Economy
Top 3 Tips for Brand Building, Business Marketing With Snapchat

By Nkem Ndem
With over 100 million active users and 400 million snaps per day, the social media platform is one of the fastest-growing social networks in the world, and even though it caters mainly to a younger demographic (18 -34yrs), it is becoming an essential part of global marketing strategies.
Indeed, Snapchat’s developers included certain features in the app that can be used to increase community engagement (build and establish relationships with customers) and brand awareness through innovative marketing campaigns; and as such, small business in Nigeria can benefit even more by adding Snapchat to their social media marketing which helps them to grow their brand with minimal effort.
Are you in Nigeria and thinking of adding Snapchat to your social media marketing mix? Jumia Travel, Africa’s No.1 online hotel booking site suggests three ways Nigerians can use Snapchat for building brand and business marketing.
Offer the target audience access to live events
The Snapchat app is wildly popular among millennial, as unlike the older generation, they seem to enjoy real-time footages. The real-time feature of the app makes it uniquely perfect for real-time social media marketing as it gives the target audience instant and direct access to live events. Snapchat can be a handy tool for business and companies at their product launches, trade shows, big events including anniversaries or at special events such as 1st person to reach a target purchase etc. Snapchat gets your audience excited because you’re providing a different, more authentic view of what is going on at the event. Business can even also provide behind-the-scenes for these events and even private office events like birthday parties, Friday afternoons or company outings, which help create and engage a strong following as it makes the customers feel like they are part of the process, therefore encouraging stronger brand awareness.
Employ teasers to boosting marketing campaigns
Teasers are a powerful tool for creating anticipation in the minds of clients and prospective patrons. It is usually very short and punchy, and Snapchat, based off of short clips, offers 10 seconds per snap which although not a very long time, is perfect to pull off a teaser. A creative way to achieve this would be to create a series of Snaps or even stories that build up anticipation for an event or product release and include a viral element. Then, send out the short 10 second Snap to select people, preferably target influencers and brand evangelists who will also help spread the word. You could also choose random followers for a special inside peek. A number of brands, especially in the entertainment industry, have adopted this technique, and have teased new shows, events or movies on Snapchat. The idea is to create anticipation and incorporate customers into their Snapchat marketing campaigns so they can do some of your marketing.
Advertise contests, perks or promotions
Nigerians definitely love social media giveaways and promotions. The Snapchat stories expire after 24 hours, so it offers the perfect opportunity to host flash sales or send out coupon codes. Business can succeed in Snapchat community engagement with a variety of promotions, exclusive deals and contests by offering promo codes or discounts to the fans who watch their Snapchat story. The company could also ask followers to take a snap while holding their product to get exclusive promotional offers. This technique improves brand personality and creates two-way communication between consumers and the brand. The company can also capture user-generated content while increasing loyalty.
Nkem Ndem is a PR Associate at Jumia Travel.
Economy
Naira Crashes to N1,464/$1 at Official Market, N1,485/$1 at Black Market
By Adedapo Adesanya
It was not a good day for the Nigerian Naira at the two major foreign exchange (FX) market on Friday as it suffered a heavy loss against the United States Dollar at the close of transactions.
In the black market segment, the Naira weakened against its American counterpart yesterday by N10 to quote at N1,485/$1, in contrast to the N1,475/$1 it was traded a day earlier, and at the GTBank forex counter, it depreciated by N2 to settle at N1,467/$1 versus Thursday’s closing price of N1,465/$1.
In the Nigerian Autonomous Foreign Exchange Market (NAFEX) window, which is also the official market, the nation’s legal tender crashed against the greenback by N6.65 or 0.46 per cent to close at N1,464.49/$1 compared with the preceding session’s rate of N1,457.84/$1.
In the same vein, the local currency tumbled against the Euro in the spot market by N2.25 to sell for N1,714.63/€1 compared with the previous day’s N1,712.38/€1, but appreciated against the Pound Sterling by 73 Kobo to finish at N1,957.30/£1 compared with the N1,958.03/£1 it was traded in the preceding session.
The market continues to face seasonal pressure even as the Central Bank of Nigeria (CBN) is still conducting FX intervention sales, which have significantly reduced but not remove pressure from the Naira. Also, there seems to be reduced supply from exporters, foreign portfolio investors and non-bank corporate inflows.
President Bola Tinubu on Friday presented the government’s N58.47 trillion budget plan aimed at consolidating economic reforms and boosting growth.
The budget is based on a projected crude oil price of $64.85 a barrel and includes a target oil output of 1.84 million barrels a day. It also projects an exchange rate of N1,400 to the Dollar.
President Tinubu said inflation had plunged to an annual rate of 14.45 per cent in November from 24.23 per cent in March, while foreign reserves had surged to a seven-year high of $47 billion.
