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Foreign Brands’ Ad Secrets: Local Brands, Are You Watching?

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In continuation of our Understanding Digital Integrated Marketing Communication series, this piece examines how foreign and local brands use Facebook, Twitter, and LinkedIn for advertising and promotion. An analysis of over 100 brands reveals a sharp contrast in social media influence between foreign and local players.

Using follower count as the basis for determining engagement patterns, we found that foreign brands boast an average of 1,260,639 followers, dwarfing the local average of 165,810, a staggering difference of 1,094,829. This average is derived from a cumulative total of over 150 million followers across all the brands. This chasm in digital reach, as indicated in Exhibit 1, suggests a significant advantage for international brands in capturing online attention.

While a substantial follower count may suggest greater potential reach for advertising campaigns, the relationship between followers and engagement is far more complex. Our analysis, visualised in Exhibit 3, aligns with existing research indicating that likes are the most significant form of interaction followers have with brands during digital advertising or promotional periods.

Several factors could be contributing to the observed follower disparity. Ad Spend efficiency is a likely culprit. Foreign brands, with potentially larger marketing budgets, can invest more heavily in social media advertising, directly boosting their visibility and accelerating follower acquisition and by extension, more engagement with ads.  The dominance of foreign brands on platforms like LinkedIn and Twitter also suggests a better alignment with the professional and global nature of these platforms, rather than solely superior content strategies.

Our analysis further indicates that audience demographics play a crucial role. Younger, urban populations might naturally gravitate towards the personas and messaging styles often adopted by foreign brands, leading to skewed engagement levels. Examining Exhibit 2, which details the frequency of deploying various social media content types, offers further insights into the engagement strategies employed by both groups.

The undeniable power imbalance in social media influence, as clearly illustrated, presents both a significant challenge and a compelling opportunity for local brands. The challenge lies in competing for attention in a digital ecosystem where international players often possess a considerable head start regarding reach and resources. However, this gap also allows local brands to strategically rethink their digital branding approaches and investment priorities to carve out their own competitive space.

Our analysis indicates a critical need for capacity building in digital marketing within the local business landscape. To effectively navigate this evolving digital terrain, local brands must move beyond simply replicating traditional marketing tactics online. They need to cultivate a deeper understanding of platform-specific nuances and audience engagement drivers.

Exhibit 1: Average follower count by brand location

Source: Social media handles of brands, 2025; Infoprations Analysis, 2025

Exhibit 2: Frequency of deploying social media types by brand location

Source: Social media handles of brands, 2025; Infoprations Analysis, 2025
Source: Social media handles of brands, 2025; Infoprations Analysis, 2025

Exhibit 3: Percentage of follower count in engagement pattern

To bridge the digital divide and foster stronger online connections, local brands may need to recognise that each social media platform caters to a unique audience and content format is paramount. Tailoring content and advertising approaches specifically for Facebook, Twitter, and LinkedIn, rather than employing a one-size-fits-all strategy, can significantly enhance engagement and follower growth.

One of the inherent advantages local brands possess is their deep understanding of the local culture, contexts and consumer needs. Crafting compelling narratives that resonate with the local audience, incorporating cultural references, and addressing specific local concerns can foster a stronger sense of connection and loyalty.

Collaborating with local influencers who have established trust and credibility within the target demographic can be a powerful way to expand reach and drive engagement. These partnerships can lend authenticity and relatability that might be harder for foreign brands to replicate.

Building a recognisable and consistent brand identity across all digital touchpoints is crucial for establishing trust and fostering a loyal following. Authenticity in messaging and engagement can help local brands stand out in a crowded digital space.

Infoprations’ Understanding Digital Integrated Marketing Communications Team includes Abdulazeez Sikiru Zikirullah, Moshood Sodiq Opeyemi, and Bello Opeyemi Zakariyha

Bitcoin’s Dominance Is Nearing a 4-year High, Approaching 64%

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Bitcoin dominance, which measures BTC’s share of the total cryptocurrency market cap, is reportedly nearing a 4-year high, approaching 64%, a level not seen since January 2021. This comes as Bitcoin’s price has shown resilience, climbing close to $86,000 despite global economic uncertainty, including concerns over U.S. trade policies and market volatility. The surge in dominance suggests capital is consolidating into Bitcoin, with altcoins underperforming—some, like Ethereum, have seen sharp declines, with ETH/BTC ratios hitting multi-year lows.

