Most of Your Influencer Budget is Wasted — Here’s the Performance Data Nobody Talks About
We need to talk.
Every other week, a brand in Nigeria is throwing money at influencers like confetti:
“Let’s book 7 mid-tier creators and 1 BBNaija finalist. Post the product. Giveaway. Hashtag. Boom.”
Then the report comes in:
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2 million impressions
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6,000 likes
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320 comments saying “Done. Done. Done.”
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Sales? Crickets.
You think it’s engagement.
But what you really did was subsidize another creator’s soft life.
READ ALSO: The problem with Nigeria crisis press releases
Let’s break down the influencer marketing scam respectfully — with data.
The Research
We analyzed:
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12 influencer campaigns (April–June 2025)
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Sectors: FMCG, fashion, fintech, real estate, skincare
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Influencers: mix of nano, micro, mid-tier, celebrity (10K–1M followers)
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Metrics: engagement rate, reach, conversions, ROAS (return on ad spend)
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Total influencer spend: ₦8.6 million
What the Data Revealed
| Influencer Tier | Avg Cost/Post | Avg ER (Engagement Rate) | Avg CTR | Actual Conversions | ROAS |
|---|---|---|---|---|---|
| Nano (1–10K) | ₦30K | 5.2% | 1.8% | Low, but targeted | 1.2x |
| Micro (10K–50K) | ₦60K–₦100K | 3.4% | 2.1% | Good for lead-gen | 2.3x |
| Mid-Tier (50K–500K) | ₦150K–₦300K | 1.1% | 0.6% | Poor | 0.6x |
| Celebrity/BBN | ₦500K–₦2M+ | <0.5% | <0.2% | Brand awareness only | <0.5x |
Wild But True Insights
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One brand paid a reality TV star ₦1.2M for 2 posts.
→ Total sales traced? ₦24,000.
→ Comments were mostly: “Where’s the giveaway?” -
A skincare brand got more product DMs from a ₦40K TikTok creator than their ₦750K beauty influencer with 300K followers.
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4 campaigns spent a combined ₦3.4M with 0 ROI — not even email signups. Just vanity.
So Where Does The Money Go?
You’re Paying for Followers, Not Influence
Some influencers have numbers, but no trust. Their page is just vibes.
Engagement ≠ Action
Likes don’t equal clicks. Comments don’t equal conversions. Most engagement is fellow influencers boosting each other to stay relevant.
No Tracking, No Strategy
Brands don’t use:
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Custom links
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UTM codes
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Discount codes
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Pixel retargeting
So even when something works… they can’t prove it.
What Actually Works (Based on Data)
| What Works | Why It Works |
|---|---|
| Micro-influencers with niche trust | Higher conversion, real community |
| UGC-style content | Feels authentic, not forced |
| Affiliate codes or unique links | Track actual impact |
| Story mentions > Static posts | Higher view-through and click-through rates |
| Influencer whitelisting (ads run from their page) | 2–3x better ROAS than regular brand page ads |
Case Study Snapshot
A fashion brand ran:
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₦100K with a 25K-follower stylist
→ 18 sales, ₦280K in revenue -
₦600K with a 400K reality TV star
→ 0 tracked sales, 3 “Done” comments
You do the maths.
TL;DR?
Most of your influencer budget is a loud loss in disguise.
Until you start treating it like performance media — not PR — you’ll keep wasting money on fake reach and empty likes.
The SoroSoke Brand Tip:
Stop asking “Who’s trending?” Start asking “Who can convert?”
Don’t follow follower count. Follow impact.
Over to You:
Which influencer campaign shocked you with how useless (or useful) it was?
Tag @SoroSokeBrands or slide into our DMs with anonymous tea.
We’re not hating. We’re just tracking.
