DottsMediaHouse Unveils 4th Nigeria Influencer Marketing Report as Spend Tops ₦161.4B
DottsMediaHouse has released the fourth edition of its Nigeria Influencer Marketing Report (NIMR). The study tracks the creator economy’s growth from 2021 to 2025, revealing a 5× increase in scale and a cumulative spend of ₦161.4 billion. Key trends include a surge in TikTok’s market share from 8% to 34% by 2025, while Instagram holds 36%. Entertainment content leads campaigns, with lifestyle and tech niches rising fast. Nano-influencers now account for half of all creators. Brands are shifting from vanity metrics to data-driven collaborations but face hurdles like budget limits, ROI expertise gaps, and fraud concerns. Looking ahead, long-term ambassador relationships are set to replace one-off influencer posts.
https://dottsmediahouse.com/nimr/Use The App To Win ₦1m
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