Driving Engagement and Growth Through Social Media: A Strategic Approach

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Tel: (+234) 802 320 0801, (+234) 807 576 5799

Email: info@Stonehillresearch.com

Office Address: 5, Ishola Bello Close, Iyalla Off Street, Alausa, Ikeja, Lagos, Nigeria

Introduction

As we know, social media has proven to be a great resource for businesses in Nigeria where it provides customers involvement, a sense of togetherness, and improves brand recognition. This white paper looks at some of the strategic alternatives that can be undertaken by Nigerian firms in the use of social media. When firms grasp the specific traits of the Nigerian economy as well as its varying demographics, they can adapt their African social media plans to suit the context. The document outlines the components of an effective African social media plan including engaging the audience with relevant content, brand development and promotion using various channels. Furthermore, it outlines how success should be evaluated with regard to the appropriate measures of performance and presents examples of some harbingers of success in the Nigerian tourism business. In Conclusion, this white paper highlights some possible ways in which social media can be utilized effectively to foster growth in the Nigerian setting.

The world of social media has changed the picture in the way that businesses connect to their clients and creating opportunities for interaction where none existed. This is quite the case in Nigeria as the number of people using social media is on the rise, and so business opportunities as well as challenges in maneuvering through this space.

In this white paper, we seek to provide Nigerian businesses with useful strategies for effective social media use and audience engagement to enhance community building that benefits brand loyalty and business development.

Social Media in Nigeria

In Nigeria, users are actively engaged on numerous social media channels. According to recent statistics, Nigeria is one of the leading countries in Africa with respect to social media usage alongside the likes of Facebook, Instagram, twitter and a burgeoning TikTok audience. Both older and younger people, from disparate regions and cultures, belong to the Nigerian audience, offering possibilities for differential marketing, and also problems for communication strategy. Thanks to cheap smartphones and cheap internet, social media in Nigeria has reached its critical mass and has become an important channel to interact with customers.

Importance of Social Media and Its Role in the Nigerian Market

Social media are websites which allow the creation of content and connections between people in different ways. For the people of Nigeria, they imply resources like Facebook, Twitter, Instagram, LinkedIn, Tik Tok, WhatsApp and others. Each one has its own goal, ie LinkedIn with regards to networking and profession and TikTok in relation to entertainment and lifestyle. Regarding the social media scene in Nigeria, it can be said that it is hyper and quite diverse, with users who are active in news, brands, social media, and content. The role of social media encompasses the following functions:

Improved Interaction: It is social media that allows conversations and prompt responses to occur between the organisations and the audiences they seek.

Brand Viewership: It is clear that there are chances of exposure to a lot of activities while posting hence these actors are known and even able to stand out from the competition already.

Brand Communities: Social media assists in brand engagement by helping businesses build and nurture communities within their brand, that eventually translates into brand loyalty and advertising from customers.

Accessible Advertising: Social media Platforms where marketers do not have to use a lot of money to advertise their products or services as compared to other forms of advertising or technology.

Data Insights: The audience section on the social media platforms offers the best voice of analytics that seeks to assist businesses on how their target consumers behave, what they like, and provide trends that can help them strategically navigate the market.

In Nigeria, social media is no longer only a platform for advertising but one of the corners on the radar to creating maximum engagement, driving growth and building the community.

Current Trends in Nigerian Social Media Usage

Social media has been used differently in Nigeria and there are key changes which are;

Mobile Access: Many users utilize social media using mobile phones thanks to the enhanced affordability of phones and mobile data packages.

Video Content: With the emergence of Tik Tok and Instagram reels, video isi becoming the primary medium for interaction and engagement.

Influencers: Younger people are easy to reach through influencer marketing as they listen to opinions of such authorities and engage in brand promotion.

E-commerce: More and more now use social media for e-commerce and profile pages or messages to sell goods.

Community Strives: There is a trend to focus more on the local content in the community which is easy to relate and engage in.

Age. Approximately, three-quarters of social media users are within the 18-34 brackets of the population. This segment of the population is active and participates in trends and makes purchases.

