Technology
Augmented Authenticity: How Snapchat and AR Are Helping to Redefine Brand-Customer Relationship
By Talia Klopper
It’s not just the way that brands promote their products and services or communicate their value that has changed over the last decade, but also where they do it. Driven by both advancements in technology and continuously changing consumer behaviour, marketing has undergone a dramatic transformation – shifting to a more digitally connected environment.
In fact, 60% of marketing is projected to be digital by the end of 2024, with a 10% increase in digital marketing spend recorded just between 2023 and 2024.
One thing that remains unwavering and unchanged, however, is just how foundational building meaningful and authentic relationships with customers is to market your brand. A strong relationship with customers will always be paramount to any brand’s success as it forms the foundation of trust and loyalty between the two. Simply put – it doesn’t matter what you’re saying, or what the quality or relevance of your messaging is, if your customers don’t feel you’ve built an authentic connection with them they’re unlikely to even listen to what it is you have to say.
According to the latest marketing statistics from Linearity, 81% of consumers require trust in a brand before purchasing them, 90% say that brand loyalty is crucial to purchasing decisions, and around 59% of consumers prefer purchasing new products from brands they are already familiar with. Authentic brand-customer relationships engender empathy, understanding, and mutual respect which in turn leads to increased brand advocacy, repeat purchases and recommendations.
It’s clear that investing in authentic relationships enhances brand perception, ultimately driving sustainable business growth. But, relationships take time to build, and in a more digital environment where face-to-face meetings, facial expressions and first impressions have been replaced with photos, posts and video screens, it can be tricky to do so. And, while social media platforms offer brands a way to digitally represent themselves and communicate to customers, they’re also a communication vehicle that limits a brand’s ability to personalise that communication as you’re trying to speak to as wide an audience as possible.
Luckily, there’s one platform that offers a unique opportunity to engage with customers on a personal level and foster deeper and more authentic relationships through community building – Snapchat.
Unlike traditional social media platforms where interactions occur with a wide and varied audience, Snapchat offers a more intimate setting. Despite being long misunderstood as just another social media platform, Snapchat differentiates itself by enabling an environment of closeness and authenticity as users instead curate their friend list to whom their Snaps are shared, creating a network of individuals they know and trust. As such, tapping into this more personal space in an engaging and meaningful way could be key to enhancing customer experiences, personalising interactions, and deepening brand engagement.
Leveraging Snapchat’s most unique feature – Augmented Reality
Taking this sense of intimacy to the next level is Snapchat’s integration of Augmented Reality (AR) through a wide selection of lenses which users can play around with including AR facial filters, location-based overlays, countdown timers, quiz generators and so much more.
You might wonder how this capability can help a brand foster deeper connectivity and relationships with customers but just imagine the possibilities. Imagine a furniture store brand that builds an AR Lens that allows customers to see what a small selection of sale items might look like within their own space at home just by looking through the camera of their mobile phone, or, an optical retail chain enabling customers to try on different designs, styles and colours of glasses and sunglasses wherever they are and whenever they want.
By superimposing digital information onto the real world around you, placing virtual objects into the real world and turning it into a digital interface, this immersive technology is a powerful marketing tool that is already playing a key role in consumers’ perception of brands, confidence in the quality of a product, and their purchasing decisions.
A recent Snap Inc study, in collaboration with MAGNA Media Trials, found that AR represents an opportunity for brands to reach the right audience when it matters most. According to the study, consumers found AR ads to be 5% more informative than pre-roll ads and 6% more useful than pre-roll ads. Additionally, AR ads helped consumers feel closer to the brand, got them excited about the brand, and helped to establish positive opinions of the brand by leading consumers to think of the brand as more up-to-date. Interactive Entertainment AR Lenses in particular were observed to boost memorability by 9%, enabling consumers to see the brand as 9% more innovative and 8% more unique than brands who don’t use them.
Essentially, AR ads are helping to capture consumers’ attention. But, that’s not where the benefits of AR ends.
Transforming attention into action
While AR can play a significant role in captivating an audience, AR marketing can also translate directly into action. Whether this manifests itself in increased website traffic, app downloads, or boosting sales, brands can leverage Snapchat’s AR capabilities to achieve tangible business objectives.