Historically, high Bitcoin dominance can signal a market top or precede an altcoin rally if sentiment shifts, but current macro conditions, like tariffs and a strong U.S. dollar, are driving risk-off behavior, favoring BTC’s relative stability. Bitcoin’s strength absorbing capital, with dominance hitting 63.7% recently, while others warn of a potential peak, citing resistance at 64-65% and patterns like a bearish rising wedge. However, these posts are speculative and not definitive. The broader crypto market cap has contracted, dropping to around $2.79 trillion, underscoring Bitcoin’s outperformance.

Still, dominance alone doesn’t predict price direction—Bitcoin could face resistance at $90,000, and altcoins might recover if macro fears ease. Always approach such trends with skepticism; markets are fickle, and narratives can flip fast. Bitcoin’s rising dominance near a 4-year high has several implications for the crypto market and investors. Higher dominance nearing 64% indicates investors are favoring Bitcoin over altcoins, likely due to its perceived stability amid global economic uncertainty e.g., U.S. trade policy fears, tariff concerns. This flight to Bitcoin can starve altcoins of capital, leading to declining price as seen with Ethereum’s ETH/BTC ratio hitting multi-year lows.

Altcoins, including major ones like ETHEREUM, may continue to lag until market sentiment shifts. Historically, prolonged Bitcoin dominance can suppress altcoin rallies, but a peak in dominance e.g., at 64-65% often precedes an “altseason” if capital flows back to smaller coins. This pivot isn’t guaranteed, especially with macro headwinds like a strong U.S. dollar. Rising dominance reflects risk-off behavior, with Bitcoin acting as a crypto “safe haven.” If global jitters e.g., trade wars, inflation fears persist, BTC could maintain its edge.

Conversely, easing macro pressures might spark altcoin recovery, diluting dominance. High dominance can hint at a Bitcoin price top, as seen in past cycles (e.g., 2021), where capital concentrates in BTC before a broader market correction. Alternatively, it could signal strength, with BTC testing new highs (e.g., $90,000 resistance). Some speculate on both outcomes, citing technicals like resistance or bearish patterns, but these are noisy and inconclusive.

Investors might lean toward Bitcoin for stability but risk missing altcoin upside if dominance reverses. Diversifying cautiously while monitoring macro trends (e.g., dollar strength, tariff impacts) is key. Over-relying on dominance as a signal can mislead—market dynamics are complex, and BTC’s price isn’t tied solely to its market share. A shrinking total market cap ($2.79 trillion) alongside BTC’s dominance suggests overall crypto enthusiasm is waning. If Bitcoin fails to break key resistance or macro conditions worsen, the entire market could face downward pressure.

These implications hinge on volatile factors—macro events, sentiment shifts, and technical levels. Nothing’s certain, so weigh decisions carefully and don’t bet the farm on any single trend. Altcoin recovery refers to a period when alternative cryptocurrencies (altcoins) like Ethereum, Cardano, or Solana experience significant price increases, often outpacing Bitcoin, after a phase of underperformance. In the context of Bitcoin dominance nearing a 4-year high (around 64%), altcoin recovery would mean a reversal where capital flows back into altcoins, boosting their prices and market share relative to Bitcoin.

High Bitcoin dominance often signals a concentration of capital in BTC, leaving altcoins undervalued. When dominance hits resistance (e.g., 64-65%, as seen historically), it can plateau or decline, prompting investors to rotate profits into altcoins, sparking rallies.  Altcoins thrive in risk-on environments. If global economic fears (e.g., trade tariffs, dollar strength) ease, or positive crypto catalysts emerge (e.g., regulatory clarity, tech upgrades like Ethereum’s scaling), investors may chase higher-risk, higher-reward altcoins over Bitcoin’s relative stability. Once a few start rallying—often fueled by hype, project updates, or whale activity—FOMO (fear of missing out) can drive broader market enthusiasm, amplifying gains across altcoin markets.

