Best Type of Content for Nigerian Businesses

Over 84 million Nigerians are active internet users, and more than 33 million of them spend an average of 3–4 hours daily on social media. Yet despite this massive online presence, most local businesses still struggle to turn content into consistent sales.

The challenge isn’t reach, Nigerians are already consuming content at record levels. The challenge is relevance. Research shows that video posts generate nearly 50% more engagement on platforms like Instagram and Facebook, while businesses that publish educational content see higher trust and retention rates.

In other words: the type of content you choose matters. A lot.

This post will explore which formats consistently work best for Nigerian businesses and why doubling down on the right type of content can transform casual views into loyal customers.

Why “Any Content” Doesn’t Work

For many Nigerian businesses, the default approach to marketing is: just post something.

A flyer here. A random promo there. Maybe a repost from a competitor’s page. The logic is simple, if you’re showing up, at least you’re visible. Right?

Not quite.

Because visibility without relevance is just noise. And noise doesn’t convert.

The truth is, “any content” creates two problems:

– It dilutes your brand

When your posts feel generic, inconsistent, or disconnected from your audience’s reality, people don’t remember your business. They scroll past. Worse, they start associating you with low effort, which is deadly in a market where trust already runs thin.

– It wastes resources

Content isn’t free. Even if you’re not paying a designer or creator, you’re paying in time, energy, and attention. Pushing out content that doesn’t educate, entertain, or inspire your target audience is the digital version of handing out flyers on a busy street, most will end up in the trash.

Take this example: a small restaurant in Lagos spends hours designing flashy flyers with “BUY RICE ₦1,500” plastered across them. They post it on Instagram every other day. The likes barely cross 20.

But when the same restaurant uploads a 20-second video of steaming jollof rice being served with grilled chicken: with Afrobeats in the background and a caption like “Your Friday night sorted 🍗🔥” the post takes off. Comments pour in. Customers DM to ask about delivery. Sales actually move.

The difference wasn’t budget. It was choosing content that matched how people consume, connect, and decide.

That’s why “any content” doesn’t work. The type you choose is just as important as the story you tell.

The Best Types of Content for Nigerian Businesses

Not all content is created equal, these are the formats that consistently drive attention, trust, and sales for Nigerian businesses.

a. Video Content (Short-Form & Explainers)

If there’s one format Nigerian businesses can’t afford to ignore, it’s video.

Why? Because video is where attention lives.

From TikTok skits to Instagram Reels to YouTube Shorts, Nigerians consume short-form video daily, not just for entertainment, but also for discovery. In fact, many people trust a 30-second product demo more than a polished flyer. It feels real. It feels relatable. And most importantly, it feels trustworthy.

Short-form videos work because they show, not just tell. A clothing brand doesn’t need to scream “New arrivals!” on a graphic. A simple video of someone unboxing the outfit, trying it on, and pairing it with shoes does far more heavy lifting.

Explainer videos take this a step further. They break down complex services into simple, engaging clips. A fintech startup can explain how to save money using their app in 45 seconds. A real estate company can show what “C of O” really means, instead of assuming customers know. Our Team at UGC Deck shot and edited videos for Lucred and AllPost that falls under this category.

The magic of video is that it meets people where they are. Nigerians already scroll through hours of content daily; slipping your brand into that flow with something useful or entertaining makes you part of their world.

And the beauty? It doesn’t require cinema-level production. A good phone camera, natural lighting, and a clear message often outperform glossy but lifeless ads.

In short: video sells, not because it’s trendy, but because it’s how Nigerians actually make buying decisions today.

b. Educational Content (Blogs, Carousels, Threads)

In a market where trust is scarce, education is the new persuasion.

Nigerian consumers are skeptical and rightfully so. Too many businesses overpromise and underdeliver. That’s why the brands that take time to teach instead of just sell often stand out.

Educational content works because it positions you as an authority. A tax consultant who shares weekly carousel posts breaking down “5 Mistakes Small Business Owners Make with PAYE” will always feel more credible than one who just posts “Call us today!” flyers.

Blogs, too, still matter. While many business owners dismiss blogging as outdated, the reality is Nigerians Google everything ,  from “best skin care for oily face” to “how to register a company in Lagos.” If your business owns that answer with a blog post, you’ve won half the trust battle before they even speak to you.

