Social Media Statistics in Nigeria [2026 Data Report]

Executive Summary

1. The Macro Audience Landscape

Nigeria presents a massive and rapidly expanding digital consumer market. While the general population is evenly split across genders, the digital landscape heavily skews male.

• Total Market Size: The population stands at 239 million (growing at 2.1%), providing a massive baseline.
• Social Media Penetration: There are 47.8 million social media identities in Nigeria, representing 44% of all internet users.
• Explosive Growth: Social media identities grew by a staggering 34.7% (12 million new users) year-over-year.
• Gender Discrepancy: Unlike the 50/50 national gender split, the social media audience is predominantly male (67.3% Male vs. 32.7% Female).

2. User Behavior & Motivations

Nigerian audiences are highly active, fragmented across networks, and driven by community and culture.

• High Engagement: Users spend an average of 29 hours and 6 minutes per week on social media, actively using an average of 8.1 platforms per month.
• Primary Drivers: The core motivations for logging on are human connection (82.9% want to keep in touch with friends/family), cultural relevance (63.1% want to see what’s being talked about), and entertainment (61.5% want to fill spare time).
• Brand Receptivity: A significant 56.6% of users actively seek out content from their favorite brands, indicating a strong willingness to engage with commercial content that fits their social context.

3. Platform Power Rankings & Shifts

The landscape is dominated by Meta and ByteDance properties, but year-over-year shifts reveal changing consumer preferences.

The Dominant Giants (Reach & Usage):

• WhatsApp: The undisputed leader in daily use. It boasts 96.5% usage among internet users and is the self-declared favorite platform for 33.9% of users.
• TikTok: Now the top platform for potential advertising reach at 47.8 million. It experienced massive year-over-year growth of +43.4%.
• Facebook: Remains a highly resilient staple with the second-largest ad reach (38.0 million) and steady 6.9% YoY growth.

Notable Platform Trends:

• Snapchat is Rising: With a reach of 23.0 million (+30.2% YoY), it has successfully captured the younger demographic, with the 18-24 age group holding nearly 40% of its ad audience.
• Instagram is Shrinking: Instagram is the only major platform reporting a decline, dropping 6.1% YoY to an ad reach of 10.0 million.
• Reddit is Surging: Though holding a smaller overall base (811K), Reddit experienced the highest relative growth rate at +95.1% YoY.
• X (formerly Twitter): Maintains a highly concentrated, heavily male-dominated (74%) audience with a reach of 6.95 million (+10.7% YoY).

4. Core Demographic Focus

Across almost every platform (Facebook, YouTube, TikTok, LinkedIn, X, Threads), the 25–34 age group holds the highest share of the advertising audience. The notable exception is Snapchat, where the audience skews slightly younger, dominated by the 18–24 demographic.

Notes on Data

• Data is primarily based on advertising reach metrics rather than monthly active users, which may influence interpretation.
• The data used in the 2026 report was published at the end of 2025
• Because the data publication cycle, avoid calculating values for change over time by referencing data published in the 2025 report, instead use the Y-O-Y data quoted in this report.

Data Sources [1], [2], [3], [4], [5]

[Section 01]

Population Data

Before beginning social media data, we’ll outline population data as a starting point. Understanding the sheer scale and gender breakdown of the country is essential, as it helps establish the baseline for the total addressable market, potential campaign reach, and how audiences are distributed across demographics.

S/N	Demographic	Value	Growth	Comment
1	Total	239 Million	+2.1% (+4.9 Million)	The total population grew by 2.1% compared to last year, adding 4.9 million people to the country.
2	Male	50.6%	–	Males make up 50.6% of the total population in Nigeria.
3	Female	49.4%	–	Females make up 49.4% of the total population in Nigeria.

Key Insights – Population Data:

• The total population sits at 239 million, highlighting the massive scale of the Nigerian consumer market and providing a massive baseline audience for digital and social media campaigns.
• The population grew by 2.1%, adding 4.9 million people. This continuous expansion signifies a rapidly growing pool of potential new digital consumers entering the market annually.
• The gender split is nearly even at 50.6% male and 49.4% female. This balanced distribution means that gender-specific targeting will have roughly equal macro-level audience sizes, and broad consumer campaigns should remain inclusive of both demographics.

[Section 02]

1. General Social Media Data

Before diving into specific platform performance, it is crucial to establish the macro-level social media landscape in Nigeria. This data highlights the total penetration of social media, the demographic breakdown of users, and their general engagement levels.

S/N	Metric	Value	Growth / Context	Comment
1	Total Social Media Identities	47.8 Million*	+34.7% (+12 Million)	Massive year-over-year growth, adding 12 million new identities to reach 47.8 million.
2	Male SM User Identities	67.3%	–	Males account for the significant majority (67.3%) of total social media users.
3	Female SM User Identities	32.7%	–	Females make up approximately one-third (32.7%) of the total social media user base.
4	SM Identities vs. Internet Users	44.0%	–	44% of all individuals using the internet in Nigeria are active on social media.
5	Weekly Time Spent on SM	29H 06M	–	Nigerians spend a massive average of over 29 hours a week across social platforms.
6	Avg. Platforms Used/Month	8.1	–	The average user is highly multi-networked, actively engaging across roughly 8 different platforms monthly.

