B2B Lead Generation in Nigeria: Which Social Media Platforms Deliver in 2025?

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b2b lead generation in Nigeria

Let’s be honest, most Nigerian businesses on social media are chasing likes, not leads. But what if you could change that? 

At GrowTally, we’re here to tell you that real B2B lead generation in Nigeria is possible in 2025 – if you know where to look.

Are you looking to snag some quality B2B leads on social media this 2025? (well, that makes two of us). Some platforms are better suited for showcasing cute cat videos. But for serious business, you need to be strategic.

In this post, we’ll break down which social media platforms are the best for B2B lead generation in Nigeria. We’ve put together a list.

LinkedIn

LinkedIn application on the screen for B2b lead generation in Nigeria
Image by mteerapat on Freepik

No surprises here, right? 

When it comes to generating leads on social media in Nigeria, LinkedIn is king. It’s the go-to platform for professionals and businesses worldwide, and Nigeria is no exception. 

Why LinkedIn works for B2B lead generation in Nigeria

  • Targeted audience: You can connect with decision-makers, industry leaders, and potential clients based on their job titles, industries, and interests.
  • Professional mindset: Most people are on LinkedIn to do business, network, and learn. They’re more receptive to relevant content and offers.
  • Lead generation tools: LinkedIn offers powerful tools like Sales Navigator that help you find, connect with, and nurture leads effectively.

GrowTally Tip: Don’t just spam connection requests. Engage in meaningful conversations, share valuable content (like industry insights or thought leadership pieces), and participate in relevant groups. Show your expertise, and the leads will come.

X (Twitter)

Gradient monochrome twitter logo
Image by pikisuperstar on freepik

Twitter might seem like a whirlwind of news, trends, and, let’s be honest, plenty of “gbas gbos.” But for Nigerian B2B businesses, it’s a goldmine for starting conversations and building relationships.

Why X (Twitter) is good for B2B lead generation in Nigeria

  • Real-time Engagement: You can jump into industry conversations, share your perspectives on trending topics, and connect with potential clients in real-time.
  • Thought Leadership: Share valuable content, insights, and opinions to establish your agency as a trusted source of information.
  • Direct Communication: Twitter allows for direct and informal communication with potential leads. A well-crafted DM can go a long way.

GrowTally Tip: Use relevant hashtags (e.g., #NigerianBusiness, #FintechNigeria, #SaaS) to reach a wider audience. Don’t be afraid to engage with industry leaders and influencers. A simple retweet or thoughtful comment can lead to a valuable connection.

Facebook 

facebook for lead generation
Image by rawpixel.com

Now, you might be thinking, “Facebook? Isn’t that for family and friends?” Hear us out. 

While it’s true that Facebook has a more personal feel, it can still be a valuable tool for B2B lead generation, especially through Facebook Groups.

Why Facebook works for B2B lead generation in Nigeria

  • Targeted Groups: There are Facebook Groups for virtually every industry and niche in Nigeria. Join relevant groups and become an active participant.
  • Community Building: Share your expertise, answer questions, and offer valuable advice within these groups. This builds trust and positions you as a helpful resource.
  • Lead Nurturing: Facebook Groups provide a platform to nurture relationships with potential leads over time.

GrowTally Tip: Don’t just self-promote. Focus on providing value to the group. Share helpful resources, answer questions genuinely, and build relationships. Think of it as networking, not just selling.

Instagram

Pile of 3D Instagram Logos
Image by natanaelginting

Okay, Instagram might not be the first platform that comes to mind for B2B, but don’t write it off just yet. 

In Nigeria’s increasingly visual culture, it can be a powerful tool for showcasing your brand’s personality and expertise creatively. It is also a great way to humanize your brand.

Why Instagram works for B2B Lead Generation in Nigeria

  • Brand Building: Use high-quality visuals and engaging Stories to showcase your company culture, expertise, and values.
  • Humanizing Your Brand: Show the people behind the business. This builds trust and connection.
  • Driving Traffic: While direct lead generation might be less common, you can use Instagram to drive traffic to your website and other lead capture forms.

GrowTally Tip: Think of Instagram as a way to build brand awareness and attract potential leads to your other platforms. Use visually appealing content that tells your brand’s story and highlights your expertise.

TikTok

Tiktok icon rendering
Image by pikisuperstar

TikTok is no longer just for dance challenges and viral trends. It’s rapidly becoming a powerful platform for businesses in Nigeria, and yes, even for B2B.

Why TikTok works for B2B Lead Generation in Nigeria

  • Massive Gen-Z Reach: TikTok has exploded in popularity in Nigeria, especially among younger demographics. This presents a huge opportunity to reach a new generation of decision-makers.
  • Engaging Content: Short-form video is incredibly engaging and digestible. You can use it to explain complex topics, showcase your expertise, and humanize your brand in a fun and accessible way.
  • Creative Storytelling: TikTok allows for creative storytelling that captures attention and leaves a lasting impression.

GrowTally Tip: Don’t be afraid to experiment. TikTok is all about authenticity and creativity. Show behind-the-scenes footage of your team, create explainer videos on industry topics, or even use humor to connect with your audience. 

YouTube

YouTube for B2b lead generation in Nigeria
Image by rawpixel.com

YouTube is the second-largest search engine in the world, and it’s a powerful platform for video marketing, including B2B lead generation. Especially when you’re running ads.

Why YouTube Works for B2B Lead Generation in Nigeria

  • In-Depth Content: YouTube allows you to create longer-form video content, such as webinars, tutorials, and interviews, that can educate and engage potential leads.
  • Thought Leadership: Position your agency as an industry expert by creating high-quality video content that addresses the pain points and challenges of your target audience.
  • Targeted Advertising: YouTube’s advertising platform (through Google Ads) offers powerful targeting options, allowing you to reach specific demographics, interests, and even specific channels or videos.
  • Remarketing: You can use YouTube ads to re-engage with people who have previously interacted with your website or other content.

GrowTally Tip: Invest in good-quality video production. While you don’t need a Hollywood budget, clear audio and visuals are essential. When running ads, start with a small budget and test different targeting options to see what works best. You can run ads that are in-stream or in-display. Ensure to create a custom audience that is specific to your brand’s needs. Also, optimize your videos for search by using relevant keywords in your titles, descriptions, and tags.

Conclusion

Choosing the right social media platforms for B2B lead generation in Nigeria is crucial for success. It’s not about being everywhere. It’s about being strategic. 

At GrowTally, we’re not just about posting pretty pictures. We’re about building transparent, high-performing social media accounts that deliver real results. We’ll help you identify your ideal B2B clients, choose the right platforms, create engaging content, and track your progress every step of the way.

Ready to stop chasing vanity metrics and start generating real B2B leads? Let’s have a chat. 

You can also follow us on @growtally across all social media platforms for more tips and insights.

Managing social media accounts for your business can be highly demanding. We have hundreds of experts to help you manage your social accounts

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