Plaqad, a marketing and public relations technology company, has revealed some facts about influencer compensation in Nigeria.
The company, which is also an influencer marketing platform, did this via its recently released influencer compensation report.
According to a statement by the organisation, the report shows that 92 percent of influencers wish to be remunerated for campaigns embarked on and eight percent confirmed not minding offering their services pro bono.
It also revealed that a large percentage of influencers prefer to be paid in cash and in time too, as against a tiny fraction who do not mind being compensated with products and services in exchange for their services.
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The “sensitive issue” of whether influencers work with brands they already patronise also revealed that only 18 percent believe in this “philosophy” while 82 percent do not mind working with any brand.
Gbenga Sogbaike, CEO of Plaqad, said a report of such nature has become very important seeing how big social media has grown in Nigeria.
He said with such growth comes a need to understand and perhaps, standardize the payment and other structure to ensure a win-win for both brands and influencers.
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“Data is very important in understanding every industry. Hence we have gone through the rigour of compiling the first influencer compensation report in Nigeria to help industry stakeholders and the general public make sense of how payment and compensation works in the influencer marketing industry,” he said.
“We surveyed over 1000 social media influencers to ensure that we effectively capture the essence of this report and we are confident this report will offer great value to industry practitioners including Agency CEOs, Business Owners, Brand Managers, Researchers, Influencers and everyone looking to understand the all-important concept of compensation in the influencer marketing space.”
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