Broadcasting
African Marketers Simply Cannot Afford to Ignore Snapchat: Here’s Why

By Alistair Errington, Snap Partner Director at Ad Dynamo by Aleph
Over the years, Snapchat has consistently defied its most ardent critics. The platform has grown from strength to strength rather than fading away as existing social networks mimic its features, and new ones, such as TikTok, target the same audience. This illustrates how people want more options and choices when it comes to social media (something that its critical advertisers understand).

As recorded by Statista, Snapchat boasts 347 million daily active users in Q2 2022, up more than 50 million from the same quarter in 2021. Data Reportal also sheds light on Snapchat’s presence with a total advertising reach of more than 617 million people. This puts it in the top 10 social networks globally. It is, in other words, a platform that advertisers simply cannot afford to ignore. This is as true on the African continent as it is anywhere else
In Nigeria, for example, Snapchat has more than 9 million users in addressable reach for advertising. This puts it on par with Instagram, and well ahead of platforms such as LinkedIn.
With this in mind, it is worth looking at what makes Snapchat so popular, why it’ll continue to be a good marketing option, and how advertisers can best take advantage of it.
Embracing technological evolution
Key to Snapchat’s success in recent years has been its willingness to continue evolving and embracing new technologies as they emerge. In particular, it utilises augmented reality (AR) in ways that appeal to its user base. Snapchat is a camera-first app, encouraging its audience to create personal authentic content featuring themselves.
For instance, some 250 million users make use of AR tools that allow them to add 3D experiences in the real world and overlay graphics on images every day. But the platform’s AR ambitions go far beyond augmenting the world only for entertainment. Earlier this year, Snapchat announced updates to its AR shopping features which make it easier for users to try out AR versions of a retailer’s product and to buy directly from the AR experience on Snapchat.
As a result, Snapchat isn’t just a place where brands can advertise to their customers. In fact, it’s more like a virtual showroom that allows people to see what products would look like on them or in their homes. ‘Product trial’ has a whole new meaning.
But even its more prosaic offerings give advertisers a lot to work with. Take Spotlight, its short-form video offering, for example. Spotlight offers a place where an infinite stream of full screen videos can be engaged with, tailored to the user’s interests. It saw instant success, growing 60% in activity year on year since mid-2021. Based on this growth, Snapchat announced earlier this year that they were testing ads on Spotlight, having successfully rolled them out in a revenue-sharing model with Snap Star creators.
Hyper-connected digital natives
It’s also important to highlight that Snapchat has been developing its technology for 10 years, and its followers have remained loyal through that evolution. Retaining a community that has grown with the app, Snapchat capitalises on the millennial generation and is constantly accruing a younger generation of users due to the cutting edge experiences it offers.
Zooming into Africa, these younger generations are becoming the centre of attention for Africa. The majority of purchasing power will reside in this audience, not to mention how connectivity in these countries becomes ubiquitous. Nigeria serves as a prime example of a market that is well positioned for digital growth – both in digital users and an audience to be capitalised on. With the combination of internet penetration currently sitting around 51%, and over 70% of the users on Snapchat being 21+ in Nigeria, the opportunity for advertisers is there in the short term to bring returns and prepped for the long term to invest in. Bundle this with a median age of 18 and the expected addition of 35 million more internet users by 2026 in Nigeria, and Snapchat anchors itself in the helm of a booming economy.
There is also a very exciting convergence taking place in the digital sphere with this spike in internet users: by 2025, nearly 75% of the global population and all social/communication apps will be frequent AR users. Right now, Snapchatters spend over 3 minutes a day engaging with AR experiences alone and more than 30 minutes on the app everyday – nevermind the fact that they open the camera over 30 times a day resulting in 2.4M snaps every minute around the world.
And one of the most interesting nuggets to these behaviours is that it’s done by an audience barely found anywhere else. On any given day, 95% of Snapchat users aren’t on TikTok, 84% of Snapchat users aren’t on Twitter and 47% of Snapchat users aren’t on Facebook. Snapchat hosts a unique audience.
The right messaging with the right partnerships
Of course, advertisers can’t simply hope to slap their existing messaging onto Snapchat templates and expect great results. They have to ensure that the messaging matches the platform and that they’re reaching the people they want with it.
Here, the right partner can help. Brands should look to work with a media sales partner that not only understands platforms such as Snapchat inside out but also has extensive experience working in growth markets like Nigeria.
In doing so, they can reap the full benefits of being on a rapidly growing platform that’s becoming increasingly significant on the African continent.
Broadcasting
Madonna University Taps Tech Guru Adote for Strategic Board Role

Technology strategist Rock Adote has been appointed to the Board of Trustees of Madonna University Nigeria, a move expected to strengthen the institution’s push toward digital governance and modern technological systems in higher education.

