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Nigeria’s App Downloads Grew 320%. Here Are 7 Ways Marketers Can Capitalize

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Olumide Balogun Most Searched Questions on AI

By Olumide Balogun

The digital pulse of Nigeria beats fastest on mobile. With $1 billion projected in app usage and purchases for 2025 across the continent, marketers in Nigeria cannot afford to ignore this wave. At Google’s recent “Appcelerate” summit, top industry voices explored the central role of mobile apps in today’s marketing strategies. The takeaway was unmistakable: Nigerians spend over 4 hours daily on mobile, with 80% of that time in apps. Apps have moved from being optional extras to becoming the core of customer engagement, business efficiency, and innovation.

Smartphone access is set to reach 880 million across Africa by 2030. Monthly mobile data use is expected to triple. Nigeria is leading this digital surge, ranking 6th globally for app downloads, with a 320% rise in just two years. This growth signals more than user numbers—it shows a market with deeper engagement, higher loyalty, and richer opportunities for businesses that tap into the app-driven economy.

For marketers and business owners, apps are now a key growth driver. The path forward is clear: understand what makes apps work and how to maximize their impact. Here are seven ways Nigerian marketers can make the most of this app-led shift.

1. Treat the Customer Journey as Unified

Forget dividing your audience into “web customers” and “app customers.” Nigerian consumers move seamlessly from browser to app and back again, often in a single purchase journey. For example, someone might discover your brand via Google Search, browse your site, get distracted, then see your ad again. If they have your app, a click can bring them right back to their cart inside the app, ready to buy. Your marketing needs to reflect this reality, ensuring that the brand experience is integrated across all digital touchpoints, making it easier to convert potential customers wherever they start or finish.

2. Focus on Profitable App Engagement

App users are your most valuable customers. They engage more, show higher loyalty, and tend to spend more than those who stick to your website. The numbers back this up—app purchasers often buy beyond their original intent. By making it a priority to acquire and retain app users, you are building a strong foundation for business growth. Think of a local food delivery app: regular users order more, try out new offers, and use app-exclusive deals, all of which drives up their lifetime value.

3. Use Apps as a Goldmine for First-Party Data

With digital privacy in sharper focus, apps give marketers a chance to collect direct, consented customer data. People are more likely to share information in trusted apps, giving you deeper insight into their habits and preferences. This data is critical for building profiles and running personalized campaigns. For example, a fintech app can track user spending, preferred services, and savings goals, then use these insights to suggest relevant products and build stronger relationships.

4. Measure Holistically Across Web and App

You can’t improve what you don’t measure. Marketers need to see the whole picture—not just fragments—so a cross-platform measurement strategy is a must. Tools like Google Analytics 4 (GA4) let you track engagement and conversions across both web and app, tying user behavior together for a complete view of the journey. For example, a travel company can see when a customer searches for flights on their website and later books a trip through their app. This full-path insight helps marketers optimize spend and improve results.

5. Turn Web Campaigns into App Conversions

When your analytics are set, guide your web users to your app. For those with the app installed, deep links can take them from a web ad right into the app, straight to the content they want. Google’s Web to App Connect in Google Ads makes this easy. If a user searches for “affordable smartphones” and clicks your ad, they can be taken directly to that section in your app, making the buying process smooth and fast. This frictionless experience boosts conversion rates and increases satisfaction.

6. Drive Growth with Google Ads and App Campaigns

Growing your app’s user base takes more than organic buzz. Google Ads offers App Campaigns designed for this moment, reaching billions of users across Google Search, Play, Gmail, YouTube, and more than 2 million sites and apps on the Display Network. App Campaigns use machine learning to find the right people for your app at the right time, helping you not only drive installs but also meaningful engagement. To date, these ads have delivered over 10 billion installs worldwide—proof of their scale and effectiveness. Nigerian developers and marketers can use this approach to efficiently build a high-value audience, whether launching a fintech app or driving engagement for a new delivery service.

