Nigeria has a young population. Almost 60% of its people are 30 years old or less. Businesses in the country ought to be cognizant of this fact. Yet, much of their marketing and selling remains geared towards the older generation. On the other hand, smart marketers are often full of tips for marketing to young Nigerians. They understand that demographic, because they know that it determines the future of whatever establishment they work for.
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Commercial and industrial concerns in Nigeria need to pay attention to the differences in attitudes, preferences, and aspirations that mark the various broad age groups. This will aid their audience segmentation and consequently improve the quality of marketing and selling they do. Eventually, they should see big improvements in customer acquisition.
This article tells a number of things that companies and marketing professionals can do to reach younger Nigerians more effectively. Read on to find out what they are.
Reach them with TikTok and Instagram
Younger Nigerian millennials and Gen-Z tend to be more active on social media than their older compatriots. Any business with an online presence that’s serious about connecting with them has to be on these platforms, particularly Instagram and TikTok.
Work with Nigerian Influencers
A big part of social media culture is the enormous following and sway commanded by influencers. These figures have achieved celebrity status online, and their opinions are taken seriously by a lot of people. Getting them to recommend your product or service, or even become a brand ambassador for your company, may drive significant traffic in your direction.
Flow with Afrobeats and Youth Culture
The idea of a clearly defined “Nigerian youth culture” is probably a stretch, but engaging young people with language and music genres that they appreciate isn’t. Blending in with campaigns that incorporate dance moves, music, or lyrical styles that young Nigerians are familiar with could make your brand more relatable to them.
Speak their Language
Your marketing should communicate as young Nigerians do; whether that’s pidgin, local dialects, or internet lingo (“na vibes” or “gbas gbos”, for example). This creates the impression that your brand is in tune with the sentiments of that demographic, and may therefore be able to offer it the things that it needs.
Sell Affordability and Flexibility
As is the case elsewhere in the world, younger people in Nigeria generally have less disposable income than older persons. This is simply because older people have had more time to build financial capacity. So, when marketing to Nigeria’s youth, you’ll want to emphasise the affordability of your products or services and provide potential buyers with flexible payment options.
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Create Mobile-First Campaigns
Many Nigerians under the age of 30 primarily consume media via their phones. So it’s important that you make your marketing content mobile-first. That is, your videos and images ought to be amenable to phone screens, have fast loading times, and be present on the social platforms that your target audience uses frequently.
Support the Social Cause They Care About
If you’ve had your lights beamed on Nigeria’s youth scene for a while, you will have noticed a steady rise in social consciousness among young citizens. Markers for this include the growth of charities, humanitarian organisations, and activist outlets founded and run by “Gen-Z” figures. Beyond this, you’ll find that younger people tend to be more attuned to social justice causes. Your brand can tap into this stream by supporting causes that the youth are engaged with.
Use Interactive Content
While young Nigerians may be losing physical interaction, they are clearly gaining community online. The old town hall is being replaced by open social media. Instead of merely complaining about this shift, why not take advantage of it by interacting with the youth in the new forums? Quizzes, giveaways, memes, challenges, and polls are just some ideas for making this happen.
Showcase Nigerian Success Stories
You can feature stories of young Nigerians doing great things—whether they are entrepreneurs, artists, or content creators. Those stories will inspire your audience to be more than average. They also make your brand a herald of hope, something that’s craved by many in their early years of productivity.
Be Consistent
Stay consistent in voice, tone, and quality. Work on being recognisable across all your touchpoints. If people can tell for good reasons that certain content is from your business, even with limited clues, you’ll find it easier to stay top of their minds.
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Final Words
Our tips for marketing to young Nigerians do not imply that they are a monolith. But it does recognise that many under the age of 30 who live within Nigeria’s borders typically have enough in common to make them a group worth targeting as a whole. These ideas will enable you to reach them effectively and convert a good number of them into customers.
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