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
President Bola Tinubu is expected to be among the leading public figures attending the next edition of the Africa CEO Forum, which will take place on May 14-15, 2026, in Kigali, Rwanda
A strong Nigerian private-sector delegation will also take part, including Mr Aliko Dangote, Mr Wale Tinubu, Mr Ofovwe Aig-Imoukhuede, Mrs Adesuwa Ladoja, Mrs Rachel More-Oshodi, Mrs Zouera Youssoufou, Mr Karim Noujaim, Mr Dany Abboud, Mr Ayo Otuyalo and Mr Chukwuerika Achum. Nigeria’s Coordinating Minister of Health and Social Welfare, Professor Muhammad Ali Pate, will also be present.
According to a statement on Tuesday, the 2026 edition will convene in Kigali to address a defining question for Africa’s future: how to achieve the scale necessary to compete, integrate and thrive in a fragmenting world.
It comes as global power dynamics continue to evolve, while the ability of Africa to rely on competitive, agile and internationally integrated corporate champions has become a defining corporate imperative. In this shifting global landscape, one lesson is clear: scale is no longer optional. It is the first line of defence.
Organised by Jeune Afrique Media Group and co-hosted by the International Finance Corporation (IFC), the Africa CEO Forum 2026 will convene Africa’s leading public and private decision-makers around a clear conviction: scale can only be achieved through shared African ownership.
The Forum will explore three strategic levers to build continental scale. First is shared equity, which will look to unlock cross-border equity investment to create multinational African champions. Mobilise African institutional capital across markets to strengthen resilience and enhance long-term returns.
Also, is shared infrastructure, which will take on designing complementary infrastructure to integrate African value chains. Champion transformative projects that serve regional, not merely national, needs and create truly connected markets.
Thirdly is shared frameworks, which is set to harmonise standards, rules and regulations to boost investor confidence and enable the free flow of capital, goods and services. Build future-proof digital rails for health, education, agriculture and cross-border payments.
Speaking on this, Mr Amir Ben Yahmed, President of the Africa CEO Forum, stated: “If Africa wants to compete in a world defined by scale, it must move beyond economic patriotism and embrace a new model: African capital investing together. Shared ownership, cross-border partnerships and continental ambition will define the economic future of Africa and the next generation of African champions.”
On his part, Mr Makhtar Diop, Managing Director at IFC, stated: “Africa has the capital and the opportunity to grow and create quality jobs. What matters now is putting that capital to work at scale. That means building trust, sharing risk, and investing across borders. The Africa CEO Forum brings leaders together to connect policy and private investment, and to help shape Africa’s next phase of growth.”
By Adedapo Adesanya
The Minister of Marine and Blue Economy, Mr Adegboyega Oyetola, has directed the Nigerian Shippers’ Council (NSC) to investigate the allegations of systemic efforts to undermine local barge operators at the nation’s seaports.
The Minister issued the directive during the recent 2026 First Quarter Citizens/Stakeholders’ Engagement, Sectoral Performance Review, and Ministerial Management Retreat of the Federal Ministry of Marine and Blue Economy, held in Lagos.
During the engagement, representatives of barge operators alleged that there was a coordinated and deliberate attempt by certain foreign interests to edge them out of business.
According to the Special Adviser to the Minister, Mr Bolaji Akinola, they claimed that these actions, if left unchecked, could significantly weaken local capacity and disrupt the balance of competition within Nigeria’s maritime logistics chain.
The operators expressed concern that policies, operational bottlenecks, and preferential treatment allegedly being accorded to some foreign-linked entities by certain terminal operators were creating an uneven playing field.
According to them, these challenges are gradually eroding their market share and threatening the survival of indigenous businesses.
Responding to the concerns, the minister emphasised the federal government’s commitment to protecting local investments and ensuring fair competition within the maritime industry.
He directed the council, as the port economic regulator, to carry out a thorough and impartial investigation into the claims.
Mr Oyetola stressed that any form of anti-competitive behaviour or policy inconsistency that disadvantages Nigerian businesses would not be tolerated.
The minister also reiterated the importance of stakeholder engagement as a platform for identifying sectoral challenges and shaping responsive policy interventions, stressing that the government remains focused on strengthening the marine and blue economy sector as a driver of national growth, job creation, and sustainable development.
By Modupe Gbadeyanka
The presidential candidate of the Labour Party (LP) in the 2023 general elections, Mr Peter Obi, has asked to know the real beneficiaries of the repeated payments made by the federal government to settle outstanding debts in the power sector.
Over the weekend, President Bola Tinubu approved the payment of N3.3 trillion for the “full and final” payment for debts in the electricity sector.
The action, according to a statement issued by the Special Adviser to the President on Information and Strategy, Mr Bayo Onanuga, was to ensure improvement in electricity supply in the country.
In a post on Tuesday, the former Governor of Anambra State questioned why the government is allegedly making the same payment it announced almost two years ago.
“On May 17, 2024, N3.3 trillion was approved for the same purpose. On July 25, 2024, another N4 trillion bond was approved to settle similar debts. There have also been other approvals in between, all targeted at addressing the same power sector liabilities.
“This raises a fundamental question: were the previous approvals mere announcements without execution?” he queried.
“During the 2023 campaign, President Bola Tinubu made a clear promise: that if he failed to deliver stable electricity, Nigerians should not re-elect him.
“Today, the reality is that power supply has worsened to the extent that there are even discussions about disconnecting the Presidential Villa from the national grid.
“Each time legitimate concerns are raised, what we see appears more like policy pronouncements than measurable progress.
“Now, again, we are confronted with another N3.3 trillion approval to settle power sector debts,” Mr Obi further said.
The chieftain of the African Democratic Congress (ADC) said, “These debts were largely accumulated under successive administrations of the All Progressives Congress between 2015 and 2025. This raises serious concerns about accountability, transparency, and effectiveness in public financial management.”
“It is important to note that government institutions and agencies, including the Presidential Villa, owe a significant portion of these debts. Year after year, budgets were made and funds appropriated. Why then were these obligations not settled when due? And from what source will this new payment be made? Are we resorting once more to borrowing to service inefficiencies?
“Key questions remain unanswered: How did the debt accrue? What is the actual total debt in the power sector? Which components of the debts are due to operators’ inefficiency and should be borne by them? Why have previous approvals not translated into tangible improvements? Who are the real beneficiaries of these repeated payments?
“Is the N3.3 trillion approved on April 6, 2026, the same as the N3.3 trillion approved in May 2024, and how does it relate to the N4 trillion bond approved in July 2024?
“Nigeria must move beyond recycled announcements and confront the power sector crisis with sincerity, transparency, and decisive reforms.
“Until we do so, we will remain trapped in a cycle of debt and darkness.
But with discipline, accountability, and the right leadership, a new Nigeria is still possible,” he wrote.
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