When Weltrade — an international trading platform — wanted to establish presence in the Nigerian market and introduce Synthetic Indices to both new and experienced traders, they needed more than visibility. They needed the right voices, in the right rooms, saying the right things.
That’s where TIMA came in.
The Brief
Weltrade’s goal wasn’t simply awareness. They wanted to position their platform as trusted and experienced, while driving measurable action — account signups and first-time deposits from Nigerians who were genuinely interested in trading.
The challenge: the Nigerian fintech and trading audience is sharp. Generic lifestyle content doesn’t convert them. They need educational, credible content from creators they already follow for financial insight.
TIMA designed a two-month campaign across Instagram, TikTok, and YouTube, matching Weltrade with five creators whose audiences aligned with the campaign’s acquisition objectives.
The Approach
Rather than chasing the biggest follower counts, TIMA built a creator mix that balanced awareness reach with audience relevance — a deliberate combination of macro creators for discovery and finance-focused creators for conversion.
The platform strategy was equally intentional. TikTok carried short-form discovery content to drive top-of-funnel awareness. YouTube hosted longer educational content — trading walkthroughs, platform explainers, Synthetic Indices breakdowns — to move interested viewers toward action. Instagram reinforced messaging across both, keeping Weltrade visible at multiple touchpoints in the audience’s day.
What the Numbers Said
By the end of the campaign period, the results told a clear story.
The campaign generated 76,568 total views across all platforms, 166 account signups, and 15 first-time depositors — from a total spend of $10,350.
TikTok drove the largest share of visibility, accounting for roughly 51% of all views. YouTube, despite having fewer creator placements, contributed 34% of total reach — demonstrating just how much long-form educational content moves the needle in a category like trading.
But the most important insight wasn’t in the view counts. It was in where the conversions came from.
Reach Didn’t Tell the Whole Story
Amokun, the campaign’s largest creator by following (218K on Instagram, 300K on TikTok), generated the highest total views at 34,291. His cost per view was an efficient $0.08. But his campaign produced zero signups and zero depositors.
Grace FX, by contrast, had a YouTube following of just 41,700. She generated 23,457 views — less than Amokun — but drove 117 signups and 11 first-time deposits. That’s 70% of all campaign signups and 73% of all first-time depositors, from a single creator.
The difference wasn’t reach. It was relevance. Grace FX’s audience already watches trading content. They already have interest in the category. When she recommended Weltrade, they listened — and they acted.
Femi Olaniyan D reinforced the same pattern. With the smallest view count in the campaign (2,199), he produced a 12.50% conversion rate from signup to deposit — the highest of any creator. His YouTube community, niche and finance-focused, trusted his recommendation deeply enough to fund accounts.
Tek rounded out the engagement story, recording the highest engagement rate of the campaign at 10.04% — more than double Amokun’s 3.96% — despite spending only $850, the lowest budget of any creator. His cost per engagement came in at $0.92, the lowest across the board.
What This Campaign Proved
Three things came out of this campaign that TIMA builds every brief around:
Audience relevance outperforms audience size. The creators who converted for Weltrade weren’t the biggest names on the roster. They were the ones whose audiences were already primed for the message.
Platform mix matters for the full funnel. TikTok brought people in. YouTube closed them. Instagram kept Weltrade visible in between. A single-platform approach would have left money — and conversions — on the table.
Engagement rate is a stronger early signal than views. Tek’s 10.04% engagement on a modest budget was a better indicator of audience trust than Amokun’s 34,000 views. TIMA reads these signals before campaigns run, not after.
What Weltrade’s Next Campaign Looks Like
The data from this campaign directly informs the next one. Future Weltrade budgets should weight more heavily toward finance-focused creators — trading educators, forex creators, and personal finance voices — whose audiences already demonstrate interest in the category. YouTube should carry more of the content load, with longer-form educational formats around Synthetic Indices and platform onboarding. And creator selection should prioritise engagement rate and audience fit over follower count as the primary matching criteria.
This is exactly the kind of intelligence TIMA brings to every campaign — not just reporting what happened, but building what happens next.
Ready to run a campaign that converts?
TIMA matches brands with creators whose audiences are already primed for your message — across Nigeria, Ghana, Kenya, South Africa, and the Middle East.
