West African SMEs are successfully using Facebook to build their brands and tell their stories

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Last week, Facebook executives met with advertising agencies and founders of small and medium sized businesses from Ghana and Nigeria. The meeting focused on how small businesses can get great returns from their ad spend.

We also got to hear of some examples of small West African companies using Facebook to tell their stories:

Jayosbie in Nigeria is an online brand and retailer for fashion-forward men. “Facebook is significantly cheaper than other channels.  Actually, it’s not even comparable,” says Dejuwon Isola-Osobu, founder and CEO. One recent campaign delivered 14,000 clicks for just 260$.

Fabulosity Hair and Fabulosity Cosmetics deliver affordable and natural hair extensions and cosmetics for women who want to look fabulous. They attribute their growth to the flexibility of Facebook advertising. Chinenye Umeh, the founder, says she loves the flexibility and affordability of Facebook, especially the fact that she can easily turn spending up and down on a month to month basis.

Skin Gourmet Limited in Ghana is a female-led producer of organic, natural and chemical free skin care products. It reports a significant return on investment in the form of more engagement and brand awareness after posting and boosting posts on Facebook.

Accra Good Markets in Ghana is a pop-up event for vendors to sell their products. Facebook is its only marketing channel for reaching vendors and shoppers alike and it sees tremendous results through its posting and highly targeted advertising activity on Facebook.

Akataasia Clothing in Ghana uses its WhatsApp channel to complement its Facebook page activities in growing their customer base.

Facebook by the numbers

The “social network” also released some stats about user behaviour on the platform:



Source: Facebook

Facebook also revealed plans to train SMEs on how to use its platform effectively to drive their sales and marketing goals. In 2015, Facebook held 225 events across 19 countries, reaching over 200,000 small business owners with such training.

Nunu Ntshingila, Head of Africa for Facebook, believes Facebook is the “best platform for African SMEs to promote their brands.”

Nicola Mendelsohn, EMEA vice-president at Facebook Mendelsohn, said, “Technology is driving real progress. When I visit Africa, this comes to life in every conversation and with every story I hear about entrepreneurs creating jobs and solving problems with technology’s help. We’re invigorated by how Ghanaian and Nigerian SMEs are using Facebook to grow brand awareness and boost engagement with their customers. We look forward to doing more to support entrepreneurs as they build their businesses.”


I'm 3 parts geek, 1 part funny man, and the last part is between me and my shrink. Technology Editor at Enterprise54. I write about (obsess over) gadgets, tech and startups. Send me stuff.

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