Feature/OPED
2022: What is Your Video Marketing Plan?
By Kenneth Horsfall
In case you don’t know, the world of marketing is changing rapidly and video has become the new thing. In Nigeria alone, digital video marketing is a $135 billion industry. That means brands everywhere are realizing the value of video and investing in its creation and distribution. So why! Are you not doing the same?
Getting Started with Video Marketing
To get started let start with what is video marketing? Video marketing is the production of engaging videos around a marketing strategy that delivers business results. Whether you’ve just stepped onto the scene, or you’ve been using videos for ages, you need a road map outlining what it’s all for, where you’re going, and how you’ll measure success.
Your video marketing plan is every bit as important as execution.
A solid plan can be the difference between knowing how much return on investment (ROI) your content is delivering and throwing metaphorical spaghetti at the wall to see what sticks.
Do you know that nowadays, brands can no longer get by using written content and images alone — that’s uninteresting and unengaging for consumers who are inundated with live streaming, interactive 360 videos, augmented reality, and more? And because of this growth, you’re now behind if you aren’t releasing branded video content regularly. But if you’ve never created a video for yourself, getting started can be tough. That’s where I come in! With this guide I have created for you, you’ll learn the ins and outs of video marketing, from figuring out which type of video you need to how to distribute it for maximum results. Start browsing below to learn everything you need to get started with video marketing.
How Do I Create a Video Marketing Strategy?
What Kind of Video Should I Create?
What Are the Three Stages of Video Production?
How Does Video Improve My SEO?
How Do I Distribute My Video?
How Do I Know If My Video Is Successful?
How Do I Create a Video Marketing Strategy?
Video marketing strategies are nothing new. Just like you wouldn’t create a commercial and buy airtime during the Super Bowl without researching and strategizing, you shouldn’t create a digital marketing video without first doing the proper research and creating a plan.
Your video marketing strategy will ultimately be what guides you — your budget, your timelines, your production processes, your conversion metrics, and more. So, getting this written down and finalized should be step one of your video creation processes.
Before we dive into the specifics, here’s an overview of the steps
- Define Your Video Marketing Goals
- Create a Video Marketing Strategy Mission Statement
- Research Your Target Audience for Video
- Decide What Kind of Videos You’ll Make
- Set a Video Budget
- Establish Who’s Responsible for Video Creation
- Think About Your Video Campaign Strategy
- Figure Out Where Video Content Will Live
- Measure Your Performance
1. Define Your Video Marketing Goals
In order to know whether you’ve actually achieved what you’ve set out to accomplish with your video marketing strategy, you need to set measurable goals.
Content intelligence platform Conductor recommends defining marketing goals for both revenue and your brand.
Revenue-based goals focus on things like increasing lead form inquiries while brand goals involve things like growing a higher quality email list, driving more blog traffic, or capturing Google answer boxes for targeted keywords.
Brand goals can be just as important as revenue ones because they help position you for future success and often take into account qualitative feedback.
Some common video goals include:
Brand Awareness—typically measured using brand recall and recognition, frequency/quality of mentions, or video views
Demand Generation and Conversion—typically measured by lead count, impact on conversion rate, or influence on sales opportunity and pipeline generation
Viewer Engagement—typically measured by average engagement (also known as the average length of time viewers watched the video)
How to Set S.M.A.R.T. Goals
As with any kind of marketing goal, following the S.M.A.R.T. goal-setting framework is a good place to start.
Specific
The goal should zero in on a specific aspect of your strategy. After all, saying you want to get more views is great, but what does it actually mean?
Measurable
The goal should be accompanied by a relevant key performance indicator (KPI) and metrics that can be used to measure its success.
Attainable
The goal should be something that’s within reach of your department without “sandbagging” (deliberately setting a goal that isn’t a challenge for the team to reach). Try starting with a baseline and determining the desired increase (or decrease, as the case may be) from there.
Relevant
The goal should be relevant to your overall business objectives AND a good fit for the types of objectives that video is best suited to meet
Time-Bound
The goal should have a timeframe in which it can reasonably be achieved so that you can accurately measure how effective your efforts have been. While some goals can be tackled in a quarter or two, others may require a longer timeframe, like a year. Go one step further by breaking down your overall goal into weekly targets. That way you know what you need to be doing, every step of the way.
An example of a S.M.A.R.T. video marketing goal—one that is specific, measurable, attainable, relevant, and time-bound—might look like this:
We will increase time on page for key pages on our website by 15% this quarter by embedding relevant videos.
2. Create a Video Marketing Strategy Mission Statement
Joe Pulizzi, Founder of the Content Marketing Institute, recommends you start your content marketing strategy with a mission statement. It’s helpful to have one of these for your video strategy too because it gives your team an easy-to-remember purpose to rally around.
Your mission should be a simple, one-line statement that answers the following questions:
What type of video content do you plan to make?
Whether you’re leaning towards educational, entertaining, or a mix, your brand’s expertise and audience needs should determine your approach here.
Who are you making this content for?
Outline your target demographic with as much detail as you can. You can’t create great videos without determining the buyer personas you want to appeal to and their pain points.
What should your audience take away from your videos?
Think about what value your content will add and what tasks or goals it will help your audience accomplish.
In order to justify creating different types of videos (including some that may not be directly related to your product), your business needs to understand why you’re creating video stories, who you want watching your content, and what you’re trying to accomplish.
Your video marketing mission statement should look something like this:
“At (company name), we make (type) video content for (specific buyer personas), so that they (exactly what you want them to do).”
