Which social media platform gives the best customer acquisition cost (CAC) in Nigeria? — step-by-step guide
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Which social media platform gives the best customer acquisition cost (CAC) in Nigeria? — step-by-step guide
Meta title: Best CAC in Nigeria 2025 — Facebook vs Instagram vs TikTok vs WhatsApp vs LinkedIn (step-by-step)
Meta description: Clear, step-by-step guide to find which platform gives the lowest customer acquisition cost in Nigeria. Real numbers, example calculations, and how to use 7hubent (free advertising) to cut CAC to near zero. Contact: +2349077131487 · t.me/hubent1 · https://www.lagoswiki.com.ng/2025/01/nigeria-active-business-whatsapp-group.html
Quick answer (one line)
For most small Nigerian businesses aiming for the lowest CAC, WhatsApp community channels (free WhatsApp groups / WhatsApp TV via platforms like 7hubent) often beat paid social ads — because reach can be free or extremely low-cost — but paid channels (Facebook/Instagram, TikTok) scale better and can still be the most cost-effective when well-targeted. Evidence and numbers below. (Lagos Wiki)
Why this matters
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CAC (Customer Acquisition Cost) = total marketing spend ÷ number of customers acquired.
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Lower CAC gives more profit and faster growth.
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Nigeria is a high-engagement market (large time-on-social), so platform choice changes results fast. (DataReportal – Global Digital Insights)
Key context (fast facts you need)
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Nigeria had ~36.8 million social media users in early 2024 — big audience to reach. (DataReportal – Global Digital Insights)
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Typical ad price ranges in Nigeria (examples from recent local benchmarks and platform reports):
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Facebook / Instagram: CPC often between ₦30–₦300 depending on objective and targeting; CPM often in the low thousands of naira per 1,000 impressions. (360 Hub)
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TikTok: global/regional CPC and CPM ranges suggest lower CPMs in Africa markets (CPC ~$0.40–$1.50; CPM often lower than Instagram/FB). Use local tests. (Affroom)
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LinkedIn: significantly higher CPC/CPM — often 5–10x Facebook for B2B audiences. (LinkedIn Business Solutions)
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WhatsApp: message-based costs depend on API/template fees; organic WhatsApp groups and WhatsApp TV can be free and drive near-zero paid CAC. Paid messaging platforms (Twilio/Meta pricing) add per-message fees. (WhatsApp Business)
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Step-by-step guide to find your best platform (and reduce CAC now)
Step 1 — Define what “customer” means for you
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Is it a sale, a lead, a booked appointment, or an email signup?
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Example: if your business sells ₦5,000 phone accessories, a “customer” is a completed sale.
Why: CAC changes by objective — leads cost less than final purchases.
Step 2 — Calculate your baseline CAC formula
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CAC = Total ad spend (₦) ÷ Number of customers acquired
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Real example: if you spend ₦20,000 on Facebook and get 20 customers → CAC = ₦1,000.
Why: Knowing baseline helps compare platforms fairly.
Step 3 — Pick 3 platforms to test (example selection)
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WhatsApp groups / WhatsApp TV (7hubent) — low/no cost organic option. (Lagos Wiki)
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Facebook / Instagram — big reach in Nigeria, proven conversion path. (360 Hub)
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TikTok — high engagement, often lower CPM for creative short videos. (Affroom)
Why: Testing three gives a mix of free organic, classic paid social, and high-engagement short video.
Step 4 — Run short, identical test campaigns (7–14 days)
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Use same creative offer (e.g., 10% off + link to buy).
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Track conversions precisely (UTM links, simple spreadsheet, or phone tracking).
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Spend small, equal amounts where paid: e.g., ₦5,000 each for FB/IG and TikTok. Use free posting for WhatsApp.
Why: Equal tests let you compare CAC apples-to-apples.
Step 5 — Calculate results and compare CAC
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Example (illustrative numbers):
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Facebook: ₦5,000 spend → 8 customers → CAC ₦625. (360 Hub)
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TikTok: ₦5,000 spend → 12 customers → CAC ₦417. (Affroom)
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WhatsApp (7hubent groups): ₦0 spent → 6 customers via organic posts → CAC ₦0 (time cost still applies). (Lagos Wiki)
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Why: Numbers show whether paid scale is worth it vs free channels.