Madonna University
Adote, who has built a reputation in cybersecurity, enterprise identity management and digital transformation, brings over a decade of experience in designing secure digital infrastructure and managing identity systems for organizations.
Stakeholders believe his expertise will support the university’s efforts to strengthen data security and modernize its academic and administrative digital frameworks.
The appointment reflects the university’s growing commitment to technology-driven leadership as institutions increasingly rely on digital systems for academic operations, data management and research collaboration.
Universities today manage large volumes of sensitive digital information, including student records, research data and staff credentials, making strong cybersecurity and identity management frameworks essential.
As a member of the Board of Trustees, Adote will participate in providing institutional oversight and guiding strategic policy direction for the university.
The board is responsible for safeguarding academic standards while steering long-term development initiatives and ensuring the institution remains responsive to evolving global trends in education and technology.
Industry observers say Adote’s background in enterprise digital systems positions him to contribute significantly to the university’s digital transformation agenda, particularly in strengthening technological resilience and governance frameworks across its operations.
Other newly appointed members of the board include Sir Nwagwu Aloysius Emeka, Chief Arthur Obi Okafor (SAN), Professor Anagboso Martin Osita, Mrs. Ike Angela Unaoaku, Barrister Augustine Nenwa Obo and Rev. Fr. Stephen Ifeanyichukwu Nwatah.
Speaking on the appointment, Adote expressed appreciation for the opportunity to serve, emphasizing the importance of aligning higher education institutions with emerging technological realities.
According to him,
“Digital transformation will play a crucial role in shaping the future of academic administration, research and learning environments”.
Analysts note that the inclusion of technology leaders in university governance structures signals a growing recognition that digital transformation is becoming central to the competitiveness and sustainability of modern higher education institutions.
With Adote’s appointment, Madonna University is expected to further strengthen its technology strategy and position itself as a forward-looking institution within Nigeria’s higher education landscape.
Broadcasting
Healthcare Under Attack: Why Cybersecurity is Now Critical Care

By: Kerissa Varma, Microsoft Chief Security Advisor, Africa
Africa’s healthcare sector is facing a silent emergency. Many healthcare operators, facilities and doctors across Africa already grapple with the challenges of under-resourced environments, an uneven distribution of resources and massive demand for services.

