Social networking sites like Instagram and Facebook can now be used to make educated purchasing selections as well as connections with friends and family.
According to a recent study by Meta, the corporation that owns Facebook, Instagram, and WhatsApp, 77% of Nigerian customers made decisions regarding the approaching Islamic holiday of Ramadan based on posts on Facebook and Instagram.
It is safe to note that over 33 million Nigerians use social media actively.
The “Ramadan and Eid Survey,” an annual global consumer study, was carried out by Meta in collaboration with the public opinion and data provider YouGov to better understand the customs of those who observe Ramadan.
In 2022, during Ramadan, it received almost 18,000 responses from 12 nations, including Nigeria.
The report stated that Nigeria’s booming e-commerce industry is a major driver of the nation’s digital economy.
This exemplifies how social media changes individuals, giving them a new feeling of purpose.
The study also finds that after viewing Ramadan or Eid-related content on Facebook or Instagram, 77% of Nigerian customers or bystanders felt a stronger connection to a brand.
It reads: “The average number of reels created per day in Nigeria increased by more than four percent in the week after Eid versus the week prior to Eid.
“Ease of shopping during Ramadan is also a priority, with 84 percent of shoppers or observers in Nigeria agreeing it’s easier to complete their Ramadan shopping with personalised product and gift suggestions. 88 percent of shoppers or observers in Nigeria feel more connected to a brand through instant messaging during Ramadan and Eid.”
The study also reveals that 78 percent of Nigerian consumers and onlookers spend extra time online watching videos during Ramadan and Eid.
Regional Director for Sub-Saharan Africa at Meta, Enitan Denloye, said: ”Ramadan represents an opportunity for brands to build trust among shoppers, with 81 percent of shoppers or observers in Nigeria being more likely to trust a brand that partners with a trustworthy creator. The 2023 Ramadan season is an opportunity for businesses to meaningfully connect with shoppers and observers and unlock new opportunities for discovery.
“By understanding the behaviours and attitudes of shoppers, which is made available from this study, businesses can leverage the shift in mindsets and effectively reach their vast and diverse communities.”
Consumers now rely heavily on social media sites as information sources. People rely on these platforms to make educated decisions about what to buy, from product evaluations to influencer recommendations.
Taking note of this development, brands and companies are increasingly promoting their goods and services on social media.
The two most widely used social media sites in Nigeria are Facebook and Instagram, both of which present special chances for companies to interact with their target market.
For instance, fashion and beauty firms frequently use the visually appealing Instagram platform to advertise their goods. While Facebook is a fantastic medium for conversing with followers and sharing news and updates.