7. Make YouTube Your Discovery Engine

When it comes to discovering new apps and products, few platforms rival YouTube. With nearly 2 billion logged-in users every month, YouTube reaches audiences at scale, and it’s where people spend more than a billion hours each day watching video. Importantly, over 70% of YouTube’s watch time is on mobile, which fits perfectly with Nigeria’s mobile-first population. YouTube is a go-to destination for Gen Z—especially gamers and creators—looking to connect with communities and discover new apps. In Nigeria, YouTube watch time grew by 55% in the past year, signaling a prime opportunity for app marketers to reach engaged, mobile-first audiences and boost visibility.

For Nigerian businesses, the path to sustained digital growth and profitability is now closely tied to leveraging platforms like Google Ads and YouTube. By adopting an integrated digital strategy that measures comprehensively with GA4, optimizes with Web to App Connect, and grows through AI-powered App Campaigns and video discovery on YouTube, marketers can unlock new levels of value and engagement. The opportunity is wide open for any brand ready to meet customers where they are—on their phones, in their apps, and in their favorite videos.

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TikTok Invests Fresh $200K in AI Media Literacy in Africa

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TikTok AI Media Literacy Tokunbo Ibrahim

By Modupe Gbadeyanka

An additional $200,000 will be invested in Artificial Intelligence (AI) media literacy initiatives across Sub-Saharan Africa, TikTok announced during its third annual Sub-Saharan Africa Safer Internet Summit in Nairobi, Kenya.

The platform hosted government officials, regulators, online safety partners and industry leaders for the event, reinforcing its commitment to collaborative approaches to online safety.

The funds will be provided in ad credits to help support local organisations in the region to expand AI media literacy.

This investment builds on the company’s initial $2 million AI Literacy Fund, launched in November 2025, which awarded 20 global non-profits to create content that boosts public understanding of AI.

In Sub-Saharan Africa, TikTok initially supported three organisations to advance digital literacy and combat misinformation.

“With the rapid advancement of AI, we are committed to educating our community online, so they feel empowered to have responsible experiences with AI, whether that’s as viewers or creators.

“We are partnering with trusted local organisations that communities already know and rely on, because their expertise and deep local connections are essential to making AI literacy programs truly impactful,” the Global Head of Partnerships, Elections and Market Integrity at TikTok, Mr Valiant Richey, stated.

Earlier, the Head of Government Relations and Public Policy for Sub-Saharan Africa at TikTok, Ms Tokunbo Ibrahim, said, “As we host the 3rd Annual Safer Internet Summit here in Kenya, our mission is clear: to share learnings, insights, tackle common challenges and collaboratively advance actionable solutions that protect citizens online.

“By bringing together a diverse coalition of policymakers, tech innovators, and creators, we are ensuring that the conversations we have at this Summit are all-inclusive and lead to a more resilient digital landscape.”

The summit featured expert panels and discussions on critical topics, including TikTok’s Trust and Safety efforts, protecting young people online, and policy frameworks for responsible AI governance.

A key highlight of the event was showcasing how TikTok uses AI to transform how people share their creativity and discover new passions, while ensuring the community remains safe through transparent and responsible AI practices.

The platform also shared more about how recent advancements in AI are helping the platform moderate content faster and more consistently at scale, by improving automated moderation and empowering human teams with better moderation tools.

With over 100 million pieces of content uploaded daily to TikTok, these advances, which work alongside human moderation teams, are helping get violative content down faster, reducing the likelihood of the community seeing it.

According to the latest Community Guidelines Enforcement Q3 2025, TikTok removed over 14 million videos across Sub-Saharan Africa, with 96.7 per cent detected and removed proactively using automated technology, underscoring TikTok’s commitment to proactive moderation and swift action.

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Interswitch Technovation 4.0 Hackathon Winners Share N10m

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Interswitch Technovation 4.0 Hackathon

By Modupe Gbadeyanka

The winners of the Technovation 4.0 Hackathon, themed The Wicked Hackathon, organised by Interswitch, have been given N10 million in cash prizes for their efforts.

