INTRODUCTION
Let’s answer the question: Should I advertise on lagos life app
Many business owners and artistes are hoping for a piece of the pie of the Lagos Life app, most likely including you,
But the real question should be personalised for your business;
Should you advertise “your business” on the new Lagos Life app?
I’ve seen marketers give an outright NO!
But in all honesty, I don’t think that should be what helps you decide.
It would be a mistake to see an underpriced opportunity to get attention and dismiss it without first evaluating its potential.
So, when choosing a platform to advertise your business, there are 4 important things to consider.
1. TRAFFIC
The most important element that decides if a platform is a viable means to reach people is the amount of traffic it garners.
– How many people watch a particular TV show?
– How many people use Instagram in Nigeria?
– How many people use TikTok every day?
– How many people visit a particular website or use an app?
The first thing you want to know is whether people are actually using the platform, engaging with it, and are coming back everday,
Because if nobody is there, who exactly will you be advertising to?
2. INTEREST
Let’s assume for the purpose of this that you’re looking to advertise on a TV channel
Let’s assume 10,000 people are often tuned in to watch a cooking show on TV.
For clarity, let’s call the TV show Temitayo’s Kitchen Special, and it runs every Saturday on TVC
Before you advertise on the show,
You already have a rough idea of what whoever is tuned in to watch the show is interested in—cooking— which makes it easier to advertise related products to them.
The same principle applies to social media.
When people engage with marketing content on Instagram, for example, temitayoismarketing on Instagram, the platform uses those signals to help advertisers reach people interested in marketing.
The question is: Does the platform attract people who might be interested in what you’re selling?
3. GEOGRAPHY
Can the platform help you reach people in a specific location?
This matters a lot for local businesses.
A restaurant in Yaba doesn’t necessarily need customers in Abuja.
A dental clinic in Lekki needs people who can realistically visit its location.
And a business selling nationwide, like GoldenPenny spaghetti, might not care as much about where its customers live.
4. INTENT
This one is a little more nuanced.
Interest tells you what someone might care about.
Intent helps you understand whether they’re likely to take action.
For example, someone watching cooking videos might be interested in food.
But someone searching for “restaurants near me” is showing a more direct intention to find somewhere to eat.
Some advertising platforms use;
search behaviour,
browsing activity and other intent signals like purchase history to estimate what people might want to buy, and their purchasing power.
Of course, no platform can predict purchase intent perfectly.
But with AI infused in many, the better you can reach people who are ready to act, the more valuable that advertising opportunity might be.
SO, WHAT DOES THIS MEAN FOR LAGOS LIFE?
Don’t just try to advertise on the platform because it’s a popular app.
Ask yourself these four questions:
→ Does it have enough active users?
→ Are those users likely to be interested in what I sell?
→ Can it reach people in the locations that matter to my business?
→ Is there a reasonable chance of reaching people who might actually buy?
And here’s the interesting part.
Not every business needs to score highly on all four factors.
For a local restaurant, geography might be the most important factor.
For a SaaS business selling software globally, location might matter much less than interest and purchase intent.
For a creator selling digital products or courses, reaching the right audience might matter more than reaching people in a particular city, like Ijebu.
So, create a simple scorecard, rate each factor based on your business goals, and evaluate Lagos Life against it.
Then, if the numbers look promising, test it with a small budget and track the results.
If it doesn’t meet your requirements?
NOPE. Don’t spend your money there.
The point isn’t to advertise on every new platform.
It’s to identify the platforms that give your business the best opportunity to reach the right people.
Need help planning ads for your business/startup? Reach out! Schedule a free meeting here!
