TechEconomy
  • Privacy Policy
  • Manage Subscriptions
Thursday, November 30, 2023
Advertisement
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Apps
      • Laptop
      • Gadgets and Appliances
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • TECHECONOMY TV
No Result
View All Result
Podcast
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Apps
      • Laptop
      • Gadgets and Appliances
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • TECHECONOMY TV
No Result
View All Result
Tech | Business | Economy
No Result
View All Result
Podcast

Home » African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why

African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why

Techeconomy by Techeconomy
October 3, 2022
in Commerce
9
Snapchat, Ad Dynamo
Alistair Errington, Snap Partner Director at Ad Dynamo by Aleph

Alistair Errington, Snap Partner Director at Ad Dynamo by Aleph

Sifax
Advertisements

Over the years, Snapchat has consistently defied its most ardent critics. The platform has grown from strength to strength rather than fading away as existing social networks mimic its features, and new ones, such as TikTok, target the same audience.

This illustrates how people want more options and choices when it comes to social media (something that its critical advertisers understand).

RelatedPosts

Main Market Online

Main Market Online and E-Commerce in Nigeria’s Emerging Markets

November 28, 2023

Inuwa says NITDA’ll Continue to Support Smallholder Farmers with Sustainable Solutions

November 24, 2023

As recorded by Statista, Snapchat boasts 347 million daily active users in Q2 2022, up more than 50 million from the same quarter in 2021.

Snapchat

Data Reportal also sheds light on Snapchat’s presence with a total advertising reach of more than 617 million people. This puts it in the top 10 social networks globally. It is, in other words, a platform that advertisers simply cannot afford to ignore. This is as true on the African continent as it is anywhere else

In Nigeria, for example, Snapchat has more than 9 million users in addressable reach for advertising. This puts it on par with Instagram, and well ahead of platforms such as LinkedIn. 

With this in mind, it is worth looking at what makes Snapchat so popular, why it’ll continue to be a good marketing option, and how advertisers can best take advantage of it.  

Embracing technological evolution 

Key to Snapchat’s success in recent years has been its willingness to continue evolving and embracing new technologies as they emerge. In particular, it utilises augmented reality (AR) in ways that appeal to its user base.

Snapchat is a camera-first app, encouraging its audience to create personal authentic content featuring themselves.

For instance, some 250 million users make use of AR tools that allow them to add 3D experiences in the real world and overlay graphics on images every day. But the platform’s AR ambitions go far beyond augmenting the world only for entertainment. Earlier this year, Snapchat announced updates to its AR shopping features which make it easier for users to try out AR versions of a retailer’s product and to buy directly from the AR experience on Snapchat. 

As a result, Snapchat isn’t just a place where brands can advertise to their customers. In fact, it’s more like a virtual showroom that allows people to see what products would look like on them or in their homes. ‘Product trial’ has a whole new meaning.

But even its more prosaic offerings give advertisers a lot to work with. Take Spotlight, its short-form video offering, for example. Spotlight offers a place where an infinite stream of full screen videos can be engaged with, tailored to the user’s interests.

It saw instant success, growing 60% in activity year on year since mid-2021. Based on this growth, Snapchat announced earlier this year that they were testing ads on Spotlight, having successfully rolled them out in a revenue-sharing model with Snap Star creators.

Hyper-connected digital natives

It’s also important to highlight that Snapchat has been developing its technology for 10 years, and its followers have remained loyal through that evolution.

 Retaining a community that has grown with the app, Snapchat capitalises on the millennial generation and is constantly accruing a younger generation of users due to the cutting edge experiences it offers. 

Zooming into Africa, these younger generations are becoming the centre of attention for Africa. The majority of purchasing power will reside in this audience, not to mention how connectivity in these countries becomes ubiquitous.

Nigeria serves as a prime example of a market that is well positioned for digital growth – both in digital users and an audience to be capitalised on. With the combination of internet penetration currently sitting around 51%, and over 70% of the users on Snapchat being 21+ in Nigeria, the opportunity for advertisers is there in the short term to bring returns and prepped for the long term to invest in.

Bundle this with a median age of 18 and the expected addition of 35 million more internet users by 2026 in Nigeria, and Snapchat anchors itself in the helm of a booming economy. 

There is also a very exciting convergence taking place in the digital sphere with this spike in internet users: by 2025, nearly 75% of the global population and all social/communication apps will be frequent AR users. Right now, Snapchatters spend over 3 minutes a day engaging with AR experiences alone and more than 30 minutes on the app everyday – nevermind the fact that they open the camera over 30 times a day resulting in 2.4M snaps every minute around the world. And one of the most interesting nuggets to these behaviours is that it’s done by an audience barely found anywhere else. On any given day, 95% of Snapchat users aren’t on TikTok, 84% of Snapchat users aren’t on Twitter and 47% of Snapchat users aren’t on Facebook. Snapchat hosts a unique audience. 

The right messaging with the right partnerships 

Of course, advertisers can’t simply hope to slap their existing messaging onto Snapchat templates and expect great results. They have to ensure that the messaging matches the platform and that they’re reaching the people they want with it. 

Here, the right partner can help. Brands should look to work with a media sales partner that not only understands platforms such as Snapchat inside out but also has extensive experience working in growth markets like Nigeria.  In doing so, they can reap the full benefits of being on a rapidly growing platform that’s becoming increasingly significant on the African continent.

