Brian Ad Dynamo
This ever evolving phenomenon continues to change, not only
how we communicate with one another, but also how businesses communicate with
consumers.
This is particularly true for Africa, with the exponential
growth of mobile phone and internet penetration across the continent in recent
years.
According to the GSMA report on the mobile economy, 495
million people (46% of the population) subscribed to mobile services in
Sub-Saharan Africa by the end of 2020, an increase of nearly 20 million from
2019.
The report also projects that 4G adoption in the region will
double to 28% by 2025.
Furthermore, it is evident that social media users across
the continent are also becoming more engaged and active online, with increased
conversations occurring surrounding brands, businesses, and services, as well
as involvement in social and political discourse.
In Nigeria the number of social media users is on the rise,
reaching 32.9 million users in January 2022, a vast comparison to the 18
million users registered in 2017.
What’s more, with the country boasting a large and growing
youth population, Twitter has emerged as one of the most significant tools for
businesses, enabling them to connect with the younger generations through
advertising and marketing campaigns.
This increased activity and access to online communication
platforms has positioned Nigeria as the ideal market for various targeted
social media campaigns by corporate strategists.
1. Reaching a vast array of consumers
Twitter has a significantly large audience base that savvy
brands and marketers are able to tap into. In fact, the social media platform
reported a total of 229 million global monetizable daily active users (daily
users who see ads).
Additionally, 57% of the total 104 million internet users
across Nigeria, aged between 16 and 64, actively used Twitter during the third
quarter of 2021.
In fact, the youth of the country is now considered one of
the most active users on social media around the world.
However, it is important to remember that simply having a
presence in this growing marketplace does not guarantee the success of any
social media marketing campaigns. To assure the effectiveness of such
campaigns, brands need to ensure they’re reaching the right audience, not just
‘spraying and praying’.
In the vast and diverse African market, leaning on an
experienced partner can help businesses acutely understand how the social media
market behaves.
By partnering with trusted industry expert Ad Dynamo by
Aleph, brands will be able to take full advantage of platform capabilities,
including Twitter, connecting with consumers on platforms best-suited to their
needs, and achieving advertising goals.
Through these partnerships, brands will not only have access
to dedicated support from specialists in the industry, but also perform
seamless cross-border transactions, and be able to advertise on both a local
and global level, without limits.
2. Building brand recognition
According to Hootsuite’s Global State of Digital 2022
report, 16% of internet users between the ages of 16 and 64 use Twitter for
brand research.
By ensuring that brand messaging is consistent, stays on top
of the relevant latest trends and conversations, and is being posted consistently,
brands are able to build greater awareness of their business, products,
services, and values with consumers.
But, this is only the first step. Brand recognition is about
more than knowing who a brand is or what they do. By creating a holistic image
of the brand, from colours and logos to tone and messaging, brands are able to
ensure that consumers can quickly recognise a brand in whatever they do or put
out onto the platform.
3. Developing trust and establishing relationships with
consumers
Building an effective social media presence, and successful
social media campaigns, on Twitter requires more than just shouting your
messaging into the void.
By consistently, and positively, interacting and connecting
with consumers and potential customers, brands are creating deeper
relationships with customers and are building rich communities.
The latest research on perceptions of brands by Twitter
found that 77% of users on the platform feel more positive about brands that
are community and society focused.
By sharing insights and messaging around the latest industry
trends and news, brands project a voice of authority.
By interacting with customers who are having issues with
your brand, products, or services, or need help, brands showcase that they
value their customers.
And, by authentically engaging with customers, brands are
able to humanise the business to their customers.
4. Improving customer experience
By implementing all of these tactics and strategies on the
social media platform, many brands are able to deliver a better customer
experience.
As customer expectations continue to evolve and consumers
have access to increased choice and information at their fingertips due to the
proliferation of technology, customers are no longer looking to interact with a
corporation or business.
Essentially, they want authentic and personalised
experiences that demonstrate the value that a brand has placed on each and
every customer.
Social media platforms like Twitter are enabling brands to
provide this to customers and meet their needs.
5. Generating new revenue streams
As we’ve already discussed, through Twitter, brands are
reaching wider and more diverse audiences as the number of users on the
platform continues to grow, particularly in Nigeria and across the African
continent. But, more than this, the audience that brands are able to reach on
Twitter have a higher spending power than those on other social media
platforms.
And, according to Twitter Business, 26% of people spend more
time looking at ads on Twitter than other leading platforms while 54% of the
platform’s audience are more likely to purchase new products.
It’s clear that many brands and marketers are leveraging
Twitter to increase their brand awareness, build new relationships with
consumers, improve customer experience, and translate all of this into
measurable returns.
Taking into consideration Nigeria and Africa’s growing youth
population and increasing connectivity, in conjunction with Twitter’s rising
popularity, now is the perfect time for
brands to reach a larger, more diverse, and brand-aware audience both in the
country and on the continent. So, what’s stopping you?
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