Key Lessons from How Nigerian Influencers Use Social Media

Between April 23 and July 6, 2025, an in -depth analysis of the social media activity of Nigerian influencers has revealed fascinating models which say a lot about the way in which influence is built and supported in the digital age. Quick conversations from Twitter to the quieter corridors of LinkedIn, Nigerian social, commercial and political influencers make deliberate choices on the place where, how and what they publish.

In a country where social media platforms have become new public place, understanding these choices offers precious lessons for all those who seek to shape stories, strengthen credibility or mobilize the public. In this room, our analyst explores what the data indicate to us the preferences of the platform, content formats and unexploited opportunities. The article also indicates a key lesson for budding influencers, brands and strategists can learn from those who already open the way.

Twitter is the main arena of digital influence

The analysis reveals that Twitter stands out as the platform most used by Nigerian influencers. During the period exposed, influencers published 553 text messages on Twitter, exceeding the 63 of Facebook and LinkedIn 14. Twitter also saw the greatest number of photo messages at 162, against 32 on Facebook and 13 on Linkedin.

Part 1: Content type by type of social media

This model highlights the role of Twitter as the main scene of public discourse in Nigeria. Influencers use the immediacy and scope of the platform to share opinions, respond to events in real time and participate in national conversations. The domination of text publications is consistent with the design of Twitter as a text platform which encourages concise and impactful communication. The large number of image articles also suggests that influencers include the power of visuals to stimulate commitment and virality.

The main lesson here is that Twitter is essential to those who want to shape conversations, mobilize followers or assert enlightened leadership in the Nigeria Social and Political Landscape. Success on the platform requires not only a frequent publication, but also an ability to provide appropriate, relevant and engaging content that resonates with a fast audience.

Facebook plays a support role

Facebook has become a secondary platform in terms of volume of messages. Nigerian influencers shared 63 text publications, 32 Photo publications and 18 video publications on Facebook during the study period. These figures indicate that even if Facebook is part of the influence toolbox, it is no longer the first choice to conduct a mass engagement.

Facebook’s strength lies in its community strengthening features and support for various content formats. Influencers can use the platform to connect with specific audience segments, share longer updates or participate in group discussions. However, the data suggests that Facebook is used more selectively, perhaps for a more in-depth commitment with established subscribers rather than for a large public influence.

The lesson of this is that Facebook should not be ignored, but its use should be strategic. Influencers and brands can benefit from the appearance of the characteristics of the platform community and its richer narration capacity, but they must integrate Facebook into a larger and multi-platform-form-form approach that exploits other channels for greater range.

Linkedin remains a niche platform

Linkedin has recorded the lowest activity among the three platforms studied. Influencers only published 14 text messages and 13 image messages, without audio or video content during the period. This reflects LinkedIn’s position as a platform for professional networking rather than a mass communication.

Nigerian influencers seem to use LinkedIn sparingly, focusing on targeted messages for professional public. This can involve the sharing of achievements, ideas of industry or enlightened leadership content designed to improve personal or organizational reputation. Limited activity suggests that LinkedIn is not the choice platform for influencers who are looking for generalized visibility or rapid commitment.

The key lesson is that LinkedIn plays a specialized role. For influencers and organizations seeking to strengthen credibility in specific industries or professional communities, Linkedin offers value. However, it should not be invoked as the main channel for a wide influence.

Rich media formats are underused

One of the most striking results is the limited use of rich media formats such as video and audio. On all platforms, audio messages were rare, with only four recorded on Twitter and none on Facebook or LinkedIn. Video publications were more common but still relatively low, with 60 on Twitter and 18 on Facebook. LinkedIn had no video article during the period analyzed.

This under-utilization of rich media contrasts with global trends where video and audio formats become central to digital engagement. The data suggest that Nigerian influencers have not yet fully adopted these formats on Facebook, Linkedin and Twitter. It is likely that many influencers turn to platforms like YouTube, Instagram or Tiktok for video and audio content, which were not included in this particular analysis.

The lesson here is that there is a significant unexploited potential in the use of video and audio to improve digital influence. Influencers who are ready to invest in the creation of contents of high quality media could differentiate themselves and establish deeper links with their audience.

Publisher’s note: This article is a product of infoprations’ Project of communication strategies for the Nigerian influencer project, 2025. The team includes Abdulazeez Sikiru Zikirullah, Moshood Sodiq Opeyemi, Bello Opeyemi Zakariyha and Oni Oluwaseun.