga, the spokesperson to President Bola Ahmed Tinubu accused the AfDB President of failure to carry out proper research and speaking like a politician in his assertions.
“Adesina spoke like a politician, in the mould of Peter Obi and did not do due diligence before making his unverifiable statement,” the presidency said while faulting the claim of the AfDB President.
While countering the claim of Adesina, the presidency noted in the statement that available data indicated that Nigeria’s GDP was $4.2 billion in 1960, and per capita income for a population of 44.9 million was $93, not even one hundred dollars.
“Our country’s GDP did not rise remarkably until the 1970s, when crude earnings ballooned. In 1970, our GDP rose to $12.55 billion. In 1975, it was $27.7 billion, $64.2 billion in 1980, and $164 billion in 1981. Up until 1980, per capita income did not exceed $880. It rose to $2187 in 1981 and dropped to $1844 in 1982. In 2014, after rebasing, it reached an all-time high of $3,200.
“These facts raise questions about the source of Dr Adesina’s figures,” Onanuga said.
However, the presidency also faulted the AfDB President, a former Nigerian Minister of Agriculture of making inferences on the state of poverty or human development in Nigeria solely based on the GPD per capita numbers. .
“Dr Adesina should know that GDP per capita is not the only criterion used to determine whether people live better lives now than in the past. Indeed, it is a poor tool for assessing living standards.
“Its primary usefulness is in giving us the metrics to compare economic output in a country or between countries.
“GDP masks many activities in a country’s economy. It neither discloses wealth distribution or income inequality nor accounts for the informal economy, which experts have said is enormous. It does not account for subsistence farming or income transfer from one family member to another,” the presidency said.
The Presidency also noted that GDP per capita is not reflective of the fact that Nigerians in 2025 have better access to healthcare, education, and transportation, such as rail and air transport, than in 1960.
“This premise alone suggests why Dr Adesina should not have arrived at his conclusion.
“Compared with 1960, Nigeria today has more primary, secondary, and tertiary schools.
“We have more road networks and more medical facilities, private and public. We have phenomenal access to telephones.
“At Independence, we had 18,724 operational phone lines for a population of about 45 million. Over 200 million Nigerians now enjoy near-universal access to mobile phones and digital services, indicating we are better off today than 65 years ago.”
Furthermore, the presidency noted that Nigerian policymakers know that whatever GDP figure NBS publishes may not capture our economy’s full depth and breadth as it usually excludes the greater part of the informal economy, which some pundits have said may even be more significant than the formal economy.
“This underscores why Dr. Adesina should have considered all aspects of our economy before concluding.”
“When Vodacom, a telecommunications company, considered entering the Nigerian market in 1999 or 2000, its consultants, using the available GDP metrics, advised against it.
“They believed that Nigerians were too poor to afford GSM services. However, MTN and other companies that entered the market later proved them wrong, demonstrating that GDP figures alone do not provide a complete picture of a country’s economic potential or the living standards of its people.
“MTN and other adventurers came later, and they laughed all the way to the bank. More than 20 years later, they are still laughing despite some setbacks in 2023 and 2024. In its first-quarter results this year, MTN declared revenue of N1 trillion and an increase of 8.2 percent in subscriptions, which took the number of its voice and data users to 84 million. Does this MTN experience correlate with a country worse off than in 1960, when we had analogue telephones and the number of lines was fewer than 20,000?
“No objective observer can claim that Nigeria has not made progress since 1960. Today, as we await the NBS’s recalibration of our GDP, we can comfortably say without contradiction that it is at least 50 times, if not 100 times, more than it was at Independence.”
General News
SeamlessHR, AOPN Push Payroll Innovation for Nigeria’s Outsourcing Growth

Nigeria’s outsourcing industry, valued at approximately $980 million in 2023 and projected to exceed $1.8 billion by 2028, is at a pivotal moment. Despite an impressive annual growth rate of 12.56 per cent, the sector is weighed down by financial inefficiencies. Thin margins, inconsistent client payments, and outdated payroll systems have created conditions where salary delays are frequent and talent attrition is on the rise.