3. Research Your Target Audience for Video
To be successful with video, you first need to know who you actually want watching your content. Defining a target audience—and learning about what they like, what they need, what their pain points are—will help you create video content that connects.
Many marketers seem to share the misconception that if they create a video that doesn’t rake in millions of views, they’ve failed in a major way. Fortunately, this is far from the truth.
While a broad reach can be desirable for B2C companies, things are a bit different in the B2B space. No matter what industry you’re in, recognize that your objectives will differ.
B2B brands often have a harder time developing videos for widespread reach, but don’t get discouraged. Not everyone needs your product or service; that’s why it’s important to attract and maintain the leads worth following up with.
When it comes to your target audience, the more specific the better. It’s okay if your content isn’t interesting to anyone outside of that group; you’re aiming to help viewers self-qualify.
Start by looking at the buyer, customer, and/or user personas your company already has. Research what their video preferences are: Is it a good medium for reaching them? If so, what types of videos work best? Build a profile of your video audience from there.
If you don’t already have personas, now’s the time to create some. Use whatever sources of information are available to you to learn about the people you’re trying to connect with. Include anything about your persona that’s pertinent to your content creation, such as how they learn, what kind of content they prefer to consume, and more.
For a deep dive into other information, you could include, check out HubSpot’s guide to creating buyer personas.
Next, map the buyer’s journey for your product or service so you can identify points where video content can help potential customers move along the path to purchase (and what type of video is best suited for the task at hand).
Think about what different kinds of content might address your personas’ questions at different stages of the buying process. For instance, the video that introduces a persona to your company will be different from the one they’ll need when they’re in consideration mode.
As you move forward with creating new videos, ask yourself every time which persona the content speaks to and at what point in the customer journey.
4. Decide What Kind of Videos You’ll Make
Before you dive in and start filming, you need to figure out what kinds of videos you’re going to make.
Think about what story you want to tell, how you can best do that through video, what video styles and types are best suited to sharing that story, what kinds of videos your target audience likes, and more.
It’s important to consider where the video will fit into your organization’s customer journey and marketing funnel (or flywheel). Remember that your audience will likely need different video types and messages at different points in their journey.
When you’re first getting started, choose a few styles and types of videos to test and see what works and what doesn’t. Depending on the stage of the funnel or flywheel, this may constitute what gets the most reach, what gets the most engagement, or what drives the most leads or conversions.
5. Set a Video Budget
As you make your plan, it’s important to think about what sort of video budget you’ll have to work with. There are a few questions you can ask yourself to get a sense of how much you’ll need to invest or, if your budget is already fixed, how to get the most bang for your buck.
What Types of Videos Do You Want to Create?
Your budget for video really depends on the types of projects you outline in your video strategy. Your finances will often dictate the creative avenues you can explore.
Every production, from live-action to animation, will range in terms of the time and resources required, so there isn’t a definitive answer when it comes to setting a video budget. Whether you aim for polish or gritty authenticity, your production quality and style will also be a factor in the cost and may even impact the number of videos you’re ultimately able to create.
Will You Create Videos Internally or Outsource them to an External Production Company?
B2B marketers cite allocating staff time and resources for video production as a top challenge for creating video, according to a Demand Metric study. This issue inevitably begs the question: “Should we try making videos ourselves or should we enlist the help of a video production company?”
If you plan to produce videos internally, you’ll need to think about who will be responsible for creating them. Will you hire an in-house videographer or a video production team?
A good way to determine which direction is best for your business is to outline your expected output. Across the board, we’re seeing companies of all sizes increase their volume of videos produced.
This chart demonstrates the volume of videos produced by small, medium, and large organizations to help you determine your video marketing strategy
Although large companies continue to be the most prolific creators of the video, companies of all sizes report an increase in overall production volume, according to findings from Demand Metric
Even if you’re not at this level of volume just yet, you’ll have to consider whether you’re creating campaigns (one-off assets) or a program (regularly scheduled videos as part of a cohesive content marketing strategy). This will often make the difference in deciding whether to produce videos in-house or outsource. You’ll want to consider what is reasonable for your company based on your size, the scope of what you’ll need to communicate, and your budget.
While there isn’t a one-size-fits-all approach to video production, there are a lot of companies succeeding with a combination of in-house and production agencies. According to our annual benchmark data, as company size increases, so does the use of external resources for video content creation. Most small and medium companies use exclusively internal resources to produce their video content, while large enterprises are more evenly split between internal, external, or both.
How Much Will It Cost?
Deciding whether you want to produce your videos in-house or outsource them will play a big role in your costs, both per video and for your entire video program.
Video Production Company Costs
When outsourcing your videos, you can expect to go in with a typical budget ranging anywhere from N1.5 million to upwards of N10 million per video asset. This range is pretty standard for a run-of-the-mill explainer video, but again, the budget will change as you opt for higher production values.
Advanced videos with an “advertising look and feel” will range anywhere from N5 million to N20 million for major productions. On average, most budgets for a polished production (the kind that comes equipped with a full production crew) usually land somewhere between N5 million to N15 million.
With these numbers in mind, if you wanted to outsource one basic explainer video per month for a year, you’d be looking at a baseline of around N28 million at the very low end of this spectrum. All video production houses vary. We recommend you call around to get quotes that mesh with your brand’s needs and budget.
In-House Videographer Costs
If you’re looking to go the in-house production route, you’ll likely be looking to invest in your own equipment, train a staff member, or even hire a videographer. Video producers earn N25 million per year on average, according to PayScale.
Whether you hire a dedicated producer or train an existing employee, they should know how to conceptualize, capture, and edit footage from concept to completion (depending on their skill set and experience). You’ll want someone who can break down complex B2B products and work with videos from pre-production to post.
