Marketing Strategy

By the Terrain desk. It’s easy to blame creators when a marketing deal goes sideways. We’ve all heard the complaints about high prices, inflated metrics, or missed deadlines. But the real breakdown usually happens before any of that. It starts when brands and creators skip the most critical step: defining a clear strategy and setting actionable goals together. When we fix the foundation, everyone wins. Why the trend of Influencers Grew A decade ago, an influencer was just a person with a smartphone and a crowd. Today, that crowd moves billions, and money moves faster than the industry’s maturity. Nigeria’s influencer market has…

By the Terrain desk. For a decade, Nigerian business treated Instagram as the door into the market. It was the display window for the 10 million who had already arrived, while the rest of the country built a room of its own on TikTok, where nobody needs to know your name before you can be found. For about ten years, Nigerian businesses ran on a shared belief about Instagram, and almost nobody said it out loud because nobody needed to. Instagram was the market. If you wanted customers, you opened a page. If you wanted to be taken seriously, you made the page look like a real business, with a logo, a matching grid, and a shoot. If you had money, you paid an influencer to post you. The whole apparatus of Nigerian marketing- the agencies, the content houses, the influencer price lists, the "grow your page" courses- was built on the idea that the door into the Nigerian market had an Instagram logo on it, and that discovery, the moment a stranger first finds you, happened there. That is what we thought Instagram was. It is worth being honest about what it was actually meant to be, and what…