An infographic report detailing the Nigerian beer industry, digital habits of Nigerian Millennials, and the best practices that beer companies can adapt in order to reach this demographic.

1. TheNigerian
Beer Industry
DIGITAL MARKETING TO MILLENNIALS:
$2.7
Billion
Value of Nigerian beer market
Nigeria’s beer market was worth $2.7 billion (about 70% of total alcohol market) in 2009
representing over 15 million hectolitres of beer (lager and stout types) brewed locally by
multi-national processors (Heineken, Guinness, South Africa Breweries, and a few small
others). They are brewed mostly with imported barley, malt and hops.
TheNigerian
Market
Who are
MillenialsMillennials are people born from
1980; aged 25 – 36 years old.
Almost 70% of Africa’s
population are
49% Of Nigerian population are 18+,
vast majority of whom are millennials .
A vast majority of Nigeria’s Population
are Millennials.
Characteristics of
Nigeria’s Millennials
We are brand
conscious.
We are online and
tech savvy.
Having a successful
career is a top priority
for us.
We place importance
on product quality
followed by price.
Our physical
appearance is
important to us
Why the Nigeian
Millennials Matter
39%
BUY
Nigeria’s millennials
make up 39% of the
country's consumer
market.
They are drawn to
brands with
social/environmental
commitment.
They purchase items
online, mainly clothing
(28%), home appliances
and electronics (22%)
phones and cameras (17%)
Average monthly earning
for the Nigerian millennial
is between N41,000 and
N100,000.
Online behaviour of the
Nigerian Millenials
Social media usage among
Nigerian Millenials
The Nigerian millennial is an
active internet user and
accounts for a vast majority of
the population.
Majority of them are “mobile”
natives and grew up with
mobile/handheld device usage
in their daily lives.
Mobile devices are their primary
pathway to connectivity and
internet usage due to their
affordability.
Mobile devices are their
primary pathway to
connectivity and
internet usage due to
their affordability.
According to research by
Terragon Insights (2014),
social media is the most
common activity on the
Internet for Nigerian
millennials, constituting
42% of activities carried
out by them online.
This is followed by
information search and
content downloads.
Facebook is the most
popular social media
platform in Nigeria
with 15million users.
There has also been a
rise in user population
for other social media
platforms such as twitter,
YouTube, Instagram etc.
in
Online behaviour of the
Nigerian Millenials
Why
Millenials?
Social Media Footprint Of
Popular Beer Brands In Nigeria
Digital marketing targeted to millennials
represent a profitable opportunity for
brands to reach and convert a demograph-
ic/group of consumers that constitute the
largest percentage of Nigeria’s population.
Total SM
Footprint
439 19
12
14113
7618442
19
STAR
7190
360GUINNESS
ORIJIN
GULDER
HEINEKEN
STAR
RADLER
399,390
215
255
732
2,176,749 2,646,523
444,69171,393
5577 265,760
1714 971,812 1,188,701
280 275,611
7,855665
717
554 012
822 231
175
392 939
No beer brand in Nigeria
has taken full advantage
of the online presence of
Nigerian millennials by
having a digital led
marketing campaign.
What Exists? What Should Be Existing?
Gathering likes Engagement
Community build
Impressions/clicks drive Share of life
Content marketing
What Can Be
Done?
For more information or business enquiries, contact:
Anuoluwapo Sanya,
Head, Business Units and Strategic Partnerships,
Terragon Group,
128B Association Drive,
Dolphin Estate, Ikoyi,
Lagos.
Email: asanya@terragonltd.com
(M) +234 7084492533
(L) +2348140000029 Ext: 121
Not only is this in line with
Instagram’s video length
requirement, research
studies have shown that
consumers prefer shorter
videos of 30 seconds or less
as people have lower
tolerance for long videos.
The campaign idea should
be based on consumer
insight and not assumption
about what the brand
presumes the consumers
want.
This allows the brand to
create a moment/period
which could have cultural
permanence. E.g. Coca-Co-
la's association with the
modern day Santa-Claus in
a red belted coat was
popularised by the brand
through its 1931 Christmas
advert.
By working with other brands that
have the same target audience,
beer brands can reach new
drinkers that consume alcohol but
do not patronise their brands.
This makes the campaign more
effective as opposed to reaching
consumers with no interest
in/capability for beer consumption.
In order to create positive brand association
and gain online users’ attention, the brands’
posts should focus on creating content that
resonates with the aspirations and values of
Millennials you are trying to reach.
If the campaign message and content strategy
resonates with them, a lot of the TA will share
with their friends or repost on their own social
media platforms.
Creating short videos
based on popular
cultural themes that
resonate with the TA you
are trying to engage with.
By utilizing video, the
brand will be able to use
storytelling to attract and
engage the beer
audience.
This helps drive engagement, allowing
the consumers to feel like they were part
of the brand.
By creating campaigns that require
participation from the target audience,
members of the TA will have a sense of
brand ownership and will become brand
advocates e.g. a music competition
campaign asking the TA to vote for the
next jingle or a meme competition with
the TA being required to feature the beer
brand.
Engaging
Video
content
Short
video
ads win
Consumers
as creators
What Can Be
Done?
What Can Be
Done?
Owned
Consumption
Occasion
Insight
based
strategy
Cobranding
Aligning with
the consumers’
life values