Understanding The New Era Of Influencer Marketing in Nigeria

Influencer Marketing

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Influencer marketing in Nigeria is fast becoming an integral part of marketing efforts and a popular medium for brands to interact and engage with their audiences meaningfully. The brands that will grow in the wake of the pandemic will be the ones that look to embrace new ideas and explore recent trends in the digital space. Influencer marketing has been on impressive growth momentum over the past few years—from $1.7 billion in 2016 to an expected $16.4 billion.

A recent study projects global influencer marketing spending to hit $10 billion by 2020, a significant jump from the estimated $6.3 billion in 2018. While impressive, this global figure doesn’t fully capture the specific growth of influencer marketing in Nigeria. Interestingly, a survey of 500 brand and agency representatives conducted for the influencer marketing report revealed that 64.3% of them believe Nigeria’s influencer marketing scene is experiencing even faster growth.

Boost Brand Awareness and Drive Social Good with Influencer Marketing:

Building a strong brand presence and impacting the community go hand-in-hand with influencer marketing. It’s not just about reaching new audiences, but also about leveraging their influence for positive change.

Case in point: Davido’s (A.K.A. O.B.O.) viral #100MChallenge on Twitter perfectly demonstrates this power. By simply sharing his ALAT account and asking for donations before his birthday, he raised N200 million for orphanages nationwide. This incredible feat not only resonated with his audience but also aligned with ALAT by Wema Bank’s focus on youth and social impact, leading to Davido’s well-deserved appointment as their Brand Ambassador.

Influencer Marketing

The bank’s recent financial statement shows that its customer deposits increased by 9.3% to N879.82 billion from N804.87 billion recorded as of the beginning of 2021.

As this example shows, influencer marketing can take on different forms, and it’s only getting more appreciated and widely accepted in Nigeria and Africa as the definition of “influencer” continues to expand. 

4 Types of Influencers by Follower Count


Think of your favourite celebrities with massive social media followings. From actors and musicians to athletes and reality TV stars, these individuals embody the mega influencer persona. They leverage their fame to not only entertain but also to influence the choices and opinions of millions.

The influence of mega influencers extends far beyond product endorsements and sponsored content. They can spark cultural conversations, shape trends, and even advocate for social change. However, it’s crucial to remember that with great influence comes great responsibility. As consumers, it’s essential to approach their messaging with a critical eye, recognizing both the potential benefits and drawbacks of their immense reach.

Understanding The New Era Of Influencer Marketing in Nigeria
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Macro influencers have a substantial following on social media platforms, typically ranging from 100,000 to millions of followers. Their extensive reach allows them to connect with a large audience and have a significant impact on brand awareness and engagement.

Credibility and Authority: Macro influencers often establish themselves as experts or authorities in specific niches or industries. Their expertise and knowledge in their respective fields lend credibility to their recommendations and opinions, making them influential among their followers.

Diverse Content Creation: Macro influencers are skilled content creators who produce various types of content, including blog posts, videos, images, and social media posts. They have honed their craft and know how to engage their audience effectively through compelling and high-quality content.


These kinds of influencers are usually specific about a particular interest and can be very effective for driving marketing campaign goals due to their type of audience. Followers of micro-influencers can range from 1,000 to 100,000 followers. 

Micro-influencers are the rising stars of social media marketing and can be incredibly effective in driving campaign goals. Here’s why:

  • Targeted reach: Micro-influencers focus on specific interests, building communities around shared passions and values. This laser focus means your message lands directly with the right audience, maximizing impact.
  • Authentic connections: Unlike celebrities, micro-influencers have a genuine connection with their followers. Their opinions and recommendations hold weight, fostering trust and driving engagement.
  • Dynamic and adaptable: Not bound by rigid constraints, micro-influencers can tailor their content to perfectly align with your brand and message. Their creativity and flexibility allow for innovative and effective campaigns.


Nano-influencers typically have the following reach 1,000-10,000 (one thousand to ten thousand) followers. They are unarguably the smallest of the pack, but they can also be the most essential when determined. As a result of their smaller audience, nano-influencers tend to have a more defined relationship with their followers while creating a haven for them with their consistent engagements. 

While they may have the smallest follower counts, nano-influencers shouldn’t be underestimated. They can be the secret weapon of your marketing strategy. Here’s why:

  • Stronger connections: With a smaller audience, nano-influencers foster closer relationships with their followers, creating a more engaged and trusting community. Imagine them as local experts, their recommendations carrying more weight than distant celebrities.
  • Authenticity matters: Unlike bigger influencers with carefully curated feeds, nano-influencers often come across as more genuine and relatable. Their everyday lives and passions resonate with their audience, making their endorsements feel more natural.
  • Targeted reach: Nano-influencers often specialize in specific niches, allowing you to reach a highly targeted audience truly interested in your product or service. No more wasting efforts on a broad, uninterested crowd.

Remember: Nano-influencers might not have millions of followers, but the connections they build with their audience are powerful. Consider incorporating them into your next campaign and see the impact they can make!

What to Consider Before You Kick Off Your Influencer Marketing

1. Define your target audience 

The presence of a target audience indicates that they are a particular set of people who understand your brand and are willing to get involved. This is an opportunity for you to leverage this and understand their interests, demographic location, and the best platforms to reach them. All this helps in making the influencer journey an easier one for you. 

2. Create a budget 

Regarding influencer marketing, ensure you have enough budget to target or partner with the right influencers to help drive your campaign goals. No influencer wants to do free work except in a few cases where collaboration would serve both parties; still, a budget is essential. 

3. Get the right Influencers 

After the first step, you will understand that not all influencers are the same, and everyone has a particular style they add to make their audience understand their brand promotions. So, To reach the right influencers, study them, and find out how they suit your brand’s style and goals. 

4. Timing is everything.

A great example is CKay’s “Love, Nwantiti,” which became a viral hit on TikTok in 2021. Leveraging an influencer when rising to fame and taking off in the mainstream often leads to the most robust R.O.I.

5. Reach out to them

Now, let’s take a look at the final step. Once you’ve found the right influencer or influencers, it’s time to reach out to them. Explain your brand carefully, come to an agreement, and witness them deliver on their end of the deal. Remember, it’s crucial to uphold your part of the agreement to protect everything you’ve worked hard to build. Be cautious and diligent in all your actions.

Influencer Marketing in Nigeria is thriving for several reasons, and one key factor is collaboration. It’s true what they say, “two heads are better than one.” Moreover, influencers are often taken more seriously than the owners or participants of a brand. When an influencer shares a genuine opinion about a product or service, it is seen as a trustworthy testimonial, enhancing the brand’s reputation and providing the public with an honest perspective.

As we embark on a new chapter, let’s explore the future of influencer marketing. With businesses increasingly seeking to build awareness, influencer marketing will continue to grow.

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Deborah Philips

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