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5 Reasons Why TikTok Ads are Better Than Facebook Ads for Targeting Gen Z Baddies

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Gen Z Baddies

By Kenneth Horsfall

In the world of digital marketing, staying ahead of the curve is essential, especially when it comes to reaching the ever-elusive Gen Z audience. These tech-savvy individuals, born between the mid-1990s and the early 2010s, have distinct preferences and habits when it comes to consuming content. TikTok, the short-form video platform that has taken the world by storm, has emerged as a powerful advertising medium, particularly when targeting Gen Z.

With TikTok’s meteoric rise in popularity and Facebook’s continued dominance, businesses must make informed choices about where to invest their advertising dollars. This article will explore five compelling reasons why TikTok ads outshine Facebook ads when it comes to effectively targeting Generation Z.

Why Does Gen Z Baddies Love TikTok

The first and most compelling reason why TikTok ads outshine Facebook ads for targeting Gen Z is the platform’s popularity among this demographic. Gen Z gravitates towards TikTok’s short video format and engaging content. TikTok is their go-to app for entertainment, education, and inspiration. According to a 2022 survey by Piper Sandler, TikTok has surpassed Instagram as Gen Z’s preferred social media platform. It’s where they spend a significant portion of their online time, making it a prime location for advertisers looking to make an impact.

Another reason is the Viral Potential in TikTok, TikTok is known for its viral challenges and trends, where user-generated content can quickly gain immense popularity. This viral potential can work to a brand’s advantage when creating TikTok ads. A well-crafted and engaging ad has the potential to go viral, spreading brand awareness far and wide. Facebook, while still a platform with a broad reach, doesn’t have the same propensity for content to go viral in the same way that TikTok

Why Tiktok Ads Are Better Than Facebook Ads For Targeting Gen Z Baddies

Native Content Creation:

TikTok excels in providing a platform that encourages creative expression, and it has seamlessly integrated advertising into its format. Users are accustomed to seeing a wide variety of content, both organic and sponsored, which blurs the line between the two. In contrast, Facebook ads are often perceived as intrusive, disrupting the user experience. TikTok’s seamless blending of advertising within user-generated content ensures that Gen Z viewers are more receptive to the ads they encounter, as they mimic the content they’re already engaging with.

Short and Snappy Content:

TikTok’s videos are typically brief, ranging from 15 to 60 seconds, making them well-suited to Gen Z’s shorter attention spans. Facebook, on the other hand, is inundated with longer-form content that may not be as appealing to this audience. TikTok’s bite-sized videos are more engaging and easier to digest, ensuring that ads capture and maintain the viewer’s attention.

Algorithmic Reach and Discovery

TikTok’s content discovery algorithm is finely tuned to surface content that is relevant to individual users. This means that TikTok ads have a better chance of reaching Gen Z users who are genuinely interested in the product or service being advertised. On Facebook, content is often shown to users based on their network connections, which may not always align with Gen Z’s interests and preferences. TikTok’s algorithm allows brands to target their audience with pinpoint accuracy, ensuring their messages reach the right people.

TikTok’s algorithm continues to prioritize watch time, completion rates, and content relevance. In 2026, the platform is placing even greater emphasis on user intent and contextual signals. Creators who monitor analytics, test different formats, and refine their content based on performance metrics will stay ahead. Beyond TikTok, maintaining consistent engagement across all social channels remains vital for creators looking to establish a robust digital footprint. For instance, integrating an Instagram likes service by SocialBoosting can help ensure your profile remains competitive while you focus on mastering the latest algorithmic shifts.

Creative Opportunities

TikTok offers advertisers a plethora of creative tools and features to craft engaging ad campaigns. From viral challenges and interactive filters to user-generated content campaigns, TikTok’s creative potential is virtually limitless. Gen Z is highly receptive to innovative and fun ad content, and TikTok provides the perfect playground for brands to experiment and connect with their target audience. Facebook, while also offering various ad formats, doesn’t provide the same level of creative freedom and interaction.

Data-Driven Targeting

TikTok’s data-driven targeting capabilities are designed to help advertisers reach their intended audience with precision. The platform’s algorithm considers user behaviour, interests, and demographics to deliver ads to those who are most likely to engage with the content. This ensures that your marketing budget is spent efficiently, and your message reaches the right Gen Z users. Facebook, with its rich user data, also provides targeting options, but TikTok’s algorithm appears to have a more Gen Z-centric approach.

Authentic Influencer Marketing

Influencer marketing is a powerful tool for reaching Gen Z, and TikTok is particularly conducive to this strategy. Many Gen Z users follow and trust their favourite TikTok creators. Brands can collaborate with influencers to create authentic and relatable content that resonates with their target audience. This authenticity is often hard to achieve on Facebook, where users are more accustomed to a mix of personal and professional content.