Kerissa Varma, Microsoft Chief Security Advisor, Africa
Now healthcare administrators must turn their attention to a relatively new and extremely urgent concern. While doctors fight to save lives, cybercriminals are infiltrating hospitals, laboratories, and clinics, turning life-saving environments into digital battlegrounds.
A growing epidemic
World Health Organisation director-general Tedros Adhanom Ghebreyesus noted that the digital transformation of healthcare, combined with the high value of health data, has made the sector a prime target for cybercriminals, commenting that “At best, these attacks cause disruption and financial loss. At worst, they undermine trust in the health systems on which people depend, and even cause patient harm and death.”
Recent attacks have exposed the fragility of Africa’s medical infrastructure. In May 2025, Mediclinic Southern Africa was hit by a cyber extortion attack, compromising sensitive HR data. Later in 2025, Lancet Laboratories faced a regulatory penalty for failing to notify patients about data breaches under South Africa’s POPIA law, while a ransomware strike on the National Health Laboratory Service disrupted blood test processing nationwide, delaying critical care for millions.
M-Tiba, a Kenyan digital health platform managed by CarePay and backed by Safaricom, suffered a significant cyberattack and data breach in late 2025, while earlier this year Pharmacie.ma, a Moroccan pharmaceutical platform, was reportedly the target of an alleged data leak incident that allegedly involved the unauthorised export of a customer database. And recent research indicates that Nigeria’s private healthcare sector is now one of the most targeted on the African continent, with attacks increasing at an alarming rate.
Many incidents also go unreported, as hospitals and healthcare facilities rarely disclose them publicly, yet these incidents are not isolated, with ransomware dominating the threat landscape. Africa’s healthcare sector is heavily targeted by cybercriminals, with healthcare organisations facing an average of 3,575 weekly attacks in 2025, a 38% surge from the previous year, with encryption of patient data, temporary loss of access to hospital systems and the risk of data appearing on the dark web cited as potential impacts.
Why healthcare is a prime target
The healthcare industry in Africa, particularly in the public sector, is working with legacy systems, fragmented infrastructure, and underfunded IT teams, all of which combine to make the sector an easy target for unscrupulous bad actors.
Many medical institutions are adopting open-source AI tools for diagnostics and patient management. While cost-effective, these platforms often lack enterprise-grade security, leaving sensitive data exposed. Combined with fragmented storage of paper and electronic patient records – often unencrypted and scattered across multiple systems – the risk of breaches multiplies.
Hospitals and healthcare facilities cannot afford downtime. Every minute offline risks lives, making them more likely to pay ransoms in an attempt to regain control of their systems. Cyber insurers indicate that in 2 of 5 cases of a ransom being paid, data and operations still cannot be recovered. Additionally, in instances where some or all of the seized data is recovered after paying a ransom, the attacker goes on to request further payments.
Medical records are also a premium target for cybercriminals. In the USA, researchers found that patient records, insurance details, and research data fetch premium prices on the dark web – up to 10 times higher than financial data, according to cybersecurity analysts. A single stolen medical record can sell for $260–$310, compared to $30–$50 for a credit card, because unlike credit cards, medical records never expire and medical information cannot be easily changed, making it useful for years. Medical records frequently include personal identifiers, insurance details, and sometimes biometric data, enabling identity theft and fraud, while criminals use medical data for fake insurance claims, prescription fraud, and targeted scams. Microsoft believes cybersecurity needs to be embedded into every technology implementation. This should be a key priority, especially with sensitive medical data and operations.
How healthcare can use modern technology safely
As Africa’s healthcare systems digitise and embrace AI, protecting the digital lifeline must become as critical as protecting the physical one. Key steps can secure healthcare organisations and facilities like laboratories and diagnostic services’ systems.
Include cybersecurity in your resilience planning
Medical professionals and healthcare facilities often prioritise the resilience of physical capabilities. Power backups, multiple devices should equipment fail, and a standby roster in the event of a practitioner being unavailable are all practices that save lives. Equally cybersecurity and safeguarding online systems needs to be built into the overall resilience planning of medical facilities and services.
Investing in cybersecurity technology that can quickly identify and contain attacker activity before it leads to system downtime or data theft can save lives. Having a response plan that is practiced and maintained in the event of a cyber breach and ensuring strong data backups could mean the difference between a total failure of health services or a minor incident. Ensuring incident response plans are aligned with local compliance laws such as South Africa’s POPIA, and Kenya and Nigeria’s Data Protection Acts is critical for healthcare providers to meet both their resilience and compliance objectives.
Prepare for AI-driven attacks that are going to increase attacker speed and success
Threat actors are increasingly exploiting the interconnectedness of modern software ecosystems and operational structures to conduct malicious activity, so regular auditing of third-party integrations, especially those involving AI or cloud services, is critical.
Adversaries are using AI to scale and tailor operations, with AI-driven phishing being 4.5x more effective than traditional phishing. However, in equal measure, AI is transforming cyber defence – it automates response and containment, detects threats faster and more accurately, and identifies detection gaps and adapts to attacker behaviour. Healthcare organisations should invest in AI-driven threat detection for faster response and anomaly detection and must also take steps to secure AI models and data pipelines by implementing robust access controls, vulnerability scanning, and regular patching for open-source tools.
Remote and wider access to patient records requires strong identity practices
As both patients and medical professionals start accessing patient records digitally, strong means of identification, verification and authentication are critical. The Microsoft Digital Defense Report 2025 notes that the abuse of valid accounts is a frequent occurrence, with malicious actors gaining access to user credentials (usernames and passwords) and using them to infiltrate systems without triggering traditional security alerts. Therefore, organisations must deploy phishing-resistant multifactor authentication (MFA) and conditional access to strengthen user defences.
Invest in people and skills
People are at the heart of robust cybersecurity measures, so it is vital to train staff against common tactics such as phishing, which is the most common entry point for attackers, and apply role-based access controls for both clinical and research data to prevent privilege misuse.
Cybersecurity is no longer an IT issue – it’s a patient safety issue. Healthcare services and providers must treat digital resilience with the same urgency as infection control. By investing in comprehensive cybersecurity strategies and leveraging AI-powered defences, Africa’s healthcare sector can position itself as a crucial front line against emerging threats and help build stronger, more resilient digital ecosystems.
Broadcasting
South Africa’s Nomzamo Mbatha Appears on Glo-Sponsored African Voices

Globally recognized South African actress Nomzamo Mbatha will feature on this week’s edition of African Voices Changemakers, the 30 minute show on Cable News Network International (CNN).

In this episode of the Glo-sponsored programme, Mbatha sits down with CNN’s Larry Madowo for an exclusive conversation while filming the final season of the hit television series Shaka iLembe. The interview was recorded at the historic Cradle of Humankind outside Johannesburg, where she reflects on her career and the legacy she hopes to build beyond the screen.
As her international profile continues to rise, Mbatha has appeared in two Hollywood productions and was named to the prestigious TIME100 Next list in 2025, which celebrates emerging global leaders shaping the future. She is also making strides in the beauty industry as the first South African woman to secure endorsement deals with global skincare brand Neutrogena and haircare brand Cream of Nature.
Mbatha also shares the cultural importance of Shaka iLembe, her journey from South Africa to the global stage, and why giving back remains central to the enduring contribution she aims to leave behind.
The programme will air on Saturday at 8.30 a.m., with additional broadcasts at 12.00 p.m. the same day; Sunday at 4.30 a.m. and 6.00 p.m.; Monday at 3.00 a.m. and 5.45 p.m.; and Tuesday at 5.45 p.m. It will also air again on Saturday, March 14 at 7.30 a.m. and 11.00 a.m.; Sunday, March 15 at 3.30 a.m. and 6.00 a.m.; and Monday, March 16 at 3.00 a.m.
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