Meanwhile, the cryptocurrency market was dominated by the bulls but it continues to face increased pressure after million in liquidations in previous session over accelerating declines, with Dogecoin (DOGE) recovering 4.2 per cent to trade at $0.1309.
Further, Ripple (XRP) appreciated by 3.9 per cent to $1.90, Cardano (ADA) rose by 3.5 per cent to $0.3728, Solana (SOL) jumped by 3.4 per cent to $126.23, Ethereum (ETH) climbed by 2.9 per cent to $2,982.42, Binance Coin (BNB) gained 2.0 per cent to sell for $853.06, Bitcoin (BTC) improved by 1.7 per cent to $88,281.21, and Litecoin (LTC) soared by 1.2 per cent to $76.50, while the US Dollar Tether (USDT) and the US Dollar Coin (USDC) traded flat at $1.00 each.
Economy
Crude Oil Prices Climb as US Blocks Venezuelan Tankers
By Adedapo Adesanya
Crude oil prices edged up on possible disruptions from a US blockade of Venezuelan tankers as the market waits for news about a possible Russia-Ukraine peace deal.
Brent futures rose 65 cents or 1.1 per cent to $60.47 per barrel while the US West Texas Intermediate (WTI) futures expanded by 51 cents or 0.9 per cent to $56.66 per barrel. Both Brent and WTI were down about 1 per cent this week after both crude benchmarks fell about 4 per cent last week.
US President Donald Trump said he was leaving the possibility of war with Venezuela on the table, noting that there would be additional seizures of oil tankers near Venezuelan waters after the US seized a sanctioned oil tanker off the coast of Venezuela last week.
The American President this week ordered a “blockade” of all sanctioned oil tankers entering and leaving Venezuela, in the US’ latest move to increase pressure on Nicolas Maduro’s government, targeting its main source of income. The pressure campaign on President Maduro has included a ramped-up military presence in the region and more than two dozen military strikes on vessels in the Pacific Ocean and Caribbean Sea near Venezuela, which have killed at least 90 people.
President Trump has also previously said that US land strikes on the South American country will soon start.
Meanwhile, US Secretary of State Marco Rubio on Friday said that the US is not concerned about an escalation with Russia when it comes to Venezuela, as the Trump administration builds up military forces in the Caribbean.
This development comes as President Trump seeks an end to the unending war between Ukraine and Russia that is heading towards its fourth year.
European Union leaders decided on Friday to borrow cash to loan 90 billion Euros to Ukraine to fund its defense against Russia for the next two years as Russian President Vladimir Putin offered no compromise on Friday on his terms for ending the war in Ukraine and accused the European Union of attempting “daylight robbery” of Russian assets.
Ukraine, meanwhile, struck a Russian “shadow fleet” oil tanker in the Mediterranean Sea with aerial drones for the first time.
Earlier this week, the US and Ukraine both signaled progress in negotiations about a peace agreement during talks in German capital city of Berlin. The US is now reportedly offering Ukraine security guarantees modeled on NATO’s Article 5 mutual defense pledge.
Economy
Tinubu Presents N58.47trn Budget for 2026 to National Assembly
By Adedapo Adesanya
President Bola Tinubu on Friday presented a budget proposal of N58.47 trillion for the 2026 fiscal year titled Budget of Consolidation, Renewed Resilience and Shared Prosperity to a joint session of the National Assembly, with capital recurrent (non‑debt) expenditure standing at 15.25 trillion, and the capital expenditure at N26.08 trillion, while the crude oil benchmark was pegged at $64.85 per barrel.
Business Post reports that the Brent crude grade currently trades around $60 per barrel. It is also expected to trade at that level or lower next year over worries about oil glut.
At the budget presentation today, Mr Tinubu said the expected total revenue for the year is N34.33 trillion, and the proposal is anchored on a crude oil production of 1.84 million barrels per day, and an exchange rate of N1,400 to the US Dollar.
In terms of sectoral allocation, defence and security took the lion’s share with N5.41 trillion, followed by infrastructure at N3.56 trillion, education received N3.52 trillion, while health received N2.48 trillion.
Addressing the lawmakers, the President described the budget proposal as not “just accounting lines”.
“They are a statement of national priorities,” the president told the gathering. “We remain firmly committed to fiscal sustainability, debt transparency, and value‑for‑money spending.”
The presentation came at a time of heightened insecurity in parts of the country, with mass abductions and other crimes making headlines.
Outlining his government’s plan to address the challenge, President Tinubu reminded the gathering that security “remains the foundation of development”.
He said some of the measures in place to tame insecurity include the modernisation of the Armed Forces, intelligence‑driven policing and joint operations, border security, and technology‑enabled surveillance and community‑based peacebuilding and conflict prevention.
“We will invest in security with clear accountability for outcomes—because security spending must deliver security results,” the president said.
“To secure our country, our priority will remain on increasing the fighting capability of our armed forces and other security agencies by boosting personnel and procuring cutting-edge platforms and other hardware,” he added.
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