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Social Media Marketing Must Remain Steadfast Amid Looming Recession—Expert

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Social media marketing

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.

Adedapo Adesanya is a journalist, polymath, and connoisseur of everything art. When he is not writing, he has his nose buried in one of the many books or articles he has bookmarked or simply listening to good music with a bottle of beer or wine. He supports the greatest club in the world, Manchester United F.C.

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Tinubu Deploys Army to Kwara, Condemns Terrorist Attack

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kwara state map

By Adedapo Adesanya

President Bola Tinubu has deployed an army battalion to Kaiama district in Kwara State after suspected jihadist fighters killed about 170 people in an overnight attack on Tuesday.

The terrorists stormed Woro and Nuku communities in Kaiama Local Council, according to Kwara State lawmaker, Mr Saidu Ahmed.

The violence highlights fears that jihadist factions prevalent in Northern Nigeria are pushing south along the Niger-Kwara axis toward the Kainji forest.

According to a statement from the Presidency, the new military command will spearhead Operation Savannah Shield to checkmate the barbaric terrorists and protect defenceless communities.

He condemned the attack as “cowardly and barbaric,” saying the gunmen targeted villagers who had rejected attempts to impose extremist rule.

“It is commendable that community members, even though Muslims, refused to be conscripted into a belief that promotes violence over peace,” President Tinubu said in the statement.

The President urged collaboration between federal and state agencies to provide succour to members of the community and ensure that those who committed the atrocities do not go scot-free.

President Tinubu prayed for the repose of the souls of the deceased and condoled with those who lost family members as well as the people and government of Kwara State.

Similarly, suspected bandits stormed Doma community in Tafoki Ward, Katsina State, on Tuesday afternoon, killing several residents, injuring many others and setting vehicles and houses ablaze.

There were conflicting figures over the casualty toll, with police putting the number of deaths at 13, while the executive chairman of Faskari Local Council estimated more than 20.

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NNPC, Chinese Firm in Talks over Nigeria’s Moribund Refineries

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NNPC Crude Cargoes pricing

By Adedapo Adesanya

The Nigerian National Petroleum Company (NNPC) Limited is in talks with a Chinese company over one of the state-owned oil firm’s refineries, the chief executive of the state oil company, Mr Bashir Bayo Ojulari, said.

He said the company was seeking experienced operators as equity partners to revive its four refineries after years of losses and underperformance.

The NNPC chief said an internal review carried out shortly after assuming his role last April showed the refineries were running at huge losses, with high operating costs and heavy spending on contractors while processing volumes remained low.

Mr Ojulari said that the board of the state oil company has approved a strategy to bring in refinery operators with proven expertise rather than contractors, adding it was in advanced talks with several interested parties.

“I’m just coming from a meeting with one of the potential investors,” Mr Ojulari said, without giving a name. “They are going to the refinery tomorrow to inspect. It’s a Chinese company that has one of the biggest petrochemical plants in China.”

The NNPC head stated that operations in the refineries had been put on hold to give time to evaluate potential restoration solutions.

This coincided with the opening of the Dangote Refinery, which provided “breathing space” for the supply of domestic petroleum.

For the past two years, the NNPC has unsuccessfully attempted to fully reactivate the state oil refineries in Warri, Kaduna, and Port Harcourt, which have a combined processing capacity of 445,000 barrels per day but have remained idle for decades.

These endeavors to restore the facilities to operational status have resulted in both public controversy and shifts in strategic direction.

The government initially sought to rehabilitate these refineries, primarily in response to the commissioning of Dangote’s 650,000-barrel-per-day oil refinery; however, this effort proved unsuccessful, necessitating an exploration of potential public-private partnerships.

In October 2025, the NNPC announced its search for new technical private equity partners to facilitate the revival of its long-dormant refineries.

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Senate Passes Electoral Act Amendment Bill, Blocks Electronic Transmission of Results

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Godswill akpabio Senate President

By Modupe Gbadeyanka

The Senate on Wednesday passed the bill to amend the Electoral Act of 2022 after delays, which almost pitched the institution against several Nigerians.

Last week, the upper chamber of the National Assembly headed by the Senate President, Mr Godswill Akpabio, set up a panel to look into the matter, with the directive to submit its report yesterday, Tuesday, February 3, 2026.

However, after the report was submitted yesterday, the red chamber of the parliament said it was going to take an action on it on Wednesday.

At the midweek plenary, the Senate eventually passed the Bill for an Act to Repeal the Electoral Act No. 13, 2022 and Enact the Electoral Act, 2025.

However, some critical clauses were rejected, including the proposed amendment to make is mandatory for the Independent National Electoral Commission (INEC) to transmission election results electronically from polling units to the INEC Result Viewing (IReV) portal.

The clause was to strengthen transparency and reduce electoral malpractice through technology-driven result management.

It also rejected a proposed amendment under Clause 47 that would have allowed voters to present electronically-generated voter identification, including a downloadable voter card with a unique QR code, as a valid means of accreditation.

The Senate voted to retain the existing 2022 provisions requiring voters to present their Permanent Voter’s Card (PVC) for accreditation at polling units, and upheld the provision mandating the use of the Bimodal Voter Accreditation System (BVAS) or any other technological device prescribed by the electoral umpire for voter verification and authentication, rather than allowing alternative digital identification methods as proposed in the new bill.

The Senate also reduced the notice of election from 360 days to 180 days, with the timeline for publishing list of candidates by INEC dropped from 150 days to 60 days.

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