How your brand can leverage the World Cup to connect with your target audience.

This article is part of Pulse Insights, our newsletter about marketing insights in Africa, bringing you strategy, insights, industry news and announcements to help you market better and sell more. 

The World Cup will kick off in Qatar in November. If you’re a football fan, you’re already excited about this now. The 2022 World Cup hosted by Qatar is expected to be watched by 5 billion people around the world, according to FIFA president Gianni Infantino. Qatar itself predicts that over 1 million people will travel to the country to watch the games live. 

No other sporting event has the international viewership the World Cup commands. A tournament of this magnitude, attracting more than 5 billion passionate pairs of eyeballs, is usually extremely attractive to brands. For most brands, even minimal exposure at the World Cup could bring in a significant increase in awareness and a flood of new leads. But achieving brand awareness and visibility at the World Cup is, quite understandably, out of reach for almost every brand and marketing department. 

Unless you’re a global brand with a marketing war chest (this World Cup is forecast to have a $2bn ad spend, according to Bizcommunity), you’re not going to be able to showcase your brand during the much-coveted ad slots. So, how can your brand leverage the world cup to connect better with the audience you serve? 

We’ve put together some actionable insights here. Regardless of what industry you’re in, you will find at least one of these tips valuable in the coming weeks, as the tournament approaches. 

Insight 1

Find the intersection between footy lovers in your domain and your target audience.

Everyone watches football. That’s a good place to start. No matter how obscure your target market is, there’s a very high chance that at least 40% of that market will be football fans. This is where it would be useful to have a documented and hypersegmented view of your current audience. Depending on the size of the campaign you’re planning, it may help to also do a quick survey. 

Knowing how much of your current and potential target audience is interested in football can help you determine how much of an investment you should make in a marketing campaign riding on the World Cup. 

Insight 2

Create or join a passionate world cup-related initiative

It could be adopting a team at the world cup and creating content around the tournament from that perspective. Or sharing updates on the world cup on your social channels and giving detailed commentary, live shows on social, or a cheeky video of the CEO watching a game. The point of this would be to open your brand and show a human, passionate side. It’s amazing what these initiatives can do for brand perception in your audience’s heads, and these changes in how your brand is perceived could be seeds that you reap further down the road.

Insight 3

Prediction giveaways, either for only clients or for everyone in your digital community.

Everybody loves giveaways. People never forget about the time when they won something. They share that story for years and years. This insight can be further energised if the items you give away can stay with the winners for a long period and are not easily disposable, so instead of airtime for mobile phones, you can try branded items like mini bluetooth speakers, earpods, water bottles, and so on.

Insight 4

Get influencers involved.

Influencer marketing is word-of-mouth on steroids. Subject to brand positioning, brands can identify influencers within their market, people with a strong following, who are passionate about football, and get them to engage their digital communities at the World Cup. Brand messages can be communicated subliminally, or through (again) giveaways or engagement content. This method assures that the campaign is reaching an overall audience that is already engaged and committed to the influencer, meaning that there’s a much higher chance for your brand to benefit from that goodwill, and record new warm leads, more awareness and more conversion. 


The World Cup is as clear an opportunity as any, for brands to excite, engage and connect with their audiences, no matter the size of the brand or the audience. Excitement and passion are great backgrounds on which to create lasting memories and impressions. Part of the ROI on these insights is new leads and maybe even some conversion, but the bigger return on investment would be the long-term relationships you build with footy fans, which you can always tap into for other campaigns.

Conjuring Creativity

Creativity in finding elegant solutions to a brand’s marketing problems can feel like magic when you get it right the first time. In the thick of a 2-minute brainstorming session, you pitch a somewhat weird concept, and after cleaning it up, the idea fits perfectly and receives the nod. It can feel magical. 

But if you have been around creative teams for any stretch of time, you can tell that these ‘aha’ moments are not an expected part of a regular day at work. Creativity demands deep thinking, and often looking at the problem from many different angles, to find a solution that works and ticks all the right boxes. To add to this complexity is that sometimes, the marketing team needs to deliver a winning idea within a short period of time. IN such situations, the extra pressure could either produce a strikingly brilliant idea or, on the other end of the spectrum, a poor offering that can hardly be considered a solution.

