Broadcasting
5 Ways Brands are Winning on Twitter
By Brian Abel, Twitter Team Lead Greater Africa, Ad Dynamo by Aleph
Over the past decade, social media has become one of the single most momentous technological developments the world has seen. This ever evolving phenomenon continues to change, not only how we communicate with one another, but also how businesses communicate with consumers.
This is particularly true for Africa, with the exponential growth of mobile phone and internet penetration across the continent in recent years. According to the GSMA report on the mobile economy, 495 million people (46% of the population) subscribed to mobile services in Sub-Saharan Africa by the end of 2020, an increase of nearly 20 million from 2019.
The report also projects that 4G adoption in the region will double to 28% by 2025. Furthermore, it is evident that social media users across the continent are also becoming more engaged and active online, with increased conversations occurring surrounding brands, businesses, and services, as well as involvement in social and political discourse.
In Nigeria the number of social media users is on the rise, reaching 32.9 million users in January 2022, a vast comparison to the 18 million users registered in 2017. What’s more, with the country boasting a large and growing youth population, Twitter has emerged as one of the most significant tools for businesses, enabling them to connect with the younger generations through advertising and marketing campaigns. This increased activity and access to online communication platforms has positioned Nigeria as the ideal market for various targeted social media campaigns by corporate strategists.
Reaching a vast array of consumers
Twitter has a significantly large audience base that savvy brands and marketers are able to tap into. In fact, the social media platform reported a total of 229 million global monetizable daily active users (daily users who see ads).
Additionally, 57% of the total 104 million internet users across Nigeria, aged between 16 and 64, actively used Twitter during the third quarter of 2021. In fact, the youth of the country is now considered one of the most active users on social media around the world.
However, it is important to remember that simply having a presence in this growing marketplace does not guarantee the success of any social media marketing campaigns. To assure the effectiveness of such campaigns, brands need to ensure they’re reaching the right audience, not just ‘spraying and praying’.
In the vast and diverse African market, leaning on an experienced partner can help businesses acutely understand how the social media market behaves. By partnering with trusted industry expert Ad Dynamo by Aleph, brands will be able to take full advantage of platform capabilities, including Twitter, connecting with consumers on platforms best-suited to their needs, and achieving advertising goals.
Through these partnerships, brands will not only have access to dedicated support from specialists in the industry, but also perform seamless cross-border transactions, and be able to advertise on both a local and global level, without limits.
Building brand recognition
According to Hootsuite’s Global State of Digital 2022 report, 16% of internet users between the ages of 16 and 64 use Twitter for brand research. By ensuring that brand messaging is consistent, stays on top of the relevant latest trends and conversations, and is being posted consistently, brands are able to build greater awareness of their business, products, services, and values with consumers.
But, this is only the first step. Brand recognition is about more than knowing who a brand is or what they do. By creating a holistic image of the brand, from colours and logos to tone and messaging, brands are able to ensure that consumers can quickly recognise a brand in whatever they do or put out onto the platform.
Developing trust and establishing relationships with consumers
Building an effective social media presence, and successful social media campaigns, on Twitter requires more than just shouting your messaging into the void. By consistently, and positively, interacting and connecting with consumers and potential customers, brands are creating deeper relationships with customers and are building rich communities.
The latest research on perceptions of brands by Twitter found that 77% of users on the platform feel more positive about brands that are community and society focused.
By sharing insights and messaging around the latest industry trends and news, brands project a voice of authority. By interacting with customers who are having issues with your brand, products, or services, or need help, brands showcase that they value their customers. And, by authentically engaging with customers, brands are able to humanise the business to their customers.
Improving customer experience
By implementing all of these tactics and strategies on the social media platform, many brands are able to deliver a better customer experience.
As customer expectations continue to evolve and consumers have access to increased choice and information at their fingertips due to the proliferation of technology, customers are no longer looking to interact with a corporation or business. Essentially, they want authentic and personalised experiences that demonstrate the value that a brand has placed on each and every customer. Social media platforms like Twitter are enabling brands to provide this to customers and meet their needs.
Generating new revenue streams
As we’ve already discussed, through Twitter, brands are reaching wider and more diverse audiences as the number of users on the platform continues to grow, particularly in Nigeria and across the African continent. But, more than this, the audience that brands are able to reach on Twitter have a higher spending power than those on other social media platforms. And, according to Twitter Business, 26% of people spend more time looking at ads on Twitter than other leading platforms while 54% of the platform’s audience are more likely to purchase new products.
It’s clear that many brands and marketers are leveraging Twitter to increase their brand awareness, build new relationships with consumers, improve customer experience, and translate all of this into measurable returns. Taking into consideration Nigeria and Africa’s growing youth population and increasing connectivity, in conjunction with Twitter’s rising popularity, now is the perfect time for brands to reach a larger, more diverse, and brand-aware audience both in the country and on the continent. So, what’s stopping you?
Dr.Shaibu Husseini, the Executive Director/Chief Executive Officer of the National Film and Video Censors Board (NFVCB), has called for stronger distribution frameworks within Nigeria’s film industry to ensure that locally produced content achieves global visibility.
He urged film festivals across the country to evolve beyond networking platforms into active marketplaces where filmmakers could secure distribution deals. He stressed that festivals must attract distributors, exhibitors, streaming platforms, and marketers to create tangible opportunities for filmmakers.
Husseini made this call while delivering the keynote address at the opening ceremony of the 2026 edition of the Coal City Film Festival held in Enugu.
“Film festivals must become gateways to distribution where filmmakers leave not just with applause, but with real opportunities,” he said.
