5 Nigerian Brands Winning at Social Media, And What You Can Steal
Social media has become a battleground for brands looking to capture attention, build loyalty, and drive sales. In Nigeria, where over 33 million people actively use social media (Datareportal, 2024), brands that master engagement, storytelling, and authenticity stand out.
In this article, we’ll explore five Nigerian brands killing it on social media, breaking through the noise with creativity, relatability, and smart strategies. Plus, we’ll break down actionable lessons you can steal for your own brand.
1. Jumia – Mastering Engagement & Trend-Jacking
Why They Win:
Jumia, Nigeria’s leading e-commerce platform, doesn’t just sell products—it creates viral moments. From witty tweets to meme-worthy posts, Jumia’s social media team knows how to ride trends while staying brand-relevant.
Key Strategies to Steal:
✔ Trend-Jacking Done Right – Jumia jumps on trending topics (like Big Brother Naija, celebrity gossip, or viral challenges) in a way that feels natural, not forced.
✔ Interactive Content – Polls, quizzes, and user-generated content keep followers engaged.
✔ Customer-Centric Humor – They respond to complaints with humor, turning potential PR disasters into engagement gold.
Example:
When a customer complained about delayed delivery, Jumia replied: “Our delivery guy saw ‘Traffic’ on your street name and got scared. He’s on his way now!”
Lesson: Be timely, relatable, and human in your responses.
2. Wema Bank – Leading with Viral Challenges & Digital Innovation
Why They Win:
Wema Bank, Nigeria’s oldest indigenous bank, rebranded itself as a digital-first institution with ALAT, its fully digital banking platform. Their social media game is fresh, youthful, and packed with viral challenges.
Key Strategies to Steal:
✔ Leveraging Viral Trends – The #ALATWineDownChallenge was a massive hit, blending music, dance, and brand awareness.
✔ User-Generated Content (UGC) – They encourage customers to share experiences with branded hashtags.
✔ Educational Yet Fun Content – Instead of boring financial tips, they use memes, skits, and influencer collabs.
Example:
Their #NoWahalaChallenge had Nigerians dancing to Rema’s “Woman” while promoting stress-free banking.
Lesson: Make banking (or any ‘boring’ industry) fun with trends and UGC.
3. Indomie Nigeria – Nostalgia & Emotional Storytelling
Why They Win:
Indomie isn’t just a noodle brand—it’s a cultural phenomenon. Their social media thrives on nostalgia, humor, and emotional storytelling.
Key Strategies to Steal:
✔ Nostalgic Marketing – They tap into childhood memories with throwback content.
✔ Consistent Brand Personality – Playful, family-friendly, and heartwarming.
✔ Interactive Campaigns – Their “Indomie Heroes” campaign celebrates kids’ creativity with user submissions.
Example:
A tweet saying “Indomie + Egg = National Anthem” went viral because it resonated with millions of Nigerians who grew up on the combo.
Lesson: Tap into emotions—nostalgia sells.
4. Glo (Globacom) – Celebrity Endorsements & Pop Culture Savvy
Why They Win:
Glo doesn’t just use celebrities—they own pop culture moments. From sponsoring Big Brother Naija to signing A-list ambassadors, their social media is a mix of glamour, exclusivity, and Nigerian pride.
Key Strategies to Steal:
✔ High-Profile Influencer Collabs – They partner with stars like Burna Boy and Phyno for maximum reach.
✔ Exclusive Behind-the-Scenes Content – Fans get sneak peeks into events and celebrity shoots.
✔ Localized Campaigns – They celebrate Nigerian culture with hashtags like #GloUnlimited.
Example:
When Burna Boy won a Grammy, Glo’s “Our Boy Won” campaign capitalized on national pride.
Lesson: Align with cultural moments and influencers who embody your brand.
5. Cowrywise – Simplifying Finance with Relatable Content
Why They Win:
Cowrywise makes finance feel approachable, not intimidating. Their Instagram and Twitter break down complex topics using simple language, memes, and real-life scenarios.
Key Strategies to Steal:
✔ Edu-tainment Content – They mix education with entertainment (e.g., “How to save like a Lagos Auntie”).
✔ Customer Success Stories – Real users share how they saved/invested, adding credibility.
✔ Engaging Threads & Carousels – They explain topics like “Compound Interest” in digestible formats.
Example:
A tweet saying “If you save ₦1,000 daily for a year, you’ll have ₦365,000. Now imagine investing it!” went viral for its simplicity.
Lesson: Break down complex ideas into snackable, relatable content.
Related article:
- Crafting a Memorable Tagline for Your Nigerian Brand in 2025
- How to Align Your Business Values with Your Brand Voice: A Complete Guide to Authentic Branding
- Where Do People Work as Digital Marketers? Exploring Career Opportunities in the Digital Marketing Landscape
- How to Choose the Right Marketing Agency in Nigeria: Red Flags vs. Green Flags
- What Brands in 2025 Can Learn from the Movie Squid Game
Final Takeaways: What You Can Steal From These Brands
1. Be Human, Not Corporate – People connect with humor, personality, and authenticity.
2. Ride Trends (Smartly) – Don’t force it—make trends fit your brand naturally.
3. Use UGC & Influencers – Let customers and creators tell your story.
4. Tap Into Emotions – Nostalgia, pride, and humor drive engagement.
5. Educate While Entertaining – Even serious topics can be fun.
Your Turn!
Which of these brands do you think does social media best? What strategies will you steal for your brand? Drop a comment—let’s discuss!
