Feature/OPED
5 Ways Brands are Winning on Twitter
By Brian Abel
Over the past decade, social media has become one of the single most momentous technological developments the world has seen. This ever-evolving phenomenon continues to change not only how we communicate with one another but also how businesses communicate with consumers.
This is particularly true for Africa, with the exponential growth of mobile phone and internet penetration across the continent in recent years.
According to the GSMA report on the mobile economy, 495 million people (46% of the population) subscribed to mobile services in Sub-Saharan Africa by the end of 2020, an increase of nearly 20 million from 2019. The report also projects that 4G adoption in the region will double to 28% by 2025.
Furthermore, it is evident that social media users across the continent are also becoming more engaged and active online, with increased conversations occurring surrounding brands, businesses, and services, as well as involvement in social and political discourse.
In Nigeria, the number of social media users is on the rise, reaching 32.9 million users in January 2022, a vast comparison to the 18 million users registered in 2017. What’s more, with the country boasting a large and growing youth population, Twitter has emerged as one of the most significant tools for businesses, enabling them to connect with the younger generations through advertising and marketing campaigns. This increased activity and access to online communication platforms have positioned Nigeria as the ideal market for various targeted social media campaigns by corporate strategists.
Reaching a vast array of consumers
Twitter has a significantly large audience base that savvy brands and marketers are able to tap into. In fact, the social media platform reported a total of 229 million global monetizable daily active users (daily users who see ads).
Additionally, 57% of the total 104 million internet users across Nigeria, aged between 16 and 64, actively used Twitter during the third quarter of 2021. In fact, the youth of the country is now considered one of the most active users of social media around the world.
However, it is important to remember that simply having a presence in this growing marketplace does not guarantee the success of any social media marketing campaigns. To assure the effectiveness of such campaigns, brands need to ensure they’re reaching the right audience, not just ‘spraying and praying’.
In the vast and diverse African market, leaning on an experienced partner can help businesses acutely understand how the social media market behaves. By partnering with trusted industry expert Ad Dynamo by Aleph, brands will be able to take full advantage of platform capabilities, including Twitter, connecting with consumers on platforms best suited to their needs and achieving advertising goals.
Through these partnerships, brands will not only have access to dedicated support from specialists in the industry but also perform seamless cross-border transactions and be able to advertise on both a local and global level without limits.
Building brand recognition
According to Hootsuite’s Global State of Digital 2022 report, 16% of internet users between the ages of 16 and 64 use Twitter for brand research. By ensuring that brand messaging is consistent, stays on top of the relevant latest trends and conversations, and is being posted consistently, brands are able to build greater awareness of their business, products, services, and values with consumers.
But this is only the first step. Brand recognition is about more than knowing who a brand is or what they do. By creating a holistic image of the brand, from colours and logos to tone and messaging, brands are able to ensure that consumers can quickly recognise a brand in whatever they do or put out onto the platform.
Developing trust and establishing relationships with consumers
Building an effective social media presence and successful social media campaigns on Twitter requires more than just shouting your message into the void. By consistently and positively interacting and connecting with consumers and potential customers, brands are creating deeper relationships with customers and are building rich communities.
The latest research on perceptions of brands by Twitter found that 77% of users on the platform feel more positive about brands that are community and society-focused.
By sharing insights and messaging around the latest industry trends and news, brands project a voice of authority. By interacting with customers who are having issues with your brand, products, or services or need help, brands showcase that they value their customers. And by authentically engaging with customers, brands are able to humanise the business to their customers.
Improving customer experience
By implementing all of these tactics and strategies on the social media platform, many brands are able to deliver a better customer experience.
As customer expectations continue to evolve and consumers have access to increased choices and information at their fingertips due to the proliferation of technology, customers are no longer looking to interact with a corporation or business. Essentially, they want authentic and personalised experiences that demonstrate the value that a brand has placed on each and every customer. Social media platforms like Twitter are enabling brands to provide this to customers and meet their needs.
Generating new revenue streams
As we’ve already discussed, through Twitter, brands are reaching wider and more diverse audiences as the number of users on the platform continues to grow, particularly in Nigeria and across the African continent. But more than this, the audience that brands are able to reach on Twitter has a higher spending power than those on other social media platforms. And according to Twitter Business, 26% of people spend more time looking at ads on Twitter than on other leading platforms, while 54% of the platform’s audience is more likely to purchase new products.
It’s clear that many brands and marketers are leveraging Twitter to increase their brand awareness, build new relationships with consumers, improve customer experience, and translate all of this into measurable returns. Taking into consideration Nigeria and Africa’s growing youth population and increasing connectivity, in conjunction with Twitter’s rising popularity, now is the perfect time for brands to reach a larger, more diverse, and brand-aware audience both in the country and on the continent. So, what’s stopping you?
Brian Abel is the Twitter Team Lead Greater Africa for Ad Dynamo by Aleph
Feature/OPED
The Future of Payments: Key Trends to Watch in 2025
By Luke Kyohere
The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:
1. The rise of real-time payments
Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this.
2. Cashless payments will increase
In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions.
3. Digital currency will hit mainstream
In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain.
The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability.
4. Increased government oversight
As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.
5. Business leaders buy into AI technology
In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk.
6. Continued AI Adoption in Payments
In payments, the proliferation of AI will continue to improve user experience and increase security. To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent.
When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.
7. Rise of Super Apps
To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills.
8. Business strategy shift
Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble.
As the payments space evolves, businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.
Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq
Feature/OPED
Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections
In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.
In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.
“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”
The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.
Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.
The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”
The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.
As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.
In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.
“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.
Feature/OPED
The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms
By Kenechukwu Aguolu
The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.
One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.
A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.
In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.
The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.
The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.
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