Key Insights – Social Media Data (All)

• Explosive Audience Growth: The addition of 12 million new social media identities (a 34.7% growth) highlights a rapidly growing digital audience. Brands can access to a rapidly growing and highly engaged audience online.
• Significant Gender Discrepancy: Unlike the nearly 50/50 split of the general population, the social media landscape skews heavily male (67.3% vs. 32.7% female). 
• High Engagement & Fragmentation: With users spending over 29 hours a week on social media and bouncing between an average of 8.1 different platforms a month, the Nigerian audience is highly active but highly fragmented. Brands must adopt an omnichannel approach, adapting content to fit the context of multiple platforms rather than relying on a single channel.
• Room for Digital Expansion: While 47.8 million is a massive figure, it represents 44% of the total 109 million individual internet users. This indicates that while social media adoption is high, there is still a vast segment of the internet-connected population that remains untapped by social platforms.

2. Reason Nigerians Use Social Media

Understanding the underlying motivations behind why Nigerians log onto social media is crucial for shaping an effective content strategy. Rather than guessing what audiences want to see, this data gives digital marketers insight into the audience’s primary psychological and social drivers.

S/N	Reason for Using Social Media	% of Users	Comment
1	Keeping in touch with friends & family	82.9%	The overwhelming primary driver for social media usage.
2	Seeing what’s being talked about	63.1%	Highlights a strong interest in trending topics and cultural conversations.
3	Filling spare time	61.5%	Indicates a high demand for entertaining, easily consumable content.
4	Avoiding missing out on things	61.0%	Driven by FOMO (Fear Of Missing Out) on current events and social trends.
5	Making new contacts	60.6%	Shows a strong networking and social expansion intent among users.
6	Reading news stories	57.9%	Social platforms serve as a primary news aggregator for the majority.
7	Seeing content from favourite brands	56.6%	A highly positive indicator for marketers; users are actively receptive to brand content.
8	Sharing & discussing opinion with others	51.4%	Reflects a highly interactive user base that enjoys discourse and debate.
9	Following celebrity or influencers	46.7%	Validates the effectiveness of influencer and ambassador marketing strategies.
10	Finding like-minded communities and interest groups	45.0%	Highlights the importance of niche, community-driven spaces (e.g., Facebook Groups, Twitter Communities).

Key Insights

• Connection Trumps Commerce: With 82.9% of users prioritizing connections with family and friends, social media in Nigeria is fundamentally about human interaction. Brands must create shareable, relatable content that facilitates peer-to-peer conversations rather than just broadcasting corporate ads.
• Capitalizing on FOMO and Culture: The high ranking of “seeing what’s being talked about” (63.1%) and “avoiding missing out” (61.0%) proves that Nigerian audiences are highly trend-driven. Brands that successfully utilize real-time marketing, culturally relevant memes, and trend-jacking will capture the most attention.
• High Receptivity to Brands: Over half of the audience (56.6%) actively logs on to see content from their favorite brands. This is a massive opportunity; as long as the content is entertaining (“filling spare time” at 61.5%) or informative, users are highly willing to engage with commercial entities.
• Community and Discourse are Key: The desire to discuss opinions (51.4%), follow influencers (46.7%), and find interest groups (45.0%) shows that Nigerian users don’t just consume content passively—they want to participate. Marketers should focus on community management, fostering two-way dialogues, and leveraging trusted voices to lead those conversations.

3. Top 10 Social Media Ad Audiences

These are the top 10 social media platforms with the largest potential advertising reach in Nigeria.

S/N	Social Platform	Potential Ad Reach	Comment
1	TikTok	47.8M	Potential ad reach on TikTok is 47.8M, indicating TikTok has ~47.8M users in Nigeria in 2026.
2	Facebook	38.0M	Potential ad reach on Facebook is 38.0M, indicating Facebook has ~38.0M users in Nigeria in 2026.
3	YouTube	30.5M	Potential ad reach on YouTube is 30.5M, indicating YouTube has ~30.5M users in Nigeria in 2026.
4	Snapchat	23.0M	Potential ad reach on Snapchat is 23.0M, indicating Snapchat has ~23.0M users in Nigeria in 2026.
5	LinkedIn	13.0M	Potential ad reach on LinkedIn is 13.0M, indicating LinkedIn has ~13.0M users in Nigeria in 2026.
6	Instagram	10.0M	Potential ad reach on Instagram is 10.0M, indicating Instagram has ~10.0M users in Nigeria in 2026.
7	X	6.95M	Potential ad reach on X is 6.95M, indicating X has ~6.95M users in Nigeria in 2026.
8	Messenger	5.65M	Potential ad reach on Messenger is 5.65M, indicating Messenger has ~5.65M users in Nigeria in 2026.
9	Threads	945K	Potential ad reach on Threads is 945K, indicating Threads has ~945K users in Nigeria in 2026.
10	Reddit	811K	Potential ad reach on Reddit is 811K, indicating Reddit has ~811K users in Nigeria in 2026.