Gender. There is a near equal proportion of males and females using social media although certain sites are more likely to be one gendered than another.

To begin with, Instagram is mostly populated by females, whereas Twitter has a more balanced gender distribution.

Location: Many people belong to urban centers such as Lagos, Abuja, and Port Harcourt as they are the leading cities in social media activity. However, rural areas are also witnessing an upward trend as access to the internet improves.

Building an Effective Social Media Strategy

TikTok, YouTube, Facebook, Instagram, Snapchat, Twitter…the list is endless. With 4.76 billion users on social media and 92% of marketers already using social media to reach their audiences, where do you stand? E-commerce has a strong bond with social media, but it’s not merely choosing any platform that is new and exciting. A whole science goes into social media marketing, what channel to use, and the steps necessary for success.

Like any successful digital marketing strategy, your social media campaign needs to be well thought out. These 7 steps will help you build a successful social media strategy to drive results.

Identify your goals

Every marketing strategy begins with a list of goals. What do you intend to acquire from your social media marketing campaign?

Increase brand awareness. Promote an image that highlights the value of your brand. Go beyond simply a promotional approach.

Expand the audience base. It’s time to grow. Amp your reach to bring new followers on board. Begin by digging into conversations that are tangent to your business or industry.

Build a community. Everyone is important, from mere visitors to loyal fans. Your brand is the common factor.

Increase engagement. Create compelling, valuable content to connect your brand with your customers.

Increase web traffic. Whether you aim to generate more leads or more sales, you essentially need people to come to your social media account. Implement tactics to get their attention.

Keep your goals simple and realistic. However, it’s essential that your social media marketing goals align with your overall business objectives.

Know your target audience

Research and learn everything about your potential customers and your buyer personas. And it’s easier than you think. With so many social media analytics tools available, you’ll have all the in-depth information about your followers.

With the aid of real-time data, you can seamlessly create an audience persona. This will help to identify what type of content your customers want to consume, when they are more likely to interact with your brand, and other demographics such as age, gender, location, languages spoken, and much more.

Establish which metrics are the most important for you. Basic ones include reach, clicks, engagement, hashtag performance, sentiment, likes, acquisition, etc. Use these insights to reinforce your initial goals and keep your social media marketing strategy spot on.

Choose the right channels

With the aid of consumer insights, you are in a better position to influence your audience. Now you can refine your strategies and ads to make them more effective. Above all, you can identify which channels to approach. The goal is not to be on every platform – that would be a feat for any marketer. The goal is to be on the channels where your target audience is spending time, so you can connect with them on the channels that are most beneficial to them.

LinkedIn has a well-educated professional audience, making it ideal for industry-specific content.

Facebook and YouTube are great for ads and brand promotion. They have a broad general user base.

Females are more present on Pinterest.

Instagram and Snapchat are favorites among the younger generation, primarily because of the bold, eye-catching content.

Depending on your brand and the products you sell, select a network that aligns with your consumer base. That way, you can spend your time and efforts on the right channels.

While it may seem smart to maintain multiple active social media accounts, you need to identify the ones that are the most suitable for your customers. Knowing the differences between various platforms can help you budget your ad spend and time. For example, an e-commerce platform for clothing may be more successful on platforms such as Facebook and Instagram instead of LinkedIn. And a cosmetics brand may find Snapchat and Instagram Stories ideal for makeup tutorials, while Twitter would be more suitable for customer service issues.

Study the competition

It’s vital to analyze your audience and the competitors within your industry. Monitor specific keywords, phrases, and hashtags. Though many invest in competitor analysis tools, you can also review their social presence. It’s a simple way of comparing your strategy to others in the same business. You can see what types of posts seem to be working for them and others that may not be as engaging. This is all public information available that you can see just by visiting competitor social channels. Comparing your brand to others does not mean you should copy their strategy. In fact, it’s a way to set yourself apart from the competition by looking for alternative creative options.