Conclusion

While Facebook ads remain a valuable advertising channel, TikTok has surged ahead as the go-to platform for targeting Gen Z. Its popularity, native advertising experience, creative opportunities, data-driven targeting, and influencer marketing potential make it a powerful tool for brands looking to connect with the younger generation. As Gen Z continues to shape the consumer landscape, businesses that prioritize TikTok advertising are more likely to succeed in engaging this dynamic and influential demographic.

My name is Kenneth Horsfall and I’m the creative director and founder of K.S. Kennysoft Studios Production Ltd fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. And also, the founder and lead instructor at Kennysoft Film Academy. I can be reached via di******@*************io.com

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When Expertise Meets Politics: The Rejection of Professor Datonye Dennis by Lawmakers

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Professor Datonye Dennis Alasia

By Meinyie Okpukpo

In a development that has generated debate within both political and medical circles in Rivers State, the Rivers State House of Assembly recently declined to confirm Professor Datonye Dennis Alasia as a commissioner-nominee submitted by the state governor, Siminalayi Fubara.

The decision followed a tense screening session in Port Harcourt and has raised broader questions about the intersection of politics, governance, and the role of technocrats in public administration.

For many in Nigeria’s medical community, Professor Alasia is not simply a nominee rejected by lawmakers. He is a respected physician, academic, and nephrology specialist whose decades-long career has contributed significantly to medical practice and training in the Niger Delta and across Nigeria.

The Political Drama Behind the Rejection

Professor Alasia was among nine commissioner nominees submitted by Governor Fubara to the Rivers Assembly as part of efforts to reconstitute the State Executive Council following the dissolution of the cabinet earlier in 2026. After deliberations, the Assembly confirmed five nominees but rejected four, including Professor Alasia.

During the screening exercise, lawmakers raised concerns about discrepancies in Alasia’s birth certificate as well as the absence of a tax clearance certificate among the documents he submitted to the Assembly. Although the professor offered explanations and apologised for the missing tax document, a motion was moved on the floor of the House recommending that he should not be confirmed. The Assembly subsequently voted against his nomination. Some lawmakers also cited what they described as “poor performance” during the screening exercise as part of the reasons for their decision. The outcome has since become one of the most talked-about developments from the commissioner screening exercise, largely because of Alasia’s distinguished professional background.

Who Is Professor Datonye Dennis Alasia?

Professor Alasia is widely known in Nigeria’s healthcare sector as a consultant nephrologist and Professor of Medicine with long-standing service at the University of Port Harcourt Teaching Hospital (UPTH). At UPTH, he served as Chairman of the Medical Advisory Committee (CMAC), a key leadership position responsible for overseeing clinical governance, medical standards, and patient-care policies in one of Nigeria’s foremost teaching hospitals.

He also previously held the role of Deputy Chief Medical Director, contributing significantly to hospital administration and the implementation of medical policies within the institution.

In addition to his clinical responsibilities, Professor Alasia has been deeply involved in academic medicine, combining medical practice with teaching and research in the university system.

Advancing Nephrology Care in Nigeria

Professor Alasia specialises in nephrology, the branch of medicine that deals with kidney diseases. This area of medicine is particularly important in Nigeria, where hypertension and diabetes have contributed to a growing number of kidney failure cases.

Through his work as a consultant nephrologist, he has been involved in:
Diagnosis and treatment of kidney diseases
Management of chronic kidney failure
Development of nephrology services in tertiary hospitals
Training doctors in renal medicine
His contributions have helped expand specialised kidney care within the Niger Delta region.
Training the Next Generation of Doctors
Beyond clinical practice, Professor Alasia has also played an important role in medical education.

Teaching hospitals like UPTH serve as the backbone of Nigeria’s medical training system. Within this system, professors supervise:
Residency training programmes
Specialist physician development
Medical student education
Clinical research mentorship
Through these responsibilities, Professor Alasia has helped mentor and train numerous doctors who now practice across Nigeria and beyond.
Leadership in Hospital Administration
Professor Alasia’s role as Chairman of the Medical Advisory Committee at UPTH placed him at the centre of hospital governance.
The position involves responsibilities such as:
Oversight of clinical governance
Enforcement of patient-care standards
Coordination of medical departments
Implementation of healthcare policies

The CMAC position is widely regarded as one of the most influential clinical leadership roles in Nigerian teaching hospitals.

Politics Versus Professional Expertise

The rejection of Professor Alasia highlights a broader issue often seen in Nigerian governance—the tension between professional expertise and political scrutiny. On one hand, the Assembly maintains that its decision reflects its constitutional duty to thoroughly vet nominees and ensure that those appointed to public office meet all necessary requirements. On the other hand, some observers argue that professionals with long careers outside politics may sometimes struggle to navigate political screening processes that are often designed with career politicians in mind.

