Influencers have become an integral part of marketing and brand building in the digital age. With millions of followers across social media platforms like Instagram, Twitter and YouTube, influencers provide brands with access to large and targeted audiences. The Nigerian influencer marketing industry has seen tremendous growth over the last few years. Brands are leveraging influencers in Nigeria to promote their products and services. According to a report, the influencer marketing industry in Nigeria is estimated to be worth over $50 million.
Who are the top influencers in Nigeria?
Here are some of the top influencers making an impact in Nigeria right now:
Toke Makinwa
Toke Makinwa is undoubtedly one of the biggest influencers out of Nigeria. She is a popular on-air personality, television host, vlogger, and lifestyle entrepreneur. She has over 3.5 million followers on Instagram and millions across other social platforms. Her influencer marketing fee is estimated between $5,000-$10,000 per post. She has worked with top brands like Nestle, Samsung, Coca-Cola, and more.
Denola Grey
Denola Grey is a leading Nigerian fashion influencer known for his eccentric style. He has 1.1 million Instagram followers. Denola Grey is signed to one of the top influencer agencies in Nigeria called Plaqad. He charges over $5,000 for branded content. Denola Grey has collaborated with brands like Johnnie Walker, Access Bank, etc.
Taaooma
Taaooma is an Instagram skit maker and comedian who rose to fame through her funny short videos. She has 6.9 million Instagram followers. Brands like MTN, Indomie, and Coca-Cola have worked with Taaooma for influencer campaigns. She can charge anywhere between $5,000 to $15,000 for brand collaborations.
Liquorose
Liquorose gained nationwide popularity after participating in the Big Brother Naija Season 6 reality show. She has over 1.6 million followers on Instagram. Liquorose charges upwards of $3,500 per sponsored post. She has partnered with brands like Darling Nigeria, Hawaii Nigeria and Bold Nigeria.
Tacha
Similarly, Tacha became a well-known face and influencer after her stint at Big Brother Naija. Today, she has over 1.5 million followers on Instagram alone. She can charge between $2,500-$5,000 for branded content. Tacha has collaborated with Coca-Cola, Patricia, and other brands.
What makes someone the best influencer in Nigeria?
There are a few key factors that determine who the top and best influencers are in Nigeria:
Reach
The number of followers an influencer has across social media platforms like Instagram, Twitter, YouTube determines their reach. Influencers with larger follower bases and monthly views naturally have wider and stronger reach.
Engagement
Engagement metrics like likes, comments, and shares determine the quality of an influencer’s audience. Influencers who can drive higher engagement are more influential.
Authenticity
Genuine and authentic influencers attract more engaged audiences. Their personal brand and content style helps them forge real connections with followers.
Expertise
Influencers who possess genuine knowledge, expertise and credibility in their niche tend to have a more powerful impact on audience decisions and opinions.
Partnerships
The brands an influencer has partnered with in the past acts as a signal of their scope and quality of influence. Top brands prefer partnering with the best and most influential content creators.
Most followed Nigerian influencers on Instagram
Here is a table of the most followed influencers on Instagram from Nigeria currently:
Influencer | Instagram Followers |
---|---|
Toke Makinwa | 3.5 million |
Tiwa Savage | 3.1 million |
Funke Akindele Bello | 2.5 million |
Davido | 2.3 million |
Wizkid | 2 million |
Yemi Alade | 1.9 million |
Falz | 1.8 million |
Adesua Etomi | 1.7 million |
Linda Ikeji | 1.5 million |
Liquorose | 1.6 million |
Top Nigerian influencers on YouTube
Here are some of the influencers with the most YouTube subscribers from Nigeria:
YouTuber | Subscribers |
---|---|
Mark Angel Comedy | 6.4 million |
Emanuella Comedy | 6 million |
Broda Shaggi | 2.6 million |
Taaooma | 1.5 million |
Brain Jotter | 1.2 million |
Maraji | 945k |
Factors that determine an influencer’s success in Nigeria
There are several factors that contribute to an influencer’s success and popularity in Nigeria:
Personality
Having an engaging, vibrant and relatable personality allows Nigerian influencers to build strong connections with their audience.
Relatability
Showcasing aspects from their personal lives and experiences makes influencers more relatable to everyday Nigerians.
Entertainment value
Creating entertaining and humorous content consistently keeps audiences engaged and eager for more.
Creativity
Nigerian influencers who showcase creativity and originality through their content tend to capture more attention.
Consistence
Regularly posting content and interacting with followers is key to gaining a loyal following.
Engagement
Building real connections and engaging sincerely with their audience through replies, shares and comments.
Conclusion
In summary, some of the top influencers in Nigeria currently include Toke Makinwa, Denola Grey, Taaooma, Liquorose and Tacha. Factors like followers, engagement rates, partnerships, expertise and authenticity determine the best and most influential content creators in Nigeria.
The influencer marketing industry in Nigeria is booming and brands are leveraging top influencers to promote their products. With their powerful reach amongst Nigerian youth and their marketing value, we can expect the top influencers in Nigeria to continue growing in numbers and impact.
Considering factors like Instagram followers, YouTube subscribers, and overall footprint and resonance amongst Nigerian audiences, we can conclude that comedy influencers like Mark Angel and Emanuella currently hold the top spot as the most influential and successful digital content creators in Nigeria.