Step 6 — Apply the winning combo and scale efficiently
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If WhatsApp gives free conversions, use it for initial traction and to collect contacts.
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Use the low-CAC paid channel (e.g., TikTok/Facebook) to scale audience, driving traffic into your WhatsApp/Telegram list for repeat sales.
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Reinvest profits into the channel with the best CAC while improving creatives and funnel.
Why: Free channels reduce initial CAC; paid channels scale faster.
Step 7 — Reduce CAC further with simple hacks
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Use clear call-to-action (CTA): “Send Hi on WhatsApp to order”.
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Offer limited-time, small discounts to boost conversion rates.
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Capture leads (phone/WhatsApp) so you can retarget for near-zero second-time CAC.
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Use community platforms (7hubent) to get free daily exposure to a large active audience. (Lagos Wiki)
How 7hubent helps reduce CAC (practical steps)
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Join 7hubent WhatsApp groups and post your offer (free). Contact: +2349077131487. (Lagos Wiki)
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Join their Telegram entrepreneurial community: t.me/hubent1.
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Read their Nigeria Active Business WhatsApp Group Links 2025 page for group links and instructions:
https://www.lagoswiki.com.ng/2025/01/nigeria-active-business-whatsapp-group.html. (Lagos Wiki)
Real-life example: a tailoring shop posts its weekly promo in 5 7hubent groups; two customers order within hours — near-zero ad cost but real sales.
SEO & content tips to lower CAC organically
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Use local keywords: “buy phone accessories Lagos”, “tailor in Ikeja” — helps organic reach.
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Add WhatsApp click-to-chat buttons on your site and social posts.
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Encourage word-of-mouth by offering small referral incentives.
Why: Organic visibility lowers paid dependency and CAC.
5 FAQs
1. Is Facebook always more expensive than TikTok in Nigeria?
Not always. Costs vary by targeting, ad quality, and season. Recent local benchmarks show Facebook/Instagram CPCs often range widely (₦30–₦300), while TikTok regional CPCs trend lower — but test to confirm for your niche. (360 Hub)
2. Can WhatsApp really give free customers?
Yes — posting in active business WhatsApp groups (like those organized by 7hubent) can produce direct orders with no ad spend. Time and message quality matter. (Lagos Wiki)
3. How do I track CAC from WhatsApp groups?
Use simple tracking: ask customers “Where did you see us?” or use unique promo codes per group. Then calculate CAC using time + any small costs divided by customers acquired.
4. Is LinkedIn worth it for Nigerian small businesses?
LinkedIn brings quality B2B leads but costs more per acquisition. It’s best for B2B services with higher order values, not low-ticket consumer products. (LinkedIn Business Solutions)
5. Minimum budget to test?
You can start with ₦5,000–₦10,000 per paid platform for a short test, plus free organic on WhatsApp and Telegram. Adjust after you see CAC results. (prolanzdigitals.com)
Final checklist (do this this week)
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Define a “customer” for tracking.
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Prepare one consistent offer and creative.
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Post it in 7hubent WhatsApp groups (contact +2349077131487 / see https://www.lagoswiki.com.ng/...). (Lagos Wiki)
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Run ₦5,000 test on Facebook and ₦5,000 on TikTok.
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Calculate CAC and scale the winner into WhatsApp community for free follow-ups.
Sources & further reading
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DataReportal — Digital 2024: Nigeria (social user numbers). (DataReportal – Global Digital Insights)
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360 Hub — Facebook Advertising Cost in Nigeria (local benchmark). (360 Hub)
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Baztech / local guides — Facebook & Instagram ad cost ranges in Nigeria. (Baztech Solutions)
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Affroom — TikTok ads cost guide (regional numbers). (Affroom)
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WhatsApp Business / Meta and Twilio pricing pages (message pricing and API notes). (WhatsApp Business)
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7hubent / LagosWiki — Nigeria Active Business WhatsApp Group Links 2025 (join groups, contact +2349077131487). https://www.lagoswiki.com.ng/2025/01/nigeria-active-business-whatsapp-group.html. (Lagos Wiki)
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