How the Nigerian Food and Beverage Industry is Winning with Digital Channels

What digital channels should be focused on in 2025 and why?

While there are many digital channels to explore, let’s focus on the ones that can move the needle in 2025.

Here’s the shortlist that matters in 2025:

1. TikTok & Instagram Reels

Many Gen Z make buying decisions from TikTok and Instagram reels. 

Data shows that social media will have a major impact on buying decisions in 2025. A staggering 70% of consumers are swayed by its influence when making purchasing choices, with 54% meticulously researching products on these platforms before making a purchase. 

Data also shows that Influencer marketing has a 63% influence on Gen Z’s buying decisions.

This applies to every business, especially in the food and beverage industry. In the food and beverage industry, there are bold campaigns to inspire your next creation. Read a full article on bold campaigns in the Food and Beverage Industry.

2. Google Business Profile (GBP)

In 2025, everyone optimizes for Google. Many businesses optimize for Google Maps. Optimization includes the good use of stunning images, customer reviews, keywords and many more. In 2025, this is still a vital channel to consider.

3. Delivery Platforms (Jumia Food, Chowdeck, Bolt Food)

 People buy from delivery apps now, and being visible as a vendor on these apps takes more than just being listed. It is mainly about adopting strategies like running time-sensitive deals and having images so good people can practically taste them.

4. Display Ads (YouTube, mobile apps, streaming platforms)

This is a vital channel in 2025. Imagine someone’s watching a Burna Boy video or checking movie times on the Moviebox app, and boom, your Glovo ad slides in with crispy visuals and a promo code.

The magic here is in repetition. They may not click immediately, but when does hunger hit later? Your ad is already on their mental shortlist. People tend to remember and consider things they have seen long enough.

5. Mobile App push notification

This works like magic.  Research has shown that push notifications can boost app engagement by up to 88%, with users 3-4 times more likely to interact with personalized messages.  This overtime has been arguably said to beat email marketing click-through rate. Adopting a content style to maximize this channel will sell your product even more, especially for the food and beverage industry.

What digital strategies can we adopt?

Now that we know a few channels that work, here are a few strategies we can adopt to maximize these channels. 

• Hyper-local influencer campaigns:

Not macro celebrities with 1M followers and less than 0.1% loyalty. We’re talking about the local food blogger or influencer with 8K loyal followers in Ikeja who posts honest reviews and never misses a weekend brunch. Give them access, let them shoot, and amplify it across channels.

• Data adoption to improve your ads:

Use data to detect when your customers are most likely available and on what platform, so targeting them at the right spot saves you money. Want an agency that uses data to increase business revenue? Contact Intense Digital.

• UGC (User-Generated Content) prompts:

Getting customers to shoot or review videos will do lots of magic in 2025 and beyond. For example, videos like “Show us how you take your first sip, ” or “Rate our egusi from 1–10 with a GIF.” Simple prompts build community and generate content that feels authentic (and free).

• Retargeting hungry browsers:

Someone visited your menu page and dropped off? Serve them a video ad with the exact item they hovered over. Maybe even offer a discount with a countdown timer.