Creative output is wonderful, and a delight for all who see the end product, but what happens on the back end? How can marketers learn to think about marketing problems, and trick their inner genius into producing brilliant creativity over and over again? What is the secret sauce?

Here are some tips to help you in your next brainstorming session: 

Prepare your mind
Image: iStock Photos

In most other practises, thinking is usually done within the parameters of the practice. Doctors work within parameters of the field, and mathematicians understand that their exploration of the world is based on the fundamental principles and formulas of the discipline. In creative thinking for marketing, the only rule to remember is that there is no rule. As soon as you read and understand the problem statement, free your mind and give it the permission to wander. 

Conduct research

Image: iStock Photos

Once you’ve accepted these parameters, you must identify the variables of the brainstorm, the main ones being a subject matter, the objectives, the target audience. Conducting research on these three main variables including a comprehensive look at the status of competitors or recent similar works should put anyone in a prime position to create magic.

Apply the knowledge

Once you have equipped yourself with the required level of knowledge, it is time to apply the aforementioned formula to the variables to find what we like to call ‘laser-thin lines’ that connect them. Consider precedents but ignore them. Apply common sense but feel free to ignore it too.  Flip any thought that comes to mind backwards, forwards or sideways. Question the status quo, even when you know the answer is impossible. You’ll be surprised at what you might find at the end of that journey.

Creativity, in a lot of ways, can start as a horror show. But by using a formula and then (albeit counter-intuitively) not using a formula, it can end up as an epic fairytale.

Kwabena Oppon-Kusi

Head of Creative Strategy, Pulse Ghana

Establishing Brand Relevance

A few years ago, it was relatively easy for brands to establish and sustain relevance among their target audience. Now, a lot more is required. Globally, creative content creation is at an all-time high, and social media has become the global stage on which to share and highlight this. Staying relevant means that brands have to do more than post photos of conferences and team bonding nights. If you’re trying to reach a specific demographic, you have to become that demographic, by modeling their behaviour. 

Here are a few ways we’re working with brands to transform or reinforce their relevance to their audiences: 

1. Don’t just know the customer, know your target audience.

Image: Istock

Your target audience is evolving. Their attention spans are changing, and they are on the internet discovering new things that fascinate them. They’re constantly making decisions about how they spend their time online. It is the job of the brand to know their audience deeply, to be able to meet them where they are, and share content with them that they will find interesting and engaging. A lot of this work will involve surveys, and keeping a close eye on social media and content trends.

Pulse has recorded repeated success with our online communities by providing recaps and summaries from their favourite reality shows. We noticed the spike in engagement when we shared content from the audience’s favourite reality shows, and aligned ourselves with that wave. As a brand, your content must find alignment between what your community is currently raving about, and your brand values.

You can establish your target audience on the basis of their interests, purchase intentions, demographics etc. Learn more about clarifying your target audience here.

2. Build a positioning statement

Image: Martechive

A positioning statement helps your team to get a sense of what you want to stand out for. Positioning also helps to clarify what exactly your audience values from your brand. For instance, your brand could be a lemonade brand, but the real reason people buy from you is that your operation is cruelty-free, and the lemons are organic. 

Even if you have a positioning statement, it’s a good idea to go over the exercise again and remind the team about what’s important. 

At Pulse, we have brand strategists in our teams who have worked with brands to clarify their positioning in the market and help them create and design brand collateral that reinforces this positioning, honing in on what their already existing audience loves about them, and attracting similar audiences.  

Your positioning statement serves to make your product, focus and business super clear to your marketing team, to help them ideate better and more importantly, ideate in line with the objectives of the product, business or campaign.

Learn more about brand positioning statements here.

3. Build direct relationships with your audience

As a business, a big part of your marketing and branding strategy is to ensure that customers have pleasant interactions with you at every touchpoint where they meet you. This builds the brand reputation over time and increases brand value. The most frequent platform where customers will see your brand is on social media. Your social media platforms are not just something the company is required to have. They are an opportunity to warm the hearts of your already existing customers, while wooing others. Use this opportunity to your advantage. 

Pulse undertakes social media management for brands and our strategy often involves delivering value to the community of people who care about what that brand has to say, by sharing knowledge, or exclusive footage. We can also use our vast network to increase the distribution of great content, get more prospective customers to see and engage with your brand, and lead to immediate and more long-term benefits. 

You can engage your audience by creating opportunities for online interaction and even offline meets. 

