Connect with us

Feature/OPED

Why Promote Your App with Video Content?

Published

on

Promote Your App

By Kenneth Horsfall

Creating an app is not something you just wake up one morning and begin to do, it takes you and your team at least months to go from just having a beautiful idea to creating the new app.

Along the way, you probably invested a lot of time, expert software development, graphic design, and expensive focus groups to finally bring your beautiful idea to life.

But there’s a problem: people won’t just download it! Why?

To effectively promote your app on digital platforms, you need to put as much work into your marketing strategy as you did when creating the app. The fact is that people have a lot of options to choose from, so why should they choose you?  That’s why you need to think of a plan to get them hyped about your app.

Fortunately, you don’t have to reinvent the wheel! By making videos part of your marketing tool, you can ease your way into promoting your app. But as the best video companies know, there are important details to be clear about creating a video marketing plan.

When should you use a video? What production decisions come with that? How should your video look? These are some of the questions we’ll go through to help you raise awareness about your app.

But first, why video content?  They are a lot of other ways to promote an app why should I think of video first.

Videos can boost your app marketing campaign like no other type of content marketing can do. But before going over the critical decisions involved in producing great videos, let’s first compare the two leading app stores.

How do Videos work on Google Play and the App Store?

If you’ve created a multiplatform app, you should have videos ready for both Google Play and the App Store. But the issue is more complex than reusing the same content, as each store has its own unique rules regarding videos.

Previews for the App Store need to be pre-approved by Apple’s team, which has very defined requirements on the types of videos they accept. Some of the most important include:

 Videos must be between 15 and 30 seconds.

 The footage should be taken primarily from the app and cannot show people, hands, or any other type of real-life footage.

 Each video is device-specific: it must be produced for a specific iPhone or iPad screen size.

Why in the case of the Google play store, Google Play doesn’t require prior approval, and its guidelines are more versatile, with almost no limitations. But for many apps, this freedom results in low-quality homemade videos, which you certainly don’t want for your brand.

For that matter, we have these recommendations for you on what to post on Google Play:

When proper, show real people using the app—seeing how a human hand uses the smartphone is easier to follow than random images.

Optimize your video with subtitles or even a professional voiceover if your video demands it, so you can make your message crystal clear to your audience.

Different Types of Videos You Can Use to Promote Your App

By doing quick research on the platform you want to promote your app, you will notice different types of videos that developers use for promotion. There’s simply not a one-size-fits-all style, but there’s a wide catalogue of videos you can choose from to entice your audience, present your app’s features, or even showcase a positive review.

So, let’s go over some of the most popular types of videos to see which one will best fit your purposes.

Explainer Videos

We’ve stressed that you need to distinguish your product from the competition. Many times, it could be hard to convey with a promo video how your solution stands out: in the viewers’ eyes, yours is just another option with nothing particularly special.

With animated explainer videos, on the other hand, you can approach your audiences from a quite different angle. This class of videos focuses not on your app’s looks as such, but on a story. By using colourful animation and engaging characters, you can pose a problem for your viewers, and then explain how your solution can help them improve their lives.

Explainer videos are perfect for productivity and business apps, for which there are generally plenty of indistinguishable options in the Store. By focusing on what your app does best, you’ll get an emotional response from users that could lead them to choose your solution above the rest.

Customer Testimonial Videos

You wouldn’t think that many people (including myself) are hesitant about downloading apps. It’s understandable since apps take up space on our smartphones and, well, we might end up not using them at all!

To feel comfortable about the app they will download, users sometimes need social proof. Luckily, video testimonials can provide just this. These videos feature satisfied customers or experts giving their first-hand take on your product and its features, and how it’s helped simplify their lives.

By showcasing other people who review your app, testimonial videos are the best way to improve your brand image. They give users the validation they need to know that your app is the one they’re looking for and that makes you stand out from your competition.

Preview Videos

When most of us think about mobile app videos, the first images that come to mind are the brief teasers we usually find in social media ads. Previews are the gold standard of app videos because they give viewers the chance to see how the program exactly looks and works.

Of course, in theory, screenshots can work just as well. But there is something to be said about being able to appreciate in advance how we can use the product and whether it really aligns with our expectations and tastes.