Create and curate engaging content

Whether it’s a promotional post or a social ad, you need to create engaging content all the time. Quality is an essential aspect of any social and content strategy. Allow the content to promote the personality of your brand. Ideally, you should center it around a theme. This will help create consistent and aesthetically pleasing content.

Consider the visual nature of Instagram and Snapchat. Content on these channels is typically designed to catch the audience’s eye. However, it should involve user-generated content and hashtags to promote your brand and build a community. In fact, use the people who love your brand as a promotional tool. So instead of investing time and resources in finding new customers, use your existing brand advocates to enhance your brand presence. Also, consider asking a question or gathering opinions via a poll helps to boost engagement. Moreover, time-sensitive content like stories keeps people coming back for fear of missing out.

33% of marketers struggle with creating compelling visuals. But remember that social media is all about being social. So, vary the type of content you post and aim to provide content people enjoy, whether it’s memes, photos, videos, podcasts, etc. To organize your content, consider utilizing a content calendar. If you’re using a tool like HubSpot or other marketing automation tools, content calendars are built directly into the platform to help organize this type of content and creative assets.

Communicate

You don’t need to post content on social media daily. But interaction is crucial. So make sure you communicate with your audience in a timely manner. It’s not about quantity but about quality. Post at times when your followers are more likely to engage. This ensures that engagement opportunities are not wasted. Also, aim to respond as quickly as possible. The last thing you want to do is ignore customers who are already interacting with your brand. According to Sprout Social, a brand typically responds within 10 hours. But customers favor those that reply within four hours.

Chatbots are the latest ways to interact, respond, and gauge customers around the clock. They facilitate communication channels and automate tasks, especially to resolve issues that customers have without the need for human intervention. Moreover, chatbots can help create a personalized experience for your customers.

Think long-term

Social media platforms are one of the most important components of marketing. But you need to manage and budget cross-channel campaigns. This includes exposure across social media and mobile apps, websites, email, and word-of-mouth recommendations. That way, you can provide an integrated yet consistent consumer experience.

The key takeaway is to allocate a budget to encompass all essential aspects of your marketing strategy. However, keep track of the latest innovative technology that is entering the market. Begin incorporating them into your current campaign to get ahead of the competition, as they make sense for your brand and personas.

Social media marketing is a way to interact with your audience on a more personal level. It helps to develop a deeper connection with customers. To tell a unique and engaging story, utilize memorable and relevant hashtags. This will help followers link back to your campaign and create longer-term success.

Social media isn’t a one-size-fits-all strategy. You must develop a campaign and social media strategy specific to your goals. Focus on creating a social strategy that understands the needs of your followers. More importantly, audit your strategy from time to time. Assess what’s working and what isn’t. Above all, identify ways how to improve it. Analytics and improvement are the key to success in your social media campaigns and overall marketing campaigns.

Engaging your Audience

Design an effective introduction

Engage the audience, get them interested, give them a reason to listen. How?

Describe a scene or a character.

Tell a story.

Share a personal experience.

Relate to a recent event.

Piggyback on a previous speaker’s remark or theme.

Point out something important about the audience or the current setting.

Show a compelling visual image.

Ask a provocative question.

State a fact that is troubling, amusing, or remarkable.

Spell out what’s at stake for your listeners.

Offer a humorous observation or anecdote.

Explain your own interest in the topic.

Tell listeners what the topic has to do with them.

Focus the presentation; tell listeners what it’s about. State the presentation’s goal or your thesis or research question. Tell listeners what they’ll learn.

Preview what’s to follow your points, your approach, or the type of content.

Gear your content to your listeners’ knowledge, experience, and interests

Define unfamiliar terms.

Use concrete, specific examples to illustrate points. Tell stories.

Make statistics meaningful: Use graphics to help clarify numerical data. Round off big numbers. Interpret stats, translate them into human terms. Make comparisons.

Use analogies to relate the unknown to the known. (“It’s kind of like…”)

Build audience involvement by making your subject immediate, personal, and local.

Connect to the here-and-now.

Refer to your listeners’ experience. Mention your own experience.  Personalize the subject when that’s appropriate.

Highlight the local angle; a person, a place, an event. Bring it home.