They should be imaginative, good with metaphors, and have a great sense of your target audience. Aim to hire someone with a great sense of timing when it comes to editing and someone who’s talented at directing people in front of the lens.
What Sort of Video Equipment and/or Video Marketing Software Will You Need?
If you plan to go in-house—whether you hire a dedicated person or assign video creation duties to an existing member of your marketing team—you’ll need to think about the nuts and bolts of production.
Even if you keep things pretty basic, you’ll likely still need to invest in some video production equipment. However, this would be a one-time upfront investment. For many companies, deciding to do production in-house often ends up being more cost-effective in the long run.
For traditional, professional video production, you’ll want to consider the following equipment:
Video camera
Tripod
Stabilizer
Lighting equipment (things like lights, light stands, etc.)
Audio equipment (such as a wireless microphone kit)
If you’re thinking of going the smartphone route, think about:
Lighting case (such as a selfie ring light) or clip-on light
Lighting kit
Tripod
Stabilizer
Lens
Microphone
Editing app or software
Looking for specific equipment recommendations for video production? Refer to this content about tools for traditional video production and smartphone video production, or find out what kind of equipment you can get for different budget points.
You should also consider what video marketing software your team will require to edit, organize, manage, host, and analyze your video content. There are a variety of free and paid options including ones created specifically for business use. Do some researches, check out some demos, and determine what best meets your needs.
Do You Want to Hire Actors?
Depending on the story you want to tell, you may be happy with having employees star in your video or you may want to bring in professional actors to play certain parts.
Keep in mind that bringing in actors will increase costs.
If you go the employee-actor route, think about getting release forms set up to ensure you’re legally allowed to use their image. While this may sound intimidating, it’s usually a simple, one-page form.
Some companies even have new hires sign this documentation along with onboarding paperwork. If you plan to make a lot of videos and want employees to feature prominently, you may want to consider something along these lines.
6. Establish Who’s Responsible for Video Creation
Depending on the production quality you’re aiming for and your budget, you might be able to invest in an in-house videographer or a team of marketers dedicated to video. However, you might also be outsourcing content to an agency or production house.
No matter how you’re operating with production, be sure to outline:
Who’s responsible for creative concepts and storyboarding
Who writes the scripts, when needed?
Who gets a say in the content and who’s responsible for final approvals?
Who organizes the logistics of a video shoot?
Who shoots and edits video content?
Who is responsible for distributing the finished videos?
You may also want to define an “editorial board” of major stakeholders who are consulted for input on videos. You definitely want feedback at critical points in the video process, but be mindful of an excess of cooks in the kitchen.
7. Think About Your Video Campaign Strategy
There are two main ways to approach video content and most business’ video strategies will likely involve a combination of both.
First, there’s evergreen, “business as usual” (BAU) content: This could be a regularly scheduled video series, supporting content for core pages of your website, how-to content for support pages, customer testimonial videos, and other video content that has a long shelf life.
Second, there are campaign videos, which usually run for a shorter period of time. These can range from video ads for your business to promote for something your company is doing (such as a new product or a sale) to topical social videos to timely video content that’s seasonal, aligns with a holiday, or hops on a trend. Campaign videos tend to have a shorter shelf life and are often retired after they’ve served their specific purpose.
For each video campaign you tackle, you’ll need to create a video marketing campaign strategy—essentially a mini-version of your main strategy—those answer all of the pertinent questions for the individual campaign. As with your overarching strategy, you’ll need to think about cost, target audience, goals, and more.
The big difference here is timing. This element, while important in your general video strategy, is of the utmost importance for video campaigns. This is because campaigns often rely on timeliness.
How far in advance you begin planning these projects will vary by production house or videographer, but you’ll typically want to book your campaign six to nine weeks in advance of the delivery date. For particularly complex projects, allow 10 to 13 weeks.
Sample Video Production Timeline
In terms of timeline, the breakdown typically goes something like this:
One week to share the brief and research options
One to two weeks for concept development
One to two weeks to lock down the script and pre-production details
One week blocked off for production (most shoots will take one to two days)
Two to three weeks for post-production
Keep in mind that timelines will vary depending on the type of video you’re creating for your campaign. For instance, a basic talking head will take far less time than the average motion graphic video.
Plus, don’t forget to schedule the time you’ll need to plan for distribution and any other elements that may accompany the video in the campaign.
8. Figure Out Where Video Content Will Live
After you’ve accumulated a ton of content, you need to decide where your videos will live on the web and on your site. When releasing any video, it’s critical to leverage multiple distribution channels to maximize reach and engagement.
Channels to consider include:
Multiple pages on your website (blog, a resource hub, product pages, etc.)
Inbound marketing campaigns
Outbound email marketing campaigns
Social media channels (the ones your prospects are present on)
YouTube
Your sales reps
When getting started with video, make a list of the distribution locations that make sense for you. Think about providing a dedicated place where visitors can explore all of your video assets on your own website.
Many major brands now have entire pages on their websites devoted to video. They’re focused on creating a video content hub that will keep potential customers engaged for longer and guide them through their buying journey.
Distribution isn’t the only part of this equation; you also need to determine how you’ll organize, host and manage your video content. When your team has only five videos, this may not seem that important, but it quickly becomes crucial to effective video marketing. And it’s much easier to put a system in place from day one than it is to try to shoehorn things after the fact.
When it comes to video hosting, organizations use either a free, paid, or a combination of both to manage video content. As the volume of video production goes up, so does the need for a more robust online video platform. And those that invest in paid video solutions are more satisfied with their with the value they get from the video.
