Small business advertising in Nigeria is getting more difficult for business owners and marketers majorly due to budget constraints and the state of the economy. It has become a dire situation where business owners and marketers are forced to look for creative ways to advertise without breaking the bank. Every morning, as I get off the bus at Ikate, Lekki Gate on my way to the office, there’s a man who never fails to catch my attention. He runs a small stand selling akara (bean cakes) and bread, but what makes him stand out isn’t just his delicious breakfast offering—it’s his innovative approach to advertising. 

Mounted behind his stand is a simple phone setup, and there he is, “praying” for blessings on his TikTok followers while frying akara.

This isn’t just an ordinary prayer; it’s content. With humor, wit, and plenty of charm, he connects with his growing audience online. His TikTok videos showcase his business and create a ripple effect of visibility. 

What’s even smarter? He’s earning money from the platform, which he reinvests in his business. This man isn’t just selling akara; he’s creatively building his brand and acquiring customers without breaking the bank.

For many Nigerian small business owners struggling to bootstrap their way to growth, as David Hundeyin aptly puts it in his article on BusinessDay, “the asymmetry between the need for customer acquisition and the cost of customer acquisition” can be a killer. 

But with creativity, platforms like TikTok, Snapchat, and X (formerly Twitter) offer affordable and effective ways to grow your business. 

Let’s explore how you can do it too.

1. Leverage Social Media Platforms to Build a Loyal Audience

Social media is no longer just for big brands with deep pockets. Platforms like TikTok, X, and Snapchat offer immense opportunities for small business advertising in Nigeria.

• TikTok: Create short, engaging videos. Show behind-the-scenes moments, highlight your unique selling points, or hop on trending challenges.

• X: Use threads to tell your brand story or share tips related to your industry. Pin important tweets for maximum visibility.

• Snapchat: Use Stories to create an intimate connection with your audience. Show a day in the life of your business or offer exclusive promotions to your viewers.

Example: If you run a small laundry service in Abuja, you can create TikTok videos with tips on removing tough stains or funny skits about laundry mishaps. These resonate with audiences and subtly promote your expertise.

Read about content marketing tips for small and medium-sized businesses here.

2. Collaborate Locally and Online for Cross-Promotion

Collaboration is a powerful tool for small businesses. Partnering with other businesses can help you reach new audiences while sharing costs.

• Online collaborations: Team up with complementary brands for joint giveaways or shout-outs. For example, a fashion designer could collaborate with a jewelry brand on TikTok for styling tips.

• Local collaborations: Work with other businesses in your area to promote one another. A hairstylist and a makeup artist can partner to offer special packages while tagging each other on social media.

These collaborations don’t just boost visibility; they create a sense of community around your business.

3. Tap into Free and Affordable Tools for Content Creation

Creating high-quality content doesn’t have to cost a fortune. Here are some tools and strategies to consider:

• Canva: Design eye-catching graphics and posters for free.

• CapCut: Edit engaging TikTok videos or short reels with ease.

• Smartphones: Don’t underestimate your phone camera; most of today’s smartphones can capture great-quality videos for content.

Consistency is key.

Post regularly and experiment with formats to see what works best for your audience.

4. Engage with Trends and Build Your Online Presence

One of the biggest advantages of platforms like TikTok and X is the ability to ride on trends.

• Monitor trending hashtags and audio: Use them to create content that keeps your business relevant and relatable.

• Share your story: Nigerian audiences love authenticity. Talk about your journey as a small business owner, the challenges you face, and the victories you achieve.

Example: A local caterer in Lagos could join a TikTok trend by creating a video of a popular dance but with their staff preparing delicious jollof rice in the background. It’s fun, relatable, and still promotes the business.

Consistency and Trends: The Recipe for Success

At the end of the day, content remains king. But here’s the thing: even the best content won’t work if you’re not consistent. Keep creating, stay engaged, and tap into trends that align with your brand. Remember, small business advertising in Nigeria works when business owners adapt quickly, think outside the box, and stay visible.

Read how to measure your digital marketing efforts here.

If you’re feeling overwhelmed or don’t know where to start, Brandlife Digital is here to help. We can work with you to plan content and communications that improve online engagement and amplify awareness. Reach out to us today—let’s make your business the next big thing in Nigeria!