Read about engagement and audience connection here

Raising the relevance and value of your brand is not a goal that can be achieved overnight. However, there is no better time to start investing in brand building. As social media evolves and takes an even bigger chunk of people’s lives, (with sizable investments already going into the development of a metaverse) the brands that have built a strong social relevance will be the brands people trust enough to keep going back to. 

Written by Vanessa Vifah & Kelechi Odoemelam.

Vanessa works at Pulse Ghana as Digital Strategist, helping to shape our strategy solutions for our client brands.

Leveraging local trends for brand growth

In the brand growth and marketing playbook, digital media has become the largest driver by far. It’s no longer a question of whether your brand should be on social media. It’s now a matter of how up-to-date your marketing team is with the latest ways to share content and the latest trending formats. Instagram recently announced that they will concentrate their focus on newer formats that are showing much higher engagement levels on the platform than static photos, namely, video (reels) and creators. They have also indicated that payouts might come next to outstanding creators. Combine this with the meteoric rise of TikTok and micro-video content, and you get a clear picture of the future of marketing, especially to young people. 

Pulse sits at the nexus of culture and digital media and through the campaigns, we run and our digital community-building efforts, we have gained insights into driving growth for our partners by leveraging trends. Here are some tips to leverage local trends to drive growth:

1. Identify influential trends on social media

Keeping your target audience in mind, identify trends that get them to engage, react and comment actively and in large numbers. Being active and actively listening on social gives you an idea of what is popular and trending with your target. Some trends may be very spontaneous and will require you to be quick to jump onto them, while others can be anticipated and properly planned for, for example, Big Brother Naija, a reality TV show in Nigeria that has now become the biggest show in Africa. Overall, you need to be actively listening on social media to be able to pick up on these trend waves. Here are some tools that will help you identify trends that are generating engagement and are relevant to your target:

Google Trends

This is perhaps the most expansive tool with which to track rising trends across all of the internet. You can pick up on a trend on a single social network, and use that information to predict that trend on another platform. This can help you prepare to ride the trend when it eventually hits other platforms. Simply set up Google Alerts for the keywords you want to keep an eye on.


This tool is worth mentioning because Twitter is an important platform when we discuss the subject of trends. Twitter and now recently, TikTok is where most social trends originate. It is also where trending topics (which may originate from other networks and channels) get discussed the most. There is always an active conversation on Twitter on the world’s trending topics daily. Monitoring conversations on Twitter is then especially important. TweetDeck helps you monitor chosen hashtags and keep tabs on their popularity. 

TikTok’s Discover

The Discover page on TikTok is an incredibly powerful tool for discovering what’s trending on TikTok. And what’s trending on TikTok spills over to other platforms with an increasing frequency. You can quickly jump on the biggest hashtags or find hashtags that are specific to your niche and create content for this. This way, your content can be shared, reshared, downloaded, and engaged with by the people you’re trying to reach. 


CrowdTangle is a public insights tool from Facebook that makes it easy to follow, analyze, and report on what’s happening with public content on social media. Among other powerful features, you can analyze trends across thousands of accounts over time and get insights into trend seasons, timing, etc. This tool can also be used to evaluate your own social media activity and compare it to similar accounts/competitors to give you clues about what is working, or not working.

2. Get a good handle/perspective

Having identified a trend to jump on, it is important to pay close attention to nuance and context and think about your angle carefully, especially in the light of the culture of your audience. All too often, there is the always present possibility of a backlash from the audience, if the perspective, timing, or visuals are not right. The key here is not to attract too much attention to the brand, but to be positioned as an ally of the crowd, either helping them access gated or exclusive content, or sharing packaged content they may have missed. 

3. Amplification

When you’re jumping on a trend, you want to make sure that you get the word out and properly amplify your message. 

For most brands, this may mean paid amplification across channels. At Pulse, however, we have a native digital community in each of our markets that is active and engaged. The benefit of brand partnerships with Pulse to leverage trends is that we provide this amplification to millions of young users across Africa with engaging content, allowing your marketing efforts to be noticed. 

This year, for Big Brother Naija, we’re partnering with Showmax and DKT to provide coverage of the show and updates for many people who are not able to watch it all day. This partnership allows the brand’s involvement in such a mega trend to be seen and noticed by our millions of community members, and also provides a platform for the brand’s messages to reach the millions of people who will be watching the updates, benefiting from the partnership and being gently exposed to a new or recurring relationship with that brand. 

