Feature/OPED
African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why
By Alistair Errington
Over the years, Snapchat has consistently defied its most ardent critics. The platform has grown from strength to strength rather than fading away as existing social networks mimic its features, and new ones, such as TikTok, target the same audience. This illustrates how people want more options and choices when it comes to social media (something that its critical advertisers understand).
As recorded by Statista, Snapchat boasts 347 million daily active users in Q2 2022, up more than 50 million from the same quarter in 2021. Data Reportal also sheds light on Snapchat’s presence, with a total advertising reach of more than 617 million people. This puts it in the top 10 social networks globally. It is, in other words, a platform that advertisers simply cannot afford to ignore. This is as true on the African continent as it is anywhere else.
In Nigeria, for example, Snapchat has more than 9 million users in addressable reach for advertising. This puts it on par with Instagram and well ahead of platforms such as LinkedIn.
With this in mind, it is worth looking at what makes Snapchat so popular, why it’ll continue to be a good marketing option, and how advertisers can best take advantage of it.
Embracing technological evolution
The key to Snapchat’s success in recent years has been its willingness to continue evolving and embracing new technologies as they emerge. In particular, it utilises augmented reality (AR) to appeal to its user base. Snapchat is a camera-first app, encouraging its audience to create personal, authentic content featuring themselves.
For instance, some 250 million users use AR tools that allow them to add 3D experiences in the real world and overlay graphics on images every day. But the platform’s AR ambitions go far beyond augmenting the world only for entertainment. Earlier this year, Snapchat announced updates to its AR shopping features which make it easier for users to try out AR versions of a retailer’s product and to buy directly from the AR experience on Snapchat.
As a result, Snapchat isn’t just a place where brands can advertise to their customers. In fact, it’s more like a virtual showroom that allows people to see what products would look like on them or in their homes. ‘Product trial’ has a whole new meaning.
But even its more prosaic offerings give advertisers a lot to work with. Take Spotlight, its short-form video offering, for example. Spotlight offers a place where an infinite stream of full-screen videos can be engaged with, tailored to the user’s interests. It saw instant success, growing 60% in activity year on year since mid-2021. Based on this growth, Snapchat announced earlier this year that they were testing ads on Spotlight, having successfully rolled them out in a revenue-sharing model with Snap Star creators.
Hyper-connected digital natives
It’s also important to highlight that Snapchat has been developing its technology for 10 years, and its followers have remained loyal through that evolution. Retaining a community that has grown with the app, Snapchat capitalises on the millennial generation and is constantly accruing a younger generation of users due to the cutting-edge experiences it offers.
Zooming into Africa, these younger generations are becoming the centre of attention for Africa. The majority of purchasing power will reside in this audience, not to mention how connectivity in these countries becomes ubiquitous. Nigeria serves as a prime example of a market that is well positioned for digital growth – both in digital users and an audience to be capitalised on. With the combination of internet penetration currently sitting around 51% and over 70% of the users on Snapchat being 21+ in Nigeria, the opportunity for advertisers is there in the short term to bring returns and prepped for the long term to invest in. Bundle this with a median age of 18 and the expected addition of 35 million more internet users by 2026 in Nigeria, and Snapchat anchors itself in the helm of a booming economy.
There is also a very exciting convergence taking place in the digital sphere with this spike in internet users: by 2025, nearly 75% of the global population and all social/communication apps will be frequent AR users. Right now, Snapchatters spend over 3 minutes a day engaging with AR experiences alone and more than 30 minutes on the app everyday – nevermind the fact that they open the camera over 30 times a day resulting in 2.4M snaps every minute around the world. And one of the most interesting nuggets to these behaviours is that it’s done by an audience barely found anywhere else. On any given day, 95% of Snapchat users aren’t on TikTok, 84% of Snapchat users aren’t on Twitter and 47% of Snapchat users aren’t on Facebook. Snapchat hosts a unique audience.
The right messaging with the right partnerships
Of course, advertisers can’t simply hope to slap their existing messaging onto Snapchat templates and expect great results. They have to ensure that the messaging matches the platform and that they’re reaching the people they want with it.
Here, the right partner can help. Brands should look to work with a media sales partner that not only understands platforms such as Snapchat inside out but also has extensive experience working in growth markets like Nigeria.
In doing so, they can reap the full benefits of being on a rapidly growing platform that’s becoming increasingly significant on the African continent.
Alistair Errington is the Snap Partner Director at Ad Dynamo by Aleph
Feature/OPED
Stocks vs Forex: Which is Better for Beginners in 2026?
