Instinct for virality: What makes Nigeria's thriving influencer economy tick

When Nigerian chef Hilda Baci readied for a cooking record earlier this year in what would fetch her a second Guinness World Record, she couldn't have hoped for better ringside support.

Hilda's attempt to make the largest pot of jollof rice, a West African delicacy, became a national event. Food bloggers, comedians and lifestyle influencers flooded social media with updates, hashtags, and livestream commentary.

A crowd gathered at the venue. Conventional media picked up the story. What began as one woman's personal challenge turned into a cultural phenomenon, amplified by scores of Nigerian influencers.

This organic mobilisation gives a sense of how Nigeria became one of Africa's fastest-growing influencer advertising markets.

Online data portal Statista projects that advertising spending in Nigeria's influencer market could reach US $15.16 million in 2025, with an expected annual growth rate of 15.64% through 2030. That will take the market to $31.34 million.

Nigerian entrepreneurs are increasingly turning to influencers for visibility, while consumers trust these online voices when making purchasing decisions.

Projecting what works

Pamilerin Adegoke, a digital content creator with over 874,000 followers on X, attributes the market's strength to what he calls "a deep cultural instinct".

"Nigerians like supporting a potential feat," Adegoke tells TRT Afrika. "When they know something will put us as a nation on the map, they come out massively to support you. When they know this is a big deal for you, they will definitely support you."

The more successful influencers instinctively grasp what people associate with national pride and which type of content triggers the kind of exponential sharing that can turn local stories into global news.

They don't merely amplify trends; they often create them by spotting early signals. It could be a unique achievement, an underdog narrative, or a cause that feels universally relatable.

Hilda's example fits into this perfectly. Nigerian influencers collectively transformed her cooking marathon into a symbol of Nigerian creativity and pride, attracting global coverage and massive crowds.

Another instance was Tunde Onakoya's chess marathon at New York's Times Square.

As he attempted to break the Guinness World Record, tech creators, entertainment influencers and diaspora voices provided updates nonstop on X, Instagram, and TikTok.

Their posts helped raise global awareness for Onakoya's cause – providing free chess education to underserved Nigerian children – and turned the marathon into a worldwide trending topic.

Building influencer trust

A 2020 GeoPoll study found that 53% of Nigerian consumers trust a brand more when recommended by an influencer rather than by the company itself.

This trust gives influencers considerable power not just to sell products but to also shape conversations and sway public opinion.

Tosin Ajibade, "Olorisupergirl" to her 800,000-odd followers across social media platforms, was among the first influencers to take Hilda's first cook-a-thon to town. She credits that success to Nigerian influencers' ability to understand what resonates with young audiences on the continent and beyond.

"Nigerian online influencers combine boldness, creativity, and the ability to package themselves in ways the world cannot ignore," she tells TRT Afrika. "We understand that it's a global stage."

In a digital ecosystem driven by speed and emotional resonance, these creators have almost mastered the art of identifying subjects that can ignite widespread engagement. Be it an attempt to break a record or an emerging cultural moment, influencers often detect viral potential long before it hits the virtual highway.

Influencing social causes

After the 2023 death of Nigerian singer-rapper Ilerioluwa Oladimeji Aloba, aka MohBad, in controversial circumstances, influencers quickly turned the case into a national issue. Their commentary, videos and advocacy shaped the narrative, pushed for police involvement, and kept public pressure alive.

The hashtag trended for weeks and influenced the launching of official investigations that led to several arrests and prosecutions.

Ahead of successive elections in Nigeria, influencers like Falz, Mr Macaroni, and prominent skit makers would use their platforms to push for voter registration and participation by turning civic engagement hashtags into multi-day trending topics.

"I think it's our storytelling capabilities," says Adegoke. "We have a story to tell, and it's unique. It's our reality and audiences relate to our story. We are not embarrassed about where we are from or where we started from."

Double-edged sword

Sometimes, the trust can backfire. In a world where controversies spread fast through online amplification, one misstep by an influencer can tarnish a brand almost instantly.

According to a 2024 Code of Practice Compliance report, nearly 59 million pieces of harmful online content were removed and 13.5 million social media accounts were shut down for violating the country's internet regulations.

"Propaganda existed long before we began online influencing and we know it won't be easy, if not impossible, to stop this," says Adegoke. "We can only try to reduce it by continually talking about it in our circles."

While AI-generated personalities and virtual influencers are gaining traction globally, Nigerian creators believe human connection will remain the foundation of influence.

As Adegoke puts it, they have "only just scratched the surface" of the medium.

Olorisupergirl sees cross-border collaborations as a way to consolidate and scale influence across the continent. She believes collaborations expand the footprint of African influencers and knit together a continental community that increasingly rivals global influencer networks.

"I have been travelling out of Nigeria for conferences and summits, including Social Media Week in Johannesburg," she tells TRT Afrika. "I seek knowledge outside my comfort zone. I just don't like to stick to what I'm used to in this country. We have constantly looked out and thought global."

As collaborations expand, Nigerian influencers see themselves as part of something bigger than just viral moments.