If you’re interested in spotlighting your brand and taking advantage of the Big Brother Naija show, please reach out to us here

No matter what industry you are in, dialing into the social conversation and inserting your brand appropriately into these conversations can help you boost brand awareness, bringing you top-of-mind to your target, engagement, and ultimately, revenue. Paying attention to what your audience cares about and helping them connect more with it is a great way to build and/or strengthen relationships with them.

Youth Consumer Behaviour in Africa: Our Learnings

In 2015, there were 226 million youth (people aged between 15 and 24) in Africa, making up 19% of youth globally. By 2030, 42% of young people worldwide will be from Africa [UN Department of Social and Economic Affairs]. This means that Africa will have about 500 million young people by 2030, not accounting for normal global population growth. Currently, 60% of Africa’s population is under 25, making it the youngest continent in the world in relation to its population [Quartz]. 

To ensure marketing campaigns targeting under 30 year olds are impactful, it is crucial to understand who the youth really are, what their thoughts are, and perhaps most importantly, what factors contribute to their buying decisions. 

With our focus on informing, engaging, and impacting the lives of young people both through our media and the marketing campaigns we execute for our clients, we are at the front seat when it comes to understanding and creating impactful content for young people. Here are some key insights we have gathered about their interests and behaviour.  

1. The internet and social media are their primary source of information and content consumption

While internet penetration across the continent is rapidly growing, the internet and specifically social media have become the main source of information and content consumption for young people who access it. A street survey across Nigeria, Ghana, and Kenya with over 2,000 respondents of under 30 year olds, showed that social media is the main touchpoint for news and content consumption for a majority of them. This also fits with the social media consumption patterns reported by We Are Social & Hootsuite’s yearly State of Digital report with social media users from Nigeria, Ghana, and Kenya spending over 3h daily on social media on average, compared to a global average of 2h25. 

Our findings also show that they want content that is quick to consume and gets straight to the point. Many users drop off watching or reading content as soon as they are less engaged. In terms of format, video is by far the preferred medium for young users. 

Here is what some young Lagosians had to say about social media:

2. A youth with ambition and aspirations

When it comes to saving and spending behaviour of young people, a notable trait is that they are aspiring to secure financial safety in an overall difficult economic context. Many young people dare to dream big and set ambitious financial goals for themselves. 

This means that while being cost-conscious, there is a rapidly growing market for products (and campaigns) that appeal to the aspirations and goals of the youth. Excluding South Africa, a growing middle class in Sub-Saharan Africa is spending over $400 million per day [Google]

But young people are also saving for the future. A survey run by our team in Ghana revealed that 80% of under 30 year olds have a saving goal they are working towards.

We asked Lagosians about their saving goals, here is what they had to say:

3. Marketing that resonates with young people

To capture this growing market, brands that have powerful storytelling and are capable of building communities around their products are in a strong position. Users having grown up with the rise of digital expect to be able to interact and associate with their favourite brands online.

When creating content strategies and campaigns, we craft them around three key storytelling principles that are crucial to engage young users: 

  • they should touch their emotions
  • users should be able identify with the stories told
  • the content created should add value by giving valuable information to users

Here are some marketing campaigns that stood out to the young people we asked in Lagos:

4. Online shopping is gaining traction

Young users are increasingly open to purchasing products online. These purchases are however for the most part limited to small ticket items, as trust is relatively low and users are not willing to risk large amounts on products they cannot test or see in person before buying. 

An area we are seeing strong growth in is social media shopping. The number of products being sold on platforms such as Instagram and the number of sellers on these platforms is rapidly increasing. We have identified the following three reasons for this emergence:

  • Setting up a social media page and starting to sell is incredibly easy: platforms are making it easy to set up an account, run very targeted ads for low amounts of money, and services such as Flutterwave store and Paystack storefront enable businesses to create an online shop with payment integration in minutes
  • Social media’s community aspect ensures that good products get trusted recommendations and reviews that other buyers can rely on. Every person recommending a product becomes a micro-influencer for the brand it supports.  
  • Social media platforms make it incredibly easy and cheap to create visually appealing and relatable content that gives a good idea about the products and sellers – from videos showing product use cases to pictures of the business and team behind the product.