On platforms like Twitter/X, threads have become a powerful tool. A thread explaining “How to Avoid Being Scammed When Renting in Lagos” doesn’t just go viral, it makes readers remember the real estate company behind it as a source of truth.

The best part? Educational content compounds. A single blog post can keep attracting readers for years. A well-designed carousel can be reshared in WhatsApp groups long after you post it. Unlike ads that vanish once the budget runs dry, education builds a lasting digital footprint.

And in Nigeria, where trust is currency, that footprint is often what tips the scale between “just another brand” and “the go-to expert.”

c. User-Generated Content (UGC & Testimonials)

Nigerians trust people more than they trust brands.

It’s why a stranger’s review on Twitter carries more weight than a polished brand ad. Or why a friend’s WhatsApp status about a new restaurant gets you curious faster than the restaurant’s own promo flyer.

That’s the power of user-generated content (UGC). It’s content created by real customers, not the company itself. And in Nigeria, where word-of-mouth still drives a huge percentage of buying decisions, UGC can be the difference between growth and stagnation.

Testimonials work the same way. A 30-second video of a satisfied customer saying, “I used this logistics company, and they delivered my package to Ibadan in 24 hours, no stress,” hits harder than a brand shouting “Fast delivery nationwide!”

For small businesses, this doesn’t require huge budgets. Encourage happy customers to leave reviews. Repost their content when they tag you. Offer small incentives for video testimonials. Even screenshots of WhatsApp feedback, when presented well, can build social proof.

Because at the end of the day, what convinces Nigerians isn’t your slogan, it’s someone like them saying, “This worked for me.”

d. WhatsApp Content (Broadcast Lists & Status Updates)

If social media is the marketplace, WhatsApp is the after-sale conversation.

It’s the most widely used app in Nigeria, not just for chatting with friends, but also for doing business. From banks sending transaction alerts to vendors showcasing new arrivals, WhatsApp has quietly become one of the most powerful marketing channels in the country.

The beauty of WhatsApp is intimacy. Unlike Instagram where you’re competing with endless distractions, a WhatsApp broadcast or status update lands directly where your customer is already spending their time ; chatting, reading, sharing. It feels personal.

Broadcast lists let you send tailored updates: a spa can remind clients about discounts, a school can share announcements, a fashion store can notify loyal buyers about new stock. Status updates work like mini-billboards; showcasing testimonials, behind-the-scenes videos, or limited-time offers in a way that feels organic.

And here’s the kicker: WhatsApp marketing doesn’t require polished campaigns. A short voice note explaining your service, a screenshot of customer feedback, or a quick selfie video from the founder often builds more trust than a highly produced ad. Nigerians appreciate authenticity and WhatsApp makes that easy.

For businesses that want consistent sales, ignoring WhatsApp is like ignoring the street right outside your shop. That’s where the real traffic is.

e. Localized & Culturally Relevant Content

If you want Nigerians to pay attention, speak their language, literally and culturally.

Content that feels foreign rarely sticks. But content that taps into local slang, humor, and shared experiences travels fast. That’s why a meme in Pidgin English can get 10x more engagement than a perfectly polished corporate graphic.

Localization doesn’t just mean translation. It’s about cultural alignment. A fintech ad that says “No gree for hidden charges” resonates instantly because it borrows from the language people already use daily. A skincare brand using testimonials in Yoruba or Igbo doesn’t just inform, it connects on a deeper, more emotional level.

Even visuals matter. Nigerians love seeing familiar backdrops, a bustling Lagos street, a buka scene, a danfo bus, woven into storytelling. It signals, “This brand understands us.” And when people feel seen, they’re more likely to listen, engage, and buy.

The mistake many businesses make is copying Western-style campaigns and pasting them into a Nigerian market that doesn’t think or buy the same way. The truth is: the closer your content mirrors the life of your audience, the faster they trust you.

Because in Nigeria, relevance is the real currency.

Matching Content Type to Business Goal

Not every type of content serves the same purpose. One of the biggest mistakes Nigerian businesses make is treating all content as equal, pushing out videos, flyers, and posts without asking: what is this supposed to achieve?

The truth is, your business goals should dictate your content choices. Here’s how to think about it:

• If your goal is Awareness → Use Viral/Short-Form Video
  You want reach, not depth. A trending TikTok challenge, a quick product demo, or a fun Instagram Reel can put you in front of thousands who’ve never heard of you.

