Social media usage in Nigeria has experienced remarkable growth over the past decade, driven by fundamental human needs for interaction, maintaining connections with loved ones, accessing news and information, and keeping pace with contemporary trends. Nigerians are notably enthusiastic social media users, reportedly spending more time on these platforms daily than individuals in any other country. The primary social media platforms favored by Nigerians include Facebook, WhatsApp, Instagram, YouTube, and Twitter. Adam Opeloyeru, a digital marketing expert, highlighted this trend to Technext, stating, "We now live in the internet age, where information is almost everywhere and accessible. The quickest and easiest way, however, is social media. It combines fun and facts which releases endorphins [the relaxation hormone] in everyone."

According to various experts, WhatsApp has emerged as the most widely used social media platform in Nigeria. Statista data from the third quarter of 2021 indicated that nearly 92% of Nigeria's internet users utilized the instant messaging app, placing it ahead of Facebook and Instagram. However, Facebook was identified as the preferred platform for the majority of individuals seeking news via social media. More recent insights from a Datareportal report in early 2023, based on updates to Google’s advertising resources, revealed that YouTube boasted 31.60 million users in Nigeria, positioning it as the social media platform with the highest user count in the country. The report clarified that these figures might not directly correspond to monthly active users, and significant differences could exist between YouTube's advertising audience size and its total active user base. Nonetheless, YouTube’s internal data suggested that its ad reach in early 2023 was equivalent to 14.3% of Nigeria’s total population and 25.8% of its total internet user base. Demographically, 44.7% of YouTube’s ad audience in Nigeria was female, while 55.3% was male. The same 2023 report detailed other platform statistics: Facebook had 21.75 million users, Instagram 7.10 million users, LinkedIn 7.50 million members, Snapchat 12.35 million users, and Twitter 4.95 million users.

The future of content in Nigeria, according to experts, is unequivocally video. YouTube, the Google-owned platform, stands as the most popular global distribution medium for video content, boasting 2.6 billion users worldwide as of 2022 and serving as the second-most popular search engine after Google itself. In Nigeria, YouTube's success is particularly evident: the percentage of channels generating seven figures or more in naira revenue has increased by over 60% year-over-year. More than 650 channels now have over 100,000 subscribers, marking an increase of over 50% year-over-year, and 35 channels have surpassed one million subscribers, also a 50% year-over-year increase. This growth is primarily fueled by the strong demand for content. Adam Opeloyeru further elaborated that Nigerians are increasingly gravitating towards YouTube over other social media platforms because the application "shows practical examples and humans than just words."

A significant innovation driving this video content boom is YouTube Shorts, launched in Nigeria in 2021. This short-form video experience enables users to create engaging, brief videos using their mobile phones, akin to Instagram Reels or TikToks, but with unique creation tools and an audio sampling feature. YouTube already commands the largest share of the video-watching audience it targets in Africa, with the app even pre-installed on Android phones. Beyond providing a platform for diverse voices, YouTube Shorts empower creators to expand their fan base and increase their earnings. Creator channels that integrate both Shorts and long-form content have observed superior overall watch time and subscriber growth compared to those focusing solely on long-form videos. Many Nigerian creators have leveraged YouTube Shorts to showcase artistic talents, attracting thousands of viewers to their short-only channels. These creators have successfully carved out niches by addressing relevant topics for their audiences, including skit creation, new food recipes, product reviews, and beauty and fashion advice. Last year, YouTube recognized the top 20 Nigerian YouTube Shorts creators who have made a significant impact, a list that includes prominent figures such as rapper Blaqbonez, skit maker Oga Sabinus, and tech content creators Eric Okafor and Fisayo Fosudo. With ongoing initiatives like the Black Voice Fund, YouTube is poised to continue attracting a growing number of creators to its expanding ecosystem.