Let’s face it: traditional advertising is losing its effectiveness significantly. Everywhere we turn, our eyes catch some ad; frankly, we’ve gotten pretty good at dismissing them. But when you scroll through Instagram, and one of your favorite Instagram chefs showcases a meal using a particular brand of cookware, that gets your attention, doesn’t it?

The reason behind this is not far-fetched. Today, the marketing space is more crowded and competitive than ever. People have become increasingly skeptical of polished, corporate-driven messages. They seek authenticity, connection, and trust—qualities many traditional ads struggle to deliver. This shift has prompted new strategies in marketing and advertising, one of which is influencer marketing.

What is Social Media Influencer Marketing?

Influencer marketing is a promotional strategy wherein businesses partner with influential industry voices to amplify their company, products, or services and promote them to a relevant audience. When combined with social media, influencer marketing involves partnering with individuals with a significant and engaged following on platforms like Instagram, TikTok, YouTube, or Twitter. These influencers—whether they are celebrities, industry experts, or everyday individuals with a niche audience—can sway their followers’ purchasing decisions through content creation, product endorsements, and authentic engagement.

However, influencer marketing isn’t a new trend. Brands have always understood the power of association and the need to tap into consumers’ trust and admiration for public figures.Whether it was movie stars, athletes, or musicians, these influencers have always played a key role in shaping consumer behavior. If you followed the popular trends some years back, you might remember when famous actress Genevieve Nnaji was the face of Lux beauty soap or Kanu Nwankwo was the critical face in Peak milk adverts. That was influencer marketing in action, albeit in a traditional style.

However, with the rise of social media, brands no longer have to depend on A-list celebrities to drive influence and sales. Social media has democratized influence, turning everyday people into influential brand ambassadors. With just 10,000 followers, that fitness enthusiast next door could be valuable to a local gym.

Unlike traditional celebrities, social media influencers often cultivate a more personal connection with their audience. They share their lives, thoughts, and recommendations in real time, making their endorsements feel more like suggestions from a friend rather than another sales pitch. This relatability and authenticity are vital reasons influencer marketing has become a crucial brand tool. It can help establish credibility and trust, attract quality leads, and boost brand awareness.

The dimension social media has added to influencer marketing is even more impressive. Previously, brands could only imagine the real-time interaction and feedback that platforms like Instagram, TikTok, and YouTube now offer. Today’s influencers are not just faces in an ad but content creators, storytellers, and community builders. They engage with their followers daily, responding to comments, answering questions, and sharing their lives authentically and unscripted.

However, we are getting to the point where we must decide if social media influencer marketing impacts the numbers at the end of the day or if it is just another vanity metric. When the influencer advertises your product to 10,000 or 20,000 followers, you get new followers, right? Now, what exactly is the percentage of followers you get from it? And then what percentage of those followers eventually translate to sales? It is one thing to have your followers increasing every month, but if those numbers are not converting to sales, you may find yourself in a tough spot soon.

As much as social media influencer marketing benefits brand growth, there is the question of whether it is worth being considered a core marketing strategy or is better off as an add-on. Again, the answer may vary across industries, so businesses in some sectors may find influencer marketing more valuable than others.

In a startling revelation, recent data has shown that Nigeria’s government has spent a staggering N9.31 trillion on petrol subsidies in just 19 months, covering the final five months of former President Muhammadu Buhari’s administration and the first seven months under President Bola Tinubu.

This enormous expenditure, which surpasses the N8.15trn spent on subsidy in 16 years, has occurred despite repeated official claims that the petrol subsidy was abolished, exposing the heavy financial burden it continues to place on the nation’s economy.

When President Tinubu took office on May 29, 2023, he declared the end of the petrol subsidy in his inaugural speech, marking what was supposed to be a turning point in Nigeria’s economic policy. However, despite this public commitment, the government has continued to spend massively on what it now refers to as “shortfalls” rather than subsidies. NNPCL said the government now requires it to sell PMS at half the landing cost, with the difference being reconciled between NNPCL and the federation.

This rebranding effort was aimed at maintaining the narrative that the subsidy had been removed, but the financial implications tell a different story.

According to data compiled by Agora Policy and supported by sources such as FAAC communiqués, NEITI reports, and the NNPC Limited’s 2023 Annual Financial Statements (AFS), Nigeria spent N5.10 trillion on petrol subsidies in 2023 and an additional N4.21 trillion in the first seven months of 2024. This spending, far from decreasing, has escalated significantly compared to previous years, largely due to economic factors such as the devaluation of the naira.

Recently, Tinubu reportedly asked the NNPC to use the 2023 final dividends owed to the federation to pay for petrol subsidies. Additionally, the president agreed to suspend the 2024 interim dividend payments to the federation, allowing NNPC to bolster its cash flow amidst the mounting financial pressure.

This decision is part of a broader effort by the government to manage the subsidy payments discreetly, even as public discourse continues to focus on the supposed end of the subsidy regime. The NNPC has forecasted that the cumulative petrol subsidy bill from August 2023 to December 2024 will reach N6.884 trillion, highlighting the ongoing financial challenges posed by these “shortfalls.”

Impact of Naira Devaluation

The government’s narrative is further complicated by the significant devaluation of the naira following the liberalization of the foreign exchange market in 2023. Since this policy shift, the naira has lost over 60% of its value, with the exchange rate soaring from N740 per dollar in June 2023 to N1,600 per dollar recently. This depreciation has had a profound impact on the cost of petrol imports, leading to a sharp increase in the subsidy bill.

Analysts have noted that although Tinubu’s initial announcement of the subsidy removal in May 2023 saved the government N400 billion by June, the benefits were quickly eroded by the adverse effects of the naira’s devaluation.

Analysis from Agora Policy shows that Nigeria’s subsidy as a percentage of GDP rose to 2.2% in 2023, the highest level since 2011, despite the government’s claims of subsidy removal. This increase underscores the disconnect between the official narrative and the economic realities that continue to place a heavy burden on Nigeria’s finances.

The Lingering Petrol Subsidy Story

Nigeria’s struggles with petrol subsidies are not new. From 2006 to 2021, the country spent N8.15 trillion on subsidies. When including the period up to mid-2024, total expenditure balloons to N20.37 trillion. The year 2022 alone saw a subsidy bill of N2.911 trillion under Buhari’s administration, demonstrating the persistent financial strain these subsidies have placed on the country.

In August 2023, the NNPC’s fuel importation costs shifted from a surplus to a negative balance, resulting in a subsidy bill of N52.73 billion. The situation worsened over the following months, with the subsidy bill peaking at N833.68 billion in April 2024. In 2023, the NNPC raised alarms, stating that the subsidy payments were severely impacting its cash flow and threatening its viability as a “going concern.”

The NNPC also expressed concerns about its ability to sustain petrol imports, attributing its difficulties to “forex pressure.” Although the subsidy bill slightly decreased to N537.66 billion in December, it surged again to N693.67 billion in January 2024.

The ongoing payments, despite being labeled as “shortfalls,” have exposed the government’s difficulty in transitioning away from the subsidy regime. The economic strain has been compounded by the naira’s devaluation, leading to a situation where the supposed savings from ending the subsidy have been more than offset by rising costs.