Businesses are traditionally known to converse in high-sounding industry jargon and a great deal of formality in customer relations. But all these are being thrown out with the advent of social media platforms whose rules are set by the users. The erstwhile “serious” brands now appear more relatable and they connect with customers in a language they understand. These companies have found smart ways to market their brands to consumers.

Here are a few brands in Nigeria that are in every way cool on social media,


GTBank commands an impressive following on social media with over 300,000 followers on Twitter and over 2.7million likes on Facebook. GTBank’s Twitter handle has certainly prevented a lot of potential angry tirades at its customer care desk. The bank effectively uses the account to attend customer queries on the network and they do so quickly too, with step-by-step directions on how the customer can work around any service hangup from GTBank. They even offer to follow you back so they can take the conversations to DM. Splendid.


Sex sells, but Durex Nigeria is not counting on that alone. There are 10 million fans on Durex’s facebook page, makes you wonder what is going on. The condom manufacturing company has taken its business all out on social media, providing information to help couples spice their relationship. Going by the comments on company’s Facebook page, the fans are sure loving it. With risque pictures and even risquer comments, things can get pretty R-rated in there sometimes.

Fullscreen capture 03062015 110344-001


OLX is a classifieds startup with over 3,000 followers on Twitter. The startup puts up tweets with the usual marketing speak about the platform and how users can safely use the platform. OLX also comes up with witty tweets that relate to what it does. Here’s one


Konga, has over 92,000 followers on Twitter thereby making it the most followed ecommerce startup on social-media within Nigeria. That sure screams that they are doing something right on Twitter, but there is more, the brand has over 1.3 million likes on Facebook. Besides the marketing speak and coupon giveaways, the startup gives straightforward responses to complaints and request of their followers on Twitter.’s recent $1.2 million series A funding from international VCs reflect the level of growth the startup has attained in its three years of operation. The hotel booking startup has over 14,000 likes on Facebook and 7,000 followers on Twitter. Engaging tweets and quirky replies to requests sure makes stands out.

Etisalat Nigeria

Etisalat has over 190,000 followers on Twitter and over 1.1 million likes on Facebook. The telco’s Twitter account promotes the company’s products and engages followers on popular topics which are primarily football and music. Cool factor; football and music because Nigerians love those two. Especially together.

E-newsletters are annoying, but Supermart has made it something to look forward to. This might not fall under social media coolness, but Supermart is definitely a cool brand in its own right. TechCabal wrote about the super email marketing of Supermart earlier. The startup has kept the open rates of its newsletters close to its vest, but with the ad features in its e-newsletters, open rates must be pretty good; good enough to sell to to advertisers.


Lulu Fadoju Author

Get the best African tech newsletters in your inbox