Broadcasting
Empowering small businesses in Africa through digital communication solutions
By Abiola Ibrahim; Account Executive – Infobip
The African small business landscape is brimming with potential. From active markets to innovative entrepreneurs, the continent represents a vibrant hub of economic activity. Yet, in this dynamic environment, standing out and reaching customers can be a challenge.
Abiola Ibrahim
This is where digital communication steps in as a powerful tool for unlocking growth. By harnessing digital communication, these enterprises can amplify their brand presence, engage with their target audience effectively, and drive sustainable development.
Embracing mobile technology and data analytics
Mobile technology has emerged as an important tool for enhancing communication efforts and connecting with target audiences across Africa. According to GSMA Intelligence, mobile connectivity is playing a significant role in driving socioeconomic progress in Sub-Saharan Africa. Businesses can capitalise on this trend by adopting mobile-based communication strategies to reach and engage with their customers. For example, leveraging SMS marketing campaigns or developing mobile apps tailored to local preferences can enhance customer engagement and drive business growth.
Harnessing the power of data analytics, businesses can optimise their strategies, refine their messaging, and drive meaningful interactions to stay ahead of the competition. By embracing mobile technology and data analytics, small businesses can create a strong foundation for their digital communication efforts.
Personalisation and customer-centric approach
In an era dominated by personalised experiences, small businesses must tailor their communication efforts to resonate with individual preferences. This is more than just reaching customers; it is about engaging them in a conversation tailored specifically to their needs and desires. This involves a multifaceted approach, integrating various elements such as video content, storytelling, SEO optimisation, and community building into their strategies. Through video content, businesses can visually showcase their products or services, providing a more immersive and engaging experience for their audience. Unlike the traditional marketing storytelling, often perceived as one-way communication with customers, businesses who wish to build deeper relationships with their customers need to create conversational experiences. These experiences enable personalised, two-way communication that goes beyond simply using customer’s first name. They humanise the brand, making each interaction feel tailored to the individual customer and demonstrating that the company understands their preferences, from product choices to preferred communication channels.
Strategic use of digital communication solutions
Some small businesses have attained success by being strategic with their digital communication activities. They collect and store data using Customer Data platforms and use flow building solutions to trigger event-based conversations with customers on their preferred channels. This approach enables businesses to automate communication towards their target audience, ensuring the delivery of relevant and personalised messaging. Such strategies have been adopted by different organisations across various sectors to encourage purchases by customers who have abandoned their virtual carts, automate customer loyalty reward programs, set up efficient account signup and verification processes, and send automated reminders to customers to take certain actions.
Establishing a strong brand presence and maximising limited resources
Establishing a strong brand presence is vital for small businesses aiming to differentiate themselves in the market. Focusing on elements such as production, place, people, promotion, and process, businesses can define their unique value proposition and resonate with their target audience. Engaging in local connectivity and community engagement further strengthens brand authenticity, fosters trust, and fuels organic growth.
Small businesses often operate with limited budgets and resources, making it essential to adopt a strategic approach to digital communication campaigns. By setting attainable goals, leveraging technology, and prioritising audience insights, businesses can optimise their investments and maximise returns. Embracing AI-powered tools for content creation, targeted advertising and data-driven decision-making, can help unlock the full potential of digital communication.
Future opportunities and innovation
Looking ahead, the future of digital communication for small businesses in Africa is filled with opportunities for innovation and growth. As AI continues to reshape the marketing landscape, businesses can harness its capabilities to drive personalised experiences, automate processes, and explore new avenues for engagement. By staying agile, adaptive, and forward-thinking, small businesses can position themselves as industry leaders and capitalise on emerging trends to drive sustainable growth and prosperity.
As small businesses continue to evolve and adapt to changing market dynamics, their ability to effectively communicate will be instrumental in redefining entrepreneurship in Africa, shaping a prosperous future for themselves and their communities. Understanding what clients want is more important than ever, as it helps build stronger connections and fosters customers loyalty. Effective communication that delivers the best results involves knowing the right time and place to engage with customers. These preferences are discovered by analysing customer data and setting up events that make the communication most relevant to them.