Share this:

  • X
  • More
  • Email
  • WhatsApp
Tags: Alistair ErringtonSnapchatTikTok
Previous Post

Blockchain memo: The State of Blockchain in Africa

Next Post

How SA’s Cloud Market is Finally Maturing

Techeconomy

Techeconomy

Related Posts

Main Market Online
Commerce

Main Market Online and E-Commerce in Nigeria’s Emerging Markets

by Joel Nwankwo
November 28, 2023
0

Nigeria has experienced a significant increase in e-commerce activities in recent years, with the industry growing at an impressive rate....

Read more
NITDA, IFAD International and Smallholder farmers

Inuwa says NITDA’ll Continue to Support Smallholder Farmers with Sustainable Solutions

November 24, 2023
SME Advisory Council

FG to Inaugurate SME Advisory Council soon – Adekunle-Johnson

November 24, 2023
CCM Platforms are Reshaping Customer Experiences for Banks

CCM Platforms are Reshaping Customer Experiences for Banks and Insurers

November 23, 2023
TGI Group

TGI Group Launches Young Professionals Program to Nurture Emerging Talents

November 22, 2023
South African associations in Germany

How South African Companies can Empower Themselves with Authentic Change Leadership

November 22, 2023
Next Post

How SA’s Cloud Market is Finally Maturing

Comments 9

  1. Pingback: African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why - TechEconomy.ng
  2. Pingback: African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why – TechEconomy.ng – VR Racks
  3. Pingback: African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why - TechEconomy.ng » Autonewsn
  4. Pingback: African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why - TechEconomy.ng - Fast Latest News
  5. Pingback: African Marketers Simply Cannot Afford to Ignore Snapchat: Here's Why – TechEconomy Nigeria - TechEconomy.ng
  6. Pingback: African Marketers Simply Cannot Afford to Ignore Snapchat: Here's Why – TechEconomy Nigeria - TechEconomy.ng » Autonewsn
  7. Pingback: The four Drivers of Nigerian Digital Advertising in 2023 - TechEconomy.ng
  8. Pingback: The four Drivers of Nigerian Digital Advertising in 2023 - TechEconomy.ng - news mania
  9. Pingback: The four Drivers of Nigerian Digital Advertising in 2023 - TechEconomy.ng

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

I agree to the Terms & Conditions and Privacy Policy.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

TECHECONOMY PODCAST

Techeconomy Podcast
Techeconomy Podcast

Techeconomy Podcast is brought to you by TechEconomy. Every week we will bring new stories from startups and influencers who are shaping and changing the world we live in. We’ll also bring you reports on topics you should know.

Follow us @techeconomyng for more.

Listen OnSpotify
The Role of Ed-tech in Life Long Learning and Continuous Education
byTecheconomy

In this episode, we embark on a profound exploration of Ed-tech's integral role in lifelong learning and continuous education.

Our esteemed guest, Oluwatobi Adekunle, Co-founder of Growthskool, brings a wealth of insight to the discussion. As a visionary in the Ed-tech realm, he shares experiences, challenges, and triumphs from the forefront of Growthskool's transformative journey.

Join us in unraveling the ways in which Ed-tech is reshaping traditional education paradigms and fostering a culture of continuous learning. Oluwatobi's perspective offers a unique lens into the transformative power of technology in the realm of education.

At Techeconomy, our commitment lies in delivering nuanced coverage at the crossroads of Technology, Business, and the Economy. Our content is designed to empower decision-making and explore the transformative potential of innovative technologies.

—

Send in a voice message: https://podcasters.spotify.com/pod/show/techeconomy/message

The Role of Ed-tech in Life Long Learning and Continuous Education
The Role of Ed-tech in Life Long Learning and Continuous Education
October 19, 2023
Techeconomy
Filmmaking and Technology: A chat with Micheal Chineme Ike
June 7, 2023
Techeconomy
Search Results placeholder

NEWSLETTER

Subscribe

* indicates required
Techeconomy

Follow Us

MarkTECH

Gamification and Customer experience
MarkTECH

Gamifying Customer Engagement for Success 

by Techeconomy
November 13, 2023
0

Writer: ADEOLA ADEJOKUN Let's talk about the addictive nature of video games for a second. What keeps players glued to...

Read more

WomenPreneurs

Rukayat Alabi - RKY Group of Companies
WomenPreneurs

Rukayat Alabi: Empowering Lives and Businesses Through Tech

by Joan Aimuengheuwa
October 29, 2023
0

Rukayat Alabi, the CEO of RKY Group of Companies, a visionary entrepreneur who is revolutionizing the way people transition into...

Read more

BusinesSENSE For SMEs

Managing Difficult Customer
BusinesSENSE For SMEs

Five Keys to Managing Difficult Customers

by Techeconomy
August 23, 2023
0

You will at one point in your business be confronted with dealing with difficult customers. So, mastering the right strategies...

Read more
  • About Us
  • Contact Us
  • Policy
  • Careers

© 2023 Techeconomy - Designed by Opimedia.

No Result
View All Result
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Apps
      • Laptop
      • Gadgets and Appliances
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • TECHECONOMY TV

© 2023 Techeconomy - Designed by Opimedia.

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.