Here is what our respondents in Lagos had to say about buying products on Instagram:

To conclude, we believe that the consumption preferences and interests young people display across Africa are not only an indicator of what is to come but are also key insights to already take into account when planning campaigns that should speak to a large audience. With our channels, we have a direct touchpoint with millions of young people every day across Nigeria, Ghana, Kenya, and Sénégal. We use this to draw insights and recommendations that inform the marketing campaigns we run for our partners. If you are looking for a partner to support your next marketing campaign, reach out to us here.

What we learned from using TikTok for brand campaigns in Africa

TikTok, the video streaming social network, was already gaining traction around the world before the Covid pandemic. The aftermath of the global lockdown, for this platform, was quite literally an explosion in adoption around the world, including Africa. 

In January 2018, TikTok had about 54 million monthly active users. By January 2021, there were about 689 million TikTok users [Source]. Also, TikTok users spend an average of 850+ minutes per month on the app [Source]. 

When one of our leading clients in Ghana was looking to connect with the Gen-Z demographic, we had been thinking about TikTok for a while already, but now we were sure. 

One major rule of inbound marketing is distribution, and for a Gen Z-focused brand, being where the audience was, meant making a move to TikTok. 

And oh, what a move it was. 

TikTok is new grounds – new in the sense that there was no way of predicting how the response would be, how to hyper-target as we would on Facebook and the likes, or even generally, how to go about it.

Facebook, Instagram, Snapchat, and YouTube will use words like ‘connect’, ‘community’, ‘communicate’, ‘listen’, ‘share’ which is an idealistic vision for most social media platforms. But with TikTok, their mission statement is clear – to exploit an unadulterated and shameless goal to entertain.

So, what did we learn?

1. No amount of research will prepare you for it

You can read all the articles that tout “how to do TikTok” for brands, but you can’t be ready for how to do TikTok for brands in the West African context. You have to take a deep dive and apply everything you know.

And as I would put it, it’s “either you drink deep or you taste not” on TikTok – a half-baked approach will surely mean wasted efforts and investments.

2. Use the “Creators”, not the supposed “Influencers”

The massive Gen Z demographic on TikTok, grew up being exposed to hundreds of ads a day (and influencer marketing) and therefore are almost immune to them. This is a generation that will engage with content that aligns with their personal interests, and their personal interests alone. The new generation cannot be wooed by fancy videos or sales-y displays. They have a strong radar for almost immediately knowing when they’re being sold to. And if they think they are, they’ll leave.

We learned this the hard way. Our initial foray in the space saw us using “verified” influencers, but the impact was not as strong as it was when we decided to use a “loved creator” to tell our brand story.

3. Be entertaining and let your be brand subtle

On TikTok, users are going to do things differently with your brand. Things you didn’t know could be done with your brand. If you’re a condom brand, your content using the condom as balloons might be your best-performing, if you’re a rice brand, putting a phone in rice might be the break to go viral.

We’ve found that brand-sponsored content typically performs worse, even on popular creators’ profiles, because this particular audience is more aware and unfazed by ads. The aim here would be to create content that is very relatable to your target audience, and somehow find a way to communicate in the story the usefulness of your brand, while entertaining the audience. If you create a TikTok video, collaborating with a creator, and slap your logo at the end, you will get some views. Just don’t expect massive engagement and/or conversion.

4. Focus on your (or a) niche community

Find your little pockets of highly engaged people on TikTok. This is the way to go on a platform that doesn’t promote the mass-communication that you’d see on other popular platforms. 

Normally, one would expect this to mean less reach but a higher engagement rate, but the reach and impression statistics of niche content are phenomenal on TikTok compared to any other platform.


TikTok is the place where Gen Z goes to play (right now), so if you have a brand or product focused on this group, that’s a hot tip for you. But remember it’s not easy to keep the attention of the group of people with the shortest attention spans (the average Gen-Z attention span is eight seconds, four seconds less than Millennials. – Sparks & Honey). They are interested in multicultural and diverse subject areas more than any other generation. You have to dig deep. But they are also the most important target group for most brands to engage today. Gen Z is always changing their consumer habits. They soak up the latest and greatest apps, trends, and social platforms making it a consistent race for brands to keep up and innovate first.