This chart demonstrates satisfaction in video hosting solutions, an important consideration when developing a video marketing strategy
While free platforms are the most popular video hosting solution, it’s common for organizations to use both free and paid business platforms. According to findings from Demand Metric, those who report using a paid hosting solution for business as a stand-alone solution or in conjunction with a free platform have higher satisfaction levels.
9. Measure Your Performance
In the same way you track key performance indicators (KPIs) for written content, you need to produce, release, then review your video’s engagement data to justify your investment in video and to understand how well you’re performing. In fact, video analytics rank as the number one online video platform feature for businesses.
Metrics might still be a scary word, but the video is actually easier to track and measure than you might think. You can get detailed viewing data with the help of an online video platform.
We’ll get into video performance in more depth later on, but here’s an overview of some metrics you should track for each video campaign you release:
Number of Views and Unique Viewers: While this won’t be a measure of success on its own, it will help you understand if your distribution strategy is working
Attention Span and Drop-Off Rates: Does more than 60% of your audience make it to the end of your videos on average?
Click-Through Rates: Split test the results for email content with and without video content.
Demand Generation: Number of new leads and opportunities generated as a result of watching the video or how a video is influencing pipeline and revenue
Content Consumption: How many videos do individual leads watch in a day? A week? A month?
This step in your video marketing strategy is to determine how you’ll collect this critical information (usually done with the help of the online video platform of your choice).
Once you have a set strategy, you’ll be able to see how your video content aligns with your business objectives and start using assets more effectively.
Conclusion
Use this data to create a more detailed strategy next time around so you can set up any future marketing videos you create for success.
Time to Get Started!
The growth of video marketing is presenting a unique opportunity for brands like yours. As consumers continue to prefer video to other forms of content, they’re now expecting brands of every size and in every industry to connect with them using video. Platforms are increasingly prioritizing video content, and even new devices like phones and tablets are more video ready than ever before. That means you have to take full advantage of this amazing marketing tool to be competitive. The longer you wait, the more customers you’ll lose.
Take a look at some of our favourite brand video examples!
Luckily, it’s easier now to create a beautiful short video. You can hire experienced freelancers at the drop of a dime, or hire an agency that’ll handle everything for you with no stress. Plus, the cost of producing a video is low, so you don’t have to worry about breaking the bank to create a branded video you’ll love.
Overwhelmed? Trust us, it’s a lot to take in. But this outline should be your first step toward an effective and profitable video marketing strategy that’ll change the way your company looks at video marketing coming this new year 2022.
So, what are you waiting for?
Kenneth Horsfall is the creative director and founder of K.S. Kennysoft Studios Production Ltd fondly called Kennysoft STUDIOs, a Nigerian Video and Animation Production Studio. He is also the founder and lead instructor at Kennysoft Film Academy and can be reached via di******@*************io.com
Feature/OPED
Nature has been Sending us Signals. Our Farmers Read Them First
By Mannir U. Ringim (PhD)
Long before the satellite forecasts and the seasonal advisories, the African farmer learned to read the sky. He watched the colour of the clouds, the behaviour of the birds, the first scent of rain on hot ground, and he planted accordingly. For generations, that knowledge was reliable enough to feed nations. Today, it is faltering not because the farmer has forgotten how to read the signs, but because the signs themselves have changed. The rains that once came in April now arrive in May, or not at all. The harmattan lingers. The river that once flooded every decade now floods twice in five years. Nature is still sending its signals; they have become harder and crueller to read.
Today, the world marks World Environment Day. This year’s theme, “Inspired by Nature. For Climate. For Our Future,” will be examined in Baku and echoed in boardrooms and headlines across the world. It is a worthy conversation, but the people who live that theme most literally will not be in any of those rooms. They are the smallholder farmers of northern Nigeria and the wider Sahel, the rice growers of the Niger basin, the cassava, cocoa, and oil palm households from Cross River to the forests of the coast. It is a Nigerian story, but not only a Nigerian one: the same signals are being read across West Africa, and in the last decade, the reading has grown harder.
I want to make a single argument on this day of World Environment Day, and although it begins in the field, it ends in the boardroom: in our part of the world, agricultural finance is climate finance. The most direct, most local and most consequential form of climate action available to the region’s financial sector is not a distant carbon market or an offset scheme negotiated abroad. It is the decision to put serious, patient and intelligent capital into the hands of the people working the most climate-exposed asset we possess — our land. Get that decision right, and we address food security, rural livelihoods and climate resilience in a single motion. Get it wrong, and we will keep treating three faces of one crisis as though they were unrelated problems.
The signals from the land
To understand why this matters, it helps to travel the land as those of us in business banking do. Across the Sahel, the desert is not a metaphor; it advances year upon year over farmland that fed families in living memory. Lake Chad — once one of Africa’s great freshwater bodies, shared by Nigeria, Niger, Chad and Cameroon — has retreated to a fraction of its former size, carrying fishing and farming livelihoods with it. In the middle belts, the rains have turned violent and unpredictable, and a single night of flooding can erase a season’s labour and a year’s income. Along the coast and the eroding river valleys, gully after gully swallows farms, homes and roads. These are not isolated misfortunes; they are the local expressions of a global phenomenon, and the people absorbing them first are the people who feed everyone else.
This is the part of the climate story we too often misfile. We log the late rains under “agriculture,” the flood under “disaster relief,” the rising cost of a meal under “the economy,” and we reserve the word “environment” for tree-planting campaigns. But these are not separate ledgers. The farmer who cannot plant because the rains failed, the trader who charges more because the harvest shrank, the young person who leaves the village because the farm no longer pays — all are responding to the same signal. In our region, climate change announces itself first as an agricultural event. We will not manage it as an environmental one until we are willing to finance it as an economic one.
