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  Content is king. Content marketing has emerged as one of the most reliable forms of marketing in this age. This is because beyond just selling your products, it provides a unique opportunity for you to educate your target customers and position yourself in their eyes as an authority. This drives their loyalty to you and your brand as they would come to know, like, and trust you. However, one of the major challenges which many businesses and brands have is how to create content that engages their audience and keeps them interested in their brand. Creating engaging content, especially for a dynamic market like Nigeria, requires more than just good writing. It involves understanding the unique preferences and cultural nuances of the Nigerian audience. To capture and retain the attention of Nigerians requires a blend of creativity, authenticity, and local relevance. Whether it’s blog posts, social media updates, or videos, your content must strike a chord with the Nigerian audience for it to receive engagements. This article will guide you through practical steps to develop engaging content that resonates with Nigerians and drives meaningful interactions.
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Know and Understand Your Audience

The first step to creating engaging content for the Nigerian market is understanding your audience. Nigeria is a country with over 220 million people, multiple ethnic groups, and diverse languages. You can’t effectively target the whole population of Nigeria. You need to be clear on which segment of the population you are targeting through your content. When you have decided the segment of the population you are targeting, you will need to conduct thorough research to understand the demographics, interests, and pain points of your target audience is important. You can utilize social media analytics, surveys, and direct feedback to gather insights. Whatever tool you decide to work with should be able to tell you whether your audience is predominantly young or old, urban or rural. This information will help you tailor your content to meet the needs and preferences of your target audience.

Use Local References and Language

Nigerians appreciate content that feels familiar and relatable. Incorporating elements that reflect the day-to-day experiences and aspirations of Nigerians such as local slang, proverbs, trending topics and cultural anecdotes can significantly enhance engagement. For example, using phrases like “Naija no dey carry last”, “Maintain Your Steeze”, or “E go be” can make your content more appealing. However, it’s important to use these elements authentically to avoid sounding forced or out of touch.

Discuss Relevant Issues

Don’t shy away from discussing the relevant issues that affect the Nigerian population. Nigerians appreciate and connect more with brands that appear to understand their pains and empathize with them in their situations. Nigeria has various social, economic, and political issues that are often top of mind for its citizens. Addressing these issues in your content can drive engagement as it shows that you feel what they are feeling. Topics like unemployment, entrepreneurship, tech innovation, and social, and political changes resonate deeply with Nigerians. For instance, creating content around how to earn in dollars, how to start off a side hustle, the impact of the Nigerian tech industry on job creation or discussing the latest trends in local entrepreneurship can capture the interest of your audience.

Leverage Visual Content

Visual content is incredibly effective in capturing and retaining attention. Mobile phone usage in Nigeria is gradually rising and internet connectivity is rapidly improving, videos and infographics can be particularly impactful. Platforms like TikTok, Instagram, and YouTube are popular among Nigerians. Creating visually appealing and informative content for these platforms can enhance engagement. Consider using local scenes, familiar faces, and culturally relevant themes to make your visual content more relatable.
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Be Personal in Your Contents

Another important thing about Nigerians is that they seem to connect more with content that they feel they know the creator. So, try to be personal in the content you create. You can share personal stories, experiences, challenges, and failures. Also, you can create content that mirrors your daily life and provides insights to your audience on how they can get certain things done for themselves.

Be Consistent and Timely

Consistency and timeliness are key to maintaining engagement. Posting regularly and staying updated with current trends and events helps keep your audience interested. Nigerians are highly active on social media, and trending topics can change quickly. By aligning your content with these trends, you can increase visibility and relevance. For example, creating content around major national events like elections, Independence Day, or popular cultural festivals can boost engagement.

Encourage Interaction

Encourage your audience to comment, share, and participate in discussions. Ask questions, create polls, and host live sessions to foster a sense of community. Respond genuinely to comments and feedback as this shows that you value your audience’s input and are attentive to their needs. Nigerians appreciate brands and creators who are approachable and interactive.

Highlight Success Stories

Nigerians also love to celebrate success, especially local success stories. Highlighting the achievements of Nigerian individuals and businesses can inspire and engage your audience. Stories of resilience, innovation, and success in the face of challenges resonate deeply. Whether it’s a startup that’s making waves or an individual who’s achieving remarkable feats, these stories can drive engagement and build a positive association with your content.
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Concluding Thoughts

Creating engaging content for the Nigerian market is all about understanding the local context and delivering value in a relatable way. Remember, authenticity and relevance are key. When your audience sees themselves reflected in your content, they are more likely to engage and stay connected.
Featured Image Source: Inc. Magazine
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This article was first published on 8th July 2024


Ifegwu-Mbonu Victor is a Personal Growth and Leadership Trainer who provides training and coaching to individuals and organizations.

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