Preview videos pair well with any type of app. However, they are particularly valuable for entertainment and gaming apps, as users want to concretely see the basic functionalities and/or stories.

Pro Tips and Tricks

Once you choose the right type of video that best suits your app, you need to know that there are certain production principles that apply to all videos in general.

Producing videos is complex, as the process involves important technical and creative aspects. But there’s no mystery about it!

To simplify the issue, we’ll go into three of the most relevant aspects to keep in mind.

Make Your Video Short, It’s Very Important

With so much information and distractions available online, you have limited time to connect with your viewers. It’s no surprise that after just a few seconds, viewing rates start to drop significantly.

That’s the reason why most mobile app videos tend to be really, really short—about 10 to 30 seconds, 2 minutes maximum. With so little time, you want to keep your video simple and fast-paced, bringing attention to what’s truly interesting about your product.

Easier said than done, right? It’s challenging to keep your video that short, so you want to focus on your app’s main highlights. Figure out which features make your product a distinctive and attractive choice and convey that idea to your viewers.

Take Your Video Through Social Channels

Although we’ve been focusing on the app’s profile page, we can’t downplay the crucial importance of social media. App ads are a constant presence on platforms like YouTube and Instagram because marketers know that that’s where the most important conversations are taking place.

In terms of visibility, launching a thorough social media campaign is a must. But there are other advantages that come with having videos on your social accounts.

Facebook, for example, is particularly useful to run your ads, as the platform offers analytical tools to gather key data about your ads’ performance and how users behave with them. Take advantage of these tools to assess the strengths and weaknesses of your videos and make informed decisions on the

Include Relevant CTAs

Whether you’re uploading your video on social media or your app’s profile, you want to give viewers one last little push to motivate them to download the app. Now, you don’t necessarily have to be too promotional to do this.

By simply adding CTAs (Call to Action) in your video, you can inform users about the next best step to take. To get started, use clear, short phrases like “Sign Up” and “Learn More” to lead audiences to your app’s page. But if you want them to “Upgrade” or “Go Premium,” you can also use these CTAs.

Lastly, in social media videos, remember to always add the platforms where the app is available and can be downloaded by the audience, this is very important.

Takeaways

As videos have the unique quality of being entertaining, informative, and easy to consume at the same time, they are a powerful tool to add to your marketing campaign efforts.

Embed them on your app’s listing page to show users what to expect from your product. Focus mainly on the features that make your app solution distinctive, so that users take notice of your app’s virtues. Finally, take your videos to where your audience is to spread the word and continue the buzz. Thanks for your time.

My name is Kenneth Horsfall and I’m the creative director and founder of K.S. Kennysoft Studios Production Ltd fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. And also, the founder and lead instructor at Kennysoft Film Academy. I can be reached via [email protected]

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Feature/OPED

Nigeria’s Booming Growth Leaves Citizens Trapped in Deeper Poverty

Published

on

Nigeria’s Booming Growth poverty

By Blaise Udunze

With the chanting of the ‘Renewed Hope’, it appears to be Uhuru in Nigeria, following the recent World Economic Outlook presented by the International Monetary Fund, which projected that Nigeria’s economy would expand by 4.1 per cent in 2026. Though this specifically shows an economy faster than economies like the United States and the United Kingdom, as it handed the administration of President Bola Tinubu a powerful narrative. No doubt, the projection happens to be a narrative of progress, of reform, of a nation supposedly turning the corner after years of instability and setting the kind of moment that reassures investors, quiets critics and signals competence.

But once its statistical sheen is put aside, the weight of reality takes centre stage. The truth is, while Nigeria may be growing on paper, it is simultaneously shrinking and does not in any way reflect the lived experience of its citizens, as the populace can attest to. With the current lived experience, nowhere is this contradiction more glaring than in the widening gulf between macroeconomic projections and the daily economic suffering of over 200 million people.

The truth is uncomfortable, but it must be said plainly that a country where poverty is deepening, inflation is persistent, debt is rising, and basic survival is becoming more difficult cannot meaningfully claim economic success, no matter what the growth figures suggest.