A paradox of capital
Here lies a contradiction we have tolerated for far too long. Agriculture employs more people than any other sector in Nigeria and across much of West Africa, and contributes a substantial share of national output. By any honest measure, it is the foundation of the real economy, and yet, for decades, it has drawn only a single-digit share of total bank lending, which is a fraction of its weight in jobs, in food, and in stability. We have built financial systems that are, in effect, under-invested in the very sector that sustains them.
The reasons are familiar to every banker. Agriculture has long been judged too risky, too seasonal, too informal and too hard to collateralise. A farmer’s income arrives once or twice a year, not monthly; his balance sheet consists of a few hectares, some livestock, and a great deal of practical knowledge. No conventional credit model was built to value it. So, capital did the rational short-term thing: it stayed away, or lent briefly and expensively, on terms that suited the lender’s calendar rather than the crop’s. That caution made sense in a stable climate. In a changing one, it is self-defeating because the farmer who cannot borrow cannot adapt. He cannot buy the drought-tolerant seed, install the modest irrigation that frees him from relying on a single rainy season, or afford the storage that keeps a good harvest from spoiling before the market. We have been asking our most climate-exposed citizens to face the hardest conditions in memory with the least capital available to them. That is not prudence; it is a slow failure of both economics and adaptation, and the bill arrives at every table as more expensive food.
Risk is also a design problem
If there is good news here, it is that much of what we call “agricultural risk” is not a law of nature. It is a design problem, and design problems can be solved. The past few years have produced a genuinely more sophisticated toolkit, and the institutions willing to use it are finding the sector far more bankable than the old assumptions allowed. It begins with lending that fits the farmer rather than forcing the farmer to fit the facility: cash-flow facilities structured around the crop cycle, disbursing at planting and falling due after harvest. Value-chain and anchor-borrower models, in which a credible off-taker sits between the bank and thousands of smallholders, solve the scale, collateral, and market access problems at a single stroke. Warehouse-receipt systems let stored grain serve as collateral, so a farmer need not sell everything at harvest, when prices are lowest, merely to raise cash.
Around that core sits an expanding set of instruments: input and mechanisation finance to lift yields; irrigation finance to break the dependence on the rains; cold-chain and storage finance to attack the staggering share of what we grow that is still lost after harvest, losses that are, in their own quiet way, as much an environmental cost as an economic one, since every wasted tonne is water, land, fuel and labour spent for nothing. Weather-index insurance can pay out automatically when rainfall falls below a threshold, turning an uninsurable risk into a priced one, and the spread of mobile technology and farm-level data — satellite imagery, mapping, digital payment histories — is finally giving lenders an evidence-based way to assess the smallholder they once treated as invisible. None of this is theoretical; each instrument is already in use somewhere in the region today. The task is not to invent new tools but to deploy the existing ones at scale, and with discipline.
Here, agricultural finance and the climate agenda converge, because the instruments that make farming bankable are, almost without exception, the ones that make it resilient. Irrigation is an adaptation. Drought-tolerant seed is an adaptation. Healthier soils, smarter water use, agroforestry that holds back the desert, storage that wastes less — these are not optional “green” extras; they are the difference between a farm that survives a harsher climate and one that does not. The point lands with particular force in West Africa, among the most climate-vulnerable yet least climate-financed regions on earth. The global conversation has turned decisively to climate finance — Azerbaijan, this year’s World Environment Day host, carried that agenda as president of COP29 — but climate finance is not only something that happens at altitude. Its most grounded form, for us, is the facility that enables a cooperative to drill a borehole or build a warehouse. The local reality is how the global ambition gets delivered.
Shared risk, shared frontier
None of this can rest on the banks alone, and it should not. The risks are real, and the most durable way to manage them is to share them among the actors who each hold a piece of the solution. Governments set the frameworks, build rural infrastructure, and provide the guarantees that make long-tenor lending viable. Development finance institutions, the African Development Bank chief among them, with their long-standing ambition to feed the continent, bring the patient, blended capital that crowds in commercial lenders rather than out. Insurers price the weather risk that banks should not carry alone. Agritech firms and aggregators supply data and market linkages. Banks bring structure, reach, governance and capital. Nigeria has tried versions of this before — the Agricultural Credit Guarantee Scheme and the Anchor Borrowers’ Programme among them, and the experience taught us both the promise of public-private agricultural finance and the discipline it demands: such partnerships work only when they are designed with rigour, governed transparently, and judged by outcomes rather than by money disbursed.
For those of us whose responsibilities include the public sector, the most valuable role a bank can play is often not as lender of last resort but as honest broker, aligning the ambitions of government, the capital of development partners, and the needs of the farmer into structures that actually move money to the field, and the prize is larger than risk management. It is tempting, faced with advancing desert and shrinking water, to speak of the Sahel and the rural North only in the language of crisis. However, that language is incomplete and self-fulfilling. The same regions hold vast arable land, established value chains in grains, livestock and horticulture, and one of the youngest workforces on earth. When a young person can finance an irrigated dry-season crop, or a women’s cooperative can secure inputs and a guaranteed buyer, agriculture stops being a fallback and becomes a future. That shift — from relief to investment, from managing decline to financing growth — is the single most powerful contribution finance can make to the regions on the climate front line. It is also good business: the young and the underserved are not a market to be pitied, but the largest growth opportunity in African banking.
