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
Nigeria’s telecom landscape is about to be abuzz, with the much-anticipated launch of Flexmobile from Hazon Technologies.
Feelers indicate that the company will soon make a commercial debut, as the regulatory approval is now in the final stage.
It was gathered that the commercial rollout for Flexmobile should be June 1, 2026, as this depends on the authorisation of the Nigerian Communications Commission (NCC), which regulates the sector. The telco will have the distinctive 081 number series.
Early signals suggest a product ecosystem engineered around flexibility, data-centricity, and user control—an approach aligned with the evolving expectations of Nigeria’s digitally connected population.
For seamless operations, Flexmobile has sealed commercial agreements with its MVNE, IMBIL, and Airtel Nigeria.
“What lies ahead is more than a launch—it is the beginning of a new way to experience telecoms in Nigeria,” the chief executive of Hazon Technologies, Mr Victor ‘Gbenga Afolabi, said at a recent media briefing.
“After years of building the right partnerships and infrastructure, we are approaching a defining milestone. Flexmobile is designed to challenge conventions and introduce a smarter, more flexible telecom experience for Nigerians,” he added.
While full details of its offering will be unveiled at launch, Flexmobile is expected to introduce a suite of value-added services designed to go beyond traditional connectivity—positioning the brand at the intersection of telecoms, lifestyle, and digital enablement.
Backed by strong institutional partnerships and a robust MVNE framework, Flexmobile enters the market not just as another operator, but as a platform with the potential to reshape how telecom services are consumed and experienced.
By Aduragbemi Omiyale
A leading Information and Communications Technology (ICT) company, ipNX Nigeria, is joining forces with the Nigerian Communications Commission (NCC) to accelerate broadband penetration and drive inclusive digital growth across the country.
Recently, an executive delegation of the organisation paid a visit to the chairman of the regulatory agency, Mr Idris Olorunimbe.
“We are pleased to engage with the new chairman of the NCC and show our support as he takes on this important role.
“Strong leadership and a clear policy direction are essential to unlocking the full potential of Nigeria’s digital economy.
“At ipNX, we remain committed to working closely with the commission and other stakeholders to expand broadband access, enhance connectivity in educational institutions, and ultimately bridge the digital divide.
“This collaboration will empower millions of Nigerians and further position the country as a leader in Africa’s technological evolution,” the Managing Director of ipNX Nigeria, Mr Ejovi Aror, said at the visit.
In his remarks, Mr Olorunnimbe thanked the firm for the show of support, reiterating the commission’s commitment to fostering an enabling environment for private sector participation in achieving universal broadband access across Nigeria.
This collaboration is expected to advance Nigeria’s transformation agenda in technology and help boost the federal government’s broadband agenda for the country.
ipNX Nigeria has said it remains at the forefront of delivering cutting-edge broadband and ICT solutions, and this engagement underscores its unwavering dedication to supporting national development through technology-driven initiatives.
By Adedapo Adesanya
MTN Nigeria is restructuring its fintech business by bringing in its parent company, MTN Group, as a major investor to help cushion against losses that have plagued the units.
Yesterday, MTN Nigeria announced that its parent firm, based in South Africa, will acquire a 60 per cent stake in MoMo Payment Service Bank Limited (MoMo PSB) and Y’ello Digital Financial Services (YDFS) Limited.
MoMo is a payment service bank business that provides financial services, including deposits, payments, transfers and digital wallets to individuals and small businesses in Nigeria via digital and mobile‑based platforms.
Y’ello Digital is a licensed super-agent that provides agency banking and financial services, including cash deposits, withdrawals and bill payments. It operates through the MoMo network.
In an explanatory note in respect of the proposed transaction on Tuesday, MTN Nigeria said the transaction will cost N95.5 billion and reduce its exposure to the “loss-making” financial technology (fintech) companies.
According to the Nigerian subsidiary, the acquisition, which the South African company will conduct through another subsidiary, MTN Group Fintech, is a restructuring that consists of two phases.
MTN Nigeria said the first phase is the acquisition of a 60 per cent stake in each of the two fintech companies by MTN Group.
“MTN Group Fintech will acquire a 60 per cent stake in each of the Fintech Companies through a combination of primary issuance of shares by the Fintech Companies and a secondary acquisition of shares in MoMo PSB from MTN Nigeria, at an agreed valuation of N95.5 billon (on an intra-group debt free and cash free basis), resulting in an implied capital injection of N152.06 billion payable in cash or consideration other than cash, or a combination (the “Investment Amount”) into the Fintech Companies; and MTN Nigeria will retain a 40% stake in the Fintech Companies,” the statement read.
According to the explanatory note, the second phase is the creation of a financial holding company named Fintech HoldCo, which will be 60 per cent owned by MTN Group Fintech and 40 per cent owned by MTN Nigeria.
The fintech units are currently loss-making, and this move will help MTN Nigeria to reduce financial risk and share future losses and investment burden. However, it will still keep a significant minority stake (40 per cent)
The network provider said the transaction phase will be completed with Fintech HoldCo acquiring the shares held by MTN Group Fintech and MTN Nigeria in MoMo and Y’ello Digital.
“Subject to obtaining the approval of the CBN, Fintech HoldCo will become the 100% owner of the shares in the Fintech Companies, having acquired all the shares held respectively by MTN Group Fintech and MTN Nigeria in the Fintech Companies,” the telecommunications company said.
MTN Nigeria said an annual general meeting (AGM) will be held on April 30, for shareholders to consider and, if thought fit, approve the proposed transaction.
The telco said the proposed transaction distributes operational risks, allowing MTN Group Fintech to share future capital risks, such as losses, regulatory burdens and execution risks.
In August 2024, MTN Nigeria acquired a 7.17 per cent stake held by Acxani Capital Limited in MoMo.
The acquisition increased MTN Nigeria’s total stake in MoMo to 100 per cent.
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