Key Insights

• TikTok has the highest ad reach with 47.8M in Nigeria in 2026, followed by Facebook with 38.0M and YouTube with 30.5M.
• Platforms ranking 4th through 6th (Snapchat, LinkedIn, and Instagram) report ad audiences between 10.0M and 23.0M.
• X and Messenger have ad reaches of 6.95M and 5.65M, respectively.
• Threads and Reddit have the lowest reported ad reach on this list, both falling under 1 million users (945K and 811K, respectively).

3. Self-Declared Platform Use

These are the self-declared platform usage percentages for internet users aged 16+ in Nigeria who used the respective platforms at least once within the past month.

S/N	Social Platform	% of Users	Comment
1	WhatsApp	96.5%	Self-declared platform use for WhatsApp is 96.5%, indicating 96.5% of internet users aged 16+ in Nigeria used WhatsApp in the past month.
2	TikTok	89.7%	Self-declared platform use for TikTok is 89.7%, indicating 89.7% of internet users aged 16+ in Nigeria used TikTok in the past month.
3	Facebook	89.2%	Self-declared platform use for Facebook is 89.2%, indicating 89.2% of internet users aged 16+ in Nigeria used Facebook in the past month.
4	Instagram	89.2%	Self-declared platform use for Instagram is 89.2%, indicating 89.2% of internet users aged 16+ in Nigeria used Instagram in the past month.
5	X	80.7%	Self-declared platform use for X is 80.7%, indicating 80.7% of internet users aged 16+ in Nigeria used X in the past month.
6	Telegram	79.2%	Self-declared platform use for Telegram is 79.2%, indicating 79.2% of internet users aged 16+ in Nigeria used Telegram in the past month.
7	Snapchat	79.2%	Self-declared platform use for Snapchat is 79.2%, indicating 79.2% of internet users aged 16+ in Nigeria used Snapchat in the past month.
8	Messenger	63.1%	Self-declared platform use for Messenger is 63.1%, indicating 63.1% of internet users aged 16+ in Nigeria used Messenger in the past month.
9	LinkedIn	31.3%	Self-declared platform use for LinkedIn is 31.3%, indicating 31.3% of internet users aged 16+ in Nigeria used LinkedIn in the past month.
10	Quora	22.8%	Self-declared platform use for Quora is 22.8%, indicating 22.8% of internet users aged 16+ in Nigeria used Quora in the past month.
11	Pinterest	21.1%	Self-declared platform use for Pinterest is 21.1%, indicating 21.1% of internet users aged 16+ in Nigeria used Pinterest in the past month.
12	Threads	15.5%	Self-declared platform use for Threads is 15.5%, indicating 15.5% of internet users aged 16+ in Nigeria used Threads in the past month.
13	Skype	11.0%	Self-declared platform use for Skype is 11.0%, indicating 11.0% of internet users aged 16+ in Nigeria used Skype in the past month.
14	iMessage	9.7%	Self-declared platform use for iMessage is 9.7%, indicating 9.7% of internet users aged 16+ in Nigeria used iMessage in the past month.
15	Reddit	8.1%	Self-declared platform use for Reddit is 8.1%, indicating 8.1% of internet users aged 16+ in Nigeria used Reddit in the past month.

Key Insights

• WhatsApp has the highest self-declared platform use, with 96.5% of internet users aged 16+ in Nigeria using the platform in the past month.
• TikTok follows with 89.7% usage, while Facebook and Instagram both report 89.2% usage among internet users aged 16+ in Nigeria.
• X, Telegram, and Snapchat usage percentages range between 79.2% and 80.7%.
• Messenger reports 63.1% usage, while LinkedIn, Quora, and Pinterest report usage between 21.1% and 31.3%.
• Threads, Skype, iMessage, and Reddit report the lowest usage percentages on this list, all falling below 16%.

Top 10 Favourite Social Media Platforms in Nigeria [2026]

Percentage of active social media used 16+ who say that each option is their “Favourite” social media platform. PS: Youtube was not included in the survey.

1. Whatsapp – 33.9%
2. Facebook – 29.7%
3. Tiktok – 15.7%
4. Instagram – 9.2%
5. X – 5.1%
6. Telegram – 1.5%
7. Snapchat – 1.1%
8. Linkedin – 1.0%
9. Pinterest – 0.8%
10. Messenger – 0.5%

[Section 04 – Individual Social Media Platforms]

01. YouTube 

These are the potential audience reach metrics and the demographic profile of the advertising audience for YouTube in Nigeria.

