Nigerian banks collectively recorded over 213 million social media ad impressions in the third quarter of 2025, underscoring the sector’s increasing shift towards digital marketing and online customer engagement.
According to data from digital marketing analytics firm Adlytics Africa, the banking sector’s online advertising footprint surged by 18% compared to the previous quarter, as more financial institutions intensified their efforts to reach tech-savvy and mobile-first customers.
Leading the pack were Access Holdings, Zenith Bank, and UBA, which accounted for nearly 60% of the total impressions, driven by campaigns around digital banking products, SME financing, and lifestyle-driven financial services.
Adlytics noted that video-based ads on platforms such as Instagram, Facebook, and TikTok generated the highest engagement rates, reflecting changing consumer preferences for visual and interactive content.
Marketing analysts attribute this surge to heightened competition among banks to maintain visibility amid a challenging macroeconomic environment and evolving customer behaviour.
“Banks are rethinking their marketing strategies, moving from traditional media to digital-first campaigns that offer measurable impact and targeted reach,” said Tunde Adebayo, a Lagos-based digital strategist. “The focus is now on building brand trust and real-time engagement rather than just visibility.”
In addition, customer engagement through sponsored posts, influencer partnerships, and interactive financial literacy campaigns also grew significantly. Experts predict that social ad spending by Nigerian banks could exceed ₦6 billion by the end of 2025, as institutions continue to integrate artificial intelligence and data analytics into their marketing operations.
The report reflects a broader trend in the Nigerian financial industry’s digital transformation, as banks compete for relevance in an increasingly online economy.
