Brands/Products
How Brands Should Leverage Digital Marketing to Capture Africa’s Future Customers
By Ebun Ikenze
Unless they cater specifically to an older niche, most brands want to grab the attention of young people. That makes sense too. Young people are tastemakers and the guardians of what’s cool and what isn’t. And, if you grab their attention while they’re still young, there’s a good chance they’ll stay loyal for a very long time. It is no wonder, then, that so many brands are showing an interest in Africa.
As other major population centres age out and face stagnant (or even decreasing) birth rates, Africa remains home to a young and growing population. In fact, as of 2022, around 40% of the population was aged 15 years and younger. Its overall population, meanwhile, currently sits at around 1.4 billion and is expected to grow to 2.5 billion people by 2050. And by 2030, young Africans are expected to constitute 42% of global youth.
But attracting all those young people to your brand is more complex than launching it and hoping they’ll come. You also have to market it actively. And the best way of doing so is through targeted, relevant messages on the digital platforms that most young Africans spend the majority of their time on.
Connected, savvy, and cool
That focus on digital platforms might seem strange given that overall levels of internet access in Africa (currently at 43%) remain below the global average (66%), but internet connectivity is growing rapidly across Africa. Thanks to the increasing number of undersea cables linking African countries with each other and the rest of the world, connectivity has become faster, more ubiquitous, and more affordable. That impact can be seen in the fact that, by 2022, the continent had more than doubled the number of internet users it had in 2015.
Internet traffic has grown too. In fact, between 2018 and 2022, Africa saw the most rapid growth in international internet bandwidth. While global average bandwidth growth during that period was 28%, Africa saw 44% growth in the same period. Young people are a major driving force behind the growth in internet adoption and traffic. While not an exact proxy for internet connectivity, it’s illuminating that in 2019, sub-Saharan Africa was expected to add more than 160 million mobile subscribers by 2025, driven primarily by the youth population.
With those improvements in connectivity come increased levels of consumer savviness. That means that consumers increasingly want the same kinds of brand experiences as their counterparts in other countries and will actively seek out those experiences.
Being where they are
Therefore, brands must do everything they can to be where those young people are when they’re seeking out those experiences.
That means those brands must have presences on major digital platforms, including those owned by Meta (Facebook, WhatsApp, and Instagram), as well as on the likes of Snap and Spotify. It’s also telling how invested those platforms are in the continent. Spotify, for example, views Africa as crucial to its ambitions of doubling its global user base by 2030.
They clearly see the potential in Africa’s young and increasingly connected population, so shouldn’t you too?
Partner with the experts
Of course, as much as those platforms have made it as easy as possible to advertise on them, brands can’t simply launch a campaign and hope for the best. They should instead partner with experts who can help ensure that their campaigns are as effective as possible.
Such a partner will have expertise in each of the most important platforms as well as extensive experience in the markets your brand is trying to break into. That on-the-ground knowledge, in particular, should never be underestimated. It can be the difference between a successful campaign and a total flop.
The right partner will also help you deliver creative excellence at a transparent price, maximising the impact of your digital campaigns.
Embracing Africa’s big digital shifts
There is no doubt that Africa is undergoing massive shifts and that its growing, youthful population represents a massive opportunity for the brands willing to take advantage of it. And if they’re to take advantage of that opportunity, they also need to ride the continent’s growing levels of connectivity. Crucially, they shouldn’t do it alone and should instead partner with people who understand both the continent and the most relevant online platforms used across it.
The brands that get that right stand to see serious and lasting gains.
Ebun Ikenze is the Client Relations Director at Ad Dynamo by Aleph
By Modupe Gbadeyanka
MultiChoice Nigeria has commenced a one-month campaign tagged Open Time, offering new and existing subscribers free package upgrades.
A statement from the company disclosed that the promotion runs from June 1 to 30, 2026, and gives eligible DStv and GOtv customers access to higher subscription packages at no additional cost in the month of June.
However, these upgrades are on select DStv or GOtv packages. Subscribers will automatically be upgraded to a higher package at the price of their current subscription for the duration of the offer.
MultiChoice said the upgrade is intended to give subscribers a broader viewing experience for the month, spanning drama, sport, action and children’s programming available on the higher-tier packages.
Customers who pay for DStv Compact Plus or DStv Compact bouquets will be upgraded to DStv Premium, while DStv Confam customers will be upgraded to DStv Compact. DStv Yanga customers will receive access to DStv Confam.
Similarly, GOtv Supa and GOtv Max subscribers will receive access to the GOtv Supa Plus package, while GOtv Jolli subscribers will be upgraded to GOtv Max.
The upgrades will remain active for as long as the customer’s account is fully paid during the campaign period. At the end of the promotion on June 30, subscriptions will revert to their original packages.
Subscribers can renew or activate their accounts via the DStv and GOtv websites, the MyDStv and MyGOtv apps, USSD, banking channels or at payment points nationwide.
Twinkles Beauty has added fringe wigs to its catalogue, bringing one of the most directional styles in contemporary hair fashion to its growing international customer base. The launch positions the brand to meet demand for a look that has moved steadily from editorial runways into everyday wardrobes, earning a permanent place among the styles modern women return to consistently.
