By Kenneth Oboh

As Africa’s digital economy accelerates, small businesses across the continent are increasingly turning to social media platforms to reach customers, build trust, and scale operations. In Nigeria alone, micro, small, and medium enterprises (MSMEs) account for over 80% of employment and contribute nearly half of GDP. Yet, many of these businesses face persistent challenges: unreliable internet, high data costs, and limited access to structured digital marketing education.

Against this backdrop, digital marketing specialist Tope Emiola has emerged as a leading voice in paid social advertising education for African entrepreneurs.

Following years of hands-on experience running profitable Facebook and Instagram campaigns, Emiola authored a comprehensive guide in 2019 titled How to Find Your Customers on Facebook and Instagram. The resource has since been downloaded over 19,000 times by small business owners and marketers eager to master audience targeting and reduce wasted ad spend.
Emiola’s journey into digital marketing began while working as a Customer Experience Associate at Diamond Bank. Determined to adapt to Nigeria’s rapidly evolving digital economy, she pursued self-development through Google’s Digital Garage learning series, often studying before dawn. In 2017, she advanced her training at the Digital Marketing Skill Institute, earning a professional diploma and later joining the institute as Community and Social Media Manager. There, she managed campaigns for local and international clients while teaching Facebook marketing to students of the institute who consist mostly of entrepreneurs, simplifying complex advertising concepts into actionable strategies.

Her expertise was further validated in 2018 when she earned the Facebook Blueprint Certified Buying Professional credential, a globally recognised certification held by only about 31 professionals across Africa at the time. This distinction positioned Emiola among the continent’s earliest certified experts in paid social advertising.

The release of her guide came at a critical moment. Across Nigeria, SMEs were increasingly relying on digital platforms not just for visibility but for survival. Instagram storefronts, WhatsApp customer service, and Facebook ads had become lifelines for entrepreneurs navigating economic uncertainty. Yet, many lacked the technical know-how to target the right audiences effectively. Emiola’s guide bridged this gap, offering practical strategies around demographic, interest, behavioural, custom, and lookalike audiences, methods she had applied across multiple campaigns.

By the end of 2019, the resource had gained wide adoption among business owners seeking to improve advertising performance and reduce wasted ad spend. For many, it represented more than a manual; it was a roadmap to navigating Africa’s digital marketplace.
“The reception of the guide highlights a growing demand for structured, experience-driven digital marketing education across Africa,” Emiola said. “Equipping entrepreneurs with practical advertising knowledge is increasingly important as more businesses rely on digital channels to reach customers and scale their operations.”

Why This Matters
• Digital adoption is surging: Nigeria’s internet penetration crossed 60% in 2019, with mobile-first users driving e-commerce and social commerce growth.
• SMEs are the backbone: With over 41 million MSMEs in Nigeria, their ability to leverage digital tools directly impacts national economic resilience.
• Education gap remains: While platforms provide advertising tools, structured training is scarce. Emiola’s work fills this void, democratizing access to performance marketing knowledge.

As Africa’s digital economy continues to expand, voices like Emiola’s are shaping how entrepreneurs harness technology to compete globally. Her work underscores a broader truth: in the continent’s fast-growing markets, digital literacy is no longer optional, it is the currency of survival and scale.