By Onah Ishioma Adaeze
As a beginner, choosing between stocks and forex for your investment goals in 2026 can feel overwhelming. Before investing your hard-earned money, it is important to understand how both markets work.
While both markets present investors with opportunities to grow their wealth, they also differ in terms of volatility, liquidity, market hours, and leverage. Stocks involve owning portions of a company, while forex has to do with trading a base currency against a quote currency.
In this article, we will be going through the basics of stocks and forex, pointing out their differences, and helping you decide which asset better suits your investment journey in 2026.
What is Stock Trading?
When it comes to stock trading, you are buying shares of a company, which makes you a shareholder of that company. As a shareholder, you may be entitled to receive dividends whenever the company decides to pay dividends.
As for those companies that do not pay dividends, there are other benefits a shareholder may enjoy, like being called upon to attend shareholder meetings and having voting rights on certain company matters.
On a global scale, over $100 trillion worth of shares are traded annually. Also, the rising popularity of AI companies and technological innovations continues to drive investor participation and market growth.
If you’re an investor looking to buy and hold capital assets, then stock trading is definitely for you, as it allows for short-term, medium-term and long-term investment goals.
When you buy shares of a company and the company performs well, your shares increase in value. Another benefit of stock trading is access to index funds and ETFs.
These funds consist of companies that are grouped under an index. They are carefully selected and monitored under the fund, sparing the investor the stress of actively tracking the fund.
They can be a way of building a long-term, diversified portfolio, and some of these funds may pay dividends.
What is Forex Trading?
Forex trading has to do with buying one currency and selling another. With a pair like USD/JPY, USD is the base currency being bought against JPY, which is the quote currency.
In order to execute a trade in the forex market, you have to analyse and make predictions based on price movement, as well as pay attention to what’s going on in the global news scene.
The forex market runs twenty-four hours every weekday, with over $9 trillion traded in the market every day. Being the largest financial market in the world, there is very high liquidity.
Forex trading involves buying one currency against another, making predictions based on price movements on the forex charts. Price moves based on the activities of large institutions like hedge funds, big banks, the government, etc.
The forex market runs 24 hours a day, every weekday, with global forex turnover reaching $9 trillion per day in the BIS 2025 survey. Being the largest financial market in the world, there is very high volatility and price fluctuations.
At the same time, there is high liquidity in the market, which means that currency pairs can easily be bought and sold without hassle. Highly liquid instruments that are traded regularly include: EUR/USD, USD/JPY, GBP/USD, and gold (XAU/USD).
As a retail trader, knowing when to enter and exit the market is important. As easy as it is to make profits from price fluctuations, it is also very easy to lose money if the market moves against you. This is why it is important to set stop losses and take profits. This helps manage your trading capital.
Major Differences Between Stocks and Forex
While investing in stocks and forex can yield great capital gains, there are lots of ways in which they differ.
As a beginner, stock trading provides opportunities for long-term investments, ensuring slow but consistent returns for wealth building. But if you are looking for an active, short-term style of investment, then forex trading is for you, as it allows you to enter and exit the market within a shorter time frame.
Which is Better in 2026?
Choosing an asset to invest in all boils down to personal preference. At the same time, if you are not averse to risk, nor opposed to asset diversification, then it’s okay to invest in both.
For beginner investors in 2026, stock trading is easier to understand and get into, especially because of mutual funds, index funds and ETFs. With those funds, you don’t have to be an expert to start investing. You can just buy a fund that suits your needs and hold it over a long period of time.
If you are an investor who enjoys technical analysis, highly volatile and liquid markets, as well as trading under short time frames, then forex trading is the right pick for you.
Conclusion
You do not need to put all your eggs in one basket. There are investors who invest in both stocks and forex simultaneously. When starting out, you can start investing in stocks while learning forex. Take calculated risks and do not invest above your means. Diversify your investments and remember, when starting out, you should prioritise acquiring knowledge over profits.
Onah Ishioma Adaeze is a finance writer who is passionate about simplifying complex concepts into easily digestible pieces. Her hobbies are reading and watching anime
Feature/OPED
Building 234 Solutions: A Response to Everyday Workforce Challenges
By Owoloye Emmanuel
Every business starts with a problem. For us, that problem was hiding in plain sight.
Across organisations, we kept seeing HR professionals, payroll teams, and business leaders spend significant time navigating processes that should be simpler. Employee records sat across multiple systems, payroll processes required manual intervention, and routine workforce tasks often became more complicated than they needed to be.