The most damning evidence against the “fastest-growing economy” narrative, as enumerated by the Special Adviser to President Tinubu on Policy Communication, Daniel Bwala, comes not from opposition voices or political critics, but this time it is coming from the World Bank itself. Alarming to this is that according to its latest Nigeria Development Update, poverty in the country rose to 63 per cent barely months back, translating to roughly 140 million Nigerians living below the poverty line. This is not just a statistic; it is a humanitarian crisis unfolding in real time, which in a real sense calls for quick interventions.

Even more troubling is the trend. Poverty has not plateaued; it is accelerating, worsening and not stabilising at all. From 56 per cent in 2023 to 61 per cent in 2024, and now 63 per cent in 2025, the trajectory is unmistakable, as can be seen the data shows a clear upward trend over time that calls for concern. And projections from PwC suggest that the numbers will climb even higher, with an estimated 141 million Nigerians expected to be poor in 2026.

It would surprise many that these figures expose a fundamental contradiction; it is a total irony that an economy is growing while its people are becoming poorer, hence, while no one would hesitate to say that the type of growth taking place is flawed. Well, without jumping to a hasty conclusion, the answer lies in that growth. To say that the economic growth taking place is imbalanced, it is uneven, exclusionary, and not absolutely linked or largely disconnected from the sectors that sustain the majority of Nigerians. Growth driven by services and capital-intensive industries does little for a population whose livelihoods depend heavily on agriculture and informal enterprise. When growth bypasses the poor, it ceases to be development and becomes mere arithmetic.

The government’s defence often leans on the argument that inflation is easing and that reforms are beginning to stabilise the economy. But even this claim is increasingly fragile, as reported that the recent data from the National Bureau of Statistics shows that inflation has begun to rise again. This now shows that the headline inflation is ticking up to 15.38 per cent in March 2026, alongside a sharp month-on-month increase of 4.18 per cent. The pain Consumer Price Index climbed to 135.4, underscoring sustained pressure on household spending.

Another aspect that raises further questions is that the most critical component for ordinary Nigerians, which is the food inflation, skyrocketed to 14.31 per cent, with a similar month-on-month surge. It must be made known that these are not just numbers on a chart; they represent the escalating cost of survival, mostly for the common man. The ripple effect of this, which is yet to change, is that families are compelled to pay more for basic meals, more for transportation, and more for the essentials of daily life.

Noteworthy is that even when inflation showed signs of moderation in previous months, the fact is that it did little to reverse the damage already inflicted. The World Bank has been clear on this point when it said that household incomes have not kept pace with price increases. The underlying point is that the earlier spikes in inflation eroded purchasing power to such an extent that any subsequent easing has been insufficient to restore real income levels, and this is where the figures churned out were misleading.

This explains the inconsistency at the heart of Nigeria’s economy, where nominal indicators are improving, but real conditions are deteriorating. Nigerians are earning more in absolute terms but are able to afford less. This is further confirmed by data showing that while nominal household spending increased significantly, real consumption declined, while it would be said that people are spending more money, but they are consuming less. That is not growth; but the right word for it is economic suffocation.

The structural consequences of ongoing reforms compound the situation. The removal of fuel subsidies, which was the gift to Nigerians for electing President Tinubu and the liberalisation of the foreign exchange market were framed as necessary steps toward long-term stability. And in theory, they are defensible policies. But in practice, the result has been an extraordinary cost-of-living crisis, especially for the larger section of struggling Nigerians.

Speaking of the fuel subsidy removal, which has driven up transportation costs across the country, affecting both urban commuters and rural farmers, the pain has been further intensified by the geopolitical conflict in the Middle East. The second policy shift, which was the exchange rate liberalisation, has led to currency depreciation, with the experiences biting hard across the board, making imported goods more expensive and fueling inflationary pressures. These policy choices, which were perhaps deemed necessary, and without further ado have imposed immediate and severe burdens on households that were already vulnerable.

The International Monetary Fund has warned that these pressures are far from over. Rising global tensions, particularly in the Middle East, are pushing up the cost of energy, food, and transportation. For Nigerians, especially those at the lower rung in society, this translates into even higher living costs and deeper economic strain to contend with.

In this context, the government’s insistence on celebrating growth projections begins to appear not just disconnected, but insensitive. For millions of Nigerians, the economy is not an abstract concept measured in percentages. It is a daily struggle defined by whether they can afford food, transport, and shelter.

