Marketing and communication in general are evolving at a pace we’ve never seen before. What worked five years ago is now outdated, and even strategies from two years ago are being redefined. In 2024, we saw a fundamental shift in consumer behaviour, digital adoption, and brand positioning, especially in Nigeria, where businesses are adapting to economic challenges and digital transformation.
Brands that embraced short-form videos, and personalised customer experiences thrived, while those clinging to regular marketing strategies struggled. As we move forward in 2025, certain trends are set to become even more dominant, shaping how businesses engage with their audiences.
If you’re a marketing professional, entrepreneur, or business owner, understanding these trends will give you an edge. This article breaks down five key marketing trends that define 2024 and will shape 2025, with insights from Nigerian brands that are already leading the way.
1. The Reign of Short-Form Videos: Hook, Engage, Convert
According to DataReportal’s “Digital 2024: Nigeria” report, video consumption remains one of the most engaging forms of content, with Nigerians dedicating a substantial portion of their mobile data to platforms like TikTok, Instagram Reels, and YouTube Shorts. A 2024 study by Wyzowl further supports this trend, revealing that 89% of marketers report a strong return on investment (ROI) from video content.
As digital content consumption becomes increasingly visual first, platforms that prioritise videos, images, memes, and infographics are experiencing significant growth. A new generation of consumers prefers watching over reading, fuelling the demand for more visually engaging content. In today’s mobile-first world, brands have only a few seconds to capture attention, making video an essential tool for boosting engagement and search rankings. With more users accessing the internet via mobile devices rather than desktops, businesses are continuously adapting their content and messaging to align with mobile consumption habits.
However, simply producing and sharing videos isn’t enough to guarantee success. Marketing professionals must take into account the specific preferences and behaviours of their target audience, ensuring content is engaging, meaningful, and tailored for different platforms. Adapting video formats, styles, and lengths to suit each platform’s unique user base is crucial for maximising impact.
Beyond these digital transformations, marketing professionals are also navigating a broader shift in how they connect with audiences, balancing creativity with strategic optimisation.
Why is this happening?
- Attention spans are shrinking: according to a Microsoft study, the average human attention span is now just 8 seconds.
- Social media algorithms prioritise video: short-form content gets higher reach and engagement than static posts.
- Mobile-first behaviour: with over 60 million smartphone users in Nigeria (Statista, 2024), video consumption continues to skyrocket.
Nigerian Brands Leading the Charge
- Arami Essentials (a skincare brand) leverages TikTok and Instagram Reels to educate their audience on skincare while subtly promoting their products.
- Piggy Vest, a top savings and investment platform, uses short videos, animation, and memes to simplify financial concepts in engaging ways.
Actionable Takeaways
- Keep it simple: You don’t need high-budget production; your smartphone, good lighting, and clear messaging are enough.
- Repurpose content: Convert blog posts and long-form content into bite-sized video nuggets.
- Use subtitles and text overlays. 80% of people watch videos with no sound, so make sure your message is readable.
2. Subscription-Based Business Models: From One-Time Sales to Recurring Revenue
The subscription economy has grown by 435% in the last decade, and by 2025, it’s projected to reach $1.5 trillion globally (Nami ML, 2024). Nigerian businesses are catching onto this trend, shifting from one-time sales to recurring revenue models.
Why are subscriptions winning?
- Steady, predictable revenue: Businesses get consistent cash flow.
- Stronger customer retention: subscribers stay longer than one-time buyers.
- Convenience for consumers: seamless access to products and services without reordering.
Nigerian Brands Winning in Subscriptions
- Our Eden Life is a startup focused on helping millennial professionals flourish every day by taking care of laundry, food, and cleaning.
- Shuttlers, the mobility startup, offers subscription-based transport plans for daily commuters in Lagos.
Actionable Takeaways
- If you sell products, think of a subscription option (monthly refills, exclusive access).
- Give customers flexibility: allow them to pause or cancel plans easily
- Offer incentives for longer subscriptions (discounts for 6-month or annual plans).
3. Back to Basics: The Marketing & Communications Reset
In 2024, many brands over-relied on AI and automation but forgot the basics of marketing, which are clear messaging, storytelling, and human connection. According to Edelman’s Trust Barometer (2024), 60% of consumers prefer brands that communicate authentically rather than those that simply rely on digital tactics.
Nigerian Brands That Nailed the Basics
- Indomie Nigeria has remained consistent with storytelling and community building, making its product a cultural staple. Remember the “Mama Do Good” commercial? We all love it for a reason.
Actionable Takeaways
- Refine your brand message: What do you stand for? Who is your ideal customer? Why should they care?
- Prioritise engagement over reach: A strong, engaged audience is better than thousands of passive followers.
- Blend digital and offline strategies: Don’t rely solely on digital marketing; integrate PR, events, and partnerships.
4. Hyperpersonalization: Marketing for an Audience of One
In 2024, consumers demanded personalised experiences, and this will only intensify in 2025. A McKinsey report (2024) found that 71% of consumers expect brands to deliver personalised interactions, and 76% get frustrated when this doesn’t happen.
How Hyperpersonalization Works
- AI-driven recommendations (like Netflix and Spotify).
- Segmented email & SMS campaigns tailored to individual preferences.
- Localised marketing (Lagos vs. Abuja vs. Port Harcourt messaging differences).
Nigerian Brands Leading the Way
- Glovo Nigeria personalises food delivery recommendations based on past orders and browsing history.
Actionable Takeaways
- Start collecting customer data (preferences, past interactions).
- Use AI and automation for personalisation in emails, SMS, and product recommendations.
- Make every customer feel seen; address pain points directly.
5. The SEO Pivot: Search is Evolving; Are You Ready?
SEO is evolving beyond traditional search engines, and brands that fail to adapt risk losing visibility. A 2024 Google report revealed that 40% of Gen Z users prefer searching on social media platforms like TikTok and Instagram instead of Google. This shift means that marketers can no longer rely solely on Google rankings; they must optimise for social search and emerging AI-driven search technologies.
Key SEO Trends to Watch
- Social Search is on the Rise: Younger users are using TikTok, Instagram, and even Pinterest as their go-to search engines, looking for product recommendations, reviews, and tutorials directly on these platforms.
- AI-Powered Search Results: Google’s Search Generative Experience (SGE) is changing how search results appear, integrating AI-generated summaries at the top of search pages, which impacts traditional SEO strategies.
- Voice Search is Growing: More Nigerians are using Siri, Google Assistant, and voice-enabled search tools to find information, requiring businesses to optimise content for natural language queries.
Additionally, as we move towards a cookieless digital landscape, tracking users through third-party cookies is becoming increasingly difficult. In this new environment, contextual targeting and deep learning technologies will be essential for precise ad placement and personalised content delivery. Brands must leverage first-party data more effectively while adopting AI-driven insights to enhance audience targeting.
Marketers and business owners need to rethink how they drive traffic and capture audience attention across multiple search platforms. SEO in 2025 will be about more than just ranking on Google; it’s about being discoverable wherever your audience searches for information.
Nigerian Brands Winning in SEO
- Zikoko Magazine has mastered SEO-driven content, ranking for youth and culture-related topics in Nigeria.
Actionable Takeaways
- Optimise for social media search; use relevant keywords in captions and hashtags.
- Think beyond Google; build content for YouTube, TikTok, and even WhatsApp Business.
- Create voice-search-friendly content; use conversational keywords and FAQs.
Which of these trends have you already implemented? Let’s discuss this in the comments!
