If you blinked, you might have missed it. Q1 2025 flew by like a TikTok reel, but thankfully, it didn’t go without dropping some major hints about where Nigerian advertising is heading.
Even with the economy doing its usual back-and-forth, and shifting consumer moods, the ad industry in Nigeria is proving to be one of the few places where chaos breeds creativity as smart businesses are still finding ways to grow, connect with people, and stay ahead.
In this article, we’ll break down the major trends we saw in the first three months of the year and peek into what the rest of 2025 has in store.
Spoiler: It’s part science, part storytelling, and all strategy. Let’s dive in.
AI IS NOW A BIG PART OF ADVERTISING
Artificial Intelligence (AI) isn’t just for tech bros anymore. Many top Nigerian brands have begun to take advantage of it. In fact, a recent report by the Nigerian Digital Marketing Association (NDMA), states that about 65% of businesses are now using AI to group their customers better, predict what they’ll buy, and send them more personalized messages.
What’s next? You guessed right! More businesses will use AI to create content, improve voice searches, and give customers faster service online. So, if you’re not automating yet, your competitors probably are. You can do the maths.
SHORT VIDEOS ARE TAKING OVER
Nigerians love video, especially short, fun and creative ones. Platforms like TikTok, Instagram Reels, and YouTube Shorts have become a place where people spend a lot of time now. Many brands are paying attention and they’re working with influencers to create quick, catchy videos and tell stories that connect.
What’s next? Live shopping will grow. Soon, you’ll be able to buy something directly from a video. No need to leave the app. So, if your brand still says “DM for price,” you’re already far behind.
INFLUENCERS ARE STILL POWERFUL, BUT SMALLER IS BETTER
It’s no longer just about the big celebrities with large following anymore. Today, not every influencer needs a million followers to really make an impact. Micro influencers with as little as 5,000 to 50,000 followers, are actually delivering higher engagement and more trust. Their followers may be small, but their influence is laser-focused.
What’s next? Long-term partnerships will replace one-oZ paid posts. Many brands will choose these “small” influencers as brand ambassadors over brand shout-outs from the “big” influencers.
BILLBOARDS AND OUTDOOR ADS ARE MAKING A COMEBACK
Even though everything’s going digital, those big LED billboards on major roads are still getting attention especially the interactive ones. Out-of-home ads are now smarter and can even change based on weather or traZic.
What’s next? More dynamic, real-time ads on the road that respond to what’s happening around us.
PEOPLE NOW SUPPORT BRANDS THAT CARE ABOUT THEIR SOCIETY.
Consumers are watching what brands stand for and they are prioritizing brands that support social causes they believe in.
A recent survey by Ipsos Nigeria found that 68% of Nigerian consumers prefer to buy from brands that actively support causes like gender equality, youth empowerment, and sustainability.
What’s next? Brands that support real causes and integrate social responsibility into their brand messaging will win more loyal customers.
WRAPPING IT UP
If Q1 is anything to go by, 2025 will be a defining year for Nigerian advertising. The brands that thrive won’t just be those with the biggest budgets. They’ll be the ones that listen better, personalize smarter, move faster, and market with meaning.
The future belongs to the curious, the courageous, and the data-savvy. So, whether you’re a startup shooting skits on TikTok or a legacy brand chasing market share, one thing’s clear: Adapt or fade.
Yemi Lana, a brand communications expert, writes from Abuja