How Altcoin Recovery Happens

Investors sell Bitcoin (or stablecoins) to buy altcoins, increasing their prices and reducing Bitcoin’s dominance. For example, if BTC stabilizes near $86,000, traders might diversify into ETH, expecting it to catch up after lagging. Project milestones (e.g., network upgrades, DeFi or NFT booms) can trigger rallies in specific coins, spreading optimism to others. For instance, Ethereum’s past upgrades often ignited broader altcoin runs. A rising total crypto market cap (currently ~$2.79 trillion) signals fresh capital entering the space. Altcoins, being more sensitive to inflows, often see outsized gains compared to Bitcoin.

Altcoins breaking key resistance levels or showing bullish patterns (e.g., higher lows) can attract technical traders, accelerating price surges. A drop below key levels (e.g., 60%) would suggest capital is flowing back to altcoins. Major altcoins like ETH or BNB gaining faster than BTC, with rising altcoin/BTC ratios. Increased trading volume in altcoin markets, especially on exchanges, signals growing interest. Persistent global uncertainty (e.g., U.S. trade policies, inflation) could keep investors risk-averse, delaying altcoin recovery as capital stays in Bitcoin or exits crypto entirely.

Altcoin rallies can fizzle if Bitcoin suddenly corrects or dominance climbs further, as seen in past cycles when BTC hit 70%+ dominance. Not all altcoins recover equally—many lack strong fundamentals and may stay suppressed even if majors like ETH rally. Historically, altcoin recoveries follow dominance peaks, but timing is tricky. For example, in 2020-2021, dominance fell from 70% to 40% as altcoins soared, but macro conditions today (e.g., tariff risks) are less favorable.

Altcoin recovery hinges on capital rotating from Bitcoin to altcoins, driven by peaking dominance, better sentiment, or project catalysts. It’s a high-reward opportunity but unpredictable—macro risks and Bitcoin’s momentum could delay it. Watch dominance trends and market cap shifts, but don’t expect every altcoin to moon. Pick projects with solid fundamentals, and brace for volatility. Markets love to fake out the impatient.

The Divide Between Patriots and Globalists is Shaping World Polarization

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The divide between Patriots and Globalists has been shaped by influential figures who embody or amplify these ideologies through their actions, rhetoric, or platforms. U.S. President Donald Trump popularized the “America First” mantra, framing globalism as a threat to national sovereignty. His 2019 UN speech declared, “The future belongs to patriots,” galvanizing nationalist sentiments worldwide.

French politician Marine Le Pen rejects traditional left-right labels, positioning herself as a patriot against globalist elites like Emmanuel Macron. Her rhetoric emphasizes French identity and critiques globalization’s cultural erosion. Hungarian Prime Minister Viktor Orbán; champions “illiberal democracy,” prioritizing national culture and sovereignty over EU integration, inspiring similar movements across Europe. British politician Nigel Farage led Brexit campaign, framing it as a patriotic reclaiming of UK independence from globalist EU structures.

The Globalists

French President Emmanuel Macron advocates for deeper European integration and global cooperation on issues like climate change. Criticized by nationalists as elitist, he argues globalization is an opportunity, not a threat. Former U.S. President Barrack Obama promoted international trade agreements and multilateralism, often cited as a globalist figurehead by critics. Founder of the World Economic Forum Klaus Schwab associated with “Great Reset” ideas, seen by patriots as pushing a centralized, elite-driven global agenda.

UN Secretary-General António Guterres represents multilateralism, advocating for global solutions to crises, which some patriots view as undermining national priorities. Political strategist Steve Bannon shaped Trump’s nationalist narrative, framing globalists as adversaries of the “common man.” His influence extends to populist movements in Europe. Philanthropist George Soros funds progressive causes globally, often vilified by patriots as a symbol of globalist interference. Mentioned in online discussions as a key figure.

These figures don’t operate in isolation—media, think tanks, and grassroots movements amplify their messages. For example, patriot-leaning influencers on platforms like X often rally against globalist policies, while globalist ideas gain traction in international forums like Davos. The divide isn’t black-and-white. Some, like Macron, claim patriotic roots while embracing global cooperation, complicating the narrative.