The Snap Inc study found that not only are AR ads impactful throughout the branding funnel, but most importantly, they drive intent to take the next step in the purchasing journey. For example, Shoppable AR Lenses compel consumers at the end of their journey, driving search intent up by 8%, World Facing AR Lenses impacts those in the middle of the journey and results in an 8% higher purchase intent and 7% increase in brand relevance, and Front-Facing AR Lenses help lift brand image for those closer to purchase with a 5% higher lift in brand uniqueness and 4% lift in relevancy.
These immersive, engaging, memorable and shareable experiences are allowing users to engage with brands in ways that help not just build relationships but long-term relationships in an age where authenticity and engagement reign supreme. By creating personalised AR experiences on Snapchat, brands can transcend traditional marketing boundaries and reach their customers where they are.
So, it’s time for brands to pivot from only shouting into the void of social media and instead speak directly to their audience, with intention, in their language.
Talia Klopper is the Partner Director for Snapchat Sub-Saharan Africa at Aleph
By Modupe Gbadeyanka
As part of broader Africa-focused Artificial Intelligence (AI) initiatives, Google has launched the AI Skilling Blueprint for Africa, designed to help governments build a future-proof workforce.
The programme provides governments with a comprehensive, step-by-step guide to formulate national skilling strategies. It focuses on developing three critical cohorts: AI Learners, who will gain foundational AI literacy; AI Implementers, professionals upskilled to integrate AI tools into their work; and AI Innovators, deep technical experts dedicated to building the next generation of AI solutions.
Africa is home to the world’s youngest and fastest-growing population. The continent shows immense potential for AI-driven economic growth.
However, new research highlights a significant challenge: while optimism for AI is exceptionally high, reaching 95 per cent in Nigeria and 76 per cent in South Africa, 55 per cent of firms across the continent report needing AI talent more than financing. Closing this skills gap is key to unlocking Africa’s opportunity.
Google’s Vice President of Government Affairs and Public Policy, Doron Avni, explained that, “The AI Skilling Blueprint provides a clear roadmap for governments to build the workforce of the future.
“By also investing in AI-ready data and expert local organisations and partners, we are helping build the interconnected ecosystem needed for a prosperous, AI-driven future for the continent.”
As part of its broader initiatives, Google also announced $2.25 million to support projects building trustworthy public data sets for AI by the UN Economic Commission for Africa (UNECA), the UN Department of Economic and Social Affairs (UN DESA) and PARIS21.
This contribution will help national statistical offices modernize their infrastructure and empower decision-makers with the reliable data they need to address challenges from food security to economic growth.
“For Africa to drive sustainable development, evidence-based policymaking is indispensable. This requires accessible, reliable, and AI-ready data.
“This effort is a crucial step forward. By building a Regional Data Commons, we can empower African institutions with the data and tools they need to make strategic choices that will drive growth and prosperity,” the Executive Secretary of the UN Economic Commission for Africa, Claver Gatete, said.
Finally, building on its $7.5 million Google.org Skilling Fund commitment, Google announced the first set of expert social impact organizations who will receive funding to execute on projects consistent with its skilling mission, including FATE Foundation and the African Institute for Mathematical Sciences (AIMS), which will embed advanced AI curricula into universities; and JA Africa and CyberSafe Foundation, which will advance crucial work in online safety and digital literacy.
“We are incredibly proud to partner with the African Institute of Management Sciences on the Advanced AI UpSkilling Project, with support from Google.org. This groundbreaking initiative is a direct response to the urgent need for deep AI competencies in Africa, empowering tertiary institutions, lecturers, and students in Nigeria, Ghana, Kenya, and South Africa.
“This strategic support aligns perfectly with FATE Foundation’s mission to foster innovation and sustainable economic growth across the continent, ensuring Africa is fully equipped to lead in the global technological future,” the Executive Director for FATE Foundation, Adenike Adeyemi, stated.
“We live in an age defined by rapid technological change and our mission at JA Africa is to ensure that African youth are not left behind. However, even as we engage our youth in more digital programs and encourage AI literacy, we are fully aware of the harmful effects of unchecked online exposure and, therefore, invest equally in protecting their data, physical safety and mental wellbeing.
“Through this support from Google.org, we will give young people the tools, knowledge, and confidence they need to navigate the digital world safely and responsibly,” the chief executive of Junior Achievement Africa, Simi Nwogugu, remarked.
By Modupe Gbadeyanka
Global technology firm, Zoho, has enhanced its all-in-one business software platform known as Zoho One with improve security, and deeper intelligence across all over 50 applications.
