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6 Digital Trends to Watch in Nigeria's Booming Market

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Nigeria’s growing adoption of digital technologies and services has now seen a 90.7% rise in cellular mobile connections at the start of 2024. This growth reflects the robust digital economy of Nigeria within the continent, and leveraging this increasing adoption and relevant digital trends your business can succeed in the robust ecommerce landscape. 

It is exciting to know that Nigerians own over 320 million sim cards and boast of a whopping 222 million mobile phone connections, with an internet penetration of  45.5 percent and a rise of a wide range of instant mobile payment solutions. This gives a broad view of the degree of reach your business can have in this ever expanding digital landscape, with mobile technology and e-commerce leading the charge, internet access spreading like wildfire, and consumers increasingly seeking convenience and personalization.

Eager to leverage relevant digital trends in 2024 for your business? Here are 6 digital trends that you should consider. Let's get started!

6 Smart Digital Trends to Adopt for Growth

Mobile-First Commerce:

Over 200 million Nigerians rely on their mobile devices for a variety of needs. The average Nigerian mobile phone user is mobile-first, has multiple mobile devices, accesses the internet, uses innovative mobile payment solutions and one-click e-commerce services that encourage repeat shopping. Your business needs to take advantage of this by setting up a digital presence and a mobile friendly website, deploy local-based marketing, maximize online platforms for social commerce, and revamp your web store with digital payment gateways for smooth virtual transactions. 

Social Commerce and Search:

Nigerians are big on using Google for search, but from time to time, products and businesses are discovered on platforms like Facebook, Instagram, and WhatsApp. However, for most social commerce, sales and promotional activities, Instagram, Jumia, Konga, and WhatsApp Business, are regularly used by Nigerians. Utilizing this trend to showcase and promote your high-value product can give your business the needed visibility and increase conversion.

Personalization and AI-Powered Automation:

First, you can analyze vast amounts of data through website tracking, and social media interactions between your brand and customers. Then, identify patterns, and predict future behavior. This allows you to go beyond basic personalization, to tailor experiences in a way that feels truly individual. Also, when you add the power of AI-powered Analytics you will be able to identify trends that can inform everything from product development to marketing campaigns, ensuring you offer what customers truly desire. Combine this with AI-powered chatbots that can answer customer questions and solve problems 24/7, remember past interactions and preferences to create a more natural and unique connection with customers. The result of this is that customers feel seen and get what they need, while your business enjoys increased sales and more satisfied customers.

Partnering with Nano-influencers:

Get ready for the influencer party of 2024! Small budget? Even if you're on a tight budget, nano-influencers – with their 1,000 to 10,000 followers – can be a game-changer. They might not have the star power of megastars, but they've got a unique audience waiting to be captivated by your brand.

Video Marketing:

Lights, camera, action! The future of content continues to be video, and 2024 is the year to seize the spotlight. Platforms like Instagram, TikTok, and others will be giving your video content the attention it deserves. Time to showcase your brand's blockbuster moments and captivate your audience.

Best Social Media Platforms for Ads:

While everyone in the global and local digital ad space in Nigeria focuses on the big names like Facebook and Instagram for ads, it is important to note emerging platforms that have evolved to offer the best ad reach TikTok, YouTube and Snapchat. According to Datareportal the following insights for TikTok, YouTube and Snapchat’s ad reach indicates that they have more potential to convert more audiences within the Nigerian internet space:

  • TikTok’s Ad Reach
    TikTok’s ad reach in Nigeria was equivalent to 23.1 percent of the local internet user base at the beginning of the year, regardless of age.

  • YouTube Ad Reach
    YouTube ads reached 27.7 percent of Nigeria’s total internet user base (regardless of age) in January 2024.

  • Snapchat’s Ad Reach
    Snapchat’s ad reach in Nigeria was equivalent to 14.7 percent of the local internet user base (regardless of age) at the start of the year.

Wrapping it All Up.

For your online business growth, it's crucial to embrace these digital trends in 2024.

Go big on mobile-first commerce, catch the social media search wave, team up with nano-influencers, sprinkle in some AI and personalization magic, create a show-stopping video, and don't forget to engage with the underdogs on the less popular advertising platforms. Stay agile, adapt on the fly, and tailor your digital strategy to your audience! Your business will not just survive but thrive in Nigeria's robust digital landscape!