S/N	Metric	Value	Comment
1	Potential Reach	30.5M	Potential ad reach on YouTube is 30.5M, indicating YouTube has ~30.5M users in Nigeria.
2	YouTube Ad Reach vs Total Population	12.8%	YouTube ad reach versus the total population is 12.8%.
3	YouTube Ad Reach vs Total Internet Users	28.1%	YouTube ad reach versus total internet users is 28.1%.
4	Year-on-year change in ad reach	+13.0% (+3.5M)	The year-on-year change in YouTube ad reach is +13.0%, representing an increase of 3.5M users.
5	Female YouTube ad reach aged 18+ vs Overall (18+)	44.5%	Female YouTube ad reach aged 18+ accounts for 44.5% of the overall YouTube ad reach aged 18+.
6	Male YouTube ad reach aged 18+ vs Overall (18+)	55.5%	Male YouTube ad reach aged 18+ accounts for 55.5% of the overall YouTube ad reach aged 18+.
7	Adoption: Overall YouTube ad reach (18+) vs Population (18+)	23.3%	The adoption rate of overall YouTube ad reach aged 18+ versus the overall population aged 18+ is 23.3%.
8	Adoption: Overall YouTube Female ad reach (18+) vs Population (18+)	20.9%	The adoption rate of overall YouTube female ad reach aged 18+ versus the overall female population aged 18+ is 20.9%.
9	Adoption: Overall YouTube Male ad reach (18+) vs Population (18+)	25.6%	The adoption rate of overall YouTube male ad reach aged 18+ versus the overall male population aged 18+ is 25.6%.

YouTube Advertising Audience Profile

Share of youtube’s advertising audience by age group and gender

S/N	Age Group	Female	Male	Total Share	Comment
1	18 – 24	9.3%	13.1%	22.4%	The 18-24 age group accounts for 22.4% of the YouTube advertising audience.
2	25 – 34	14.8%	17.6%	32.4%	The 25-34 age group accounts for 32.4% of the YouTube advertising audience.
3	34 – 44	10.6%	12.1%	22.7%	The 34-44 age group accounts for 22.7% of the YouTube advertising audience.
4	45 – 54	5.1%	7.0%	12.1%	The 45-54 age group accounts for 12.1% of the YouTube advertising audience.
5	55 – 64	2.0%	2.9%	4.9%	The 55-64 age group accounts for 4.9% of the YouTube advertising audience.
6	65+ Yrs	0.6%	0.7%	1.3%	The 65+ age group accounts for 1.3% of the YouTube advertising audience.

Key Insights

• The potential ad reach for YouTube is 30.5M, which represents 12.8% of the total population and 28.1% of total internet users.
• YouTube ad reach increased by 13.0% year-on-year, adding 3.5M to the potential reach.
• Male users aged 18+ account for 55.5% of the overall ad reach for that demographic, while female users account for 44.5%.
• The 25-34 age group holds the highest share of the YouTube advertising audience at 32.4%, followed by the 34-44 age group at 22.7% and the 18-24 age group at 22.4%.
• The male share of the advertising audience is higher than the female share across all age groups, with the largest volume gap appearing in the 25-34 age group (17.6% male vs. 14.8% female).

02. Facebook

These are the potential audience reach metrics and the demographic profile of the advertising audience for Facebook in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	38.0M	The total potential reach of ads on Facebook is 38.0M, indicating Facebook has ~38.0M users in Nigeria.
2	Facebook Reach vs Total population	15.9%	Facebook reach versus the total population is 15.9%.
3	Facebook ad reach vs total internet users	34.9%	Facebook ad reach versus total internet users is 34.9%.
4	Year on Year change	+6.9% (+2.45M)	The year-on-year change in reported Facebook ad reach is +6.9%, representing an increase of 2.45M users.
5	Female Facebook ad reach 18+ vs Overall (18+)	41.7%	Female Facebook ad reach aged 18+ accounts for 41.7% of the overall Facebook ad reach aged 18+.
6	Male Facebook ad reach 18+ vs Overall (18+)	58.3%	Male Facebook ad reach aged 18+ accounts for 58.3% of the overall Facebook ad reach aged 18+.
7	Overall Facebook ad reach (18+) vs Population (18+)	30.0%	The overall Facebook ad reach aged 18+ versus the overall population aged 18+ is 30.0%.
8	Female Facebook ad reach (18+) vs Population (18+)	25.4%	The female Facebook ad reach aged 18+ versus the female population aged 18+ is 25.4%.
9	Male Facebook ad reach (18+) vs Population (18+)	34.9%	The male Facebook ad reach aged 18+ versus the male population aged 18+ is 34.9%.