• If your goal is Trust → Use Educational Content
  Blogs, carousels, and threads build authority. A tax consultant explaining how VAT really works will always earn more credibility than one running endless promos.

• If your goal is Conversions → Use UGC & Testimonials
  Nigerians buy when they see proof. Real customer reviews, before-and-after videos, or WhatsApp screenshots can tip hesitant prospects into paying clients.

• If your goal is Retention → Use WhatsApp & Email Content
  It’s cheaper to keep a customer than to win a new one. Regular WhatsApp updates, helpful tips, or loyalty offers sent directly to your base keep your brand top-of-mind long after the first sale.

The key is alignment. A business chasing sales but focusing only on “awareness” content will always feel stuck. On the flip side, a brand that maps content directly to its business objectives gets clarity and results.

Because at the end of the day, content isn’t about posting more. It’s about posting with intention.

Common Mistakes Nigerian Businesses Make

Content works, but only if you avoid the traps that keep so many Nigerian businesses stuck.

– Prioritizing aesthetics over relevance

Too many brands spend weeks perfecting a glossy flyer, but the message doesn’t connect. Nigerians care more about clarity and relatability than design perfection. A simple video of your product in use often beats a beautifully designed graphic no one understands.

– Ignoring consistency

Posting once in January and again in March isn’t a strategy. Consistency builds trust. If people only see your brand once in a while, they’ll forget you. The businesses that win treat content like a drumbeat, steady, reliable, always present.

– Copying instead of contextualizing

What worked for a U.S. brand doesn’t always work in Nigeria. Copy-paste campaigns often feel foreign and fall flat. Success comes from adapting ideas to Nigerian culture, humor, and language.

– Not measuring performance

Many businesses don’t track what actually works. They keep posting without checking if it drives engagement, leads, or sales. Without data, you’re flying blind and often wasting effort on content that doesn’t move the needle.

– Selling too hard, too soon

Every post doesn’t need to scream “Buy Now!” Nigerians, like any audience, need a mix of value and selling. Businesses that rush the sales pitch without first building trust often end up ignored.

Avoiding these mistakes doesn’t require more money, just more intention.

How to Get Started

Getting content right doesn’t have to feel overwhelming. You don’t need a massive budget or a huge team, just clarity, focus, and discipline. Here’s a simple framework to begin:

– Define your goal

Start by asking: what do I want this content to achieve? Awareness? Trust? Sales? Retention? Your answer will guide the type of content you prioritize.

– Pick one primary format

Don’t try to do everything at once. If your audience lives on Instagram, double down on short-form video. If your customers rely on Google, start with blogs. Focus beats scatter.

– Create a simple calendar

Decide how often you’ll post, and stick to it. Even two pieces of quality content per week are better than ten random posts in one month and silence the next.

– Repurpose smartly

One good video can be clipped into Reels, shared on WhatsApp status, turned into a carousel, and written up as a blog. Don’t reinvent the wheel every time, squeeze more from what you already have.

– Track and adjust

Pay attention to what gets views, comments, shares, or actual inquiries. That’s your feedback loop. Do more of what works, less of what doesn’t.

Where UGC Deck Fits In

For many businesses, the gap isn’t knowing what type of content works. It’s having the time, skill, and consistency to produce it.

That’s where UGC Deck comes in.

We help Nigerian businesses move from “just posting” to creating videos and educational content that actually sell. Whether it’s:

• Short-form videos that showcase your product in action,

• Explainer clips that break down your services, or

• A full month of plug-and-play content designed for your platforms.

Also, we offer addon services like graphic design, motion graphics, animation, social media management and consultation.

UGC Deck handles the heavy lifting, so you can focus on running your business while still showing up online with authority and relevance.

Because at the end of the day, the best content isn’t just beautiful. It’s consistent, contextual, and tied to growth. That’s exactly what we build for you. Click to Send our team a message now on WhatsApp. 

Dayo Olatinwo

With a passion for helping businesses grow through innovative digital marketing strategies, I bring over half a decade of experience to the industry. When I am not leading the team at UGC Deck, I share insights and tips on growing businesses through effective digital marketing on the UGC Deck blog.