In summary, the growth journey begins with building a community, getting to know your customers by collecting and analysing data, sending relevant information at the right time, and creating conversational experiences rather than talking at your customers.
Spotify has announced a partnership with Afro Nation Portugal as the festival’s official sponsor and exclusive streaming partner for the 2026 edition, in a move aimed at bringing African music and festival experiences to a wider global audience.
The collaboration will provide fans with a dedicated Afro Nation destination on Spotify, featuring official festival playlists, participating artists and selected performance videos after the event.
The 2026 edition of Afro Nation Portugal is scheduled to hold from July 3 to July 5 in Portimão, Portugal.
Spotify said the partnership would enable fans to engage with the festival before, during and after the live event, regardless of their location.
The streaming platform noted that the initiative aligns with its continued investment in promoting African music and supporting its growing international audience.
Speaking on the partnership, Spotify’s Content Marketing Manager for Sub-Saharan Africa, Mr Rifumo Mdaka, described Afro Nation as a global showcase for African music and culture.
“Afro Nation is more than a festival; it is a global expression of African music, fan culture and creative influence.
“Our partnership is about helping that moment travel further through our first collaboration with Afro Nation of this nature.
“By bringing the festival to Spotify, we are giving fans a place to connect with the artists, performances and stories that define the festival long after the final set,” he said.
According to Spotify, the collaboration will also include exclusive festival content, artist discovery features, curated playlists and fan-focused storytelling.
The company said it would document the journey of a selected fan travelling to the festival as part of efforts to showcase the growing global appeal of African music.
Also speaking, Director of Global Partnerships at The Malachite Group and Afro Nation, Ms Clémence Blum, said the partnership represented a major step in expanding the festival’s global reach.
“Afro Nation has always been more than a festival. It is a platform built to celebrate African music, support artist breakthroughs and connect a global community through culture.
“Our partnership with Spotify reflects the shared role we both play in helping artists reach new audiences and giving fans deeper ways to engage with the music they love,” she said.
Spotify said selected live performances from the festival would be made available on the platform after the event, allowing fans around the world to relive the performances on demand.
The company added that the partnership reinforces its commitment to promoting African music, supporting artists and strengthening connections between creators and audiences across the globe.
Lebara Nigeria has announced the launch of Lebara Play, described as Africa’s first telecoms-owned micro-drama platform aimed at expanding opportunities for African storytellers and distributing local content to global audiences.
The company said the platform is designed to support creators by providing a new distribution channel for African narratives while making content accessible to both subscribers and non-subscribers worldwide.
Lebara Nigeria added that the platform will debut with an original production titled Imported Bahu, produced by Forever 7 and starring Osas Ighodaro.
The project is directed by Hamisha Daryani Ahuja, known for her work on Namaste Wahala, and is positioned as the first in a series of original content offerings.
According to the company, Lebara Play is built to serve both creators and audiences, with a focus on showcasing African stories to a global market and strengthening the continent’s growing digital entertainment ecosystem.
Speaking on the company’s vision at the launch, Teniola Stuffman, chief executive officer, Lebara Nigeria, said the organisation was focused on building a telecommunications ecosystem that combined innovation, connectivity, and customer-centric digital experiences.
Stuffman said, “This platform represents an important step in our vision of building a telecommunications brand that delivers more than connectivity. We are creating an ecosystem where technology, innovation, and entertainment come together to provide meaningful experiences for customers while unlocking new opportunities for creative talent and content development across Africa.”
Beyond entertainment, she said, industry stakeholders believed the initiative demonstrated how global telecommunications expertise could be adapted to local market realities.
“Drawing from decades of experience across multiple international markets, Lebara is expected to introduce additional innovative services aimed at enhancing convenience, engagement, and value for Nigerian consumers,” she said.
