Digital platforms appeal to large spectrum of Nigerian consumers – experts

By Abimbola Mohammed

Digital and social media platforms are moving beyond their traditional role to offer big and small brands new ways to connect with their audiences, including streaming, banking and shopping on e-commerce websites. Social networking and social commerce drive an increasing portion of companies’ marketing revenue.

According to a report by DataReportal, in 2020, Nigeria recorded about 85.49 million internet users, and 27.00 million of these users are active on social media platforms. In January 2021, it was recorded that the number of users increased by 19 million (+22%), making the number increase to 104.4 million internet users and 33.00 million social media users.

In light of this continuous increase in internet penetration and social media usage in Nigeria, MARKETING EDGE, the foremost brand and advertising magazine, interviewed experts in the Integrated Marketing Communication (IMC) Industry over their views on how media platforms appeal to Nigerian consumers.

Giving his views on the development, Dipo Mohammed, a PR Consultant, argued that average Nigerians are looking for platforms where they can get information on-the-go and interacting real time by sending feedbacks. He explained that its digital platforms that provide such.

His words: “If you look at the dynamics, an average person has a phone and consumes information through social media platforms. The traditional media like TV, Newspaper and Radio are dwindling because whatever you are putting out there has already been seen on social media. Whatever is on TV can be getting through Netflix, Boomplay, Sportify and also streaming online, there is more content online because while you are still planning, developing content for traditional media, the content is already up on social media.”

Explaining why brands leverage digital more than the traditional media, Mr. Mohammed said: “Brands now leverage digital than traditional media because if you look at the population of Nigeria, more than 60% is below 35 years, and for most brands that is their target audience. Even people in their fifties and sixties are now looking at young people to determine how they do things. What is trending is what young people are doing, and for older people to do those things, they have to look at the younger people.

“Digital platforms are fast and give room for instant feedback. TV and Radio are all platforms, but people consume content through digital media because it brings fast information and you can always get second party opinions as compared to TV where you can hardly get that. So, social media is very fast-paced.”

On his part, Omotayo Johnson, Group Head, Creative Services, SO&U said social media created more connections between brands and their consumers than traditional media.

Hear him: “Electronic and social media appeal to Nigerian consumers more than the traditional media do. People are more connected to brands, and also the new media possibility of targeting consumers in terms of content makes it livelier.

“Consequently, new media has the power of going viral and well spread; it’s economical, analytic and, of course, encourages two-way communication between the media platforms and consumers.”

In the same vein, Austin Efienamokwu, CEO, Ubiquity Media Limited, said digital platforms remain the biggest in the post-COVID-19 era.

In his words: “I think digital platforms remain the biggest platforms for consumers. Social media has created what they call the soulmate media phenomenon. Before now, you would just wake up in the morning to look at your regular go-to platforms to know what is happening on Facebook or Instagram. But the COVID-19 pandemic has changed everything; people now use digital media to view what is happening in the industry, lifestyle etc.

“Mobile phones, for example, play more roles in our lives than ever before; from your bank transactions, to e-commerce, logistics etc. The digital platforms would be for me the most compelling platform that became a go-to touchpoint during the period of the pandemic.

“The rate at which internet users keep increasing in Nigeria, we are going to see even more social media tools over time that will drive audiences to action and counter any losses in ad spend.”


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