Unlocking the Reels creation journey in Nigeria: a UX research study with Facebook Lite
When Meta approached us to explore how people in Nigeria engage with Reels on Facebook Lite, we knew we had an opportunity to uncover rich insights into digital content creation in a mobile-first, bandwidth-conscious market. The research was part of a broader mission to enhance user experience in emerging markets, and our job was to dig deep into the Reels creation journey from a user-centred perspective.
Objectives: What we wanted to learn
The central research goals were simple but layered:
How do people learn about Reels?
How do they learn how to make Reels?
How do users select audio for their Reels?
And what do people actually think about the Reels creation process?
These were the main objectives, and our aim was to capture lived, contextual experiences that would guide product iteration and feature prioritisation for teams.
Our approach: IDIs and prototype testing with Nigerian creators
We conducted in-depth interviews (IDIs) with 12 participants in Nigeria, a country with one of Africa's most vibrant social media cultures. Our participant pool included young adults who use Facebook Lite as their primary social platform, giving us access to real-world creators who are navigating the platform daily.
We combined IDIs with prototype testing, allowing users to test potential design updates and react to feature variations in real-time. This hybrid approach gave us insight into both their existing mental models and their feedback on possible future directions.
This wasn't just about watching people tap through screens, it was about understanding the why behind their behaviours: their motivations, frustrations, shortcuts, and the workarounds they've invented for themselves.
Key insights: Audio = Vibes + Simplicity = Power
Several powerful themes emerged from the research:
Reels discovery is social first
Most users discovered Reels by watching others' friends, influencers, or viral content. Formal tutorials or onboarding flows were rarely used or remembered.
Learning to create is mostly DIY
Participants taught themselves how to make Reels, often through trial and error. This revealed opportunities to build lightweight, culturally relevant guidance within the reels creation flow itself.
Audio drives engagement
Audio is not just a background feature; it's a central driver of creative expression. Users choose sounds based on emotional resonance, viral trends, and local context.
Simplified flows matter
Users deeply appreciate minimalism. Too many steps or unclear icons can deter them from completing a Reel, especially on low-end devices with limited data.
What this means for design
The findings reinforced the importance of designing for low-bandwidth environments without compromising creativity. It's not about stripping features back; it's about rethinking how creativity is scaffolded when access, language, and tech literacy vary widely.
The teams are now using this research to inform design decisions that simplify audio selection, improve discoverability, and make the Reels creation process more intuitive while keeping it fun and expressive.
What's next
User behaviours in emerging markets are fluid and fast-moving. We recommended further testing of micro-onboarding flows and embedded "show me" moments that feel native, not instructional.
As with all Mantaray projects, we see this work not just as insight delivery but as advocacy for real users. The voices of these 12 Nigerian creators, their stories, frustrations, and hacks, are shaping how one of the world's most used platforms evolves.
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