Stuffman added that the company’s strategy reflected growing recognition that today’s telecom customers demanded more than network access, pointing out that consumers increasingly seek brands that offer seamless digital experiences, personalised services, and access to content that enriches everyday life.
Stuffman stated that LebaraPlay also aligned with the company’s commitment to supporting Africa’s creative economy by creating new distribution channels for content creators, producers, and digital storytellers.
“Through a combination of original productions and strategic partnerships, the platform seeks to create opportunities for talent while delivering quality entertainment to audiences,” she said.
Hamisha Daryani, founder of Forever7 Entertainment, expressed excitement over the partnership with Lebara Nigeria and the premiere of her latest micro-drama series on the LebaraPlay platform.
She stated that Lebara’s customer-centric vision aligns closely with the values of Forever7 Entertainment, making the collaboration a natural fit for both organisations.
Daryani revealed that the new microdrama featured a star-studded cast drawn from both Bollywood and Nollywood, in a compelling romantic story designed specifically for mobile audiences.
According to her, the production is developed with mobile-first consumers in mind, delivering premium entertainment in short, engaging formats at an affordable cost.
“Microdrama, which typically consists of short episodes of about three minutes, is redefining how audiences consume entertainment. It offers a convenient, immersive, and affordable viewing experience for people who increasingly access content through their mobile devices,” she said.
She added that the platform was created to support seamless creative expression while providing new opportunities for content creators across the continent.
Daryani further explained that the microdrama format has already achieved significant success in Asia and the Americas and is now gaining traction across Africa.
She said the initiative would create opportunities for emerging creatives through knowledge sharing, skills development, content curation, and industry collaboration, with the Nigerian rollout of the featured series expected to commence in July.
Broadcasting
CANAL+ Partners Samsung to Pre-Load DStv Stream on New Samsung TVs In Nigeria, Other African Countries
Following an expanded partnership between CANAL+ and Samsung Electronics, the DStv Stream app will now be pre-installed on new Samsung Smart TVs sold in Nigeria and 17 other African countries.
The agreement covers English and Portuguese-speaking African markets, including Nigeria, Kenya, Angola, Tanzania, Uganda, Zambia, Zimbabwe and South Africa. It marks the first pre-installation rollout of a MultiChoice Group streaming application on Samsung Smart TVs.
The development comes after the completion of the combination between CANAL+ and MultiChoice Group. It also extends an existing relationship between both companies that already spans 40 markets across Europe, French-speaking Africa, and Asia.
Through the integration, Samsung customers can now access DStv Stream directly from the television home screen. The app provides access to premium sports and entertainment content, including coverage of the FIFA World Cup 2026, English Premier League football, domestic and international rugby, and local and international television programming.
With the introduction of this connected television which kicked off on June 1, televisions can now connect to the internet, allowing users to stream content directly without requiring a separate decoder or satellite dish. The pre-installation of the app removes the need for users to search for and download it themselves, reducing friction and improving content discoverability.
The rollout is one of the first major distribution initiatives following the integration of CANAL+ and MultiChoice. The combined group has identified streaming growth and enhanced digital distribution as key priorities across Africa, where connected television adoption continues to increase.
David Mignot, CEO of CANAL+ Africa and CEO of MultiChoice Group, affirmed, “We are delighted to extend our longstanding partnership with Samsung across new English and Portuguese-speaking African countries. It marks a significant milestone in the synergies created by the combination of CANAL+ and MultiChoice Group.
“Mignot added, “As viewing habits continue to evolve rapidly across the continent, strengthening the accessibility and discoverability of our content offer on connected devices is key. By expanding the availability of our applications on Samsung Smart TVs across key African markets, we are making it even easier for millions of MultiChoice Group’s subscribers to seamlessly access the content that define the uniqueness of the CANAL+ and MultiChoice Group experience.”
This extended partnership is expected to strengthen Samsung’s position as a key distribution partner for streaming services globally while providing CANAL+ and MultiChoice with a broader route to market as competition intensifies among international and regional streaming platforms across Africa.
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