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
Nigeria, UK Move to Close £1.2bn Trade Data Gap
By Adedapo Adesanya
Nigeria and the United Kingdom are moving to tackle a long-standing £1.2 billion discrepancy in their trade records, with both countries agreeing to develop a structured data-sharing system aimed at improving transparency and accountability across bilateral commerce.
The agreement was reached during a high-level meeting in London on March 18, 2026, held on the sidelines of President Bola Tinubu’s State Visit, under the Nigeria–United Kingdom Enhanced Trade and Investment Partnership (ETIP).
According to a statement by Nigeria Customs Service (NCS) spokesperson, Mr Abdullahi Maiwada, the talks signal a shift toward deeper operational cooperation between both countries’ customs authorities.
At the centre of the discussions was a persistent mismatch in trade figures. While Nigeria recorded about £504 million worth of imports from the UK in 2024, British records show exports to Nigeria at approximately £1.7 billion for the same period, leaving a gap of roughly £1.2 billion.
To address this, the two countries agreed to explore a pre-arrival data exchange framework that will connect their digital customs systems, with the aim of improving risk management, reconciling trade data, and strengthening compliance monitoring along the corridor.
The meeting was led by Comptroller-General of Customs, Mr Adewale Adeniyi and Ms Megan Shaw, Head of International Customs and Border Engagement at His Majesty’s Revenue and Customs (HMRC), and also focused on customs modernisation and data transparency.
Mr Adeniyi underscored the broader economic implications of the initiative, noting that customs collaboration plays a central role in trade facilitation.
“Effective customs cooperation remains a critical enabler of economic growth and sustainable trade development,” he said.
He added that “customs administrations serve as the frontline institutions responsible for ensuring that trade flows between both countries are transparent, secure, and mutually beneficial.”
The Nigeria–UK trade relationship spans multiple sectors, including industrial goods, agriculture, energy, and consumer products — all of which depend heavily on efficient port and border operations.
Beyond addressing data gaps, the meeting also highlighted ongoing modernisation efforts on both sides. The UK showcased advancements in artificial intelligence-driven trade tools, digital verification systems, and real-time analytics designed to enhance cargo processing, risk assessment, and border security.
The engagement further produced plans for a Customs Mutual Administrative Assistance Framework, alongside technical groundwork for capacity building, knowledge exchange, and a joint engagement mechanism under the ETIP platform.
Mr Maiwada said the outcomes are expected to strengthen Nigeria’s trade ecosystem and support broader economic reforms.
“The NCS has reaffirmed its commitment to deepening international partnerships as part of a broader modernisation agenda designed to promote transparency, efficiency, and competitiveness in Nigeria’s trading environment,” the statement said.
It added that “insights from this engagement will strengthen its operational capacity, enhance trade facilitation, and support Nigeria’s economic reform objectives under the Renewed Hope programme.”
Economy
Dangote Refinery Imports $3.74bn Crude in 2025 to Bridge Supply Gap
By Adedapo Adesanya
Dangote Petroleum Refinery imported a total of $3.74 billion) worth of crude oil in 2025, to make up for shortfalls that threatened the plant’s 650,000-barrel-a-day operational capacity.
The data disclosed in the Central Bank of Nigeria’s Balance of Payments report noted that “Crude oil imports of $3.74 billion by Dangote Refinery” contributed to movements in the country’s current account position, as Nigeria imported crude oil worth N5.734 trillion between January and December 2025.
Last year, as the Nigerian National Petroleum Company (NNPC), which is the refinery’s main trade partner and minority stakeholder, faced its challenges, the company had to forge alternative supply links. This led to the importation of crude from Brazil, Equatorial Guinea, Angola, Algeria, and the US, among others.
For instance, in March 2025, the company said it now counts Brazil and Equatorial Guinea among its global oil suppliers, receiving up to 1 million barrels of the medium-sweet grade Tupi crude at the refinery on March 26 from Brazil’s Petrobras.
Meanwhile, crude oil exports dropped from $36.85 billion in 2024 to $31.54 billion in 2025, representing a 14.41 per cent decline, further shaping the external balance.
The report added that the refinery’s operations also reduced Nigeria’s reliance on imported fuel, noting that “availability of refined petroleum products from Dangote Refinery also led to a substantial decline in fuel imports.”
Specifically, refined petroleum product imports fell sharply to $10.00 billion in 2025 from $14.06 billion in 2024, representing a 28.9 per cent decline, while total oil-related imports also eased.
However, this was offset by a rise in non-oil imports, which increased from $25.74 billion to $29.24 billion, up 13.6 per cent year-on-year, reflecting sustained demand for foreign goods.
At the same time, the goods account remained in surplus at $14.51 billion in 2025, rising from $13.17 billion in 2024, supported largely by activities linked to the Dangote refinery and improved export performance in other segments.
The CBN stated that the stronger goods balance was driven by “significant export of refined petroleum products worth $5.85bn by Dangote Refinery,” alongside increased gas exports to other economies.
Nigeria posted a current account surplus of $14.04 billion in 2025, lower than the $19.03 billion recorded in 2024 but significantly higher than $6.42 billion in 2023. The decline from 2024 was driven partly by structural changes in oil trade flows, including crude imports for domestic refining, according to the report.
Pressure on the current account came from higher external payments. Net outflows for services rose from $13.36 billion in 2024 to $14.58 billion in 2025, driven by increased spending on transport, travel, insurance, and other services.
Similarly, net outflows in the primary income account surged by 60.88 per cent to $9.09 billion, largely due to higher dividend and interest payments to foreign investors.
In contrast, secondary income inflows declined slightly from $24.88 billion in 2024 to $23.20 billion in 2025, as official development assistance and personal transfers weakened, although remittances remained a key source of inflow, as domestic refineries grappled with persistent feedstock shortages, exposing a deepening supply paradox in the country’s oil sector.
This comes despite the Federal Government’s much-publicised naira-for-crude policy designed to prioritise local supply.
Economy
Sovereign Trust Insurance Submits Application for N5.0bn Rights Issue
By Aduragbemi Omiyale
An application has been submitted by Sovereign Trust Insurance Plc for its proposed N5.0 billion rights issue.
The application was sent to the Nigerian Exchange (NGX) Limited, and it is for approval to list shares from the exercise when issued to qualifying shareholders.
A notice signed by the Head of Issuer Regulation Department of the exchange, Mr Godstime Iwenekhai, disclosed that the request was filed on behalf of the underwriting firm by its stockbrokers, Cordros Securities Limited, Dynamic Portfolio Limited and Cedar of Lebanon Securities.
The company intends to raise about N5.022 billion from the rights issue to boost its capital base, as demanded by the National Insurance Commission (NAICOM) for insurers in the country.
Sovereign Trust Insurance plans to issue 2,510,848,144 ordinary shares of 50 Kobo each at N2.00 per share on the basis of three new ordinary shares for every 17 existing ordinary shares held as of the close of business on Tuesday, March 17, 2026.
“Trading license holders are hereby notified that Sovereign Trust Insurance has through its stockbrokers, Cordros Securities Limited, Dynamic Portfolio Limited and Cedar of Lebanon Securities, submitted an application to Nigerian Exchange Limited for the approval and listing of a rights issue of 2,510,848,144 ordinary shares of 50 Kobo each at N2.00 per share on the basis of three new ordinary shares for every 17 existing ordinary shares held as of the close of business on Tuesday, March 17, 2026,” the notification read.
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