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Coca-Cola Nigeria enlists Snapchat for consumer engagement

As a proof of the rising profile of Snapchat in Nigeria, more brands are now enlisting the services of the teen friendly social media platform to engage their markets.

Snapchat became the latest social media tool embraced by soft drink giant Coca-cola in its bid to reposition the brand for the youth population. Until 2016, Coca-cola Nigeria had limited its digital marketing campaigns to facebook, Google and other social media outlets, but in 2016 it expanded its social media campaign to cover Snapchat.

MARKETING EDGE gathered from top sources in the company that the firm considers Snapchat a veritable platform of engagement for its target market which is essentially teens.

Snapchat is not just a big deal in Nigeria, with over 100 million global active users and 400 million snaps per day, the social media platform is one of the fastest-growing social media networks in the world, and even though it caters mainly to the youth (18-34 yrs), it is becoming an essential part of global marketing strategies.

The Snapchat app is wildly popular among millennial, as unlike the older generation, they seem to enjoy real-time footages. The real-time feature of the app makes it uniquely perfect for real-time social media marketing as it gives the target audience instant and direct access to live events.