Compounding these challenges is Nigeria’s growing debt burden. Unexpectedly, public debt has climbed to over N159 trillion, with projections indicating a continued rise in the coming years because of the government’s appetite for borrowing. While the debt-to-GDP ratio may appear moderate compared to global averages, this comparison is totally misleading. The question is why the debt is ballooning when Nigeria’s revenue base is narrow, heavily reliant on oil, and constrained by a large informal sector that contributes little to tax income.

The current position of things is that debt servicing consumes a disproportionate share of government revenue, leaving limited fiscal space for investment in infrastructure, healthcare, education, and social protection, which has continued to expose the majority of Nigerians to untold hardship. It is a precarious position, one where the government is borrowing more while having less capacity to translate that borrowing into meaningful development outcomes, and the part that is also critical is that Nigeria’s rising debt profile is entering discomforting quarters, as concerns shift from the sheer size of borrowings to the growing risks associated with refinancing existing obligations.

Even more troubling are the emerging questions around fiscal transparency and governance. Only recently, there were allegations by Peter Obi on the missing N34 trillion in federation revenue that remains unaccounted. This, according to him, has intensified concerns about systemic leakages and institutional corruption. The fact is, even though these claims remain contested, they resonate deeply in a country where public trust in government financial management is already fragile and has remained a subject of discussion for many Nigerians.

The truth is that if even a fraction of such resources were effectively managed and invested, the impact on infrastructure, social services, and poverty reduction could be transformative, but this has yet to be embarked upon. Instead, the persistence of such allegations reinforces the perception of an economy where wealth exists but is inaccessible to the majority, which brings to bare if there will ever be a respite in a situation like this.

Adding another layer to this complexity is the excessive contradiction of oil revenue. With global crude prices that were once sold above $113 per barrel and currently hovering around $85-$90, which is still far exceeding Nigeria’s budget benchmark, the country stands to hugely benefit from a significant windfall, as was the case in the past. You know that history is more revealing than ever; it suggests that such opportunities are often squandered.

Analysts repeatedly have continued to warn that without disciplined fiscal management, these revenues may be absorbed by debt servicing or recurrent expenditure rather than being invested in productive sectors. The risk is that Nigeria once again experiences a boom without transformation, a cycle that has defined its economic history for decades.

Meanwhile, the irony in all of this is that, despite having plenty, every day Nigerian continues to bear the brunt of systemic inefficiencies. As the people bear the brunt, the country’s transportation costs are rising, food prices remain volatile, and access to basic services is increasingly strained, while the rural areas are not left out of the equation, as insecurity continues to disrupt agricultural production. This has further constrained food supply and driven up prices. In urban centres, the cost of living is pushing more households into financial distress.

The cumulative, as well as the ripple effects of these pressures, are a society under strain. Lest we mistake this, economic hardship is not just a financial issue; it has social and psychological consequences, while unbeknownst to many, its resultant effect fuels frustration, erodes trust in institutions, which also leads to fertile ground for instability.

What makes the current situation particularly troubling is the widening disconnect between official narratives and lived reality. There are two instances in which it was noted that, on the one hand, the government points to IMF projections and macroeconomic indicators as evidence of progress. On the other hand, citizens experience rising poverty, declining purchasing power, and limited opportunities. Another good example stems from when President Tinubu declared in September of last year that the federal government had met its 2025 non-oil income goal by August.

However, the former Minister of Finance, Wale Edun, stated that the Federal Government lacked sufficient funds to appropriately fund its capital budget during a public hearing at the National Assembly late last year. The minister stated that in order to pay the N54.9 trillion “budget of restoration,” which was intended to stabilise the economy, ensure peace, and create prosperity, the federal government had estimated N40.8 trillion in income for 2025.

These two reports sounded and appeared contradictory, and it was probably one of many factors responsible for the fallout.

This disconnect is more than a communication gap; it is a credibility crisis. When people’s lived experiences contradict official claims, trust erodes. And without trust, even well-intentioned policies struggle to gain acceptance.

The claim that Nigeria is growing faster than advanced economies may be technically accurate, and perhaps it must be seen as an absolute insult to Nigerians and it must be noted that it is fundamentally irrelevant to the country’s core challenges. This key fact must be taken into cognisance that growth rates, in isolation, do not capture the quality, inclusiveness, or sustainability of economic progress, and this is because they do not reflect whether growth is creating jobs, reducing poverty, or improving living standards. Note that in Nigeria’s case, the evidence suggests otherwise, in which the reality continues to dominate outcomes, and this is not the case.