The company improved the user interface, placing context at the centre of the user journey and removes traditional boundaries between applications.
Spaces now organise tools by purpose—such as Personal, Organisation, and Department-specific groups—enabling employees to access what they need without switching between apps. A centralised search bar spans the entire ecosystem, allowing users to find information or trigger workflows instantly.
An enhanced Action Panel provides a full view of upcoming meetings, unread messages, pending tasks, and other key updates, helping employees remain informed regardless of which app they are using.
The updated Dashboard consolidates data from Zoho and third-party apps into one central hub that can be customised using pre-existing or bespoke widgets.
The platform also introduced Vani, a new visual-first collaboration space that supports brainstorming, planning, and creation through diagrams, whiteboards, mind maps, and integrated video calling.
A central integrations panel enables administrators to monitor and configure all connections. Foundational integrations bring application-specific portals—Zoho or third-party—into a single unified portal. Practical tasks such as domain verification and authentication can now be configured more easily.
The new Smart Offboarding feature introduces outcome-based integrations, allowing organisations to transfer department ownership, manage employee device data, and determine data access rights within a single workflow, ensuring smooth transitions.
Also, Zia, Zoho’s AI assistant, is now accessible throughout Zoho One, providing unified intelligence that supports decision-making and improves productivity. Zia can aggregate and contextualise information from various platforms, including third-party systems such as Google Workspace, and present it as clear, actionable insight.
Zia Hubs, the platform’s intelligent content management system, now has a dedicated space where contracts, meeting recordings, and other important assets are automatically organised. Through Zia Search, employees can quickly surface relevant information without navigating multiple locations.
In addition, Ask Zia, available from the bottom toolbar, enables prompt-based searches across Zoho One, providing quick visibility into schedules, tasks, recent interactions, and other key details.
Commenting on the changes, the Country Head for Zoho Nigeria, Mr Kehinde Ogundare, said, “The Zoho One update reflects how work has evolved from using individual applications to operating within a unified platform.
“Zoho One customers are not simply licensing apps; they are choosing a solution that allows Zoho to handle the technology while they focus on productivity. The enhancements announced today deliver a cohesive experience built on unified integrations, context, and data.”
By Aduragbemi Omiyale
The unlimited data market in Nigeria is getting more robust with MTN Nigeria joining the fray.
The company, in a statement, said it has launched its Unlimited Broadband Data plans powered by 5G technology.
The new plans are available in speed-based variants of 50Mbps and 100Mbps, designed to cater to a wide range of users and smart homes.
New customers that purchase a 5G router will enjoy a welcome bonus offer of unlimited data for the first 30 days, allowing them to experience the Power of Unlimited 5G!
It aims to convert interest into subscription through immediate incentives such as attractive bundles and device tie-ins, offering exclusive deals on 5G routers to ease the transition for new users.
MTN Nigeria said its new Unlimited Broadband Data plans were tailored to resolve major frustrations faced by Nigerian internet users, capped data volume limits, high costs, and unstable connectivity.
The new proposition is positioned by the company as a transformative product intended to support high-demand users, from streamers and gamers to households and businesses requiring uninterrupted connectivity.
The unlimited broadband data plans focus on providing the necessary high-speed infrastructure to support contemporary Nigerian digital demands and enable customers to Stay Limitless. This includes guaranteeing the stable connection required for virtual meetings and large file transfers, crucial for remote work and digital lifestyle expressions. It also aims to facilitate uninterrupted online learning, high-definition streaming, and professional online gaming.
The technology company is differentiating its plan by highlighting the capabilities of its network, promising lightning-fast speeds and ultra-low latency, a direct response to the pervasive problem of connection lag and buffering.
Furthermore, the network will offer affordable and flexible options, designed to cater to diverse economic segments, ensuring accessibility for both individuals and households.
Customers interested in the new Unlimited Broadband Plans can access them by dialing *461*1#, on MyMTNApp, MTN eShop, MTN website, visiting any authorised retail store, or by speaking with an agent to enquire about available packages.
“We’re building a broadband experience for everyday life; content creators, remote workers, gamers, students and households.
“Our focus is on speed, reliability, low latency, and affordability. Broadband is designed to deliver seamless connectivity that empowers Nigerians to thrive in the digital economy,” the Chief Broadband Officer of MTN Nigeria, Mr Egerton Idehen, stated.
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