Facebook Advertising Audience Profile

Share of facebook advertising audience by age group and gender

S/N	Age Group	Female	Male	Total Share	Comment
1	18 – 24	11.1%	13.3%	24.4%	The 18-24 age group accounts for 24.4% of the Facebook advertising audience.
2	25 – 34	16.5%	20.5%	37.0%	The 25-34 age group accounts for 37.0% of the Facebook advertising audience.
3	34 – 44	7.6%	12.1%	19.7%	The 34-44 age group accounts for 19.7% of the Facebook advertising audience.
4	45 – 54	3.1%	5.9%	9.0%	The 45-54 age group accounts for 9.0% of the Facebook advertising audience.
5	55 – 64	1.6%	2.7%	4.3%	The 55-64 age group accounts for 4.3% of the Facebook advertising audience.
6	65+ Yrs	2.5%	3.1%	5.6%	The 65+ age group accounts for 5.6% of the Facebook advertising audience.

Key Insights

• The total potential reach for Facebook ads is 38.0M, which represents 15.9% of the total population and 34.9% of total internet users.
• Facebook ad reach increased by 6.9% year-on-year, adding 2.45M to the potential reach.
• Male users aged 18+ account for 58.3% of the overall ad reach for that demographic, while female users account for 41.7%.
• The 25-34 age group holds the highest share of the Facebook advertising audience at 37.0%, followed by the 18-24 age group at 24.4% and the 34-44 age group at 19.7%.
• The male share of the advertising audience is higher than the female share across all age groups, with the largest volume gaps appearing in the 25-34 age group (20.5% male vs. 16.5% female) and the 34-44 age group (12.1% male vs. 7.6% female).

03. Instagram

These are the potential audience reach metrics and the demographic profile of the advertising audience for Instagram in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	10.0M	The total potential reach of ads on Instagram is 10.0M, indicating Instagram has ~10.0M users in Nigeria.
2	Instagram Reach vs Total population	4.2%	Instagram reach versus the total population is 4.2%.
3	Instagram ad reach vs total internet users	9.2%	Instagram ad reach versus total internet users is 9.2%.
4	Year on Year change	-6.1% (-650K)	The year-on-year change in reported Instagram ad reach is -6.1%, representing a decrease of 650K users.
5	Female Instagram ad reach 18+ vs Overall (18+)	44.4%	Female Instagram ad reach aged 18+ accounts for 44.4% of the overall Instagram ad reach aged 18+.
6	Male Instagram ad reach 18+ vs Overall (18+)	54.1%	Male Instagram ad reach aged 18+ accounts for 54.1% of the overall Instagram ad reach aged 18+.
7	Overall Instagram ad reach (18+) vs Population (18+)	7.8%	The overall Instagram ad reach aged 18+ versus the overall population aged 18+ is 7.8%.
8	Female Instagram ad reach (18+) vs Population (18+)	7.0%	The female Instagram ad reach aged 18+ versus the female population aged 18+ is 7.0%.
9	Male Instagram ad reach (18+) vs Population (18+)	8.4%	The male Instagram ad reach aged 18+ versus the male population aged 18+ is 8.4%.

Instagram Advertising Audience Profile

Share of facebook advertising audience by age group and gender

S/N	Age Group	Female	Male	Total Share	Comment
1	18 – 24	13.0%	14.0%	27.0%	The 18-24 age group accounts for 27.0% of the Instagram advertising audience.
2	25 – 34	18.5%	21.5%	40.0%	The 25-34 age group accounts for 40.0% of the Instagram advertising audience.
3	34 – 44	6.4%	9.3%	15.7%	The 34-44 age group accounts for 15.7% of the Instagram advertising audience.
4	45 – 54	2.2%	3.8%	6.0%	The 45-54 age group accounts for 6.0% of the Instagram advertising audience.
5	55 – 64	1.0%	1.7%	2.7%	The 55-64 age group accounts for 2.7% of the Instagram advertising audience.
6	65+ Yrs	2.0%	2.2%	4.2%	The 65+ age group accounts for 4.2% of the Instagram advertising audience.

Key Insights

• The total potential reach for Instagram ads is 10.0M, which represents 4.2% of the total population and 9.2% of total internet users.
• Instagram ad reach decreased by 6.1% year-on-year, representing a drop of 650K in potential reach.
• Male users aged 18+ account for 54.1% of the overall ad reach for that demographic, while female users account for 44.4%.
• The 25-34 age group holds the highest share of the Instagram advertising audience at 40.0%, followed by the 18-24 age group at 27.0% and the 34-44 age group at 15.7%.
• The male share of the advertising audience is higher than the female share across all age groups, with the largest volume gaps appearing in the 25-34 age group (21.5% male vs. 18.5% female) and the 34-44 age group (9.3% male vs. 6.4% female).