Across the industry, many workers now view delayed wage disbursements as normal, with employees often waiting weeks or even months to be paid. For outsourcing firms, the consequences extend beyond cash flow. Delayed salaries damage brand perception, undermine operational efficiency, and threaten long-term growth. The urgency for innovation in payroll and financial operations has never been greater.
In response, SeamlessHR, Africa’s leading human resource and payroll technology company, in partnership with the Association of Outsourcing Professionals of Nigeria (AOPN), convened over 30 CEOs and managing directors from Nigeria’s top outsourcing firms on Thursday, April 30, 2025. Hosted at Four Points by Sheraton, Victoria Island, the high-level roundtable focused on transforming financial operations across the sector.
Themed “Enhance Business Efficiency Through Automation and Immersive Workflows,” the session spotlighted how intelligent financial infrastructure, fully integrated within HR and payroll systems, can drive business continuity, and improve employee satisfaction.
Key industry leaders in attendance included David Asama Dogeni, Senior Vice-President of Technology, UAC Group; Adebola David, Group Head, Human Capital at Halogen; Victor Adebayo, Chief Executive Officer, Diversity Talent Management Ltd; and Oke Egbi, Director, Embedded Finance, SeamlessHR. Also present were leading outsourcing firms such as Resource Intermediaries Ltd, Phillips Outsourcing Ltd, Workforce Group Ltd, Tribest Corporate Support Ltd, HR Indexx Ltd, among others. Together, they explored how the convergence of financial technology and workforce automation is emerging as a critical advantage for progressive businesses navigating economic uncertainty.
Speaking at the event, the President, Association of Outsourcing Professionals of Nigeria (AOPN), Mope Abudu, said, “This roundtable addresses a critical challenge in our industry. As key contributors to Nigeria’s economy, we cannot afford to be left behind in the wave of digital transformation shaping the future of work. The outsourcing sector must lead in efficiency and innovation, and the integration of intelligent systems that support workforce management. Today’s theme speaks directly to that need. By exploring solutions like embedded finance, we open new opportunities to enhance value delivery and improve operational efficiency across our industry. I extend my gratitude to SeamlessHR for bringing this event to life.”
A key focus of the discussion was the transformative impact of SeamlessHR’s Embedded FInance for employers and employees. SeamlessHR’s solution enables workers to access earned wages on-demand, bypassing the traditional pay cycle. Through seamless integration with payroll systems, employees can withdraw accrued earnings in real-time to address emergencies or manage cash flow gaps. Additionally, low-interest salary advances and built-in financial tools empower staff to avoid exploitative lenders and plan their finances with confidence.
For employers, the benefits are equally compelling. The solution provides up to ₦1 billion in payroll credit while offering bulk disbursement capabilities, enabling seamless salary payments for entire workforces at once. Tailored to Nigeria’s outsourcing realities, It eliminates reliance on external loans and equips companies with real-time access to funds, making salary payments faster, more efficient, and more transparent This financial infrastructure not only stabilizes businesses but restores worker trust, a critical factor in an industry where talent retention is of great importance.
“Outsourcing companies face daily liquidity issues, irregular cash flow, and growing payroll obligations,” said Oke Egbi, Director, Embedded Finance, SeamlessHR. “SeamlessHR’s Embedded Finance closes that gap by integrating capital into the payroll system to ensure people get paid on time, operations run seamlessly, and CEOs sleep better at night. When employees no longer stress about delayed salaries, their engagement and output improves dramatically. ”
The partnership between SeamlessHR and AOPN signals a shared commitment to transforming Nigeria’s outsourcing sector through smarter, more efficient financial systems. By combining SeamlessHR’s embedded finance solution with AOPN’s industry reach, the collaboration delivers a scalable model that boosts competitiveness, simplifies workforce operations, and supports sustainable growth.
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