General
Social Media Marketing Must Remain Steadfast Amid Looming Recession—Expert
By Adedapo Adesanya
Social media marketing is expected to weather the impending downturn just as economists around the world are warning that a recession is looming.
According to marketing expert and CEO of the AMD Consulting group, Mr Assil Dayri, as the world moves toward more significant economic uncertainty, influencer marketing will remain a key differentiator for brands.
The latest social trends reports predict that social media will top marketing budgets in 2023 as marketers turn to new strategies like a TikTok marketing strategy. Business plans already consider the imminent recession, and the marketing and social media sectors would be the first to see reduced resources, although work carried out by influencers through these channels is still on the rise. With this financial uncertainty, marketing investments will probably decrease, but brands will have to be smart since a total cut is not a viable option.
According to the specialist, influencer marketing is essential for the consumer, who will also feel the impacts of this economic instability.
“After all, as these difficulties settle in, the public turns to content producers they trust to seek references on where to safely put their money. Collaborating with key personalities to promote your brand will become even more essential based on the trust and credibility they have.
“In tough economic times, you don’t want to make any mistakes when selecting the influencers you work with. One of the great advantages of working with influencers is that regardless of the size of the brand or the audience you want to reach, there are nano, micro or macro influencers who are skilled at reaching that target market and can work within your budget,” he said.
Recent research shows that more brands are finding success with smaller influencers, thanks to their hyper-focused audience with very specific interests. Since smaller influencers are seen as more genuine and trustworthy, their followers tend to put more faith in the products or services they promote.
Consumers also begin to have less confidence in macro influencers, as they understand how many of them think more about the financial aspect and not the value that the brands they promote bring to the public.
It was noted that Instagram still leads the influencer marketing space in terms of professionals using the platform, as well as the amount of budget they invest. However, with the significant growth that TikTok is seeing, the specialist warned that we could see a shift soon as more brands are now entering the TikTok space.
To prepare for these changes, influencers need to find ways to make their content relevant and genuine. Considering the cut in marketing budgets, we could see in the next year, Influencers need to be consistent and creative to be chosen to collaborate with brands in these uncertain times.
“Being faithful to your niche and producing quality content to have a solid, strong, and influential image becomes essential because companies will start being even more selective,” Mr Dayri added.
On the positive side, this line of work is still on the rise. Even with the recession, the world still needs influencers. Mr Dayri predicts that brands will continue to invest in influencer marketing in 2023 despite the economic downturn and revised marketing budgets. Influencer partnerships help reduce overall marketing costs and allow businesses to build more brand awareness.
By Adedapo Adesanya
The federal government has declared Thursday, December 25, and Friday, December 26, 2025, as public holidays to mark Christmas and Boxing Day respectively.
The government also declared Thursday, January 1, 2026, for the New Year celebration.
The declaration was contained in a statement issued on Monday by the Permanent Secretary of the Ministry of Interior, Mrs Magdalene Ajani, on behalf of the Minister of Interior, Mr Olubunmi Tunji-Ojo.
According to the statement, the Minister urged Nigerians to reflect on the values of love, peace, humility and sacrifice associated with the birth of Jesus Christ.
Mr Tunji-Ojo also called on citizens, irrespective of faith or ethnicity, to use the festive season to pray for peace, improved security and national progress.
He further advised Nigerians to remain law-abiding and security-conscious during the celebrations, while wishing them a Merry Christmas and a prosperous New Year.
Business Post reports that on these public holidays – the foreign exchange market, the Nigerian Exchange (NGX), as well as the NASD Over-the-Counter (OTC) Securities Exchange will not open to trade.
By Modupe Gbadeyanka
Local crude oil refiner, Dangote Petroleum Refinery, has kicked against attempts to put consumers of premium motor spirit (PMS), otherwise known as petrol, under untold hardship in the country.
The company, which commenced nationwide sales of the product at a pump price of N739 per litre across all MRS Oil Nigeria Plc filling stations, appealed to Nigerians to report any of its marketers who sell above this price.
“Any attempt to create artificial scarcity or manipulate supply to frustrate recent price reductions is unpatriotic and unacceptable.
“We urge regulatory authorities to remain vigilant and take firm action against such practices, especially during this critical festive period,” the Lagos-based refinery said in a statement.