For growth to be meaningful, it must translate into tangible improvements in people’s lives. At this point, it is necessary to understand that it must create jobs, raise incomes, and expand opportunities. Another important factor that must not be left out is that it must be inclusive, reaching not just the top tiers of society but the millions at the base of the economic pyramid. At present, Nigeria falls short on all these counts.

The path forward requires more than optimistic projections and reform rhetoric. It demands a fundamental rethinking of economic priorities. Policies must be designed not just for macroeconomic stability but for human welfare, and while investment must be directed toward sectors that generate employment and improve productivity, particularly agriculture and manufacturing. Social safety nets must be strengthened to protect the most vulnerable from economic shocks, which has yet to be considered by the government of the day.

Equally important is the need for transparency and accountability in public finance. Without trust in how resources are managed, even the most ambitious economic plans will struggle to gain legitimacy.

Nigeria is not lacking in potential, and this is one of the ironies of it all since it has a young population, abundant natural resources, and a dynamic entrepreneurial spirit. But potential, without effective governance and inclusive policies, remains unrealised.

The uncomfortable reality is that Nigeria is at risk of normalising a dangerous illusion, which connotes that growth on paper is equivalent to progress in practice. The truth is that it is not and cannot be contested. And until this illusion and deception are confronted, the gap between economic narratives and human realities will continue to widen.

In the end, the true measure of an economy is not how fast it grows, but how well it serves its people. By that standard, Nigeria’s current trajectory raises serious questions, take it or leave it. Because in a nation where over 140 million people live in poverty, where inflation continues to erode incomes, where debt is rising and where basic survival is becoming more difficult, the claim of being a “fast-growing economy” is not just misleading. Yes, it is a mirage!

And for millions of Nigerians struggling to get by each day, it is a mirage that offers no relief, no hope, and no future.

Blaise, a journalist and PR professional, writes from Lagos and can be reached via: [email protected]

Continue Reading

Feature/OPED

Nigerian Opposition: What You Have to Do

Published

on

Nigerian Opposition

By Prince Charles Dickson, PhD

“And Jesus said to Judas… what you are going to do, do quickly.”

There is a hard, almost rude lesson in that line. History does not wait for the timid to finish their committee meeting. Politics, especially Nigerian politics, is not kind to hesitation dressed as strategy. It rewards those who understand timing, nerve, structure, and the brutal arithmetic of power. That is where the Nigerian opposition now stands: not at the edge of impossibility, but at the edge of urgency.

The first truth is the one opposition politicians do not enjoy hearing at rallies where microphones are loud, and introspection is scarce. They are not getting it right. The evidence is not only in Tinubu’s strength, but in their own disorder. INEC said on February 5, 2026, that there were now 21 registered political parties and warned that persistent internal leadership crises within parties pose a serious threat to democratic consolidation. Eight days later, the commission formally released the notice and timetable for the 2027 general elections. In other words, this is no longer the season of abstract grumbling. The whistle has gone. The race is live.

Yet the opposition often behaves like students who entered the examination hall with righteous anger but forgot their pens. Too much of its energy is spent on lamentation, rumours, courtroom oxygen, personality feuds, and that old Nigerian hobby of mistaking noise for architecture. You cannot defeat an incumbent machine by forming a WhatsApp coalition of wounded egos and calling it national salvation. Voters may clap for drama, but they still ask the unromantic question: who is in charge, what is the plan, and why should we trust you with the keys?

Now comes the more uncomfortable truth. The opposition is not facing an ordinary incumbent. It is facing Bola Ahmed Tinubu, a man whose political DNA was forged in opposition. He is not merely benefiting from power; he understands opposition as craft, pressure, infiltration, timing, persistence, and theatre. In his June 12, 2025, Democracy Day speech, he taunted rivals by saying it was “a pleasure to witness” their disarray, while also reminding Nigerians that he once stood almost alone against an overbearing ruling machine. This was not casual banter. It was a warning shot from a politician who knows both the grammar of resistance and the machinery of incumbency.

