As an event planner in Nigeria, one of the biggest decisions you'll face is how often to host your events. Should it be every month? Every three months? Or once a year?

The truth is: there's no one-size-fits-all answer. The right frequency depends on your goals, budget, audience, and the type of event you’re running whether it’s concerts, networking events, bridal expos, sip-and-paint hangouts, or training workshops.

Let’s break it down in a way that makes sense for the Nigerian market:

1. Monthly Events – Great for Building Community and Consistency

If your target audience loves consistency (e.g. creatives, entrepreneurs, or partygoers in cities like Lagos, Abuja, or Port Harcourt), monthly events can help keep your brand top of mind.

✅ Best for:

Themed hangouts (karaoke nights, paint-and-sip, open mic)

Business networking meetups

Skill-sharing or workshop series

💡 What to keep in mind:

You need serious consistency and planning

Nigerians love vibes, but they’ll only show up if your event offers value and entertainment

Don’t make it too repetitive switch up the format or theme each month

2. Quarterly Events – A Sweet Middle Ground

Quarterly (every 3 months) gives you enough time to plan, hype, and execute a solid event without overwhelming yourself or your audience.

✅ Best for:

Brand activations

Industry events (e.g. tech meetups, fashion showcases)

Lifestyle experiences (e.g. wellness brunches, networking dinners)

💡 Pro tip:

Use the gap between events to promote heavily, share content, and gather feedback

Nigerians enjoy anticipation use that to your advantage

You can build loyalty faster with fewer, better-quality events

3. Yearly Events – Big, Memorable, and High-Impact

If your goal is to create an unforgettable experience, one massive event per year might be your best move. Nigerians love annual events with hype (think: The Experience, Detty December concerts, or Amapiano festivals).

✅ Best for:

Festivals or expos

End-of-year or holiday celebrations

Conferences or large-scale award shows

💡 But remember:

You must go all out anything less may disappoint your audience

You’ll need major sponsors, a strong team, and long-term planning

Use the entire year to build up hype, get brand partnerships, and create scarcity

So, What’s the Best Option for You?

Ask yourself:

Do I have the budget and team for monthly consistency?

Will my audience be excited if they only see me once a year?

Can I maintain energy and quality every quarter?

Start small, then scale. Maybe begin with one event quarterly. If it works and you build momentum, consider monthly formats. If you blow up, go big and plan an annual mega event.

Conclusion

In Nigeria, what works in Lagos might not work in Ibadan or Enugu. Always know your audience. Nigerians love connection, quality vibes, and real value. So whatever frequency you choose, make it worth their time and money or they’ll simply not show up.