Guide your listeners

Use previews and summaries.

Previews tell listeners what’s coming next or how you’re going to develop a point. For instance, in a discussion of why discrepancies exist between cars’ EPA gas mileage ratings and actual gas mileage, you might say “First I’m going to explain how the EPA arrives at its numbers. Then I’ll explain how the Consumers Union conducts its tests.”

Summaries remind listeners of what’s important in what was just covered. A summary is especially useful in reframing or refocusing the discussion after a string of supporting details or after any fairly lengthy discussion of a point.

Use signposts and transitions.

Signposts are words or phrases such as “In the first place…,” “The second issue is…,” “The key argument is…,” etc. They tell the audience where they are in the presentation and flag what’s important to note or remember.

Transitions make sure no one gets left behind when you move from one point to the next. They show how pieces of content relate to one another and to your thesis; they tie things together and improve “flow.” Transitions in oral presentations often must be more obvious than those used in writing. They tell listeners not only that you’re moving on but also where you’re going next. Changes in body position, gestures, and voice can help listeners recognize a transition.

Use language that is clear to the ear

Avoid vague pronoun references. These are bad in writing but terrible in speech.  Listeners don’t have the option of looking back over the text to figure them out.

Similarly, avoid words like “respectively” (as in “John, Ashley, and Tamika represented the Departments of Economics, Biology, and English, respectively.”) and “the former…the latter” (as in “You can purchase beef that is either dry-aged or wet-aged. Professional chefs know that, for the best steaks, you want the latter.”)  Like pronouns, both of these constructions require the audience to remember certain details in order to understand a later reference to them. The problem is that listeners may not have paid close enough attention to the earlier details; they didn’t realize they’d be “tested” on them later. Whenever you’re tempted to use this type of verbal device, ask yourself, “If I had only my ear to depend on and heard it only once, would I get it?”

Design an effective conclusion

Summarize and refocus. Recap the main points or arguments you’ve covered.  Reiterate your purpose, thesis, or research question. Reinforce what’s important for the audience to take away from your presentation.

Close. Create closure, a sense of finality. Here you can use many of the same kinds of devices suggested for openings. You can even return to exactly the same anecdote, quotation, or remark you used at the beginning and give it a twist. Other approaches are to lay down a challenge, look to the future, or simply to firmly restate your basic conclusion or recommendation. Avoid introducing new evidence or opening a new line of argument.

Building a community

Developing a Sense of Belonging in the Different Communities in Nigeria

One of the important steps to take in order to build community and commitment with your audience is to enhance the sense of community. For the Nigerian audience where community and cultural bond exists, the businesses can use the following approaches:

Cultural Relevance: Focus the message of your marketing and other activities in line with the local practices, customs, and values. This includes promoting important local days, providing a voice to community members, and selling stories with cultural relevance that define your audience.

Inclusive Communication: Leverage the use of local dialects and languages where necessary in order to make your content more understandable and meaningful. Adopting this strategy is an expression of respecting cultural plurality and improves the level of engagement with the audience.

Community Centric Campaigns: Create or part in events that promote social welfare or support such as fundraising, community walks or partnering with local firms. These activities help in building the community as they display the purpose and functions of the corporation.

User Spotlights: Make it a practice to document and show experiences from community members. Stories of personal experiences do not only appreciate individual contributions but also motivates others to be associated with the brand.

Creating Groups or Forums for Niche Markets

Creating special spaces where the public can connect and share experiences will greatly increase social inclusion. How to do it effectively:

Facebook Groups or WhatsApp Communities: Create private groups where members can discuss topics related to your brand or industry. These platforms encourage peer-to-peer interaction and facilitate deeper conversations.

Specialty events: Depending on the focus of your business, consider events that cater to specific needs such as fashion, technology, or health. These forums can be a place for knowledge sharing, networking and support between like-minded people. Conversations: Increase participation by facilitating conversations and creating a positive environment with respect from leaders. This tracking helps maintain engagement and encourages users to participate regularly.