That is why copying Tinubu’s old template will not be enough. Yes, the coalition instinct is understandable. In July 2025, major opposition figures, including Atiku Abubakar and Peter Obi, aligned under the ADC banner, presenting themselves as a bulwark against one-party drift, with David Mark as interim chairman. But here is the problem: Tinubu’s own coalition history worked not simply because men gathered in one room and glared at the ruling party. It worked because there was a disciplined merger logic, state-level anchoring, message coordination, and a ruthless understanding of elite bargaining. What the present opposition sometimes offers instead is photocopy politics with low toner: a coalition of convenience trying to frighten a man who practically wrote the Nigerian handbook on political accommodation, defection management, and patient conquest.

This is also why the opposition’s moral complaint, though not baseless, cannot be its only language. Yes, concerns about democratic shrinkage are real. Tinubu himself publicly denied that Nigeria is moving toward a one-party state, even as defections from opposition parties to the APC intensified and his own party welcomed them. But to say “democracy is in danger” is not yet the same thing as building a democratic alternative. Nigerians do not eat constitutional anxiety for breakfast. They want a credible opposition that can protect pluralism and still explain food prices, jobs, security, power supply, transport costs, and what exactly it would do on Monday morning after taking office.

On the government’s side, the picture is mixed enough to make both triumphalism and apocalypse look unserious. Reuters reported this week that the World Bank expects Nigeria’s economy to grow by about 4.2% in 2026, with external buffers improving and the debt-to-GDP ratio falling for the first time in a decade. Inflation had eased to 15.06% in February from roughly 33% in late 2024. Those are not imaginary numbers, and any fair-minded analysis must admit that Tinubu’s reforms have altered the macroeconomic conversation. But the same report warned that the Iran war has pushed fuel prices up by more than 50%, with obvious consequences for transport, food, and household pain. Add the continuing insecurity, underscored again this week by the killing of a Nigerian army general in Borno, and the government begins to look like a man who has repaired the roof but left half the house still flooding. That is not a collapse. It is not a command either. It is a meandering reform under political stress.

So, what must the opposition do, and do quickly? First, it must stop making Tinubu the only subject of the campaign. Anti-Tinubu is not a manifesto. It is a mood. Moods trend; structures win. Second, it must settle leadership questions early and publicly, because no voter wants to hire a rescue team still fighting over the steering wheel. Third, it needs an issue coalition, not just an elite coalition. Security, inflation, youth jobs, electricity, federalism, and institutional reform must become a coherent national offer, not a buffet of press conference talking points. Fourth, it must build from the states upward. Presidential romance without subnational organisation is political karaoke: loud, emotional, and usually off-key by the second verse.

Fifth, it must look seriously at the legal terrain. The Electoral Act 2026 has made party organisation even more central. PLAC notes that the new law tightens party registration rules, removes deemed registration, expands INEC’s regulatory discretion, and preserves the fact that candidates still need political parties as the vehicle for contesting most elective offices because independent candidacy is not permitted. In plain language, parties matter even more now. A fragmented opposition is therefore not just aesthetically untidy. It is strategically suicidal.

Still, there are dangers in the opposite direction, too. A desperate anti-Tinubu mega-bloc could become a cargo truck of incompatible ambitions. If all it offers is the promise to defeat one man, it may reproduce the same habits it condemns once power arrives. Nigeria does not need a ruling party so swollen that democracy gasps for air. But it also does not need an opposition whose only ideology is turn-by-turn revenge. The health of democracy lies somewhere between monopoly and mob. It requires competition with content, not merely competition with bitterness. Tinubu himself, in that same June 12 speech, defended multiparty politics even while mocking the opposition’s disorder. That irony should not be wasted. He has thrown them both an insult and an assignment.

So, yes, the opposition is right to worry. But worry is not a strategy. Outrage is not an organisation. The coalition is not coherent. And history is not sentimental. The man they are up against is ruthless, seasoned, and intimate with the dark arts of democratic combat. He knows the game. Some of his opponents are still learning the rules from old newspaper cuttings.

Which brings us back to the scripture. What you are going to do, do quickly. Not recklessly. Not hysterically. Quickly. Settle your house. Name your purpose. Offer something fresher than recycled indignation. Build a machine that is not merely anti-Tinubu but pro-Nigeria in a way ordinary Nigerians can feel in their pockets and in their pulse. Otherwise, the opposition will keep arriving at battle dressed in borrowed armour, only to discover that the tailor works for the man they came to unseat—May Nigeria win!

