By Brian Abel, Twitter Team Leader for Greater Africa, Ad Dynamo by Aleph
Over the past decade, social media has become one of the most significant technological developments the world has seen. This ever-evolving phenomenon continues to change not only the way we communicate with each other, but also the way companies 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 Mobile Economy Report, 495 million people (46% of the population) were subscribed to mobile services in sub-Saharan Africa by the end of 2020, an increase of nearly 20 million from 2019. 4G in the region will double to 28% by the end of 2020. Furthermore, it is evident that social media users across the continent are also becoming more engaged and active online, with an increase conversations around brands, companies 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 registered users in 2017. Additionally, the country with a young population important and growing, Twitter has emerged. as one of the most important tools for businesses, enabling them to connect with 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.
Reach a wide range of consumers
Twitter has a dramatically large audience base that savvy brands and marketers can tap into. In fact, the social media platform reported a total of 229 million monetizable daily active users worldwide (daily users who see ads).
In addition, 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 country’s youth are now considered one of the most popular users. more active on social networks around the world.
However, it is important to remember that simply having a presence in this growing market does not guarantee the success of social media marketing campaigns. To ensure the effectiveness of such campaigns, brands need to make sure they reach the right audience, not just “spray and pray”.
In the large and diverse African market, relying on an experienced partner can help companies gain a deep understanding of social media market behavior. By partnering with trusted industry expert Ad Dynamo by Aleph, brands will be able to take full advantage of the capabilities of the platform, including Twitter, to connect with consumers on the platforms best suited to their needs. and achieve their advertising goals.
Through these partnerships, brands will not only have access to dedicated support from industry experts, but will also transact seamlessly across borders and be able to advertise both locally and globally, without limits.
Build brand recognition
According According to Hootsuite’s Global State of Digital 2022 report, 16% of Internet users aged 16-64 use Twitter for brand research. By ensuring that brand messaging is consistent, stays on top of the latest relevant trends and conversations, and is published consistently, brands are able to raise awareness of their business, products, services, and values among consumers.
But this is only the first step. Brand recognition is about more than knowing who a brand is or what it does. By creating a holistic brand image, from colors and logos to tone and messaging, brands are able to ensure that consumers can quickly recognize a brand in everything they do or post on the platform. .
Develop trust and build relationships with consumers
Building an effective social media presence and successful social media campaigns on Twitter requires more than just shouting your message into the void. By consistently and positively interacting and connecting with consumers and potential customers, brands create deeper relationships with customers and build rich communities.
The latest research on brand perceptions by Twitter found that 77% of platform users feel more positive about community and society-focused brands.
By sharing ideas and messages about the latest trends and industry news, brands project a voice of authority. By interacting with customers who have issues with your brand, products, or services, or need help, brands show they value their customers. And, by authentically engaging with customers, brands are able to humanize the business for their customers.
Improve the customer experience
By implementing all 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 no longer seek to interact with a company or business. . Essentially, they want authentic, personalized experiences that demonstrate the value a brand places on each of its customers. Social media platforms like Twitter allow brands to provide this to customers and meet their needs.
Generate new sources of revenue
As already mentioned, through Twitter, brands are reaching larger and more diverse audiences as the number of users on the platform continues to grow, especially in Nigeria and across the African continent. But, more than that, the audience that brands can reach on Twitter has higher buying power than other social media platforms. And, according to Twitter Business, 26% of people spend more time watching ads on Twitter than other leading platforms, while 54% of the platform’s audience are more likely to buy new products.
It’s clear that many brands and marketers are leveraging Twitter to increase brand awareness, build new relationships with consumers, improve customer experience, and translate it all into measurable returns. Given the growing population of young people in Nigeria and Africa and increasing connectivity, as well as the growing popularity of Twitter, now is the time for brands to reach a wider, more diverse and brand-aware audience. both in the country and on the continent. So what’s stopping you?