04. TikTok 

These are the potential audience reach metrics and the demographic profile of the advertising audience for TikTok in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	47.8M	The total potential reach of ads on TikTok is 47.8M, indicating TikTok has ~47.8M users in Nigeria.
2	TikTok Reach vs Total population	20.0%	TikTok reach versus the total population is 20.0%.
3	TikTok ad reach vs total internet users	44.0%	TikTok ad reach versus total internet users is 44.0%.
4	Year on Year change	+43.4% (+14.5M)	The year-on-year change in reported TikTok ad reach is +43.4%, representing an increase of 14.5M users.
5	Female TikTok ad reach 18+ vs Overall (18+)	31.9%	Female TikTok ad reach aged 18+ accounts for 31.9% of the overall TikTok ad reach aged 18+.
6	Male TikTok ad reach 18+ vs Overall (18+)	68.1%	Male TikTok ad reach aged 18+ accounts for 68.1% of the overall TikTok ad reach aged 18+.
7	Overall TikTok ad reach (18+) vs Population (18+)	38.2%	The overall TikTok ad reach aged 18+ versus the overall population aged 18+ is 38.2%.
8	Female TikTok Ad Reach (18+) vs Population (18+)	24.6%	The female TikTok ad reach aged 18+ versus the female population aged 18+ is 24.6%.
9	Male TikTok Ad Reach (18+) vs Population (18+)	51.5%	The male TikTok ad reach aged 18+ versus the male population aged 18+ is 51.5%.

TikTok Advertising Audience Profile

Share of facebook advertising audience by age group and gender

S/N	Age Group	Female	Male	Total Share	Comment
1	18 – 24	10.8%	16.5%	27.3%	The 18-24 age group accounts for 27.3% of the TikTok advertising audience.
2	25 – 34	13.0%	32.3%	45.3%	The 25-34 age group accounts for 45.3% of the TikTok advertising audience.
3	35 – 44	4.4%	11.3%	15.7%	The 35-44 age group accounts for 15.7% of the TikTok advertising audience.
4	45 – 54	2.01%	4.4%	6.41%	The 45-54 age group accounts for 6.41% of the TikTok advertising audience.
5	55+	1.8%	3.5%	5.3%	The 55+ age group accounts for 5.3% of the TikTok advertising audience.

Key Insights

• The total potential reach for TikTok ads is 47.8M, which represents 20.0% of the total population and 44.0% of total internet users.
• TikTok ad reach increased by 43.4% year-on-year, adding 14.5M to the potential reach.
• Male users aged 18+ account for 68.1% of the overall ad reach for that demographic, while female users account for 31.9%.
• The 25-34 age group holds the highest share of the TikTok advertising audience at 45.3%, followed by the 18-24 age group at 27.3% and the 35-44 age group at 15.7%.
• The male share of the advertising audience is higher than the female share across all age groups, with the largest volume gap appearing in the 25-34 age group (32.3% male vs. 13.0% female).

05. Linkedin

These are the potential audience reach metrics and the demographic profile of the advertising audience for LinkedIn in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	13.0M	The total potential reach of ads on LinkedIn is 13.0M, indicating LinkedIn has ~13.0M users in Nigeria.
2	LinkedIn Reach vs Total population	5.4%	LinkedIn reach versus the total population is 5.4%.
3	LinkedIn ad reach vs total internet users	12.0%	LinkedIn ad reach versus total internet users is 12.0%.
4	Year on Year change	+18.2% (+2.0M)	The year-on-year change in reported LinkedIn ad reach is +18.2%, representing an increase of 2.0M users.
5	Female LinkedIn ad reach 18+ vs Overall (18+)	37.2%	Female LinkedIn ad reach aged 18+ accounts for 37.2% of the overall LinkedIn ad reach aged 18+.
6	Male LinkedIn ad reach 18+ vs Overall (18+)	62.8%	Male LinkedIn ad reach aged 18+ accounts for 62.8% of the overall LinkedIn ad reach aged 18+.
7	Overall LinkedIn ad reach (18+) vs Population (18+)	10.4%	The overall LinkedIn ad reach aged 18+ versus the overall population aged 18+ is 10.4%.
8	Female LinkedIn ad reach (18+) vs Population (18+)	5.2%	The female LinkedIn ad reach aged 18+ versus the female population aged 18+ is 5.2%.
9	Male LinkedIn ad reach (18+) vs Population (18+)	8.5%	The male LinkedIn ad reach aged 18+ versus the male population aged 18+ is 8.5%.

LinkedIn Advertising Audience Profile

S/N	Age Group	Female	Male	Total Share	Comment
1	18 – 24	8.5%	13.1%	21.6%	The 18-24 age group accounts for 21.6% of the LinkedIn advertising audience.
2	25 – 34	13.1%	21.5%	34.6%	The 25-34 age group accounts for 34.6% of the LinkedIn advertising audience.
3	35 – 54	3.3%	6.6%	9.9%	The 35-54 age group accounts for 9.9% of the LinkedIn advertising audience.
4	55+	0.2%	0.6%	0.8%	The 55+ age group accounts for 0.8% of the LinkedIn advertising audience.

Key Insights

• The total potential reach for LinkedIn ads is 13.0M, which represents 5.4% of the total population and 12.0% of total internet users.
• LinkedIn ad reach increased by 18.2% year-on-year, adding 2.0M to the potential reach.
• Male users aged 18+ account for 62.8% of the overall ad reach for that demographic, while female users account for 37.2%.
• The 25-34 age group holds the highest share of the LinkedIn advertising audience at 34.6%, followed by the 18-24 age group at 21.6% and the 35-54 age group at 9.9%.
• The male share of the advertising audience is higher than the female share across all age groups, with the largest volume gap appearing in the 25-34 age group (21.5% male vs. 13.1% female).