What Happens Next?

With four nominees rejected during the screening exercise, Governor Fubara may be required to submit new names to the Assembly in order to complete the composition of the State Executive Council.
For Professor Alasia, however, the Assembly’s decision does not diminish a career built over decades in medicine, medical education, and hospital administration.

Conclusion

Professor Datonye Dennis Alasia represents a class of Nigerian professionals whose influence lies primarily outside the political arena. As a professor of medicine, consultant nephrologist, and hospital administrator, his contributions to medical training and kidney disease management remain significant.

Yet his experience before the Rivers State Assembly reflects a recurring reality in Nigerian public life: even the most accomplished technocrats must still navigate the complex and often unforgiving terrain of politics.

Meinyie Okpukpo, a socio-political commentator and analyst, writes from Port Harcourt, Rivers State

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Compliance is the New Currency of Nigerian Banking

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James Edeh FairMoney

By James Edeh

In the traditional halls of Nigerian finance, capital was once defined solely by the strength of a balance sheet and the depth of physical vaults. However, as the industry transitions into a tech-enabled era, marked by a staggering 11.2 billion electronic transactions processed by NIBSS in 2024 alone, the definition of capital has undergone a fundamental shift.

In 2026, ‘Character’ seems to have emerged as the most vital form of liquidity. In a market where digital fraud and systemic volatility can erode trust overnight, a bank’s commitment to regulatory compliance is no longer a ‘back-office’ function; it is the primary bridge that builds and sustains customer confidence. This evolution is driven by a sophisticated web of regulations from the Central Bank of Nigeria (CBN) and the Federal Competition and Consumer Protection Commission (FCCPC), which have moved from reactive policing to proactive architecture. With the introduction of the Digital, Electronic, Online, or Non-traditional Consumer Lending Regulations 2025, the authorities have set a clear mandate: innovation must be tethered to integrity.

The current regulatory landscape is defined by milestones that signal a maturing ecosystem. Nigeria’s successful exit from the FATF ‘grey list’ in October 2025 served as a global validation of the country’s strengthened Anti-Money Laundering (AML) and Counter-Terrorism Financing (CFT) frameworks.

The mandatory integration of the Bank Verification Number (BVN) and National Identification Number (NIN) has become the ‘digital DNA’ of banking. This has not only reduced identity fraud, which saw a significant decrease from ₦52.26 billion in 2024 to ₦25.85 billion in 2025, according to the Nigeria Inter-Bank Settlement System NIBSS, but has also provided a secure pathway for 74% of the population to enter the formal financial system. Additionally, the CBN’s 2024–2026 recapitalisation drive, requiring minimum capital thresholds of up to ₦500 billion for international banks, ensures that ‘character’ is backed by the resilience to withstand economic shocks, effectively mandating that only the most robust and compliant players remain at the table.

As of January 2026, the Nigeria’s Securities and Exchange Commission (SEC) has also significantly increased the minimum capital requirements (MCR) for fintechs and digital asset operators, with compliance required by June 30, 2027. Key thresholds include ₦100 million for Robo-Advisers (up from ₦10m), ₦200 million for Crowdfunding Intermediaries (up from ₦100m), and ₦2 billion for Digital Asset Exchanges (DAX).

At FairMoney MFB, compliance is far more than a regulatory check box, it is the bedrock of our operational integrity and strategic growth. We have engineered a proactive compliance architecture that reaches every level of our organisation, ensuring that we remain with the highest industry standards. By embedding rigorous oversight, ethical governance, and transparent reporting into our core DNA, we have cultivated a foundation of trust that serves as a vital bridge between our organisation and key government stakeholders.

For forward-thinking institutions, compliance is being rebranded as a competitive advantage. In the digital space, where customers cannot visit a branch to demand answers, the ‘seal of approval’ from regulators acts as a proxy for safety.

This is where the concept of Character-as-Capital becomes most visible. By maintaining a strict adherence to responsible debt recovery practices and strictly adhering to the Nigeria Data Protection Act (NDPA), Institutions such as FairMoney MFB demonstrate how compliance-led models can support responsible digital lending. FairMoney’s adherence to the FCCPC’s Digital Lending Guidelines and its proactive stance on product transparency – clearly stating all interest rates and fees upfront – exemplifies how compliance can be used to build a ‘predictability model’ for the consumer. When a bank follows the rules even when it is more expensive to do so, it builds a reservoir of goodwill that serves as a moat against more aggressive, less ethical competitors.