As businesses grow, workforce operations naturally become more complex. Yet many organisations still rely on disconnected tools and workflows that create unnecessary friction for both employers and employees.
The consequence is more than operational inefficiency. HR teams spend valuable time managing systems instead of supporting people. Business leaders struggle to access timely workforce insights, while employees experience delays in processes that should be seamless.
These weren’t isolated challenges. They were recurring realities across workplaces, regardless of industry or size.
That observation led us to a simple question: what if workforce management could be easier?
What if HR, payroll, and workforce operations could work together within a single, connected experience?
That question became the foundation for 234 Solutions.
We are building 234 Solutions with a clear belief that workplace technology should reduce complexity, not add to it. Our goal is to help organisations spend less time navigating processes and more time focusing on productivity, growth, and people.
As we prepare for launch, our focus remains simple: building practical solutions for real workplace challenges and helping organisations create better experiences for the people who power them every day.
Owoloye Emmanuel is the founder of 234 Solutions
Feature/OPED
The Role of TV in Preserving African Stories and Identity
Scroll through social media today, and you will notice something interesting: everyone is either reacting to a series, quoting a movie line, or debating a character as though they personally know them. Beneath the memes and binge-watch culture, however, lies something deeper. Television remains one of the most powerful tools shaping how Africans see themselves, remember their history, and tell their own stories. In a continent as diverse and expressive as Africa, that matters more than ever.
TV as a Cultural Archive, Not Just Entertainment
Long before streaming algorithms began shaping our viewing habits, television was already preserving African identity. From Nollywood dramas that capture the rhythm of everyday Lagos life to documentaries exploring Maasai traditions and Ghanaian folklore, TV has served as a living archive of the continent’s stories.
It preserves more than entertainment; it preserves language, culture, humour, values, and shared experiences. Unlike fleeting social media content, television allows stories to unfold with depth, exploring the realities of family, tradition, ambition, and modern African life without reducing them to stereotypes. That is the power of TV: preserving not just stories, but perspective.
Why Representation on TV Still Matters
There is a subtle but important truth: if people do not see themselves on screen, they may begin to believe their stories are not worth telling. This is why African TV content is more than entertainment; it is affirmation.
Seeing a character who speaks like you, struggles like you, or celebrates like your community does something powerful. It validates identity and challenges outdated narratives that have historically defined Africa through external lenses.
This is where MultiChoice Group, through platforms such as DStv and GOtv, plays an important role. They do not simply broadcast content; they help distribute cultural memory at scale.
GOtv, DStv, and the Everyday African Viewer
Think about a typical evening in many African homes: the TV is on in the background, someone is laughing at a comedy show, another person is watching a local series, and someone else is catching up on the news. That shared viewing experience remains very real.
Through platforms such as DStv and GOtv, African households are exposed to a blend of local storytelling and global content. More importantly, they have helped amplify African-produced content by bringing Nollywood films, African reality shows, talk shows, and documentaries into mainstream rotation.
It is not just about access. It is about visibility.
A young filmmaker in Lagos today is more likely to believe their story matters because they have seen similar stories broadcast widely. A child in Accra grows up hearing familiar accents and seeing environments that look like their own on screen, not as exceptions, but as the norm.
TV Is Also Shaping Modern African Identity
African identity is not static; it is evolving. Television reflects that evolution in real time.
Today, audiences see:
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Young Africans balancing tradition and modern dating culture
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Stories tackling mental health in African households
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Fashion and music influences spreading through TV series
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Political satire shaping public conversation
Conversations that were once confined to homes are now being explored on screen, giving audiences the language to discuss issues that were previously unspoken.
In many ways, television is doing what oral tradition has always done: passing stories, values, humour, warnings, and history from one generation to the next. The difference is that today’s griots are writers, directors, and broadcasters.
The Future: From Watching to Owning Our Narratives
The next stage of African storytelling is not just about being seen; it is about ownership.
As more African creators produce content and platforms continue to invest in regional storytelling, television becomes more than a mirror. It becomes a tool for shaping how Africa is represented to itself and to the world.
While streaming continues to grow, television, particularly accessible platforms such as GOtv, remains one of the most effective ways to reach everyday audiences across different income levels and regions. After all, storytelling only matters if people can access it.
African stories are not new. They have always existed in families, on streets, in markets, in history books, and through oral traditions. What television has done, and continues to do, is give those stories a stage wide enough for millions to experience them at once.
The next time you watch a local series or documentary on DStv or GOtv, remember that you are not just being entertained. You are participating in the preservation of African identity itself.
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