It noted that the significant price reduction was part of its mission to deliver affordable fuel to consumers and stabilize the downstream petroleum market.
With over 2,000 MRS stations nationwide, the new pricing is expected to be implemented across all outlets, ensuring that the benefits of this reduction reach consumers nationwide.
Dangote Refinery applauded marketers who have embraced the new pricing regime and urged others to follow suit in the interest of national economic recovery.
“We commend MRS and other marketers who have demonstrated patriotism by reflecting the reduced price at the pump. We call on others to join this effort as a show of support for Nigeria’s economic recovery,” the refinery stated.
Historically, the festive season has been associated with fuel scarcity and sharp price hikes. However, Dangote Refinery has delivered a decisive market intervention—crashing pump prices at a time when Nigerians typically brace for hardship. Backed by a guaranteed daily supply of 50 million litres, this initiative fundamentally alters the supply dynamics during the holiday period.
By refining locally at scale, the refinery is reducing Nigeria’s exposure to volatile global markets, conserving foreign exchange, stabilizing the Naira, and strengthening energy security. This sustained price cut and steady supply are providing relief to households, businesses, and transport operators nationwide.
Consumers were advised to resist purchasing fuel at inflated prices when cheaper, high-quality alternatives are readily available.
“We encourage Nigerians to avoid buying PMS at excessively high prices when they can access locally refined fuel at N739 per litre from over 2,000 MRS stations nationwide. Report any MRS station selling above N739 per litre by calling 0800 123 5264,” the refinery said.
“We also call on other petrol station operators to patronize our products so that the benefits of this price reduction can be passed on to Nigerians across all outlets, ensuring broad-based relief and a more stable downstream market,” it added, reaffirming its commitment to steady supply, price moderation, and energy security, emphasizing that its operations are anchored on long-term national interest rather than short-term market pressures.
“Our objective remains clear: to ensure consistent supply of high-quality petroleum products at affordable prices for Nigerians, while supporting economic stability and reducing dependence on imports,” the refinery concluded.
By Adedapo Adesanya
The federal government’s approval of N185 billion as the settlement for long standing debts owed to gas producers in the country has been described as a major boost for Nigeria’s gas industry and power generation value chain.
The decision, endorsed by the National Economic Council (NEC) chaired by Vice President Kashim Shettima, followed the authorisation by President Bola Tinubu and represents one of the most significant fiscal interventions in the energy sector in recent years.
The legacy debts, accumulated over years for gas supplied to power plants, have constrained cash flow for producers, discouraged new investments and reduced gas supply to electricity generation, worsening Nigeria’s chronic power shortages.
Under the approved framework, the debts will be settled through a royalty-offset arrangement, a mechanism expected to ease government liabilities while restoring confidence among domestic and international gas suppliers.
The Minister of State for Petroleum Resources (Gas), Mr Ekperikpe Ekpo, described the approval as a turning point for the sector.
“This is a decisive step towards revitalising Nigeria’s gas sector and strengthening its power-generation capacity in a sustainable manner,” Mr Ekpo said, adding that the move aligns with President Tinubu’s commitment to resolving structural bottlenecks in the energy industry.
He noted that clearing the arrears would help rebuild trust between government and gas producers, many of whom had slowed investments due to persistent payment uncertainties.
“Settling these debts is critical to restoring investor confidence, reviving upstream activities and accelerating exploration and production,” Mr Ekpo stated.
According to him, increased gas output would directly translate into improved power generation, helping to address electricity shortages that have long constrained industrial productivity and economic growth.
The gas minister further explained that the intervention supports the Federal Government’s Decade of Gas initiative, which targets unlocking more than 12 billion cubic feet per day of gas supply by 2030.
On his part, the Coordinating Director of the Decade of Gas Secretariat, Mr Ed Ubong, said the decision sends a strong signal to investors across the gas-to-power value chain.
“This approval underlines the Federal Government’s determination to clear legacy liabilities and assure gas producers that supplies to power generation will be honoured,” Mr Ubong said.
He added that the move could unlock stalled projects, revive investor interest and rebuild momentum toward Nigeria’s transition to a gas-driven economy.
The settlement could mark a critical step in stabilising gas supply to power plants, improving electricity reliability and positioning gas as a catalyst for industrialisation and long-term economic growth.
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