As a business in Africa getting into the world of TikTok, understand that it’s not business as usual. On TikTok, you’re not a C-suite marketing executive. You’re a niche creator, deeply passionate about using media to change the world. TikTok says of its platform: 

“Our user-generated content environment creates an atmosphere of authentic discovery. The constantly refreshed For your feed is algorithmically tailored to personal preference, allowing users to spontaneously discover new products – so a new favourite brand or a beloved purchase is only a swipe away.” You can find more insights into how to navigate TikTok as a business in this newly released business guide by TikTok.

Want to find out how TikTok could work for your brand? Let’s get talking here.

The Future of Marketing in Africa: Digital trends in 2021 and beyond

In this article, our expert team at Pulse is sharing six key trends shaping online user behaviour across Africa going forward – and ways your digital marketing strategy can leverage the changing environment.

1. Covid-19 has accelerated and shifted consumer behaviours permanently.

(Image credit – Unsplash)

The pandemic has prompted many users to try new ways of consuming content and shopping. We expect these consumption shifts to outlast the pandemic, as they are an acceleration of behaviours that started emerging pre-pandemic.

To illustrate this, McKinsey’s survey of Nigerian consumers during the pandemic shows that 46% of respondents tried a new digital shopping method since the start of the pandemic, leading to a growth in consumers shopping online of 30% to 65% depending on the category of items purchased. 

The discovery of these new shopping options is led by three main channels:

  • Online ads (33%)
  • Recommendation from family and friends (23%)
  • Seeing someone talk about it on social media (18%)

With these discovery channels, a strong digital ad strategy as well as generating discussions on social media by engaging users and working with influencers is more important than ever. These channels are equally accessible to small businesses and larger brands, giving the opportunity to new products to grow fast online. 

In terms of content consumption, social media remains by far the main touchpoint for online users in our region. According to We Are Social and Hootsuite’s Yearly Digital Report, Nigerians, Ghanaians, and Kenyans spend on average three and a half hours on social media per day, compared to two and a half hours on average globally. In Nigeria alone, 6 million people joined social media networks for the first time in 2020.  

2. Snackable video content is no longer an option, but a must.

(Image credit – iStock Photo)

With the rising time spent on social media, video has become a must to successfully engage users. New video formats have taken the lead with the emergence of platforms like TikTok and the adoption of competing products such as reels on Instagram. 

These short, snackable video formats can be leveraged by brands that are not afraid to be authentic and willing to develop new ways of communicating with their audiences. You can check out Pulse Nigeria’s TikTok channel to see how we have found new ways of telling the news on the channel. 

In order to get started with these formats, we recommend collaborating with creators that have mastered the language of TikTok. These formats are also the perfect medium for user-generated content competitions thanks to their ease of use in creating videos with specific sounds, filters, and effects.

3. Social media influencers connect with your future consumers organically.

(Image credit – Unsplash)

With the emergence of more social media platforms & the growth of the existing ones, we are seeing the rise of a new type of testimonial: the social media influencer / creator.

Whereas the general popularity of a celebrity has an impact on its influence on social media, we are seeing an increasing shift towards a new generation of influencers that have become popular thanks to their exceptional content creation skills, authenticity and virality.

They have often mastered the art of storytelling on social media and can become strong partners to co-create content with brands.  

A subset of these influencers is known as micro-influencers: This new generation of smaller, but keenly followed creators has become more and more popular among fans and marketers: their loyal subscribers are more willing to actively engage with their – and as a partner, your – content. As the smaller influencers tend to occupy more specific market segments, they have an easier time to attract audiences who are genuinely interested in your product or service as long as it fits their niche. This increases conversion and ROI.

Choosing a strong content, management and analytics partner for such campaigns can help reduce administrative burden and keep your own focus on the message you want to deliver.

4. Build direct channels to your consumers, get first-party data and do more with it!

(Image credit – Bakers)

With a general shift towards privacy online, relying on data from Facebook, Google, and other large platforms will not be enough. Users are willing to share their data with brands they love and trust – when they understand the value they can get out of it. 

By building a strong first-party data strategy, brands can build a direct communication channel with their users, learn about their needs, and delight them by improving their products and services through this direct relationship.

A first step to do so can be newsletters and SMS campaigns with offers – using existing client databases. Asking for feedback helps you learn what users appreciate most.