Where we choose to stand
At Union Bank, this is not a new conviction. An institution that has banked Nigerian communities for more than a century has watched the relationship between people and land change in real time and has come to regard agricultural finance not as a niche or an act of charity, but as national infrastructure — and, increasingly, as climate infrastructure. The question we put to ourselves is not whether agriculture is worth financing, but how to finance it in a way that builds resilience rather than extends credit, and how to do so at the scale the moment now demands.
The campaign behind this year’s World Environment Day speaks of the signals the Earth is sending us, and the signals we choose to send back. It is an apt frame for a banker. For too long, the signal our financial system sent the farmer was a quiet, discouraging one: you are too risky, too small, too far away to be worth our capital. The farmer heard it clearly, and many of his children left the land. We can now send a different signal.
“For Climate” and “For Our Future” are not phrases to be admired from a distance. For Nigeria and its neighbours, there are decisions to be made at home in how we price risk, where we direct capital, and whether we are finally willing to stand behind the people who have been reading nature’s signals all along. The most meaningful climate commitment our financial sector can make this World Environment Day is not a statement; it is a willingness to finance the land that feeds us, intelligently and at scale. The moment, as the campaign rightly insists, is now. Now for climate — and, just as urgently, now for the farmer.
Mannir U. Ringim is Executive Director, Business Banking at Union Bank of Nigeria, with responsibility for the Public Sector and the Bank’s Northern, South-South and South-East businesses.
He is versatile in spearheading new business development, cultivating partnerships,
and fostering healthy stakeholder relationships, with a focus on driving business growth and achieving revenue milestones.
Mannir’s educational qualifications include a PhD in Economics (focus on Financial Inclusion) from Bayero University, Kano, and Bachelor of Science and Master of Science degrees in Economics from the same institution. He also holds executive certifications from INSEAD Business School in Singapore, Kellogg School of Management in Chicago, and Euromoney in London, reflecting his dedication to continuous growth and excellence. Mannir has been an Honorary Senior Member of the Chartered Institute of Bankers of Nigeria (HCIB) since 2015.
Feature/OPED
Nigeria’s Children Under Siege as Politics Trumps over Governance
By Blaise Udunze
Chapter Two, Section 14 (b) of the 1999 Constitution of Nigeria (as amended) is explicit when it states that the security and welfare of the people shall be the primary purpose of government. Hence, by every standard, the welfare of Nigerians should be the first priority of the government. What would be said if the same government had failed on this path? Judging by this rhetorical question and series of unfolding events, indications have shown that Nigeria is drifting into a dangerous territory where politics increasingly overshadows governance, and the amazing part of it is that insecurity, poverty and social despair continue to consume the very foundations of the state.
Surprisingly, this is eventually playing out when millions of Nigerians expect leadership, empathy and decisive action, the political class appears preoccupied with permutations for 2027, coalition-building, defections, endorsements and electoral calculations. Meanwhile, criminals are expanding their territory.
The horrendous, tragic kidnapping of pupils, teachers and school workers in Oriire Local Government Area of Oyo State has become one of the most painful symbols of Nigeria’s deepening security crisis. Shamefully, it would be recalled that recently armed terrorists invaded three schools in Ahoro-Esinle and Yawota communities. Yes, this might not be the first time of abducting school pupils, but one thing that is more troubling in this case is that dozens of schoolchildren and teachers were abducted, as this includes toddlers barely old enough to understand what was happening around them.
Intently looking at the incident, one vicious act is that among those abducted were two-year-old Christianah Akanbi and three-year-old Sikiru Salami, who are also not exempt from the daily torture.
The horror became even more devastating when a video emerged confirming the gruesome murder of Michael Oyedokun. He was a Mathematics teacher who had simply gone to work on a Friday morning to educate Nigerian children. He never returned home. The life of a teacher, a father and a mentor was cut short when beheaded in captivity by terrorists in Nigeria in May 2026.
His death is not merely a tragedy for his family. But the harrowing experience is that it is an indictment of a nation that appears increasingly unable to guarantee the safety of its citizens.
Let us consider the recent attack in Oyo State; this is not an isolated incident. It is part of a growing pattern that demonstrates the alarming deterioration of security across the country. And this is one harrowing and traumatic situation that might continue to heighten fear in the southwest: barely days after the Oyo school abductions, gunmen invaded Yashikira in Baruten Local Government Area of Kwara State, attacked the Emir’s palace, set parts of it ablaze and abducted ten residents. Also, of great concern is that just days earlier, worshippers had been killed and others abducted from a prayer ground in the same state.
Worst still, these nightmares have been the lived realities confronting Nigerians across Benue, Plateau, Katsina, Zamfara, Borno, Niger and other states. Stories of killings, kidnappings and displacement have become routine headlines.
The frightening reality is that Nigeria is gradually normalising the abnormal. Schools are becoming targets. Highways have become theatres of terror. Farms have become killing fields. Communities are becoming refugee camps. And citizens increasingly feel abandoned.
What makes the situation even more troubling is the growing perception that governance has been subordinated to politics.
This is to say that it has become glaring that while communities mourn their dead and families desperately search for abducted loved ones, the “sorry” situation is that public attention at the highest levels of government often appears focused on political calculations ahead of the 2027 elections.
This perception gained further traction following the Oyo school abductions. Nigerians watched grieving parents cry on television. Videos emerged showing abducted teachers pleading for help from captivity. This has triggered a negative notion, as many citizens felt there was insufficient urgency from the federal authorities in responding to one of the most horrifying school attacks in recent years.
Leadership is not measured only by policies and speeches. It is measured by empathy, responsiveness and the ability to assure citizens that their pain matters.
