From humour-first community management to hyper-local content, these five brands have cracked the code for social media engagement in the Ghanaian market. We analysed follower growth, engagement rate, and share-of-voice across Facebook, Instagram, and TikTok.
1. Melcom Ghana
Melcom's pivot to TikTok in early 2025, led by a 22-year-old in-house creator, has netted the retailer over 180,000 TikTok followers and a 6.2% engagement rate — well above the retail category average of 1.8%.
2. Absa Ghana
The bank's 'Real People, Real Stories' series humanises financial services with customer testimonials filmed on smartphones. The lo-fi aesthetic feels deliberate and authentic in a category dominated by glossy production.
3. Kasapreko Company
Kasapreko leans into Ghanaian pop culture — sponsoring Afrobeats playlists and partnering with local comedians — keeping the brand culturally relevant to under-30s.
4. Accra Brewery (AB InBev)
Club Beer's 'Club is Life' social campaign blended user-generated content with live event coverage, achieving a 28% share-of-voice in the beer category — double its nearest competitor.
5. Vodafone Ghana
Vodafone's community management team consistently responds to customer complaints publicly and with humour, turning potential PR issues into brand love moments.
