TikTok Influencer's Honest Review Sparks Debate on Ethical Brand Promotion

Nigerian TikToker Critiques Influencer Marketing Practices: A Case Study of SOONEST CITY LUXURY CLOTHING Lagos, Nigeria – A recent TikTok video by influencer SHADDY (@manlikeshaddy1) has sparked a discussion about the importance of due process in influencer marketing. SHADDY, in a video showcasing clothing from the Nigerian brand SOONEST CITY LUXURY CLOTHING, expressed frustration with brands that don't follow transparent promotional processes. "I love how some Brands follow due process even and others are expecting me to just make a video about a Brand that I can’t speak for," SHADDY stated in his video. He emphasized the need for brands to engage influencers ethically and transparently. His video, uploaded on May 26th, 2025, has already garnered significant attention, receiving over 1000 views and 64 likes within 24 hours. This highlights the growing interest in ethical influencer marketing practices among consumers. The video serves as a case study illustrating the challenges and opportunities in the evolving landscape of influencer marketing in Nigeria. It underscores the importance of clear communication and collaboration between brands and influencers to build trust and authenticity.