At the one-day finale event, which took place on Wednesday, March 4, 2026, at the Interswitch Innovation Lab and Co-Working Space, the money was shared among the top teams whose innovative solutions stood out during the rigorous multiple phases of the competition.

Team Quickteller Fashion emerged as the overall winner, securing the grand prize of N4 million for a solution that impressed judges with its originality, practicality, and strong strategic relevance. Team Kampe claimed second position with N2.5 million, while Team Stable placed third, receiving N1.5 million. Up to N300,000 worth of cash prizes were also awarded to the fourth, fifth and sixth qualifying teams.

For nine months, cross-functional teams from across the organisation collaborated to conceptualise, validate, develop, and refine solutions, moving from raw ideas to minimum viable products (MVPs) with ready-to-market potential and deployment across the business.

The atmosphere at the grand finale reflected that of preparation and anticipation as the top 9 teams presented their innovations through live demonstrations and detailed pitches, fielding questions from a distinguished panel of judges before the top three winners were selected. Each presentation highlighted rigorous validation processes, thoughtful market considerations, and a strong emphasis on measurable impact.

While many of the solutions remain confidential due to their strategic relevance, the diversity and depth of ideas showcased during the hackathon’s final underscored the organisation’s growing culture of intrapreneurship and structured innovation. The projects illustrated how technology-driven thinking can unlock efficiencies, strengthen operational capabilities, and open new pathways for growth across the digital payments and commerce ecosystem.

“Technovation continues to reflect who we are as an organisation, bold, forward-thinking, and deeply committed to building impactful solutions from within. Over the years, we have seen ideas conceived during this programme evolve into meaningful capabilities that strengthen our ecosystem.

“The passion, discipline, and ingenuity demonstrated by our teams this year reinforce our belief in the power of African innovation to solve complex challenges and shape the future of technology on the continent,” the Chief Innovation Officer for Interswitch, Ms Adaobi Okerekeocha, stated.

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Google Introduces Yorùbá, Hausa Language Support for AI Search Features

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google AI Search

By Modupe Gbadeyanka

The language support for its AI Search features has been expanded by Google, with the inclusion of Yoruba and Hausa in Nigeria.

This is part of a broader effort to make AI more inclusive across the continent, with support now extending to a total of 13 African languages.

Under the AI Overviews and AI Mode, speakers of both Nigerian languages can utilise AI-powered Search experiences in their mother tongue for quick summaries and conversational exploration.

This means existing AI features in Google Search are now accessible to people like the student in Kano asking a question in Hausa, and the trader in Ibadan seeking advice in Yorùbá.

By addressing language barriers, this update ensures that technology reflects the identity and culture of the people it serves. With this expansion, more people can now use AI Mode to ask complex questions in their preferred language, while exploring the web more deeply and naturally through text or voice.

The 13 languages now supported across Africa include Afrikaans, Akan, Amharic, Hausa, Kinyarwanda, Afaan Oromoo, Somali, Sesotho, Kiswahili, Setswana, Wolof, Yorùbá, and isiZulu.

These languages were chosen based on the vibrant search activity across the continent, ensuring that our AI experiences reach the communities that need them most.

Commenting on the development, the Communications and Public Affairs Manager for Google in West Africa, Taiwo Kola-Ogunlade, said, “Building a truly global Search goes far beyond translation — it requires a nuanced understanding of local information.

“With the advanced multimodal and reasoning capabilities of our custom version of Gemini in Search, we’ve made huge strides in language understanding, so our most advanced AI search capabilities are locally relevant and useful in each new language we support.

“This is about ensuring Nigerians can converse with Search in their mother tongues, making information more helpful for everyone.”

To use AI Overviews and AI Mode in the local language, users must open the Google app on an Android or iOS device, or via the Web. They are required to tap on AI Mode within the Search experience. Thereafter, they can type or speak the question in their preferred language, such as Hausa or Yorùbá, and let the AI guide the journey.

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