“Social Media Alone Is Not Enough for Nigerian Brands in 2026” — Beta Digitals Founder Warns

As Nigerian businesses position themselves for 2026, Abuja-based public relations and marketing agency, Beta Digitals, has urged brands to move beyond social media-driven campaigns and adopt integrated public relations strategies to stay competitive in a rapidly evolving market.

Founder of the agency, Ifeanyi Joshua Onyeka, said many Nigerian brands are stunting their growth by depending almost entirely on platforms such as Instagram and X (formerly Twitter), while overlooking other vital communication channels that build long-term credibility.

According to Onyeka, social media remains important but cannot stand alone as a brand-building tool. “Social media is essential, but it’s just one piece of the puzzle. We have seen brands invest millions of naira in online campaigns, yet struggle with credibility when traditional media, industry publications or professional networks ask about them,” he said.

He noted that as Nigeria’s digital economy expands and competition intensifies, consumers and business partners are becoming more discerning, favouring brands with visibility and authority across multiple platforms.

Beta Digitals explained that integrated PR strategies — which combine media relations, thought leadership, stakeholder engagement, content marketing and social media — help brands build sustainable equity rather than short-lived online attention.

“When we work with clients, we focus on building 360-degree visibility,” Onyeka said. “This means getting company leaders quoted in reputable news outlets, sharing insights on industry podcasts, forming strategic partnerships, and maintaining a strong social media presence. Each channel strengthens the other, creating an impact that social media alone cannot deliver.”

The agency said its experience working with brands in sectors such as fintech, healthcare, real estate and professional services shows that companies using integrated PR approaches performed better during periods of economic uncertainty in 2025. These businesses, it added, recorded stronger investor confidence, improved crisis management and higher customer retention.

Onyeka stressed that the shift is especially critical for startups and small and medium-sized enterprises seeking to scale. “Many founders believe PR is just about going viral or getting retweets, but sustainable growth comes from strategic positioning across earned, owned and shared media. Reputation is built through consistent and credible presence across the entire communications ecosystem,” he said.

Looking ahead, Beta Digitals disclosed plans to expand its services in 2026 to support Nigerian brands with data-driven, integrated PR campaigns focused on measurable business outcomes rather than vanity metrics.

“The brands that will succeed in 2026 are those that treat communication as a strategic business function, not just a marketing tactic,” Onyeka added.

Beta Digitals is headquartered in Abuja and provides public relations and marketing solutions for Nigerian brands seeking to strengthen credibility, visibility and market leadership.