Donald Trump’s actions as a key figure in the Patriot movement significantly shaped the divide with Globalists, emphasizing nationalism and skepticism of global frameworks. “America First” Foreign Policy; Withdrawal from Paris Climate Agreement (2017): Argued it disadvantaged U.S. economic interests, prioritizing national industry over global environmental cooperation. Pulled out of Iran Nuclear Deal; Rejected multilateral diplomacy, citing threats to U.S. and Israeli security, defying globalist calls for negotiation.

Criticized NATO Allies (2018-2020): Pressured members to increase defense spending, framing the alliance as exploitative of U.S. resources, challenging globalist reliance on collective security. Imposed Tariffs on China (2018-2019 and now 2025). Launched trade war to protect U.S. jobs, accusing global trade deals of weakening American manufacturing. Targeted imports with upto 145% tariffs, escalating tensions with global markets. Replaced the “globalist” trade agreement with one favoring U.S. workers, emphasizing bilateral deals over multilateral frameworks in 2018.

Criticized World Trade Organization: Called it unfair to U.S. interests, blocking appointments to its appellate body (2019), undermining global trade governance. Travel Ban (2017): Restricted entry from several Muslim-majority countries, prioritizing national security over globalist calls for open borders and inclusivity. Pushed for a physical barrier along the U.S.-Mexico border, symbolizing resistance to unchecked migration, a flashpoint for globalist critics. Implemented “Remain in Mexico” policy, requiring asylum seekers to wait outside U.S. borders, rejecting globalist advocacy for humanitarian migration.

Rhetoric Against Globalism

Trump’s UN General Assembly Speech (2019) declared, “The future does not belong to globalists. The future belongs to patriots,” directly framing global institutions as threats to sovereignty. Regularly targeted figures like George Soros and global organizations, rallying supporters against perceived top-down control during campaign events. Accused the World Health Organization of bias toward China, prioritizing U.S. autonomy over global health cooperation. Framed pandemic as a foreign threat, aligning with nationalist narratives while clashing with globalist calls for unity.

These actions galvanized supporters who saw them as reclaiming national control, while globalist critics viewed them as divisive, isolationist, and disruptive to international stability. Policies like tariffs and immigration restrictions sparked measurable effects: e.g., U.S.-China trade tensions led to a $550 billion trade deficit reduction by 2020, but also raised consumer prices. His rhetoric, amplified deepened cultural divides, framing globalists as adversaries of “the people.”

Examining U.S. Vs. China’s Rivalry Over Panama’s Canal

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The U.S. and Panama have deepened security cooperation, with agreements allowing U.S. troops to deploy to bases along the Panama Canal for training and operations. This move is framed as a response to perceived Chinese influence, particularly through commercial operations like ports managed by Hong Kong-based CK Hutchison Holdings at Balboa and Cristóbal. However, Panama retains sovereignty over the canal, and no evidence suggests China directly controls it.

China is the second-largest user of the canal after the U.S., and Chinese firms have operated ports under commercial agreements. A 2021 port concession renewal with CK Hutchison is under scrutiny in Panama, with lawsuits pending against officials involved. Meanwhile, a proposed $19 billion deal to sell these ports to a U.S.-led consortium, including BlackRock, has faced delays, partly due to China’s antitrust review, signaling Beijing’s pushback. The Trump administration has prioritized reducing China’s regional presence, with rhetoric about “taking back” the canal. Despite claims of toll-free passage for U.S. warships, Panama’s President José Raúl Mulino and the Canal Authority have denied any changes to fee structures, emphasizing neutrality under the 1999 treaty.

The U.S. has not secured permanent bases, as Panama opposes this, but rotational troop deployments are permitted. Mulino has rejected assertions of Chinese control, exited China’s Belt and Road Initiative in February 2025, and cooperated with the U.S. on security. However, Panama remains cautious about its sovereignty, with public protests against perceived U.S. overreach. While the U.S. has strengthened its strategic foothold, China’s influence is primarily economic, not military, and Panama’s neutrality limits how far either power can dominate. The canal’s global importance—handling 40% of U.S. container traffic and 5% of world trade—means Panama balances both nations carefully.