The fringe wig delivers something that most other wig styles do not: an instant change to the entire aura of the face. A well-constructed fringe alters the visual proportion of the forehead, draws attention to the eyes, and produces a finish that reads as intentional and precise. Unlike the bone straight wig, which leads with length and sleekness, or the body wave unit, which leads with movement and texture, the fringe wig leads with structure at the very front of the style. It is a design decision that changes everything about how a look is perceived, and it is why the fringe has maintained its relevance across decades of changing fashion without ever feeling dated.
Twinkles Beauty was founded with a clear commercial mandate: make premium human hair accessible to women who have historically been underserved by international pricing structures and inconsistent quality standards. The brand has built its operational foundation across Nigeria & Ghana before extending its delivery network to customers in the United States, Canada, the United Kingdom, and multiple additional international markets.
Every product in the Twinkles Beauty catalogue, from its frontal wigs to its precision-cut bob units and glueless options designed for everyday wear, is held to the same sourcing and construction standard regardless of the length or style category it falls under.
The fringe wig collection enters that catalogue with the same expectation. Units are constructed from premium human hair, with lace options that blend against a range of skin tones and cap architecture built for secure, comfortable wear. The collection covers multiple length options, meaning a customer who prefers the clean, above-the-shoulder finish of a shorter fringe unit and one who wants the same style at a longer, more dramatic length are both accommodated within the same launch. The fringe detail is consistent across lengths, delivering the defining characteristic of the style at every size available.
The addition reflects a pattern that has defined how Twinkles Beauty has grown its catalogue over time. New collections are introduced in direct response to what the brand’s customer base is purchasing and requesting, not simply in response to broad market trends. This intentional design means the store covers the full range of what a woman shopping for premium human hair actually wants. The collection spans from the ultra-sleek finishes that bone straight and HD lace units provide, to the textured, high-volume options that deep wave and curly units deliver, and now to the sharp, face-framing precision that the fringe collection brings.
Shopping on Twinkles Beauty
The full fringe wig collection is available now at Twinkles Beauty. Placing an order is a straightforward process:
- Visit twinklesbeauty.co and click the Shop tab in the navigation menu.
- Browse the Wigs category and select Fringe Wigs from the available options.
- Choose your preferred unit and review the product specifications, including length, density, lace type, and colour.
- Add your selected unit to the cart and proceed to checkout.
- Complete payment using any of the secure payment methods displayed at the checkout stage. Pricing is finalised on the product page and does not change at checkout.
- Receive your order confirmation and use the Track Order feature on the website to monitor your delivery.
Customers with questions before or after purchase can reach the Twinkles Beauty support team directly through the Contact Us page. The brand also maintains an active presence on Instagram, TikTok, and Facebook for customers who want to see products styled before making a selection.
International customers in the US, Canada, and the UK move through the same checkout process and receive the same delivery standards as customers ordering from within West Africa. Transparent pricing, reliable logistics, and consistent product quality apply across every market Twinkles Beauty serves.
MultiChoice Nigeria, a CANAL+ company, has reaffirmed its commitment to strengthening collaboration with its dealer network at the MultiChoice Dealer Enterprise 2.0 forum held on Monday in Lagos.
The forum brought together the company’s mega dealers across Nigeria to discuss evolving market realities, customer expectations and new initiatives designed to support long-term business growth.
In her opening remarks, the Chief Executive Officer of MultiChoice Nigeria, Kemi Omotosho, described dealers as critical partners in the company’s growth journey and customer experience delivery.
“Our dealers remain the bridge between our business and millions of customers across the country. As the market evolves, it is important that our partnership model also evolves to ensure sustainable growth and shared value across the ecosystem,” she said.
The company unveiled enhancements to its dealer engagement across its DStv and GOtv businesses, reinforcing its commitment to supporting dealer profitability, operational growth and long-term sustainability.
Speaking on the initiatives, Chimaobi Eluigwe, Vice President, Sales, MultiChoice Nigeria, said the move reflects MultiChoice Nigeria’s intention to build a stronger and more rewarding partnership while positioning the dealer network for future growth.
“We are intentional about creating opportunities that allow our dealers to grow sustainably with the business. This is about strengthening partnerships, improving value creation and ensuring our dealers remain well-positioned for the future,” he said.
Dealers at the forum welcomed the initiatives, describing them as a positive step toward strengthening collaboration and improving business confidence.
According to Cordelia Ikeanyi, Managing Director at Eastland General Resources, the renewed engagement and enhanced benefits structure demonstrate MultiChoice Nigeria’s commitment to recognising the value dealers bring to the business.
“This is a step in the right direction for dealers. The improved communication and engagement from MultiChoice have made partners feel more valued and included, and the new initiatives will support business expansion and help us explore untapped opportunities,” she said.
Also speaking at the forum, Ifeanyi Onyibo, CEO of Radac Communications Limited, noted that dealers have experienced more engagement and clearer communication in recent months, describing the renewed approach as a positive development for the dealer ecosystem.
“There has been a noticeable improvement in communication and engagement, and initiatives like this give partners greater confidence in the direction of the business,” he said.
The forum also featured a feedback session where dealers shared market insights, customer trends, and recommendations aimed at improving service delivery and strengthening customer experience across the country.
Awards were presented to top-performing dealers in recognition of their sales performance, customer service excellence and commitment to growing the MultiChoice business nationwide.
With the Dealer Enterprise 2.0, MultiChoice Nigeria reaffirmed its commitment to working closely with dealers to strengthen partnerships, improve collaboration and drive shared growth across the country.
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