Husseini expressed personal delight at hosting the event in Enugu, his birth state, noting the city’s rich cultural heritage and longstanding contribution to Nigeria’s creative landscape.
He commended the festival organisers, particularly the Festival Director, Uche Agbo, for their resilience and commitment in sustaining the
initiative. According to him, the Coal City Film Festival has grown into a significant cultural platform and a must-attend cinematic event in South East Nigeria.
Speaking on the festival’s theme, “Local Stories, Global Screens,” Husseini emphasised the importance of authenticity in storytelling. He noted that films rooted in local realities, languages, and cultural truth often resonate more strongly with global audiences.
He cited notable Nigerian productions such as King of Boys by Kemi Adetiba, The Wedding Party by Mo Abudu, Anikulapo by Kunle Afolayan,
“Black Book” by Editi Effiong, and “Lionheart” by Genevieve Nnaji as examples of culturally grounded stories that have gained international recognition on platforms such as Netflix and at global film festivals.
While acknowledging the growth in film production across Nigeria, the NFVCB boss identified distribution as a major bottleneck in the industry. He observed that many high-quality films struggle to reach audiences both locally and internationally due to limited distribution channels.
Reaffirming the Board’s commitment to industry development, Husseini stated that the NFVCB has continued to reposition itself as a partner in progress by engaging stakeholders, improving classification processes, and promoting a balance between creative freedom and social responsibility.
However, he raised concerns over increasing non-compliance with regulatory requirements, noting that some filmmakers bypass the Board by releasing unclassified films or operating without proper licensing.
He said all films and video works must be submitted to the NFVCB for classification and registration before being released on any platform, including digital platforms such as YouTube.
“This is a legal obligation, and the Board will not hesitate to take decisive action against defaulters,” he warned, adding that regulation is essential for protecting the industry, audiences, and national values.
Looking ahead, Husseini assured stakeholders of the Board’s continued collaboration with filmmakers and festival organisers to build a structured, sustainable, and globally competitive Nigerian film industry.
He concluded by commending the organisers of the Coal City Film Festival for their vision and contribution to Nigeria’s cultural economy, urging filmmakers to continue telling authentic stories that can resonate across global screens.
Mr. Charles Ebuebu, director General of the National Broadcasting Commission (NBC), has called on Nigerian content creators to actively participate in the country’s Digital Switchover (DSO), describing the transition as a major opportunity for visibility, revenue growth, and industry collaboration.
Mr. Charles Ebuebu, DG, NBC
Speaking as Special Guest of Honour at the induction ceremony of the Electronic Media Content Owners Association of Nigeria (EMCOAN) in Lagos, Ebuebu stressed that the success of the DSO depends on engaging content to populate the nation’s new digital channels.
“Without content, the DSO’s success would be incomplete. We are urging content owners to collaborate with the Commission to ensure Nigeria’s digital future is rich, diverse, and sustainable,” he said.
The NBC boss highlighted that the upcoming FreeTV Direct-to-Home (DTH) platform, along with its mobile applications, would provide content creators with nationwide reach, advanced analytics, and brand partnership opportunities.
Nigeria’s DSO, which marks the shift from analogue to digital broadcasting, is being implemented by the NBC using the Nigcomsat satellite infrastructure. The programme aims to deliver over 100 nationwide channels and expand access to Nigerians in remote areas via hybrid decoders, addressing long-standing infrastructure and funding challenges. The project, which has experienced delays since 2012, now has strong government backing and is scheduled for launch in April 2026.
Ebuebu commended EMCOAN members for their contributions to strengthening Nigeria’s creative economy and encouraged them to leverage the opportunities offered by the DSO to promote local stories, culture, and creativity on both national and global stages.
During the ceremony, EMCOAN honoured its distinguished members, naming Wale Adenuga, MFR, as Grand Patron and Mr. Yinka Adebayo as Patron.
Prominent figures in the broadcasting content industry, including Wale Adenuga, Opa Williams, Agatha Amata, Jibe Ologeh, High Chief Emeka Ossai, Debbie Odetayo, Amina Mohammed, and Frank Elaboya, attended the event.
Representing the NBC at the event was Mr. Ralph Akpan, director of the Lagos Zone, while EMCOAN president, Mr. Adeniji Omirin, MD of ADNOM Media, urged members to fully engage in the digital switchover.
Canal+ is to cut jobs at MultiChoice as part of a sweeping restructuring plan aimed at stabilising the African pay-TV operator, following years of operational and financial pressure.
The move comes alongside a planned $115 million capital injection, underscoring the urgency of efforts to revive the business after the French media group took control.
The planned layoffs are expected to form a core element of a broader cost-cutting and efficiency drive, as Canal+ seeks to streamline MultiChoice’s operations and improve profitability.
The restructuring signals a shift toward leaner operations, with a focus on eliminating redundancies and optimising the company’s cost base.
MultiChoice has struggled in recent years with declining subscriber numbers across key African markets, weighed down by macroeconomic pressures, currency volatility, and changing consumer behaviour.
The rise of global streaming platforms has intensified competition, chipping away at the company’s traditional pay-TV dominance.
Canal+’s intervention marks a pivotal moment for MultiChoice, reflecting a more aggressive approach to repositioning the business.
By combining fresh capital with structural reforms, the new owners are aiming to both stabilise short-term performance and lay the groundwork for longer-term growth.
The $115 million injection is expected to provide immediate financial relief, supporting operations and potential strategic initiatives.
However, the accompanying job cuts highlight the depth of the challenges facing the company and the scale of transformation required to restore competitiveness.
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