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
A designed-in-house server known as Nathu La has been launched by a global technology company, Zoho Corporation.
Nathu La is engineered with hardware-rooted security at every layer of the stack. Its indigenous IP-driven approach reduces dependency on external entities for security audits, firmware updates, and licensing continuity.
The solution aligns with open-source software principles and reflects Zoho’s broader commitment to building sustainable, secure, and scalable digital infrastructure. It also supports the growing global focus on digital sovereignty, local innovation ecosystems, and high-performance computing capabilities.
The platform was introduced by the company as part of a pivotal step in its journey towards building its full technology stack, from the hardware layer to software applications.
With Nathu La, Zoho has achieved equivalent performance with 12-18 per cent lower power consumption and 20-30 per cent lower total cost of ownership (TCO), thereby reducing inference costs.
The Nathu La server, comprising Intel® Xeon® 6 processors, was developed collaboratively with Intel, leveraging their enablement capabilities and technical expertise.
The design philosophy behind Nathu La is rooted in the Open Compute Project (OCP), emphasising modularity, thermal efficiency, and ease of maintenance. This enables Zoho’s data centres to significantly reduce total cost of ownership and power consumption.
Zoho plans to host its applications on the Nathu La server platform, enabling the company to optimise the full software-hardware stack for its specific workloads, reduce costs, improve performance, and strengthen data governance for its global customers. This will also help bring down inference costs for Zoho’s AI usage.
The Nathu La server motherboard and chassis platform is the result of five years of R&D across hardware, firmware, and systems management. Based on Intel® Xeon® 6 Processors, the server is designed to optimise performance for virtualisation (VM), High Performance Computing (HPC), AI inference, and storage applications. This results in improved performance of Zoho applications for end users.
The server features customised power delivery subsystems, an in-house DC-SCM (Data Centre Secure Control Module) design, and modular chassis options compatible with diverse end-user environments, offering flexibility across deployment types.
All modular components – including the DC-SCM and NIC (Network Interface Card) – were designed in-house by Zoho’s hardware engineering team and assembled through electronics manufacturing partners, enabling tighter integration and quality control across the platform. Over five patents have been filed covering advanced thermal management and cost-optimised server architecture designs.
“Zoho Corporation has invested in building its own technology stack from the ground up over the last three decades. The Nathu La server launch is in line with that goal.
“With our strategy of using contextual, right-sized models, running on our own platform, on our own servers, in our own data centres, we are compounding the benefits accrued from owning and operating our entire technology stack. This ensures that our solutions are more sustainable and accessible for businesses.
“These long-term R&D investments we are making at every layer of the stack are aimed at delivering customer value,” the Country Head for Zoho Nigeria, Mr Kehinde Ogundare, stated.
In 2020, Zoho established a small R&D team in Nagpur, a Tier 2 town in India, focused on projects such as server design and systems engineering.
Members of the Nathu La R&D team include hires from SETU – short for Students’ Engagement for Transformative Upskilling – an initiative designed to build a pipeline of industry-ready engineers, with a focus on advanced learning in Electronics System Design and Manufacturing (ESDM).
By Adedapo Adesanya
The financial technology arm of MTN is mulling a direct shift into lending after bringing on its parent company, MTN Group, as a major investor to help cushion against losses that have plagued the business.
According to MTN Group Fintech chief executive, Mr Serigne Dioum, the company wants to move beyond helping customers access loans through partners.
He said in markets where regulators allow it, MTN wants to lend directly and use its own balance sheet.
“We’ve expanded access to credit for more people, but we also want to move further up the lending value chain,” Mr Dioum told investors at the company’s capital markets day.
“Where appropriate, we will seek licences that allow us not only to facilitate loans but also to lend directly to customers and deploy our own balance sheet.”
This development is expected to create a shift in its current fintech model which provides financial services, including deposits, payments, transfers and digital wallets to individuals and small businesses via digital and mobile‑based platforms.
The company has applied for Payment Solution Service Provider and Payment Terminal Service Provider licences through MoMo PSB, its Nigerian fintech subsidiary. If approved, the licences would allow MTN to handle more payment processing, build merchant payment tools, deploy and manage POS terminals, and reduce its dependence on third-party processors.
Despite the opportunities present in the credit market, direct lending could give MTN a larger share of revenue, but it would also expose the company to credit risk, regulation and tougher competition with banks and digital lenders.
Mr Dioum said only about 4 per cent to 5 per cent of adults have access to formal credit across the African continent. In Nigeria, the funding problem is especially severe.
A 2025 report by the National Credit Guarantee Company said nearly 80 per cent of Nigerian MSMEs lack access to formal credit, while Stears has estimated the country’s MSME financing gap at about $236 billion.
For traders, small shop owners, transport operators and households, access to small loans can determine whether they restock inventory, pay suppliers, cover emergencies or expand a business.
In April, MTN Nigeria announced that its parent firm, based in South Africa, would acquire a 60 per cent stake in MoMo Payment Service Bank Limited (MoMo PSB) and Y’ello Digital Financial Services (YDFS) Limited.
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).
By Aduragbemi Omiyale
The reach of the Meta Business Agent is being expanded to Instagram and other platforms of the social media giant.
Meta Business Agent is an artificial intelligence (AI) that allows business owners to attend to customers’ needs with ease.
Customers expect instant responses, but no team can be everywhere at once. This innovation handles such without hassles.
It helps businesses to answer questions specific to the business, makes product recommendations from the catalogue, books appointments, qualifies incoming leads, and closes sales.
More than one million businesses are already using a Meta Business Agent on WhatsApp and Messenger to respond to customers around the clock.
“We’re now expanding our Business Agent to businesses big and small globally, so within minutes you can have yours up and running, responding in your customer’s local language using your tone,” Meta said in a statement.
“We’re also expanding these agents to Instagram since businesses connect with their customers there, too. Businesses can activate their Business Agent here. Getting started with the Business Agent is free. In the coming months, businesses will access the agent through our paid subscription offerings, with options for businesses of every size,” it added.
Meta also stated that it is making it simpler for people to discover businesses powered by a Meta Business Agent directly on WhatsApp. It noted that starting soon, people will be able to find businesses by typing their name in the Search bar, or by sharing their phone number or contact card in chats with friends and family. This way, when more customers reach out, they get a quick, helpful response.
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