Over the years, video has become one of the most used means of advertisement. The advent of smartphones and competitive prices of data subscriptions has made watching videos easier.
Video is no longer seen as a format, but rather, a currency of trust, discovery and conversion. It should not be seen as optional for businesses.
Nigeria’s digital landscape over the years shows mass mobile connectivity: there are about one hundred and fifty million active cellular mobile connections and fast-growing broadband use, showing that more Nigerians can stream and consume video than ever recorded.
Social media platforms such as TikTok, YouTube, and Facebook that use videos have tens of millions of active Nigerians.
Video is the dominant form of content driving record internet traffic in Nigeria, it contains moving pictures, story testorytellingn converts them into clients.
Attention is a scarce commodity; humans have been observed to have a low attention span, but videos have been observed to attract the attention of humans.
It has been observed that businesses that spend on digital video advertising topped hundreds of billions in recent years.
Investment and consumer attention are both shifting toward video. Video is the new trend, and brands should follow it.
The Untapped Potential of Video
Despite the advantages of using videos, many businesses are not taking advantage of the gold mine due to some reasons, such as perceiving the high cost of video, not knowing the algorithm of video, ignorance or lack of interest in the online space.
The advent of technology such as AI, smartphones and editing applications can produce high-performing videos.
Some businesses prefer an offline audience and don’t want to take advantage of the numerous users of the net to grow their customer base and have various clients within and outside their state.
Why Video is the Most Effective Advertising Tool
1. Attention and Retention:
Research over the years has proven that viewers retain information better when it’s presented audiovisually than when it’s only written.
People still remember songs and demonstrations watched from the advert programs of many years back.
2. Emotion & Trust
Seeing a product in action or meeting real people on screen builds trust faster than copy. Testimonials, behind-the-scenes, and founder stories humanizehumanisein a way a static post rarely does.
People buy products with emotion, they w;nt to see what a product can do. They want to hear testimonials from people, they want to relate to the stories, and all these can be achieved by the use of the video.
3. Algorithmic Preference
Social networks now prioritise video formats in feeds and discovery surfaces, which means video content is more likely to reach new audiences organically, especially short-form clips and reels.
The main aim of advertising is to reach a new audience, so it is best to take advantage of the algorithm preference for video.
4. SEO & Search Dominance
Search engines increasingly showcase videos in results and prioritise pages with embedded video, especially practical videos like how-tos, setup guides, and reviews.
Videos give publicity on both social media and search engines.
5. Massive, Growing Audience
With high numbers of users on Facebook, TikTok, and YouTube, and other social media apps, businesses have direct access to many real audiences.
For local brands located in any part of Nigeria, such as a small business in Lekki, a fintech in Abuja, or a trader in Kastina, video content can reach highly targeted local and diaspora audiences quickly and cost-effectively.
6. Video Has Become a Major Source of Publicity
Nigerian entertainment, comedy skits, music, and lifestyle content go viral, especially when they are from a public figure.Â
When your product or service becomes part of that conversation, even indirectly through sponsored creator content. It improves brand visibility and relevance in the industry.
The recent use of some Nollywood actors, actresses, and social media influencers for short videos and reels demonstrates how creators and audiences are favouring open, video-first platforms for reach and monetization.
7. Affordable and measurable Return on Investment
The improvement of smartphone cameras, affordable editing tools, and high-impact video can be made at affordable prices.
Meanwhile, digital video advertising platforms provide clear analysis of the views, watch time, clicks, and conversions, making the return on investment measurable. It has been observed that reels and videos have higher income when compared with write ups.
8. Discovery and Conversion to Sales
It is important to discover the type of video that can convert to sales for your business.
- Short, relatable clips lead to the discovery of the brands or businesses
- and create brand awareness.
- Product demonstration and an explanatory video encouraged clients to consider the product or brand.
- Case studies, testimonials and videos indicating a strong call to action can convert to sales.
Businesses should know when to use beach video.
9. Videos are Universal
Presently, video can be used for any business, including fintech, agriculture, manufacturing companies, etc.
Videos are also affordable because they can address multiple clients at the same time, thereby converting to sales faster and easier and building customers.
A Practical Video Strategy for Small Businesses
- Create accounts for videos on different platforms: Short videos for TikTok, Instagram and Facebook reels, longer videos for YouTube and live videos for product launch, Question and Answer.
- Tell your story: One thing businesses should learn is storytelling. Tell, show and demonstrate your product and brand. The video should not be about product perfection. Give an authentic and clear video about your product and brand.
- Maximise ROI: Creating multiple short videos, or Reels, from a single long video can reach more people and increase your return on investment (ROI). Short videos, Reels, and static posts are great for promotion because they attract clients without boring them.
- Use influencers and public figures: People trust the faces of known faces, especially those who have won in the field for a long time. Employ the use of known figures to advertise or talk about your brand. Let them give testimonials after using the product or services.
- Measure the right algorithm:Â the major reason videos are being posted by brands and businesses is to reach a wide range of audience, and it is posted on social media because social media has a large amount of audience. So, to gain maximally, brands and businesses should know when to post, study the trend, discoverand when they have higher chances of being seen, higher engagements and clicks.
- Relatability and inclusivity: nothing beats seeing an advertisement and relating to it. Every advert storyline must connect the audience to the product and services.
Add captions to videos, so they can be watched without sound, too. If possible, create adverts in more than one language.
Conclusion
Knowing how important videos are to Nigerian businesses, business owners and brands need to take full advantage of their use for publicity and advertising.
Getting audience and followers is not something that comes easily. Businesses and brands should create plans and schedules, and might employ the aid of a social media manager.
Plans, schedule and budget should be planned, and it is important to know that the results are not always automatic, but surely, slow and steady wins the race.
