Social media has become an integral part of our daily lives with a rapidly growing digital population, the social media landscape in Nigeria continues to evolve.
According to Statista, Nigeria had 31.6 million active social media users earlier this year, with WhatsApp being the most popular platform used in the country, having close to 95% of users. Facebook, YouTube, and Instagram followed as the most used social media platforms in Nigeria.
The top 10 social media platforms and their user base in Nigeria 2023 according to reports are:
- WhatsApp: BankMyCell’s report revealed that Nigeria is among the top countries that use WhatsApp the most, with the current estimated number of users standing at 40 million.
- Facebook: In June 2023, there were 40.3 million Facebook users in Nigeria, according to NapoleonCat, accounting for 17.9% of the population in the country. This was more than the 21.75 million users in Nigeria in early 2023 reported in Meta’s advertising resources data published earlier this year.
- YouTube: DataReportal found that YouTube had 31.60 million users in Nigeria in early 2023, with YouTube’s ad reach equivalent to 14.3% of Nigeria’s total population at the start of the year.
- Instagram: Instagram had 11.1 million users in Nigeria in June 2023. This accounted for 4.9% of the population.
- Twitter: Twitter had 8.3 million users in Nigeria as of last month June, 3.7% of the entire population
- TikTok: World Population Review disclosed that in 2023, Nigeria’s TikTok users was estimated at 223.8 million
- LinkedIn: LinkedIn had 7.50 million “members” in Nigeria in early 2023. In May, the number increased to 8.2 million, 3.6% of the country’s population
- Pinterest: Among 31.6 million social media users in Nigeria, 21.7% utilize Pinterest, a total of 6.8 million users.
- Snapchat: Snapchat had 10.40 million users in Nigeria as of June 2023 according to BankMyCell. This outweighs 4.2 million users forecasted in 2022.
- Telegram: Telegram has a 56.3% user base in Nigeria according to New Vision and this accounts for over 200 million users.
As we reach the halfway mark of 2023, it’s essential to explore the social media trends shaping the digital landscape in Nigeria. From platform preferences to content consumption habits, let’s dive into the key social media trends in Nigeria for the first half of 2023.
1. Increased Social Media Penetration:
Nigeria has witnessed a significant increase in social media penetration, with more people embracing various social media platforms. With affordable smartphones and improved internet connectivity, social media has become a powerful tool for communication, entertainment, and business. Expect the number of active social media users in Nigeria to continue growing in the coming months.
2. Dominance of WhatsApp and Facebook:
WhatsApp and Facebook remain the leading social media platforms in Nigeria. WhatsApp, with its end-to-end encryption and ease of use, is widely used for personal messaging, group chats, and sharing multimedia content. Facebook, with its diverse features and broad user base, continues to be a popular platform for connecting with friends, sharing updates, and consuming news and entertainment content.
3. Rise of Influencer Marketing:
Influencer marketing has gained significant traction in Nigeria, with brands recognizing the power of influencers in reaching and engaging with their target audience. Influencers in various niches, such as fashion, beauty, lifestyle, and travel, are partnering with brands to promote products and services. The authentic and relatable nature of influencer content resonates well with Nigerian consumers, leading to increased brand collaborations.
4. Emphasis on Video Content:
Video content consumption is on the rise in Nigeria, driven by improved internet speeds and the popularity of smartphones. Social media platforms like Instagram, TikTok, and YouTube are witnessing increased engagement with video content. Nigerian users are creating and consuming short-form videos, vlogs, tutorials, and entertaining content. Businesses and content creators are leveraging the power of video to connect with their audiences in a more engaging and interactive manner.
5. Social Commerce and Online Shopping:
The trend of social commerce, where users can purchase products directly through social media platforms, is gaining momentum in Nigeria. Businesses are leveraging platforms like Instagram, Facebook, and WhatsApp to showcase their products and provide seamless shopping experiences. This trend is revolutionizing the way Nigerians shop, offering convenience and accessibility to a wide range of products and services.
6. Authentic and Engaging Content:
Audiences in Nigeria are increasingly seeking authentic and engaging content. Users are more likely to engage with content that feels genuine, relatable, and resonates with their cultural experiences. Businesses and content creators who can authentically connect with their audience by leveraging local cultural references, language, and storytelling are more likely to succeed in capturing attention and building brand loyalty.
7. Increased Social Activism:
Nigerian social media users have shown a strong inclination towards using social platforms as avenues for activism, raising awareness, and advocating for social change. From promoting social justice issues to driving community initiatives, Nigerians are harnessing the power of social media to make their voices heard and drive positive impact.
To capitalize on these trends, businesses and content creators in Nigeria should:
1. Develop a robust social media strategy: Create a well-defined strategy that aligns with your business objectives and target audience. Determine which social media platforms are most relevant to your audience and focus your efforts on those platforms.
2. Collaborate with influencers: Identify influential individuals in your industry or niche and collaborate with them to reach a wider audience. Influencers can help amplify your brand’s message and increase brand visibility, particularly among their dedicated followers.
3. Create high-quality and engaging video content: Invest in creating video content that captures attention and tells a compelling story. Focus on producing content that is relevant, entertaining, and informative, while reflecting the cultural nuances and preferences of your target audience.
4. Optimize for social commerce: If you sell products or services online, explore the opportunities presented by social commerce. Ensure your social media profiles are optimized for selling and provide a seamless purchasing experience for your customers.
5. Foster authenticity and engagement: Build a genuine connection with your audience by creating content that resonates with their experiences and values. Encourage conversations, respond to comments, and actively engage with your followers to foster a sense of community and build brand loyalty.
6. Stay informed and adapt: Social media trends are constantly evolving, so it’s important to stay updated on the latest developments. Monitor industry news, analyze data and metrics, and adjust your strategies accordingly to remain relevant and effective.
In conclusion, the social media landscape in Nigeria is dynamic and ever-changing. By understanding and harnessing the power of these social media trends, businesses and content creators can effectively engage their target audience, drive brand growth, and stay ahead in the competitive digital landscape.
Remember, it’s crucial to keep experimenting, learning, and adapting your strategies to leverage the full potential of social media platforms in Nigeria. Embrace these trends, tailor your approach, and seize the opportunities presented by the evolving landscape in Nigeria for a successful and impactful online presence.