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Unlocking the Power of Facebook and Instagram Ads to Target Nigerians in Diaspora for Your Real Estate and Online Business


If you're eager to tap into the vast market of Nigerians living abroad, this post guide is for you. Learn how to target Nigerians in the diaspora and make your products or services relevant to their needs. Whether you're in real estate, offering specialized services or want to export cultural products to homesick Nigerians abroad, we've got you covered.

Introduction: Unlocking the Diaspora Market

Expanding your business to reach Nigerians abroad, including those in the USA, Canada, the UK, Australia and other countries, is a smart move. However, targeting this audience requires a strategic approach and we'll guide you through it.

1. Understand Your Niche

First, identify what product or service you intend to offer to Nigerians abroad. Consider services, cultural products or goods that they might miss from home. These could include real estate, cultural delicacies, services and more.

2. Facebook Advertising

Facebook Ads can be a powerful tool for targeting Nigerians in the diaspora. We'll walk you through the process:

Use the "Traffic" objective when setting up your Facebook Ad campaign.

Optimize for "Landing Page Views" to engage your audience effectively.

Consider setting your budget in USD, as this aligns with your target audience.

3. Detailed Targeting

To refine your audience, focus on one country at a time. For example, if you're targeting the USA, Canada, the UK and Australia, create separate ad sets for each country. This ensures that you connect with potential customers who currently reside in your chosen country.


In today's digital age, real estate businesses are continually seeking innovative ways to expand their reach and tap into new markets. Targeting Nigerians in the diaspora can be a lucrative venture, but it comes with its own set of challenges. This article will guide you through the process of reaching this specific audience effectively using Facebook and Instagram ads, while avoiding the "special ad category" restrictions.

Why Target Nigerians in the Diaspora?

Nigerians living abroad often have substantial disposable income and a strong desire to invest in their home country. Leveraging this demographic can be highly rewarding for your real estate business.

Setting Up Your Ad Campaign

Choose Your Platform: Begin by accessing your Facebook Business Manager account. Here, you can create and manage your ad campaigns.

Campaign Objective: Select the campaign objective that aligns with your goal, such as "Traffic" to direct users to your website.

Detailed Targeting: Here's where the magic happens. We recommend starting by targeting specific countries where Nigerians in the diaspora are prevalent, such as the United States, the United Kingdom, Canada and Australia.

Understanding the Special Category: The real estate niche falls under the "special ad category" on Facebook, which can lead to ad disapprovals. To overcome this challenge, you should focus on creating a multi-stage funnel to engage your audience without directly mentioning real estate in the initial stages. Offer valuable information or resources on investment opportunities in Nigeria to capture leads' attention.

Narrowing Your Audience: You can further narrow your audience by using behaviors such as "Expats" or "Formerly lived in Nigeria" to pinpoint your ideal targets. Be mindful of audience size; don't make it too narrow.

Budget Considerations: To successfully reach Nigerians in the diaspora, you may need to allocate a larger budget than you would for local audiences.

Crafting Your Ad Content

Ad Creative: Create captivating visuals or videos that instantly grab your audience's attention. Remember, the attention span is limited, so make your creative stand out.

Ad Copy: Write persuasive ad copy that relates to the interests and aspirations of your target audience. Highlight the benefits of investing in Nigerian real estate without overtly promoting real estate services.

Publish Your Ad

After setting up your ad campaign, ensure that your Facebook page is connected to your ad account. Then, publish your ad and it will begin running.

Getting Contact Information

To collect the contact information of your audience, consider running ads that direct users to WhatsApp, where they can initiate direct conversations with you. You can also employ the use of a well-structured lead generation funnel.

Final Thoughts

Targeting Nigerians in the diaspora for your real estate business can be a lucrative endeavor, but it requires a strategic approach to navigate Facebook's "special ad category" restrictions. By following the steps outlined in this guide, you can effectively engage your audience and ultimately convert leads into clients.

Remember, the success of your campaign depends not only on targeting the right audience but also on providing valuable information and a compelling offer. By implementing these strategies, you can unlock the immense potential of Nigerians in the diaspora as a target market for your real estate business.

If you found this article valuable, please like, comment and share it with your network. And if you're new to my blog, be sure to subscribe for more insightful content to help you grow your business. My name is Dele Paragon and I'll see you in the next post.

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