Content sharing: Encourage team members to share content, experiences, or questions. This not only enriches the social experience, but also positions your brand as a valuable asset.

Host live events, webinars and interactive Q&A sessions

Engaging your community through live events can build strong relationships and create memorable experiences.

Consider the following approaches:

Live on social media: host live events on platforms such as Facebook, Instagram or YouTube to discuss relevant topics, demonstrate products or share industry knowledge. This real-time interaction allows for feedback and interaction. Webinars and training sessions: host webinars focused on topics important to your target audience. Invite industry experts and practitioners to provide valuable insights, encourage collaboration and knowledge sharing.

Interactive sessions: organize

Regular Q&A sessions where the public can ask questions directly to the team or industry experts. This openness builds trust and shows that you value their involvement. Networking events: Consider hosting virtual or in-person networking events for community members to connect, collaborate and share experiences. These events can strengthen relationships and promote a sense of belonging. By implementing these strategies, companies can cultivate vibrant communities that not only increase brand loyalty, but also to create stable relations with the public. Community building in the Nigerian context requires recognizing and respecting local values, promoting inclusion and creating opportunities for meaningful interaction.

Enhancing Brand Awareness

What Is Brand Awareness?

Brand awareness is a marketing term for the degree to which consumers recognize a product by its name. Ideally, consumers’ awareness of the brand not only means recognition but also includes positive perceptions of the product versus the competition.

Studies have found that consumers naturally pay more attention to products with higher brand awareness, influencing how well they recognize and remember these brands.1 Entrepreneurs can build brand awareness by creating thought leadership content, volunteering, and building a strong network.

Key Takeaways

Brand awareness refers to the familiarity of consumers with a particular product or service.

A brand awareness campaign seeks to familiarize the public with a new or revised product and differentiate it from the competition.

Social media has become an important new tool in brand awareness marketing.

How Brand Awareness Works

Products and services with high brand awareness will likely generate more sales. When faced with choices, consumers are simply more likely to buy a name-brand product than an unfamiliar one.

Building brand awareness starts by connecting your product or service to a clear and compelling value proposition. Other key strategies include establishing a strong online presence, using visually appealing designs, and actively engaging with your audience through social media, email, and other platforms.

Example of successful brand awareness is the soft drink industry. Without their packaging, many soft drinks are indistinguishable, and sugary beverages are known to contribute to chronic diseases like diabetes. However, industry giants like Coca-Cola and Pepsi rely on strong brand awareness to ensure consumers choose their products despite these health risks and competition from alternatives. Over the years, their effective advertising and marketing strategies have significantly increased brand recognition, leading to higher sales.

This higher brand awareness rate for dominant brands in a category can serve as an economic moat, preventing competitors from gaining additional market share. For example, Warren Buffett is an investor in Coca-Cola partly because it’s one of the most recognizable global brands with intense customer loyalty, providing it with a wide economic moat.

Special Considerations Regarding Brand Awareness

As of 2024, Internet users spend just over 2 hours daily on social media, compared to an hour and a half back in 2012.6

Not surprisingly, companies spend a lot of energy promoting brand awareness on platforms like Instagram and Facebook, especially targeting Millennials and Gen Z audiences. This has led to new forms of promotion in which consumers generate discussions about products and services they like and use. Facebook continues to be the most used platform, while Instagram and TikTok dominate among younger users. Brands must stay updated with these trends to effectively reach their target audiences and maximize their marketing impact.7

Inevitably, consumers also share unfavorable experiences, and marketers are adapting to that reality. It has become crucial for a company to respond to negative reviews and offer a solution to the customer’s problem, in real-time.

But as consumers view and interact with social media posts and updates, brand awareness will increase. For brand awareness to be most productive, consumers should be able to connect to the company’s website seamlessly from the social media platform. It’s also a good idea to use data-driven insights to tailor content for each platform, ensuring it resonates with the specific demographics active there.8

Other Ways to Create Brand Awareness

Print media is not the force it once was, but consumers still read newspapers and magazines. Strategically placed advertisements, such as those in targeted sections of newspapers or specialized publications, can capture viewer attention and boost brand awareness.

