Through this collaboration, young Nigerians will gain access to Aleph’s Digital Ad Expert (DAE) programme, equipping them with the knowledge and skills necessary to thrive in today’s digital landscape.

Aleph Group connects advertisers with consumers across over 130 emerging markets, facilitating engagement on over 45 of the world’s top digital platforms, including Google, Meta, Microsoft, Pinterest, Reddit, Snap, Spotify, TikTok, Twitch, Uber, X, and more.

In line with President Bola Ahmed Tinubu’s goal of creating 2 million digital jobs by 2025, the DAE program quickly and effectively trains many participants, supporting Nigeria’s digital economy growth.

“Teaching our youth digital advertising skills is crucial for advancing Nigeria’s economy in the digital age,” says Francis Sani, Special Adviser on Innovation, Entrepreneurship, and Capital from Federal Ministry of Communications, Innovation & Digital Economy.

The DAE’s focus on practical, industry-relevant skills, makes it an ideal solution for addressing Nigeria’s digital skills gap.

“The programme will be offered in both live and self-paced formats, ensuring flexibility and accessibility for participants across the country,” comments Aleph Group’s managing director for West Africa, Stanislaus Martins.

Upon completion, graduates will receive a globally recognised Digital Ad Expert certificate, granting them access to Aleph’s extensive alumni network and opening doors to exciting career opportunities in the digital advertising industry.

Aleph Group aims to train 800,000 students across the continent through its DAE programme, and this alliance represents a significant stride towards achieving that goal.

“This collaboration aligns with our mission to foster innovation and create opportunities for young people to thrive in the global digital economy,” said Gaston Taratuta, founder and CEO of Aleph Group.”

With an initial cohort of over 2,600 participants, this alliance is set to more than double participation in DAE in Nigeria.

Marketing measurement platform Lifesight.io utilized SEMrush to unravel the complex dynamics of social media usage by analyzing trends, user demographics, country-specific engagement, and platform growth; the study aimed to offer comprehensive insights into the shifting landscape of social media.

Key Findings

• TikTok’s Rise: TikTok saw a dramatic increase to 41.8B visits, a growth of 6015.0% since 2019.
• Five-Year Growth: Social media visits jumped from 582.9B to 1.98T, a 70.56% increase over five years from 2019 to 2023.
• 2023 Visit Highs: Combined visits for the top 10 sites reached a record high of 1.98 trillion in 2023, with a global average of 165.0 billion monthly and 5.4 billion daily visits.
• Dominant Platforms: In 2023, YouTube led with 1.35T visits, followed by Facebook and Twitter.
• Top Visiting Countries: The US (436.1B), India (171.8B), and Brazil (123B) led in social media visits in 2023.
• User Demographics and Devices: Male users dominated at 68.65%, with most accessing social media on mobile devices (59.10%).

TikTok Overview:

TikTok, the breakout star in the social media space, has seen an explosive 60.15 times increase in its growth rate, the highest among the top platforms.

From just 0.7 billion visits in 2019, the platform has skyrocketed to 41.8 billion visits in 2023. If numbers like this continue before long it might be claiming the top spot.

With an even distribution of male and female users at 69% and 31%, respectively, TikTok has made a remarkable 78.35% of its access from mobile devices, reflecting its status as a mobile-centric platform.

And in an increasingly mobile-centric world, the odds are very much in TikTok’s favor.

Here are some key numbers:

• Total Visits 2023: 41.8B
• % of Total Visits of the Top 10 Sites: 2.11%
• Average Monthly Visits in 2023: 3.5B
• Average Daily Visits in 2023: 114.7M
• Growth (2019-2023): 41.2B (98.34%)
• Average Visit Duration in 2023: 9:34
• Gender Distribution: 69% Male, 31% Female
• Device Preference: 78.35% Mobile

10 Most Popular Social Media Platforms

1. YouTube:

YT maintained its leadership in social media, skyrocketing to 1.35 trillion visits in 2023 from 263.3 billion in 2019, marking an impressive 80.49% growth.