Section 14(2)(b) of Nigeria’s Constitution leaves no room for ambiguity. It states clearly that the security and welfare of the people shall be the primary purpose of government. Not politics. Not elections. Not defections. Not coalition building. Security and welfare.
Unfortunately, many Nigerians increasingly believe that the priorities of government no longer reflect this constitutional obligation. The consequences extend far beyond security. The educational sector is becoming one of the biggest casualties of the country’s security collapse.
The vicious incidents have brought the society to a standpoint whereby parents who once worried about examination results now worry whether their children will return home alive from school. Meanwhile, teachers who have continued to work tirelessly and still should be focused on learning outcomes are increasingly forced to think about survival.
One glaring adverse impact from all these abnormalities is that school enrolment in vulnerable communities is likely to decline as parents choose safety over education.
The long-term implications are frightening because the fact is that every child denied education today becomes a future economic liability. Every school abandoned due to insecurity creates another generation vulnerable to poverty, extremism and social exclusion. Every teacher lost to violence weakens Nigeria’s human capital.
Another aspect that is more of concern is that the abduction of children from schools represents more than a security challenge, but this is a thorough attack on Nigeria’s future. Perhaps the most heartbreaking and horrendous aspect of these attacks is the psychological damage inflicted on children. It must be established beforehand that when rescued, many victims may never fully recover from the trauma. This could be linked to, especially to the screams, the gunshots, the confusion, the separation from parents and the terror of captivity.
With the recent and past occurrences, without any iota of doubt, such experiences often leave invisible wounds that endure for years. Considering that the children who should be learning multiplication tables and nursery rhymes are instead learning fear.
The real question is, can a nation that cannot protect its children confidently speak about its future? Never! Emphatically, it should be understood that beyond education, insecurity is fueling a broader socio-economic epidemic.
Nigeria is already grappling with one of the worst affordability crises in its history, which also depicts the continued governance complacency. Talking of the removal of fuel subsidy and exchange rate liberalisation, inflation has eroded purchasing power, while food prices, transportation costs, rents and utility bills continue to soar, and worse off is the skyrocketing price of cooking gas.
Yet insecurity is making the crisis even worse. Farmers cannot access their farmlands. Harvests are disrupted. The country has witnessed the rural economies collapsing heavily. The resultant effect is that food production has continued to decline, and supply chains are increasingly vulnerable. The result is predictable because the simple arithmetic is that higher food prices, worsening hunger and deeper poverty.
The level of security collapse has shown that many northern farming communities, bandits now function as parallel authorities, imposing levies and determining who can farm and who cannot. This directly impacts food availability in urban centres hundreds of kilometres away.
Thus, insecurity is no longer merely a security problem; the truth is that it has become an economic problem, which is developmental, educational, and humanitarian. And ultimately, a governance problem.
The inability to effectively confront insecurity also raises difficult questions about institutional capacity.
As public affairs commentator Leonard Umunna recently observed, weak institutions produce weak outcomes. Corruption, poor accountability and ineffective governance structures have collectively undermined the state’s ability to deliver security and development.
Some of the terrifying truths Nigerians must take into cognisance are that when institutions become compromised, citizens lose confidence. Also, when accountability disappears, impunity flourishes, as the same applies when governance fails, criminality fills the vacuum. One truth that cannot be argued is that the vacuum is becoming increasingly visible across Nigeria.
The irony being experienced today in Nigeria is that while political actors are preparing intensely for 2027, the very foundations required for democratic stability are being eroded.
The terror and anxiety are definitely obvious, and the fact is that democracy cannot thrive in an environment of widespread fear.
Citizens who cannot travel safely, farm safely, worship safely or send their children to school safely are unlikely to have confidence in democratic institutions.
Perhaps, some ought to translate these messages to those at the helm of affairs in Nigeria that security is the foundation upon which every other national aspiration rests. And, without security, economic reforms become ineffective. Without security, educational investments become vulnerable. Without security, foreign investment declines. Without security, national unity weakens. Also, another underlying fact is that without security, democracy itself becomes fragile.
The well-known truth, which is quite unfortunate today, is that Nigeria’s challenges are not insurmountable because the country possesses the manpower, resources and institutional structures necessary to reverse the tide.
What appears lacking is the political will, urgency and strategic focus required to confront the crisis comprehensively.
This moment demands more than condolences after attacks. It demands intelligence-driven operations. It demands stronger coordination among security agencies. It demands improved local intelligence networks. It demands accountability. It demands institutional reforms. Most importantly, it demands leadership that places governance above politics.
As Nigeria inches toward another election cycle, political leaders must recognise a simple truth, and that truth is that there may be little value in winning elections in a nation increasingly overwhelmed by insecurity, poverty and social fragmentation.
The pursuit of political power cannot become more important than the survival of the republic itself. The death of Michael Oyedokun should haunt the conscience of the nation. So should the tears of Christianah Akanbi. So, should every parent be afraid to send a child to school? So should the pain of every community living under the shadow of terror. Nigeria is at an intersection; it has reached a tough moment where important and critical decisions must be made.
One path leads to deeper insecurity, educational decline, economic hardship and national instability. The other requires courage, responsibility and a renewed commitment to governance. The choice should not be difficult.
For if politics continues to take precedence over governance, the greatest casualty may not be any political party or administration. It may be Nigeria itself. The country is redeemable, and there is still hope for a better Nigeria.
