“The rise of social media in Nigeria reflects the dynamic shift in how people connect, communicate, and share information in a rapidly growing digital world.”
Introduction
Social media has transformed Nigeria’s digital landscape. From the early days of 2go and Facebook to the dominance of platforms like WhatsApp, Instagram, and TikTok, social media usage in Nigeria has grown significantly.
The number of internet users in Nigeria reached 122 million in 2023. Social media accounts for a large part of this online activity, with over 40% of Nigerians active on these platforms daily.
The youth drive this trend, using social media for entertainment, business, and activism.
Mobile phones have made social media accessible to millions. With affordable data plans from providers like MTN and Glo, more Nigerians connect online every day.
This accessibility fuels trends, promotes businesses, and fosters digital communities.
Social media isn’t just for fun. Nigerian entrepreneurs leverage Instagram and WhatsApp for marketing. Influencers create content that shapes opinions.
Activists use Twitter to raise awareness and demand change, as seen during the #EndSARS protests.
But it’s not all smooth sailing. Challenges like internet restrictions, data costs, and misinformation remain.
Yet, the future holds promise, with social media poised to play an even bigger role in Nigeria’s digital economy.
The Growth of Social Media in Nigeria
Early Days: From 2go to Facebook
Before Instagram and TikTok, Nigerians connected through platforms like 2go, an instant messaging app popular among teenagers.
Facebook soon gained traction, offering a more diverse space for sharing photos, updates, and connecting with friends.
The Rise of Smartphones and Affordable Data
The introduction of affordable smartphones changed everything. Brands like Tecno and Infinix offered budget-friendly phones with internet access.
Data plans became more affordable, allowing more Nigerians to join platforms like WhatsApp and Instagram.
Current Trends: TikTok, Twitter, and Instagram
Today, TikTok dominates the social media scene, especially among young Nigerians. Twitter serves as a platform for news, trends, and activism.
Instagram remains a hub for influencers, businesses, and creatives. WhatsApp is the most used platform for communication.
Raed: https://abiodunapoeso.com/social-media-trends-in-nigeria-and-africa-2025/
Key Statistics of Social Media Usage in Nigeria
- Nigeria had over 109 million internet users by January 2024.
- WhatsApp is the most popular platform, with over 90 million users.
- Instagram has around 35 million users, while Facebook has 40 million.
- TikTok’s user base grew by 22% in 2023 alone.
Age Demographics
- 62% of social media users in Nigeria are aged between 18-34 years.
- Teenagers account for 25% of users.
Gender Distribution
- 55% of social media users are male.
- 45% are female.
Read: https://abiodunapoeso.com/social-media-marketing-in-africa/
Applications of Social Media in Nigeria
Business and Marketing
Nigerian businesses use social media to reach customers, market products, and provide services.
Instagram and Facebook allow businesses to showcase products and run ads. WhatsApp Business helps SMEs engage with customers directly.
Entertainment and Content Creation
Platforms like TikTok and YouTube have birthed a new generation of Nigerian content creators. Skits, dance challenges, and vlogs attract millions of views.
Content creators like Sydney Talker and Taaooma have built careers through social media.
Activism and Social Change
Social media has become a tool for activism in Nigeria. The #EndSARS movement highlighted this, as Nigerians used Twitter and Instagram to organize protests and demand police reform.
Read: https://abiodunapoeso.com/influencer-marketing-in-nigeria/
Benefits of Social Media Usage in Nigeria
- Connectivity: Social media connects Nigerians across the globe.
- Business Growth: SMEs reach broader audiences and increase sales.
- Access to Information: News and updates spread quickly.
- Employment: Influencers, content creators, and digital marketers thrive.
- Education: Online learning and skill acquisition have become accessible.
Limitations of Social Media Usage in Nigeria
- High Data Costs: Data plans are still expensive for many Nigerians.
- Misinformation: Fake news spreads quickly.
- Cyberbullying: Many face harassment online.
- Internet Shutdowns: Government-imposed restrictions affect access.
Read: https://abiodunapoeso.com/short-form-videos-in-africa/
Future Potential of Social Media in Nigeria
Social media in Nigeria will continue to grow. With increasing internet penetration and cheaper data, more Nigerians will join these platforms.
Businesses will adopt more digital strategies. Content creation will become a more established career path.
Technologies like 5G will enhance connectivity. New platforms may emerge. Social media’s influence on politics, business, and daily life will deepen.