2. Facebook:

Although it lost its top spot, Facebook remained a key player, with 216.4 billion visits in 2023, up 15.33% from 2019. This growth, albeit more modest, demonstrates Facebook’s enduring relevance in social networking, with a fairly balanced gender distribution and almost equal use of desktop and mobile platforms.

3. X (Twitter):

Exhibited notable growth, with visits soaring to 112.9 billion in 2023, a 63.19% increase from 41.6 billion in 2019. This reflects Twitter’s appeal for real-time content, with a slightly male-dominated user base and a significant preference for mobile usage (77.51%).

4. Instagram:

Capitalized on the visual content trend, escalating to 87.3 billion visits in 2023, a 62.40% increase from 2019. Instagram’s growth underscores its strength as a mobile-first platform, popular for visual entertainment, with a gender distribution leaning towards male users (67%).

5. Reddit:

Emerged as a significant player with 81.0 billion visits in 2023, up 68.72% from 2019. This growth rate highlights Reddit’s role as a key platform for community-driven content, with a majority male user base and a high percentage of mobile traffic (72.27%).

6. TikTok:

Apart from being banned in many countries, TikTok showed the most explosive growth among all platforms, with a 60.15 times increase in visits, reaching 41.8 billion in 2023 from just 0.7 billion in 2019.

This surge underscores TikTok’s rapid rise as a mobile-centric platform, equally popular among male and female users.

7. WhatsApp:

Saw significant growth in visits, reaching 31.3 billion in 2023, a 68.72% increase from 2019. The platform is predominantly used by male users and has a surprising number of desktop users, indicating its broad appeal as a cross-platform communication tool.

8. LinkedIn:

Continued to grow steadily, reaching 20.5 billion visits in 2023, up 59.41% from 2019. This growth reflects LinkedIn’s importance in the professional networking space, with a majority male user base and a preference for desktop usage.

9. Twitch:

Nearly doubled its visits to 20.0 billion in 2023, marking a 48.14% increase. Twitch’s growth is indicative of the rising popularity of live streaming, especially within the gaming community, with a significant male user base and considerable mobile device usage.

10. Quora:

Experienced notable growth, with visits climbing to 19.0 billion in 2023, a 60.25% increase. This growth rate shows the platform’s increasing relevance in knowledge sharing and information seeking, with a slight male dominance in its user base and a strong trend towards mobile usage.

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Twitch, About.me, and Dribbble are three such platforms that have not only amassed huge traffic but also maintained it through unique offerings and innovative features.

This article explores how these platforms achieved their growth and what makes them so appealing to their respective user bases.

Twitch: Revolutionising Live Streaming

• Live Streaming and Broadcasting: At its core, Twitch allows users to live stream their activities, particularly video gaming. Streamers can share their gameplay of various titles, ranging from popular AAA games to indie titles.
• Interaction and Community Building: Twitch’s chat feature accompanies each stream, allowing viewers to interact with the streamer and each other in real time. This fosters a sense of community and engagement, which is central to Twitch’s appeal.
• Variety of Content: Although gaming remains Twitch’s mainstay, the platform has diversified its content offering. Categories like ‘Just Chatting’, music, art, cooking, and more, have broadened Twitch’s appeal beyond just the gaming community.
• Monetization for Streamers: Twitch offers several monetization options for content creators. Streamers can earn through subscriptions, viewer donations (bits), and advertisements.

Two very successful streaming channels are Ninja and Bestnongamstopcasinos, they both have over 10 million followers from creating regular, highly enjoyable content around gaming and gambling on eSports.

Twitch has become a career platform for many successful streamers thanks to these revenue streams.

The Impact of Twitch

• Esports and Gaming Culture: Twitch has been pivotal in popularising esports, providing a platform for professional gaming tournaments to reach global audiences. It has become a key player in the gaming industry, influencing gaming trends and culture.
• Community and Fandom: Twitch nurtures unique micro-communities around specific games, hobbies, or streamers. This has led to the formation of dedicated fan bases and a vibrant, interactive online culture.
• Content Creation and Consumption Trends: Twitch has influenced the rise of live interactive content. The platform’s success has prompted other tech giants to invest in live streaming services, shifting content consumption trends.
• Platform for Social Issues and Charity: Twitch streams have been used for various social causes and charity events, raising significant funds for various organisations and bringing attention to critical

About.me: Simplifying Online Personal Branding

About.me is an online platform designed to help individuals and professionals create a single-page personal website that acts as a digital business card or portfolio.

