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How to use video ads (Reels, TikTok, Shorts) to grow your business in Nigeria — step-by-step

Short, vertical videos (Instagram Reels, TikTok, YouTube Shorts) are where attention lives right now. In Nigeria these platforms are growing fast — TikTok’s ad reach jumped sharply, Instagram still has millions of users, and short vertical videos get higher click and engagement rates than many other ad formats. (DataReportal – Global Digital Insights)

Below is a practical, step-by-step guide you can follow today — written simply, with real examples and the “why” behind each step.

Quick wins (read this first)

Use vertical (9:16) video, 15–30 seconds long. Short = more views and more shares. (dash.app)
Prioritise sound-on: native music or voiceover. Videos with audio have much better CTR. (dash.app)
Test one clear offer per video (discount, free delivery, learn more). Simpler = higher conversion.

Step 1 — Choose the platform(s) that fit your audience

TikTok: great for youth, viral trends, discovery. Nigeria shows huge growth on TikTok — massive reach for many businesses. (DataReportal – Global Digital Insights)
Instagram Reels: strong for lifestyle, fashion, food, and local influencers. Good if you already have an Instagram audience. (NapoleonCat)
YouTube Shorts: reaches people who use YouTube for search and entertainment; combine Shorts with long-form content for best results. (Awisee)

How to pick: if your customers are mostly under 35, start with TikTok + Reels. If you want search+discovery, add Shorts.

Real-life example: a Lagos clothing brand launching a new tee uses TikTok for trend videos, Reels for influencer styling, and Shorts to show product uses — each platform drives different stages of the funnel.

Step 2 — Define one clear campaign goal

Pick only one goal per campaign:

Awareness (reach views) — use catchy, high-energy clips.
Consideration (website clicks) — use CTA and product shots.
Conversion (sales/lead capture) — show price/offer + strong CTA.

Why: mixing goals makes optimisation and measurement messy. Platforms optimize better when your goal is clear. (Wyzowl)

Step 3 — Write a short creative brief (2–3 lines)

Include:

Target audience (age, city, interest).
Single message (e.g., “N2000 off first order”).
CTA (Shop now, Message on WhatsApp, Join group).
Format: vertical, 15s, subtitle text.

Example brief: “Young Lagos commuters (18–30), show how our insulated tumbler keeps drinks cold on transit. Offer: ₦500 off first 50 orders. CTA: WhatsApp to order.”

Step 4 — Produce the video (low budget, high return)

Hook in first 1–3 seconds (surprising visual or a question).
Show the product/service in use — don’t just talk about it.
Add captions/subtitles (many watch muted).
End with clear CTA (text + spoken).
Use local language or Pidgin when it fits — it increases relatability.

Tools & tips

Shoot on a smartphone: steady, natural light, close-up product shots.
Use trending audio only if it matches your message.
Keep brand look consistent (logo on screen for 1–2s).

Why this matters: short, native-feeling clips perform better in the algorithms and cost less per result. (Vidico)

Step 5 — Launch the ad with smart targeting

Start broad, then narrow: run a broad interest/location test for 3–5 days, find winners, then scale.
Target examples for Nigeria: by city (Lagos, Abuja), interests (food, fashion), behaviours (engaged shoppers).
Use placement options to let the platform decide where your video will perform best.

Budget tip: begin with a small daily spend for testing (even ₦1,500–₦5,000/day), then double spend on creatives that beat your CPA target.

Step 6 — Measure the right metrics (and what they mean)

Impressions & Reach — brand awareness.
View-through rate (VTR) — how many watched your video (good for creative quality).
CTR (click-through rate) — how compelling the CTA is.
CPA (cost per acquisition) — real business cost per sale or lead.
ROAS (return on ad spend) — money back vs ad spend.

Why: chasing vanity metrics (likes only) won’t show profit. Track conversions tied to your goal. (Wyzowl)

Step 7 — Iterate fast (A/B test everything)

Test two hooks, two CTAs, two captions.
Keep only what improves CTR or CPA.
Recycle best-performing hooks into new ad sets.

