Meta platforms have contributed an estimated US$820 million to the Nigerian economy, as millions of small and medium-sized enterprises (SMEs) increasingly rely on social media tools to reach customers, generate sales and sustain operations.

This is according to a new independent study by research firm Public First, which examines the economic impact of Meta’s ecosystem across Nigeria’s digital economy.

The report found that 81 percent of Nigerian businesses using Meta platforms, including Facebook, Instagram and WhatsApp, said they have expanded their customer base through the apps, highlighting the growing role of social media in business growth and customer acquisition.

It also estimates that approximately 14 million Nigerian SMEs used Meta’s platforms in 2025 to start, run or grow their businesses. These activities are said to contribute around two billion US dollars to Nigeria’s Gross Domestic Product (GDP), alongside an estimated US$640 million in productivity gains, largely driven by instant messaging and improved communication efficiency.

The study suggests that under stronger digital adoption conditions, Meta’s overall economic contribution in Nigeria could rise to about two billion US dollars annually, as more businesses integrate social media deeper into their operations.

It also projects that broader artificial intelligence (AI) adoption across sectors could add as much as US$22 billion to Nigeria’s GDP by 2035, depending on infrastructure and regulatory conditions.

WhatsApp was identified as a key driver of business communication and transactions in Nigeria. The report noted that the platform is increasingly used not only for messaging but also for customer engagement, order placement and informal commerce coordination.

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It further stated that WhatsApp has become a primary gateway for AI interaction in the region, with 93 percent of Meta AI prompts in Sub-Saharan Africa occurring on WhatsApp, reflecting how artificial intelligence adoption is being integrated into existing communication habits.

The findings point to a broader shift in Nigeria’s business landscape, where social media platforms are increasingly functioning as informal marketplaces for SMEs that may lack access to traditional retail infrastructure.

Facebook and Instagram were also highlighted as key tools for visibility and sales growth, particularly among small businesses in urban centres, where entrepreneurs use digital platforms to reach wider audiences beyond their immediate location.

Director of Public Policy for Sub-Saharan Africa at Meta, Balkissa Ide Siddo, said the findings reflect the potential of Nigeria’s digital economy when combined with entrepreneurial activity.

“Nigeria is one of the most dynamic, entrepreneurial, and digitally engaged markets in the world, and this research makes clear the scale of what is possible when Nigerian ambition meets the right digital tools,” she said.

She added that Meta’s platforms are helping to reduce traditional barriers to entry for small businesses, enabling them to connect with customers across regions and scale operations more efficiently.

Meiza Nigeria