Grew Sales with Instagram Reels

Adeyemo Raphael
10 Min Read
Instagram Reels

Case Study: How a Lagos Baker Grew Sales with Instagram Reels

In the bustling heart of Lagos, where the aroma of fresh bread and suya fills the air, a small bakery called NaijaSweetBites turned its fortunes around with a secret ingredient: Instagram Reels. Owned by Temi Adebayo, a passionate baker with a knack for creating mouthwatering cakes and pastries, this Yaba-based business went from struggling to keep the lights on to selling out orders daily. How? By tapping into the power of short-form video content on Instagram in 2025.

This case study dives into Temi’s journey, revealing how she used Instagram Reels to skyrocket her sales, grow her brand, and connect with Lagosians hungry for her treats. With over 800 words of insights, actionable strategies, and a sprinkle of Naija flair, this post is your guide to replicating her success.

The Challenge: Standing Out in Lagos’ Competitive Food Scene

Lagos is a city of hustlers, and the food industry is no exception. From roadside bukas to high-end patisseries, the market is saturated with options. When Temi started NaijaSweetBites in 2023, she faced stiff competition. Her bakery, tucked away in a quiet corner of Yaba, relied on word-of-mouth and occasional walk-ins. With just 500 Instagram followers and a modest weekly revenue of ₦50,000, Temi struggled to attract customers beyond her local community. “I knew my cakes were good—people loved them—but I wasn’t reaching enough people,” she recalls. Social media seemed like the answer, but her static posts of cakes weren’t cutting it. Engagement was low, and sales barely covered costs.

The turning point came in early 2025 when Temi stumbled across Instagram Reels while scrolling through her feed. She noticed how food creators were racking up thousands of views with short, vibrant videos. Inspired, she decided to give Reels a try, hoping to showcase her baking process and connect with Lagos’ foodie crowd. Little did she know, this move would transform her business.


The Strategy: Leveraging Instagram Reels for Engagement

Temi’s goal was simple: use Reels to show off her cakes and pastries in a way that felt authentic, fun, and unmistakably Nigerian. She didn’t have a big budget or fancy equipment—just her smartphone, a passion for baking, and a knack for storytelling. Here’s how she crafted her winning Reels strategy:

1. Showcasing the Baking Process

Temi knew Lagosians love a good story, so she started creating 15–30-second Reels showing her baking process. From mixing batter to decorating cakes with vibrant icing, her videos captured the magic of NaijaSweetBites. One Reel, set to Rema’s “Calm Down,” showed her piping intricate designs on a wedding cake, ending with a cheeky caption: “Naija weddings deserve Naija cakes! 😋 #NaijaSweetBites.” The video racked up 10,000 views in 48 hours, a first for her small account.

To make her Reels resonate, Temi leaned into Nigerian culture. She used trending Afrobeats songs, popular slang like “Omo Oba” and “No dey carry last,” and hashtags like #LagosFoodies and #NaijaBakers. For example, during the 2025 Detty December season, she posted a Reel of her baking festive cupcakes with the caption, “Your Detty December needs these sweet vibes! 🎄 #LagosBakers.” The Reel went viral, hitting 50,000 views and driving 20 new orders in a week.

3. Engaging with User-Generated Content (UGC)

Temi encouraged customers to share videos of themselves enjoying her cakes, reposting their Reels with credit. One customer’s Reel, showing a birthday party with her chocolate cake as the centerpiece, got 15,000 views and led to a flood of inquiries. “Seeing real people enjoy my cakes built trust,” Temi says. UGC added authenticity, making NaijaSweetBites feel like a community, not just a business.

4. Collaborating with Local Influencers

Temi reached out to micro-influencers in Lagos, like food bloggers with 5,000–10,000 followers. She offered free samples in exchange for Reels featuring her products. One influencer, @LagosFoodieVibes, posted a Reel unboxing her red velvet cupcakes, captioned, “This cake is giving LIFE! 😍 #NaijaSweetBites.” The post reached 30,000 viewers, driving 15 new orders in a single day.

