LAGOS – Buchi Madiebo, founder of Wetinuneed, on Saturday, said having a social media page or website may no longer be enough to attract customers, as more consumers turn to the internet to actively search for products, services, jobs, properties and other opportunities
According to him, businesses now need to focus not only on having an online presence but also on making sure potential customers can easily find them when they’re searching.
He stated that Nigeria had an estimated 109 million internet users at the end of 2025, representing 45.5 per cent of the population, while social media user identities stood at 47.8 million, according to DataReportal’s Digital 2026: Nigeria report.
Madiebo said the growing number of Nigerians using digital platforms was changing how businesses needed to approach visibility and customer engagement.
“Having a digital presence is important, but presence alone is not enough. Businesses also need to think about discoverability. When someone is actively looking for a product, service or opportunity, can that person easily find your business?” he asked.
According to him, social media remains an important tool for businesses, but customers don’t always discover what they need through advertisements or social media posts.
“People don’t always discover businesses because they saw an advertisement. Sometimes they’re actively searching for a service, comparing options, looking for a property, searching for a job or trying to find a particular product,” he said.
He added that this means businesses have to pay greater attention to where their information is available online and how easily potential customers can access it when they need it.
The need for discoverability cuts across different areas of the economy. A person looking for a plumber, for instance, has a different need from someone searching for a house, a job, hotel or event. What they have in common is the need to find the right information quickly.
Buchi said this was part of the thinking behind Wetinuneed, a digital platform designed to bring businesses, products, properties, jobs and events together in one place.
“Rather than businesses relying only on individual social media pages to reach potential customers, the platform seeks to create another avenue through which people can search for what they need and connect with businesses and service providers offering it.
“As more Nigerians adopt digital tools in their everyday lives, the Wetinuneed founder said businesses would need to think beyond simply asking whether they were online.
“The question is no longer just, ‘Are we online?’ It’s also, ‘Can people find us when they’re looking?’”
“For businesses operating in an increasingly crowded digital marketplace, the distinction could become an important part of how they attract and retain customers.”
Provided by SyndiGate Media Inc. (Syndigate.info).
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