A new report by UK-based communications firm Column has exposed a significant shortfall in the digital engagement of Nigeria’s cabinet ministers, warning that their lack of presence on major social media platforms risks alienating the public. The study titled “The Social Media Visibility of Nigeria’s Cabinet Ministers in 2025” found that the entire cabinet collectively reaches only about 17 million followers—just 7% of Nigeria’s population—across platforms like X (formerly Twitter), Facebook, Instagram, LinkedIn, and TikTok.
Twitter (X) leads in usage among ministers, with 51 of them reaching 9.4 million followers, over half of the cabinet’s total online audience. Facebook follows with 4.8 million, while Instagram accounts for 2.1 million. However, the use of TikTok and LinkedIn remains minimal, with only 7 and 17 ministers respectively using those platforms. The report noted that a few individuals dominate the online space—President Bola Tinubu, his Chief of Staff Femi Gbajabiamila, and ministers like Ali Pate, Festus Keyamo, and Nyesom Wike command over 60% of the cabinet’s total digital reach.
Notably, some ministers are entirely absent online, with two having no official presence whatsoever, and others engaging only marginally with follower counts under 500. The report criticized this imbalance as a dangerous “dependency on a few figures,” undermining the government’s goal of transparency and public engagement. The median follower count per minister stands at just 64,000, highlighting a wide disparity in communication outreach across the cabinet.
Even more concerning, ministries tasked with youth and public-facing responsibilities—such as Education, Youth, Women’s Affairs, and Information—were found to have among the weakest digital footprints. This is particularly alarming given their need to connect with digitally active demographics. Only Hannatu Musawa, the Minister of Arts, Culture and Creative Economy, was found active on all five major social platforms. Additionally, issues of outdated content and unverified accounts plagued at least 22 ministers, further reducing trust and accessibility.
The report concludes with a clear message: in a digital age where over 100 million Nigerians are expected to be online by 2026, a strong and active digital presence is not a luxury but a civic necessity. “Visibility is not vanity—it’s a public good,” Column warns, urging the government to shift its mindset and prioritize authentic online engagement as part of its governance model. Without this transformation, it says, the administration risks becoming increasingly disconnected from the people it serves.
source: Business day