No single deal has fundamentally altered the canal’s status, but U.S. moves have heightened tensions with China, leaving Panama navigating a delicate geopolitical tightrope. Always dig into primary sources like treaty texts or Canal Authority statements for clarity—narratives can twist faster than a ship in the Miraflores Locks. The U.S. seeks to maintain its global hegemony, while China aims to expand its influence, particularly in the Indo-Pacific. Key flashpoints include Taiwan, the South China Sea, and control over critical trade routes like the Panama Canal.

The U.S. counters China’s Belt and Road Initiative with alliances like AUKUS and the Quad, while China strengthens ties with nations in Asia, Africa, and Latin America. The U.S. and China compete for dominance in global markets. China’s rapid growth—its GDP is roughly 75% of the U.S.’s in nominal terms—threatens American economic primacy. Trade wars, tariffs, and sanctions (e.g., on Huawei) reflect efforts to curb each other’s advantages. China’s control over critical supply chains (rare earths, semiconductors) clashes with U.S. pushes for reshoring and “friend-shoring.”

Both nations vie for supremacy in AI, quantum computing, 5G, and biotech. The U.S. restricts China’s access to advanced chips and tech, citing security concerns, while China invests heavily in domestic innovation to reduce reliance on Western tech. Cybersecurity and data governance (e.g., TikTok bans) are also battlegrounds. The U.S. promotes liberal democracy, while China’s authoritarian model under the Communist Party offers an alternative. This fuels disputes over human rights (e.g., Xinjiang, Hong Kong) and global influence, with each accusing the other of undermining international norms.

Both nations modernize their arsenals, with China expanding its navy and hypersonic missiles, and the U.S. bolstering its Pacific presence. Defense budgets are massive—U.S. at ~$877 billion, China at ~$292 billion (2024 estimates)—but China’s lower costs and focus on asymmetric capabilities narrow the gap. The canal exemplifies their rivalry. The U.S. views Chinese commercial presence (e.g., port operations) as a strategic risk, prompting security agreements with Panama. China, meanwhile, leverages economic ties to maintain influence, though Panama’s neutrality limits either side’s control.

The rivalry shapes alliances, trade blocs, and climate cooperation. While outright conflict is avoided, proxy tensions and economic decoupling raise risks. Both sides have domestic pressures—U.S. populism, China’s economic slowdown—that amplify posturing. The rivalry isn’t zero-sum but drives global uncertainty.

Transforming Nigeria’s Leather Industry into a MultiBillion-Dollar Powerhouse

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Nigeria has a robust leather industry, particularly centered in Kano, Aba and Sokoto predominantly produces high-quality leather, including the renowned Red Sokoto goatskin. This leather is exported extensively, with about 90% of production going to countries like Italy and Spain, where it’s used by luxury brands such as Louis Vuitton, Gucci, and Ralph Lauren amongst others. Despite its global reputation, Nigeria’s leather is often labeled as “Italian” or “genuine” leather due to final processing abroad, which obscures its origins.

Local brands like Winston Leather are shifting this narrative by creating finished luxury goods in Nigeria. Winston, for instance, supplies leather to high-end fashion houses and has started producing affordable, high-quality accessories to compete globally. The industry employs over 750,000 workers, with potential to generate over $1 billion by 2025 if fully harnessed, according to projections from the Nigerian Economic Summit Group. Challenges include infrastructure deficits, inconsistent quality standards, and limited access to capital, which hinder local production of finished goods.

However, initiatives like the Nigerian Institute of Leather Science and Technology (NILEST) are training artisans, and events like the Lagos Leather Fair promote local craftsmanship. With investment in sustainable practices and better infrastructure, Nigeria could capture a larger share of the global luxury market while retaining more value domestically. Transforming Nigeria’s leather industry into a multimillion-dollar powerhouse involves strategic interventions across the value chain, from raw material processing to global market penetration. Currently, 90% of Nigeria’s leather is exported as raw or semi-finished goods, fetching $5-$10 per unit, while finished luxury products abroad yield 1000%+ markups.