The shift toward a compliance-first culture is yielding a tangible ‘Trust Dividend’. In late 2025, FairMoney’s national scale long-term issuer rating was upgraded from BBB(NG) to BBB+(NG) by Global Credit Rating (GCR), and its short-term rating from A3(NG) to A2(NG). Internal audited records show that in FY2025 FairMoney disbursed over ₦250 billion in loans and paid out over ₦7 billion in interest to savers, proving its ability to return value to a customer base that views the platform as a trusted platform for savings and credit services.

Between 2021 and 2024, FairMoney saw a significant growth in its customer deposit base. This growth has facilitated a reduced cost of funds; because users trust the bank’s CBN and NDIC-licensed status, FairMoney now funds over 56% of its loan book through customer deposits. Recent data from the Nigerian Exchange Limited and banking industry suggests that as compliance improves, so does the velocity of money. Total deposits in the Nigerian banking sector rose by 63% to ₦136 trillion by late 2024, a growth driven by a population that finally feels the digital financial infrastructure is safe enough to hold their life savings.

In the coming years, the winners in the Nigerian banking sector will not be those with the largest marketing budgets, but those with the strongest ethical spine. Compliance is the bridge that connects a sceptical populace to the digital economy. It is the assurance that a customer’s data is private, their deposits are insured, and their treatment is fair. As we look toward 2030, Nigeria’s economic expansion will only be reachable if the banking sector continues to treat Character as its New Capital.

By embracing the rigorous demands of current regulations, financial institutions are not just following the law; they are investing in the most valuable asset any bank can own: the unshakeable confidence of its people. The road ahead requires a commitment to transparency that transcends the app interface and penetrates the core of institutional culture.

James Edeh is the Head of Compliance at FairMoney Microfinance Bank

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Piracy in Nigeria: Who Really Pays the Price?

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Ever noticed how easy it is to get a movie in Nigeria, sometimes before or right after it hits cinemas? For decades, films, music, and series have circulated in ways that felt almost natural; roadside DVDs, download sites, and streaming hacks became part of how we consumed entertainment. It became the default way people experienced content.

But what many don’t realise is that what feels normal for audiences has real consequences for the people behind the screen. As Nigeria’s creative industry grows into a serious economic force, piracy isn’t just a “shortcut” anymore; it’s a drain on the very lifeblood of creativity.

The conversation hit the headlines again with the alleged arrest of the CEO of NetNaija, a platform widely known for downloadable entertainment content. Beyond the courtrooms, the story reopened an important question: how did piracy become so normalised, and why should we care now?

Filmmaker Jade Osiberu put it into perspective in a post that resonated across social media: for many Nigerians, pirated CDs and downloads were simply the most accessible way to watch films. Piracy didn’t just appear from nowhere. It grew because legal options were limited, streaming platforms scarce, and affordability a challenge. In other words, piracy is as much a story about opportunity and access as it is about legality.

The cost of this convenience is real. Every illegally downloaded or shared film chips away at revenue that sustains the people who create it. Producers risk their own capital to tell stories, actors and crew rely on fair compensation, and distributors and cinemas lose income when pirated copies hit screens first. Over time, this doesn’t just hurt profits; it erodes confidence in investing in new projects and threatens the ecosystem that allows Nigerian creativity to flourish.

Piracy is also about culture and necessity. Many audiences never intended harm; they simply wanted stories in a system that didn’t always make legal access easy. Streaming services were limited or expensive, internet access was spotty, and distribution was weak outside major cities. Piracy became the default, and generations grew up seeing it as normal. But what was once a practical workaround has now become a barrier to sustainable growth.

This is where enforcement comes in. Legal action, like the NCC’s intervention against NetNaija, isn’t about pointing fingers at audiences; it’s a reminder that creative work has value and that infringement carries consequences. It’s about sending the message that the people who write, produce, act, and edit these stories deserve protection. Enforcement alone isn’t enough, though. Without accessible, affordable legal alternatives, audiences will naturally gravitate back to piracy.

The bigger picture is this: Nollywood is no longer just a local industry. It’s a global player, employing thousands, creating cultural influence, and generating revenue across multiple sectors. Its growth depends not just on talent, but on a system that rewards creators, protects their work, and builds a sustainable ecosystem.

Piracy may have been normalised in the past, but its consequences today are impossible to ignore. It threatens livelihoods, investment, and the future of stories that define Nigeria culturally and economically. Understanding its impact isn’t about shaming audiences or vilifying platforms; it’s about valuing the people behind the content, the stories themselves, and the industry’s potential.

The real question isn’t just whether piracy is illegal. It’s whether Nigeria is willing to build an entertainment ecosystem where creators thrive, stories get told properly, and audiences can enjoy them without undermining the very people who made them possible. Until that happens, the cost of convenience will keep being paid by someone else, and it’s the people who create the magic.

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