Advertising in physical locations, such as inside stores, is also used to create brand awareness. Impulse purchase products are well-suited for in-store distribution and advertising. For example, a company marketing a new candy bar may distribute the product at a point-of-sale (POS) location to create brand awareness.

Event sponsorship may effectively build brand awareness, offering visibility at charitable events, sporting events, and fundraisers. For example, the PGA Tour’s Valspar Championship significantly boosted Valspar’s brand recognition by using paint buckets as tee markers, dressing caddies in branded gear, and featuring a chameleon sand sculpture. These creative efforts led to a 10-point increase in brand recognition, prompting Valspar to renew its sponsorship contract early.

Another example is a health insurance company that may distribute complimentary company-branded health packs at a charity marathon. This associates the brand with an act of goodwill and community feeling, increasing awareness of the brand and burnishing its image.

Example of Good Brand Awareness

Coca-Cola, McDonald’s, and Nike are some of the most recognizable brands globally. They have successfully created positive brand images and increased customer awareness. The red Coca-Cola can, McDonald’s golden arches and Nike’s checkmark instantly identify their respective brands.

Why Does Brand Awareness Matter?

Brand awareness is essential because it ensures your brand is top of mind when customers make purchasing decisions. It builds trust and credibility, making it easier for consumers to choose your brand over others. Strong brand awareness fosters customer loyalty and can increase sales and market share.

How Can I Increase Brand Awareness?

To increase brand awareness, psychologists at the University of Southern California recommend focusing on the psychological aspects of branding by emphasizing sincerity, excitement, competence, sophistication, and ruggedness.11 Use creative marketing campaigns to make your brand memorable, engage with customers on a personal level, and consistently reflect your brand’s values in all interactions. Be strategic in using colors, carefully choose your words, and try to foster a sense of belonging, as this can significantly improve your brand’s appeal and customer loyalty.

For certain businesses, including consumer-focused companies, brand awareness is crucial for influencing consumer purchasing decisions and fostering loyalty. It’s a key reason why brands like Coca-Cola and Nike have had such a lasting impact on consumers.

Effective strategies include connecting your brand to a compelling value proposition, using creative marketing campaigns, and engaging with customers across multiple platforms. Staying current with social media trends and using targeted ads can also help maintain a strong market presence.

Conclusion

Social media has become an indispensable tool for businesses in Nigeria seeking to drive engagement, foster community, and enhance brand awareness. This white paper has outlined strategic approaches tailored to the unique characteristics of the Nigerian market, emphasizing the importance of cultural relevance, audience engagement, and effective measurement.

As Nigerian consumers increasingly turn to social media for connection and information, businesses must prioritize creating valuable content that resonates with their audience. By harnessing the power of storytelling, encouraging user-generated content, and actively engaging with followers, brands can cultivate a vibrant community that fosters loyalty and advocacy.

Additionally, consistency in branding across platforms is crucial for establishing trust and recognition. Leveraging local influencers and partnerships can amplify brand visibility and credibility, while targeted paid advertising strategies enable businesses to effectively reach their desired demographics. This multi-faceted approach ensures that brands not only connect with their audience but also stand out in a competitive landscape.

As Nigerian businesses continue to adapt to the dynamic nature of social media, it is essential to remain agile and responsive to emerging trends and audience preferences. Regularly assessing performance metrics and gathering feedback will allow companies to refine their strategies and enhance their impact over time.

By embracing these strategic approaches, Nigerian businesses can effectively utilize social media to drive engagement and growth. The potential for social media as a powerful catalyst for business success is vast, and those who recognize and harness this potential will be well-positioned to thrive in the digital age. As we look ahead, fostering authentic connections and delivering value will be paramount in building sustainable brands that resonate with Nigerian consumers.

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Tel: (+234) 802 320 0801, (+234) 807 576 5799

Email: info@stonehillresearch.com

Office Address: 5, Ishola Bello Close, Iyalla Off Street, Alausa, Ikeja, Lagos, Nigeria

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