Launched in 2010, About.me quickly gained popularity due to its simplicity and effectiveness in helping users present themselves online in a succinct and visually appealing way.

Key Features of About.me

• Personal Branding Made Simple: About.me enables users to create a personalised and professional web page. It’s particularly useful for entrepreneurs, freelancers, job seekers, and professionals looking to establish or enhance their online presence.
• Customizable Web Pages: Users can customise their page with a bio, profile picture, background images, and links to their social media accounts, professional websites, or other relevant online presences. This customization makes it easy for individuals to showcase their personality and professional identity.
• Networking and Visibility: The platform serves as a networking tool, allowing users to connect with others in their professional field and expand their professional network. Users can explore and discover other professionals in similar or diverse fields, fostering connections and collaborations.
• Ease of Use: One of the platform’s main appeals is its user-friendliness. Users can quickly set up a sleek, professional-looking page without needing any web design skills or technical knowledge.
• SEO Benefits: Pages on About.me are optimised for search engines, which can help increase the user’s online visibility. This feature makes it easier for potential employers, clients, or collaborators to find the users’ professional information online.

Impact and Usage

• Professional Networking: About.me has become a valuable tool for professionals to network and present a consolidated view of their professional life, linking to their various achievements and social media profiles.
• Personal Marketing: For freelancers and independent professionals, About.me pages serve as a marketing tool, providing a platform to showcase their skills, portfolio, and services.
• Job Search and Recruitment: Job seekers use About.me to supplement their resumes, offering a more dynamic and holistic view of their professional experiences and personal brand.

Dribbble: A Niche Network for Designers

Dribbble’s success lies in its focus on serving the design community and platform specifically tailored for designers and creatives.

Launched in 2009, it has grown to become one of the leading spaces for designers to showcase their work, find inspiration, and connect with others in the industry.

Dribbble operates as a social networking site, portfolio platform, and job board, all rolled into one.

Key Features of Dribbble

• Showcase for Design Work: Dribbble allows designers to upload ‘shots’ – small screenshots of their work, designs, or concepts. This feature has made it a go-to place for designers to showcase their portfolios and for others to discover and appreciate creative work.
• Networking and Community: The platform is more than just a portfolio site; it’s a community where designers can follow each other, comment on work, and share feedback. This interaction fosters a sense of community and collaboration.
• Job and Freelance Opportunities: Dribbble also functions as a job board where companies and individuals can post job listings seeking designers. For many designers, Dribbble is a vital resource for finding freelance work and full-time job opportunities.
• Discover and Explore: Users can explore the work of other designers, search for specific design styles or elements, and find inspiration for their projects. The platform’s browsing features make it easy to discover new trends and innovative designs.

Impact of Dribbble on the Design Community

• Industry Trends and Insights: Dribbble is often a barometer for the latest trends in design. By showcasing what designers are working on, the platform becomes a source of current design styles and future trends.
• Building Personal Brands: For many designers, Dribbble is key to building their personal brand and online presence. A strong Dribbble portfolio can significantly boost a designer’s visibility and credibility.
• Networking and Collaboration: The platform’s community aspects facilitate networking and collaboration among designers. Many users have formed professional relationships and collaborations through connections made on Dribbble.
• Professional Growth and Opportunities: With its job board and freelance project opportunities, Dribbble plays a significant role in the professional growth of designers. It provides a space where they can not only showcase their skills but also find real-world opportunities to apply them.

The growth in traffic to Twitch, About.me, and Dribbble can be attributed to their clear understanding of their audience’s needs and the innovative ways they meet these needs.

Twitch transformed live streaming into a vibrant, interactive community, About.me streamlined the process of online personal branding, and Dribbble created a nurturing space for designers.

Each platform’s focused approach to content and community engagement has not only garnered massive traffic but also cemented their positions as leaders in their respective domains.

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