5. User-generated content attracts your audience authentically.

(Image credit – Unsplash)

As the name suggests, user-generated content (UGC) is created by your customers and users. Therefore, this material has no direct brand intervention, and its format can be completely different: comments on the brand’s own publications, text and video publications on the user’s own social networks, comments on blogs and professional publications, as well as ratings. Consumers often trust the recommendation of other consumers far more than the ads by the company itself. approach

On social media and on platforms such as Tripadvisor, Twitter and Google Maps, it is one of the most authentic forms of digital word-of-mouth marketing, making it a great way to make brands more accessible and recognizable. Old trends, new perspectives: We know that this type of content is not entirely new. Verbal advertising has always existed, but the social distancing rules and restrictions that everyone faces this and last year have led to a massive increase in UGC. Since many consumers cannot meet and test the product in person, they will check the reviews to determine whether the product is the right decision.

Having a strategy around this phenomenon in a digital-first environment is crucial. While the content is user-generated, a well-placed request for ratings on a platform or a promotion requesting for audience submissions are just two ways that companies can accelerate it.

6. Sell on social media.

(Image credit – Marketing Land

Some recent changes in social media globally have allowed many companies to use their social media profiles as direct sales channels:

With the release of sales catalogs on Facebook, Instagram and Pinterest, large companies are starting to take social commerce seriously. By 2022, social commerce will become one of the biggest digital marketing trends globally. While the sales catalogs are not live yet in Africa (we will keep you updated!), social can already be used for strong lead generation. Many online shoppers go through social media channels such as Facebook, Instagram or Youtube to research your products and ultimately buy.

Therefore, selling your brand, products and services on social media is more important than ever. Adding a simple link to an online shop to your social media or highlighting ways to get the product customers can see make this a simple exercise. When a simplified shopping experience is provided to buyers, they are more likely to buy. These and other social commerce strategies allow brands to optimize their shopping experience across multiple channels and platforms. 

What is your next move?

The digital marketing trends that we have listed here are not exhaustive. Nonetheless, just by devoting more resources to social media and research around the topics, you undoubtedly will have a better starting point for planning strategic possibilities. The shared hot trends can help you attract more website visits, more potential customers and more sales. At the same time, they can ensure that your customer base is kept up to date. These trends are also important to help you better understand expectations for years to come and how they will affect your broader competitive landscape. And of course: you can get in touch with us if you need a sparring partner to determine your next steps!

If you would like our team to help you with your marketing, send us an email here.

Nigeria – [email protected]

Ghana – [email protected]

Kenya – [email protected]

Senegal – [email protected] 

Content Marketing on LinkedIn for B2B Companies

If you operate a B2B company, LinkedIn offers opportunities to connect to new audiences and organizations that you are likely not fully maximizing. Content Marketing is alive and well on LinkedIn, the world’s largest platform for business networking. While the platform is primarily designed for B2B interaction, both B2B and B2C companies can benefit from engaging and sharing with the LinkedIn timeline. 

Long- and Short-form publishing

LinkedIn lets you publish and promote blogs directly on the platform. This feature allows you to connect more with your LinkedIn audience and also increase the reach of your articles short-form content, however, seems to perform better and receive more engagement than longer blogs. So a great strategy here would be to create short updates with insights from a longer article and link to it. That way, you can maximise the attention on that update and use it to drive more eyeballs to the blog. 


Video content across all social platforms has recorded a much higher engagement rate than written content and images, and the story is no different on LinkedIn. For most people, it is easier to grasp something when they see a video about it, and it does not require a lot of effort. Video content should be a crucial part of your LinkedIn strategy. It can drive more engagement and naturally will garner a greater reach. Also go a step further to design videos that speak to the target directly, to fully maximise the reach you will get from video content. 

Share again

If your company has an active blog, then LinkedIn is a great way to reshare all of that relevant knowledge and get more people to see it. Not only does this establish you as a leader in the niche, it also brings new prospective clients from your LinkedIn community to your company website. If you have a conversion tool at the end of each blog post (like an invitation to subscribe to your company newsletter, or a button to request a quote), this can work very well as a lead generation tool.

As with all content marketing channels, the first thing to keep in mind is your target audience. B2B businesses are always looking to target the decision-makers in prospective client and partner companies. Keep this in mind as you create and distribute content across the different channels available to you. This way, you can be sure that your content marketing efforts are going in the right direction.