Continue Reading

Feature/OPED

The Digital Imperative for Women-Led Businesses in Nigeria

Published

on

Gloria Onosode FairMoney

By Gloria Onosode

Nigeria is targeting an ambitious $1 trillion economy by 2030. To achieve this, women-led businesses must transition from mere passive observers to primary growth drivers at the heart of the economy and strategic participants in their respective industries.

According to the National Bureau of Statistics (NBS), the increased ownership rate of MSMEs by women represents a significant contribution to economic growth and job creation. Digital empowerment for these enterprises must move from being a social responsibility or gender support initiative to contributing to broader economic development.

To reach the $1 trillion GDP milestone, women-led businesses must be positioned to operate at a macroeconomic scale. This requires moving beyond subsistence trading and into the digital value chain.  For instance, a fashion designer in Aba, through digital positioning, can access broader markets and commercial networks and thereby facilitate better record-keeping and data-driven decision-making, supporting improved financial record-keeping, which may be considered in credit assessments by financial institutions.

FairMoney Microfinance Bank (MFB), a bank licensed and regulated by the Central Bank of Nigeria, contributes to the digital transitioning of small businesses in Nigeria by providing tools specifically designed for the realities of the Nigerian entrepreneur. For women, whose businesses often fluctuate with seasonal demands or family needs, the ability to protect and grow capital is paramount. FairMoney MFB offers features that empower women to move from informal ‘under-the-mattress’ savings to digitised interest-bearing savings products. By embracing digital transition, tech-based saving platforms can enable business owners to set specific goals, such as purchasing new equipment,  saving towards business goals in a disciplined manner, while earning interest at applicable rates.

For that business owner who requires immediate liquidity, our flexible savings feature offers interest while allowing for withdrawal access that is subject to applicable terms and conditions to cover emergency restocks. For longer-term scaling, our fixed-term savings feature allows entrepreneurs to lock away funds for a fixed period and accrue interest based on product terms, subject to terms and conditions. By automating savings and providing interest at applicable rates, FairMoney MFB is designed to support financial planning and resilience over time for women-led SMEs.

Nigerian women are among the most entrepreneurial globally, consistently defying structural barriers to build enterprises from the ground up. According to the Small and Medium Enterprise Development Agency of Nigeria (SMEDAN), Nigeria has approximately 39.6 million nano, micro, small, and medium enterprises. Charles Odii, Director General at SMEDAN in 2024, also recently shared that approximately 72% of these enterprises are now classified as being owned or led by women. This is a significant jump from previous years, which hovered around 40–43%, largely due to the surge in ‘nano’ and ‘micro’ home-based businesses. These female-led enterprises are the primary engines of job creation and community stability.

Despite this drive, women entrepreneurs face a unique set of structural hurdles that stifle their ability to scale. The ‘financing gap’ remains the most formidable obstacle. The World Bank IFC Nigeria2Equal initiative reports that while Nigeria has one of the highest female entrepreneurship rates globally, the credit gap for these women is estimated at over 2.9 trillion Naira, forcing them into the ‘savings and family’ funding model.

The case for supporting these businesses extends beyond equity; it is rooted in the ‘multiplier effect’. Research demonstrates that women reinvest up to 90% of their income into their families and communities, specifically in education, healthcare, and nutrition. Supporting these enterprises is, therefore, a direct investment in Nigeria’s human capital.  By bringing these businesses into the formal sector, the accuracy of economic planning will be improved. When a woman-led SME flourishes, the benefits ripple across the entire socioeconomic landscape.

The future of the Nigerian economy is intrinsically tied to the success of its women. When we prioritise women-led businesses, we are not merely fulfilling a gender quota; we can contribute to unlocking economic potential across sectors. By bridging the digital gap and providing robust financial tools for saving and credit to women-led businesses,  Nigeria can begin to support the growth of micro-enterprises over time.  A $1 trillion Nigeria is not just a dream; it represents a significant opportunity that can be progressively realised by the resilient women entrepreneurs of our nation.

Gloria Onosode is the Director of Enterprise Sales at FairMoney Business

Continue Reading

Trending