Real-life example: a restaurant tested “menu reveal” vs “customer reaction” hooks. The reaction hook got twice the CTR and lower CPA, so they scaled it.

Step 8 — Use organic + paid together

Post the ad organically on your profile, then boost the same post. Organic engagement signals help the paid algorithm.
Repost user-generated content (UGC) as ads — UGC often converts higher because it feels authentic.

Why: combined strategy reduces the cost of paid reach and builds trust. (HubSpot Blog)

Step 9 — Local growth hacks for Nigeria

WhatsApp orders: include a direct WhatsApp CTA — many Nigerians prefer messaging to checkout.
Market in local languages or Pidgin for better resonance.
Use local micro-influencers (lower fee, high local trust).
Leverage community channels (Telegram groups, Facebook Groups, WhatsApp business groups).

Promote your free listing and reach:

Influence 7hubent — Nigeria’s free business advertising site with over 980,000 daily viewers. Contact 7hubent for free promotion on WhatsApp: +2349077131487.
Join the entrepreneurial community on Telegram: t.me/hubent1.
Join Nigeria Active Business WhatsApp Group Links 2025 via this resource: https://www.lagoswiki.com.ng/2025/01/nigeria-active-business-whatsapp-group.html

These community channels can amplify your video ad campaigns at no cost when you combine paid ads with free promotion and group sharing.

Step 10 — Scale with data

Double down on ad sets with profitable CPA.
Expand audiences similar to your best buyers (lookalike/similar audiences).
Test higher budgets gradually — keep creatives fresh every 7–14 days to avoid ad fatigue.

SEO & content tips so your videos get found

Use searchable captions: include keywords like “buy hoodie Lagos”, “affordable catering Abuja”, or “fast phone repair in Lekki”.
Add text (in caption) that people might search for — platforms index captions and hashtags.
Upload a longer version to YouTube with links in description back to your shop and WhatsApp.

Why: Shorts + descriptions help capture discovery traffic that converts later. (Awisee)

5 FAQs (quick answers)

1. Which platform gives the best ROI in Nigeria?
It depends on your audience. TikTok is best for viral reach and youth markets; Reels for lifestyle/visual goods; Shorts for combining discovery and search. Test small budgets across platforms to see where your CPA is lowest. (DataReportal – Global Digital Insights)

2. How long should my video ad be?
Aim 15–30 seconds. Hook in 1–3 seconds, deliver the message, end with a clear CTA. Shorter usually means cheaper and more views. (dash.app)

3. Do I need professional video equipment?
No. Many top-performing ads are smartphone-shot with good lighting, clear audio, and subtitles. Focus on story and hook. Real customer clips (UGC) work great. (HubSpot Blog)

4. Should I use trending music?
Yes — if the trend matches your message. Trending audio can boost reach, but don’t use it if it distracts from your CTA. Always check copyright/usage rules on each platform.

5. How do I measure success?
Match the metric to your goal: awareness → reach/impressions; consideration → CTR/VTR; sales → CPA/ROAS. Only scale what generates profitable conversions. (Wyzowl)

Useful sources and further reading

DataReportal — Digital 2025: Nigeria (platform reach & growth). (DataReportal – Global Digital Insights)
Dash blog — Short video CTR and vertical video insights. (dash.app)
HubSpot — State of video marketing (types & trends). (HubSpot Blog)
Wyzowl & Vidico — video marketing stats and practical tips. (Wyzowl)

Final checklist (do this this week)

Pick 1 platform to test (TikTok or Reels).
Write a 2-line creative brief.
Shoot 2 x 15–30s videos (different hooks).
Run a 5-day test with a small daily budget.
Track CTR, VTR, CPA — keep best performer and scale.
Post in Telegram/WhatsApp communities and contact 7hubent to amplify your listing: WhatsApp +2349077131487, Telegram t.me/hubent1. (Free promotion possible.)
Revisit creatives every 7–14 days.

How to use video ads (Reels, TikTok, Shorts) to grow your business in Nigeria — step-by-step

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