Blaise, a journalist and PR professional, writes from Lagos and can be reached via: bl***********@***il.com
Feature/OPED
Facing the Reality of Inflation in Everyday Life
By Timi Olubiyi, PhD
Currently, many are passing through one of the most difficult times due to inflationary pressures. From transportation to food, electricity, healthcare, school fees, rent, and communication, the rising cost of living has altered the daily experience of millions of households. What used to be considered necessities have now become luxuries for many families. Across the country, the average citizen is under enormous pressure to survive amid worsening inflation, shrinking purchasing power, and economic uncertainty.
While inflation is a global phenomenon, the Nigerian experience has become particularly severe because of the combined effects of fuel subsidy removal, exchange rate volatility, high transportation costs, insecurity in food-producing regions, and weak wage growth. The reality of petrol selling at nearly N1,400 per litre in some parts of the country has significantly changed household economics and business sustainability. The consequences are visible everywhere in markets, offices, homes, schools, hospitals, and on the streets.
In practical terms, transportation fares have more than tripled in many cities within a short period. Food inflation has equally become alarming. Bread, eggs, cooking gas, yams, tomatoes, beans, and other staple foods continue to rise beyond the reach of average Nigerians. Electricity tariffs and telecommunications costs have also increased, while rent in urban centres keeps climbing. Unfortunately, salaries and wages have not kept pace with these realities. This is perhaps the greatest crisis confronting workers and small business owners today. Many employees still earn wages negotiated several years ago under entirely different economic conditions. Yet the value of those salaries has been severely eroded by inflation. In real terms, many workers are poorer today despite remaining employed.
The truth is that the salary structure available now can no longer effectively support decent living standards for many households. Even professionals with stable employment now struggle to meet basic obligations. Civil servants, teachers, artisans, small traders, entrepreneurs, and even middle-income earners are feeling the weight of the economic squeeze.
For many families, survival now depends on borrowing, reducing consumption, postponing healthcare, or sacrificing savings and investments. More troubling is the psychological effect of this prolonged hardship. Economic pressure is increasingly and significantly affecting mental health, marriages, productivity, and social stability.
Anxiety, frustration, depression, anger, and emotional exhaustion are becoming common experiences among citizens trying to survive difficult conditions. Difficult times and hardship often fuel marital conflicts, domestic tension, and reduced emotional well-being. In workplaces, economic uncertainty lowers morale, concentration, and productivity as employees struggle to cope with transportation costs, food, and other basic needs.
In fact, many people now live permanently in survival mode, uncertain about what tomorrow may bring. Businesses are equally under pressure. Rising operational costs continue to threaten sustainability, especially for small and medium-scale enterprises. Diesel prices, transportation costs, imported raw materials, electricity bills, taxation, and weak consumer spending have reduced profitability across many sectors. Several businesses have downsized operations, reduced staff strength, or shut down completely. Others remain in operation but merely struggle to survive.
Consequently, the era when a single salary could comfortably sustain a family is gradually disappearing in Nigeria. One of the clearest lessons from the current economic climate is that relying solely on one source of income has become increasingly risky. Economic realities now require individuals and households to think beyond traditional salary structures and embrace income diversification. In fact, multiple streams of income are no longer optional; they are becoming a necessity for financial survival and resilience. Families that depend entirely on one monthly salary are highly exposed to economic shocks, inflation, job loss, or business disruptions. The harsh reality is that even regular employment no longer guarantees financial security.
Therefore, Nigerians must begin to intentionally explore additional income opportunities that can complement existing earnings. This does not necessarily mean abandoning primary jobs or businesses, but rather creating alternative sources of income that can provide support during difficult times. Technology and digital platforms have made this more possible than ever before. Social media, e-commerce, freelancing, online consulting, digital content creation, virtual training, and remote services now offer opportunities for additional income generation.
Many professionals can monetise their knowledge, experience, or talents through side engagements without compromising their primary employment. In a way, passive income opportunities such as agriculture, cooperative investments, real estate, dividend-paying stocks, mutual funds, and small-scale trading can help cushion economic shocks over time. Land acquisition, for instance, remains one of the most reliable long-term stores of value in Nigeria despite current economic challenges. Assets that appreciate over time can provide financial protection against inflation. More so, living below one’s means may no longer be a matter of choice but a practical necessity under present realities. The culture of excessive social competition and pressure to maintain appearances despite declining income can worsen financial stress. Economic survival today requires financial honesty, discipline, and strategic planning.
In conclusion, the current economic realities in Nigeria demand a shift in mindset, financial behaviour, and survival strategies. Fuel at N1,400 per litre is not merely an energy issue; it affects transportation, food prices, school fees, healthcare costs, business operations, and overall quality of life.
Inflation has redefined daily living for millions of Nigerians. Therefore, building multiple streams of income, improving financial literacy, embracing prudent spending, and investing for the future are no longer luxury ideas but necessary responses to economic realities.
The truth is simple: depending solely on salary income in today’s Nigeria may no longer be sufficient for financial stability. The earlier households adapt to this reality, the better positioned they may be to survive and thrive despite the challenges ahead. Good luck!
How may you obtain advice or further information on the article?
Dr Timi Olubiyi is an expert in Entrepreneurship and Business Management, holding a PhD in Business Administration from Babcock University in Nigeria. He is a prolific investment coach, author, columnist, and seasoned scholar. Additionally, he is a Chartered Member of the Chartered Institute for Securities and Investment (CISI) and a registered capital market operator with the Securities and Exchange Commission (SEC). He can be reached through his Twitter handle @drtimiolubiyi and via email at dr***********@***il.com for any questions, feedback, or comments. The opinions expressed in this article are solely those of the author, Dr Timi Olubiyi, and do not necessarily reflect the views of others.
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