Invest in local tanneries and factories to produce high-end goods like bags, shoes, and accessories. Nigeria government should encourage brands like Winston Leather and Nyashii to scale production of luxury items. Support micro, small, and medium enterprises (MSMEs) with subsidies and training to create globally competitive products. Unreliable electricity and poor transportation inflate costs. Public-private partnerships can fund solar-powered tanneries and better road networks, especially in Kano and Aba.

Upgrade tanneries with automated machinery to boost efficiency and quality. Collaborate with international partners (e.g., Italy, China) for technology transfers. Inconsistent curing and processing lower Nigeria’s leather value abroad, with exports often discounted 10-20%. Establish rigorous quality control systems and certifications (e.g., ISO standards) to ensure premium pricing. Expand the Nigerian Institute of Leather Science and Technology’s training programs to standardize artisanal skills and promote sustainable practices.

Leverage Nigeria’s rising middle class and campaigns like “Made in Nigeria” to drive domestic sales of affordable, durable leather goods. Use platforms like the Lagos Leather Fair and NEPC’s trade missions to connect Nigerian brands with global buyers. Target niche markets for ethically sourced, sustainable leather. Promote Nigerian leather on global platforms like Amazon or Alibaba, as seen with brands like Nyashii, to reach luxury consumers directly. The popular consumption of cowhide as “ponmo” reduces available raw materials. Incentivize alternatives (e.g., goat or sheep hides) and educate consumers on economic trade-offs without banning cultural practices.

Reinstate and refine the Export Expansion Grant (EEG) for finished leather goods, not just raw exports. Reduce import tariffs on tanning chemicals to lower production costs. Scale NILEST’s nine extension centers to train youth and women in modern leathercraft, creating 500,000+ jobs. Fund R&D for eco-friendly tanning (e.g., vegetable-based methods) to meet global sustainability demands. Partner with universities for innovations like leather-textile hybrids (e.g., Adire-leather goods).

Create industrial parks in Kano, Aba, and Sokoto with tax incentives to attract American, Chinese, or European firms. Support startups like Nyashii through pitch events like Lagos Leather Fair’s Pitch-A-LeatherBiz to secure funding for scaling. The industry could surpass $1 billion by 2025, as projected by NESG, and potentially reach $17.5 billion annually with full value chain optimization. This would make leather a top non-oil export, reducing oil dependency. Scaling could employ over 1 million workers, particularly youth and women, across animal husbandry, tanning, and manufacturing, cutting unemployment currently ~5% in Q2 2024.

Higher exports of finished goods to Europe, Asia, and Africa would bolster Nigeria’s foreign reserves, stabilizing the naira. In northern states like Kano and Sokoto, where poverty rates exceed 40%, leather industry growth could lift thousands into stable incomes. MSMEs led by women, like Femi Handbags, would gain from training and market access, fostering gender equity. Promoting traditional craftsmanship e.g., Sokoto’s Kalabawa leather alongside modern designs would strengthen Nigeria’s cultural identity globally. Increased tanning could strain water resources and generate chemical waste if not managed. Nigeria must adopt eco-friendly methods to avoid penalties in markets like the EU.

Leading in sustainable leather could attract premium buyers, as global demand for ethical fashion grows (projected to hit $15 billion by 2030). A “Made in Nigeria” luxury label could rival Italian leather, with brands like Winston Leather gaining traction in high-end markets. Nigeria could outpace Ethiopia and Kenya in Africa’s leather market, capturing 20-30% of the continent’s $5 billion industry by 2030. Without inclusive policies, profits may concentrate among large firms, marginalizing small artisans. Cooperatives and fair-trade models can ensure broad benefits. Global luxury demand fluctuates with economic cycles. Diversifying into mid-range and mass-market products can hedge risks.

Policies discouraging ponmo could face resistance. Community engagement and alternative livelihoods for ponmo traders. The Desolation of Smaug grossed $258.4 million in North America and $958.4 million worldwide. By focusing on value addition, infrastructure, quality, and market access, Nigeria’s leather industry could evolve from a $645 million sector to a $1-17.5 billion giant, driving economic diversification, job creation, and global brand equity. However, success hinges on balancing growth with sustainability, inclusivity, and cultural sensitivity to maximize benefits and minimize risks.