Social media in Ghana has evolved from a casual space for memes, trends, and music videos into a vital engine for commerce and branding. Today, Ghanaian businesses—both large and small—are not just showing up online, they’re winning.
From fashion boutiques in East Legon to kenkey vendors in Kumasi, businesses across the country are using platforms like Instagram, TikTok, Facebook, and WhatsApp to reach customers, build communities, and drive sales in real time. What sets the winners apart is not just presence, but strategy. In a competitive digital space, it’s those who understand how to connect with people, tell compelling stories, and create value who are leading the pack.
Visibility Is the New Currency
For many local brands, visibility equals credibility. In a culture where word of mouth still holds weight, social media has become a powerful amplifier. Businesses that know how to use the right hashtags, speak in local slang, or collaborate with popular micro-influencers are able to create a sense of familiarity and trust far beyond their immediate community.
Ghanaian brands are also mastering video storytelling. A quick TikTok showing the making of waakye, or a behind-the-scenes look at a beauty brand’s packaging process, often does better than heavily edited content. Authenticity resonates, and Ghanaian audiences are quick to reward businesses that “keep it real” while delivering value.
WhatsApp: The Quiet Powerhouse
While platforms like Instagram and TikTok tend to get the spotlight, WhatsApp remains one of the most powerful tools for businesses in Ghana. From real estate agents to caterers, many rely on broadcast lists, status updates, and direct chats to manage customer relationships and take orders.
What makes WhatsApp so effective is its informality. It blurs the line between customer service and personal connection. Businesses use it for product launches, flash sales, delivery updates, and even payment confirmation. It’s not flashy, but it’s incredibly efficient—and very Ghana.
Influencer Partnerships Are Getting Smarter
In the past, businesses would throw products at anyone with a following and hope for results. Today, brands are becoming more selective. They’re choosing influencers who align with their values and speak to niche audiences—whether that’s university students, parents, working professionals, or tech enthusiasts.
It’s no longer just about reach; it’s about relevance. An Accra-based skincare brand, for example, might collaborate with a lifestyle content creator who shares honest skincare journeys, rather than someone purely focused on fashion. These partnerships feel more genuine and often convert better.
Even nano-influencers—those with smaller but engaged followings—are proving to be effective, especially for local and regional campaigns.
Buying Followers: A Quiet Boost
Many Ghanaian businesses are using the strategy of buying followers wisely. For newer accounts, a base number of followers can make a difference in how people perceive the brand at first glance.
It’s not about faking influence; it’s about priming perception. A social media page with 1,500 followers and active posts simply looks more established than one with 32. This can make users more comfortable placing orders or engaging with content.
The key is to combine a small follower boost with real content and organic community building. Done right, it becomes a starting push, not the whole strategy. As with any business decision, it’s about using every available tool, responsibly and in context.
Leveraging Local Culture and Identity
Ghanaian businesses that thrive online often do so by tapping into local identity. They incorporate Twi, Ewe, or Ga phrases in their captions, reference trending songs or jokes, and celebrate cultural events in their content.
Brands like Sankofa Snacks and Skin Gourmet are perfect examples—blending heritage and modern branding to create products and posts that feel proudly Ghanaian while still globally appealing. It’s this blend of cultural relevance and digital savvy that makes local businesses stand out.
Ads With Intention
Paid social media ads are no longer just for big companies. Small businesses are learning how to target based on location, interest, and behaviour. A boutique in Tamale can run a campaign targeting fashion-conscious customers in Accra, while a mobile money agent in Takoradi can promote airtime bundles to nearby communities.
Smart use of ads allows businesses to scale affordably and track performance in real time. Some even use boosted posts to promote giveaways, collect leads, or drive WhatsApp conversations.
Ghanaian businesses are proving that you don’t need massive budgets to succeed on social media—you need smart tactics, cultural fluency, and a willingness to adapt. Whether it’s using WhatsApp like a CRM, partnering with the right influencers, running targeted ads, or giving your profile a visibility nudge through follower boosts from real accounts, the opportunities are real and accessible.
In an increasingly digital economy, social media is no longer just a “nice-to-have”. For many Ghanaian entrepreneurs, it’s the main sales channel, the primary marketing tool, and the most direct line to their customers. Those who understand the new rules—and move with intention—are the ones leading the charge.
Source: Ameyaw Debrah