06. Snapchat

These are the potential audience reach metrics and the demographic profile of the advertising audience for Snapchat in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	23.0M	The total potential reach of ads on Snapchat is 23.0M, indicating Snapchat has ~23.0M users in Nigeria.
2	Snapchat ad reach vs total population	9.6%	Snapchat ad reach versus the total population is 9.6%.
3	Snapchat ad reach vs total internet users	21.1%	Snapchat ad reach versus total internet users is 21.1%.
4	Year on Year change	+30.2% (+5.33M)	The year-on-year change in reported Snapchat ad reach is +30.2%, representing an increase of 5.33M users.
5	Female Snapchat ad reach 18+ vs Overall (18+)	44.5%	Female Snapchat ad reach aged 18+ accounts for 44.5% of the overall Snapchat ad reach aged 18+.
6	Male Snapchat ad reach 18+ vs Overall (18+)	53.8%	Male Snapchat ad reach aged 18+ accounts for 53.8% of the overall Snapchat ad reach aged 18+.
7	Overall Snapchat ad reach (18+) vs Population (18+)	16.5%	The overall Snapchat ad reach aged 18+ versus the overall population aged 18+ is 16.5%.
8	Female Snapchat ad reach (18+) vs Population (18+)	14.8%	The female Snapchat ad reach aged 18+ versus the female population aged 18+ is 14.8%.
9	Male Snapchat ad reach (18+) vs Population (18+)	17.6%	The male Snapchat ad reach aged 18+ versus the male population aged 18+ is 17.6%.

Snapchat Advertising Audience Profile

Share of snapchat advertising audience by age group and gender

S/N	Age Group	Female	Male	Total Share	Comment
1	13 – 17	4.6%	5.3%	9.9%	The 13-17 age group accounts for 9.9% of the Snapchat advertising audience.
2	18 – 24	17.4%	22.2%	39.6%	The 18-24 age group accounts for 39.6% of the Snapchat advertising audience.
3	25 – 34	14.6%	18.3%	32.9%	The 25-34 age group accounts for 32.9% of the Snapchat advertising audience.
4	35 – 49	7.0%	6.8%	13.8%	The 35-49 age group accounts for 13.8% of the Snapchat advertising audience.
5	50+	1.1%	1.1%	2.2%	The 50+ age group accounts for 2.2% of the Snapchat advertising audience.

Key Insights

• The total potential reach for Snapchat ads is 23.0M, which represents 9.6% of the total population and 21.1% of total internet users.
• Snapchat ad reach increased by 30.2% year-on-year, adding 5.33M to the potential reach.
• Male users aged 18+ account for 53.8% of the overall ad reach for that demographic, while female users account for 44.5%.
• The 18-24 age group holds the highest share of the Snapchat advertising audience at 39.6%, followed by the 25-34 age group at 32.9% and the 35-49 age group at 13.8%.
• The male share of the advertising audience is higher than the female share in the 13-17, 18-24, and 25-34 age groups, while the 35-49 age group skews slightly female (7.0% vs. 6.8%), and the 50+ age group shows a perfectly even split (1.1% each).

07. X(Fomerly Twitter)

These are the potential audience reach metrics and the demographic profile of the advertising audience for X in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	6.95M	The total potential reach of ads on X is 6.95M, indicating X has ~6.95M users in Nigeria.
2	X Ad Reach vs Total population	2.9%	X ad reach versus the total population is 2.9%.
3	X ad reach vs total internet users	6.4%	X ad reach versus total internet users is 6.4%.
4	Year on Year change	+10.7% (+831K)	The year-on-year change in reported X ad reach is +10.7%, representing an increase of 831K users.
5	Female X ad reach 18+ vs Overall (18+)	26.0%	Female X ad reach aged 18+ accounts for 26.0% of the overall X ad reach aged 18+.
6	Male X ad reach 18+ vs Overall (18+)	74.0%	Male X ad reach aged 18+ accounts for 74.0% of the overall X ad reach aged 18+.
7	Overall X ad reach (18+) vs Population (18+)	5.1%	The overall X ad reach aged 18+ versus the overall population aged 18+ is 5.1%.
8	Female X ad reach (18+) vs Population (18+)	2.7%	The female X ad reach aged 18+ versus the female population aged 18+ is 2.7%.
9	Male X ad reach (18+) vs Population (18+)	7.5%	The male X ad reach aged 18+ versus the male population aged 18+ is 7.5%.