5. Using Calls-to-Action (CTAs)

Every Reel ended with a clear CTA, like “DM to order your cake today!” or “Visit our Yaba shop for a sweet deal!” Temi linked her WhatsApp business number in her bio, making it easy for customers to place orders. This direct approach turned views into sales, with 60% of her orders coming from Instagram by mid-2025.

Related post: Instagram Tests a Repost Feature for Resharing Posts In a Bold Move – Good Idea in 2025?


The Results: From 500 to 5,000 Followers and a Sales Boom

Within six months of embracing Reels, NaijaSweetBites saw explosive growth:

  • Follower Growth: From 500 to 5,000 Instagram followers, mostly Lagos-based foodies and event planners.
  • Engagement Surge: Average post engagement jumped from 20 likes to 200+ likes and 50+ comments per Reel.
  • Sales Increase: Weekly revenue grew from ₦50,000 to ₦250,000, a 400% increase, driven by bulk orders for weddings and birthdays.
  • Viral Moment: A Reel showcasing Temi’s “Naija Flag Cake” for Independence Day 2025 hit 100,000 views, leading to 30 orders in three days.
  • Customer Loyalty: Customers started tagging NaijaSweetBites in their own Reels, creating a cycle of organic promotion.

Temi’s shop became a go-to for Lagosians planning events, and she even hired two staff members to keep up with demand. “Reels made my bakery a brand,” she says. “People in Lekki are ordering cakes from Yaba because they saw my videos!”


Lessons for Nigerian Entrepreneurs

Temi’s success offers a blueprint for other Nigerian startups and SMEs looking to grow with Instagram Reels:

  1. Keep It Authentic: Use local music, slang, and cultural references to connect with your audience. Nigerians love content that feels like home.
  2. Show, Don’t Tell: Let your product shine through visuals. For a bakery, show the baking process, happy customers, or unboxing moments.
  3. Leverage Trends: Jump on trending sounds or challenges, like #LagosFoodies or Afrobeats hits, to boost visibility.
  4. Engage Your Community: Repost customer content and respond to comments to build a loyal following.
  5. Partner Smart: Work with micro-influencers who align with your brand for cost-effective exposure.

Challenges and How Temi Overcame Them

Reels weren’t a magic fix. Temi faced hurdles:

  • Time Constraints: Creating daily Reels was time-intensive. She batched content on weekends, filming 5–7 videos in one go.
  • Internet Issues: Lagos’ spotty internet slowed uploads. Temi used a reliable data plan and scheduled posts during off-peak hours.
  • Learning Curve: Editing Reels was new, but she learned free tools like CapCut to add text and effects.

Her persistence paid off, proving that even small businesses can succeed with limited resources.


Why Instagram Reels Work for Nigerian Businesses

Instagram has over 24 million users in Nigeria in 2025, with Reels driving 60% of engagement, according to Meta’s reports. Short, engaging videos align with Nigeria’s fast-paced, mobile-first culture, where people scroll through feeds during commutes or danfo rides. Reels’ algorithm also favors new accounts, giving small businesses like NaijaSweetBites a chance to go viral without ad spend. For Temi, Reels were a low-cost, high-impact way to reach Lagos’ foodie community.


Conclusion

Temi Adebayo’s journey with NaijaSweetBites shows the power of Instagram Reels for Nigerian businesses. By embracing short-form video, local culture, and community engagement, she turned her small bakery into a Lagos sensation, boosting sales by 400% in six months. Her story is a reminder that in Nigeria’s vibrant market, authenticity and creativity can take you far. Ready to grow your business? Grab your smartphone, create a Reel, and let your brand shine like Temi’s cakes. For more tips, check out our blog on “Visual Storytelling: How to Engage Your Audience and Keep Them Hooked” or visit our learning hub for more

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