X Advertising Audience Profile

S/N	Age Group	Female	Male	Total Share	Comment
1	13 – 17	1.0%	2.2%	3.2%	The 13-17 age group accounts for 3.2% of the X advertising audience.
2	25 – 34	12.4%	32.1%	44.5%	The 25-34 age group accounts for 44.5% of the X advertising audience.
3	35 – 49	4.6%	13.8%	18.4%	The 35-49 age group accounts for 18.4% of the X advertising audience.
4	50+	1.0%	3.4%	4.4%	The 50+ age group accounts for 4.4% of the X advertising audience.

Key Insights

• The total potential reach for X ads is 6.95M, which represents 2.9% of the total population and 6.4% of total internet users.
• X ad reach increased by 10.7% year-on-year, adding 831K to the potential reach.
• Male users aged 18+ account for 74.0% of the overall ad reach for that demographic, while female users account for 26.0%.
• Based on the provided brackets, the 25-34 age group holds the highest share of the X advertising audience at 44.5%, followed by the 35-49 age group at 18.4%.
• The male share of the advertising audience is significantly higher than the female share across all provided age groups, with the largest volume gap appearing in the 25-34 age group (32.1% male vs. 12.4% female).

08. Threads

These are the potential audience reach metrics and the demographic profile of the advertising audience for Threads in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	945K	The total potential reach of ads on Threads is 945K, indicating Threads has ~945K users in Nigeria.
2	Threads Ad reach vs Total population	0.4%	Threads ad reach versus the total population is 0.4%.
3	Threads Ad reach vs total internet users	0.9%	Threads ad reach versus total internet users is 0.9%.
4	Female Threads ad reach 18+ vs Overall (18+)	35.4%	Female Threads ad reach aged 18+ accounts for 35.4% of the overall Threads ad reach aged 18+.
5	Male Threads ad reach 18+ vs Overall (18+)	64.6%	Male Threads ad reach aged 18+ accounts for 64.6% of the overall Threads ad reach aged 18+.
6	Overall Threads ad reach (18+) vs Population (18+)	0.8%	The overall Threads ad reach aged 18+ versus the overall population aged 18+ is 0.8%.
7	Female Threads ad reach (18+) vs Population (18+)	0.5%	The female Threads ad reach aged 18+ versus the female population aged 18+ is 0.5%.
8	Male Threads ad reach (18+) vs Population (18+)	1.0%	The male Threads ad reach aged 18+ versus the male population aged 18+ is 1.0%.

Threads Advertising Audience Profile

Share of thread’s advertising audience by age group and gender

S/N	Age Group	Female	Male	Total Share	Comment
1	18 – 24	6.7%	10.8%	17.5%	The 18-24 age group accounts for 17.5% of the Threads advertising audience.
2	25 – 34	15.9%	24.9%	40.8%	The 25-34 age group accounts for 40.8% of the Threads advertising audience.
3	35 – 44	7.0%	15.1%	22.1%	The 35-44 age group accounts for 22.1% of the Threads advertising audience.
4	45 – 54	2.4%	6.6%	9.0%	The 45-54 age group accounts for 9.0% of the Threads advertising audience.
5	55 – 64	1.1%	3.1%	4.2%	The 55-64 age group accounts for 4.2% of the Threads advertising audience.
6	65+	2.3%	4.1%	6.4%	The 65+ age group accounts for 6.4% of the Threads advertising audience.

Key Insights

• The total potential reach for Threads ads is 945K, which represents 0.4% of the total population and 0.9% of total internet users.
• Male users aged 18+ account for 64.6% of the overall ad reach for that demographic, while female users account for 35.4%.
• The 25-34 age group holds the highest share of the Threads advertising audience at 40.8%, followed by the 35-44 age group at 22.1% and the 18-24 age group at 17.5%.
• The male share of the advertising audience is significantly higher than the female share across all provided age groups, with the largest volume gaps appearing in the 25-34 age group (24.9% male vs. 15.9% female) and the 35-44 age group (15.1% male vs. 7.0% female).

05. Reddit

These are the potential audience reach metrics for Reddit in Nigeria.

S/N	Metric	Value	Comment
1	Total potential reach	811K	The total potential reach of ads on Reddit is 811K, indicating Reddit has ~811K users in Nigeria.
2	Year on Year change	+95.1% (+395K)	The year-on-year change in reported Reddit ad reach is +95.1%, representing an increase of 395K users.
3	Overall Reddit ad reach (18+) vs Population (18+)	0.3%	The overall Reddit ad reach aged 18+ versus the overall population aged 18+ is 0.3%.
4	Reddit ad reach vs Total internet users	0.7%	Reddit ad reach versus total internet users is 0.7%.
5	Reddit ad reach (18+) vs Population (13+)	0.5%	The Reddit ad reach aged 18+ versus the population aged 13+ is 0.5%.

Key Insights

• The total potential reach for Reddit ads is 811K, which represents 0.7% of total internet users.
• Reddit ad reach saw a significant year-on-year increase of 95.1%, adding 395K to the potential reach.
• The overall ad reach for Reddit users aged 18+ represents 0.3% of the overall population aged 18+, and 0.5% of the population aged 13+.