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Opinion:The Science Of Live Videos And The Art of Getting It Right

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By Enitan Kehinde, Lead Consultant of the FMCG portfolio at BHM

 

Watching Andrea Bocelli live, on Sunday, April 12, 2020, was so surreal!
But what made it even more special was watching it with my grandpa!
You see, my 80-year-old grandfather is the absolute king of swank and growing up around him, I fell in love with some of what have now become my favourite things … red wine, croissants, cheese platters, jazz and of course the opera, so it was a blessing sharing the live concert with him.
My colleague shared the link to the concert with me and I hurriedly sent it to my grandpa. It was a wonderful experience to share in our love for Andrea Bocelli’s music even though we were miles apart.
And that’s the reality of the world today.
Now more than ever, the world is turning to technology to stay connected. This is as a result of the global pandemic which has forced human beings across the world to keep their distance from one another.
And with features like calls, videos, photos, games and of course, live streams, things like social distancing are now a breeze.
Live videos have especially become very popular but the phenomenon didn’t start today.
With platforms like Livestream (launched in 2007) and YouTube Live (launched in 2008) who first introduced us to the world of live videos online and Facebook, Twitter, Instagram, Snapchat, Periscope, LinkedIn and others introducing the Live feature to their apps, the successful element has come to stay.
In Andrea Bocelli’s case, Italy has had over 155,000 confirmed cases and almost 20,000 deaths, and the world-renowned opera singer used a live video to bring people together, spreading the message of hope. Hosted on YouTube, the Live video had 2.8 million peak concurrent viewers, according to YouTube and yielded over 26million views in less than 24 hours.
Where the message has been to cure boredom and engage with fans, musicians like Tory Lanez and FalzTheBahdGuy have proven that Live really does work. Tory, for example, has broken Instagram Live records, reaching over 350,000 views, at a time, and even launching merchandise for his Instagram Live-based show, Quarantine Radio. For these celebrities, Live videos have become a platform to engage with fans, showcase their art and bring people together for the fun of it.
Beyond pop-culture, one of my favourite pastors, Pastor Poju Oyemade, about two weeks ago, started a live series. One of the sessions with Reverend Sam Adeyemi, which focused on leadership, the pandemic and the state of the country, recorded thousands of views.
But why are brands not getting it right?
Why are brands not getting as many eyeballs as the pop-culture and faith-based “influencers”?
I have found myself joining a number of live videos initiated by brands, and even with the presence of a brand ambassador, celebrity, artist or DJ, the numbers were not impressive.
What could be the reason for this?
To find the answers, we have to dig deep into the reason why Live videos are successful in the first place:
  • Planned but not stiff: Planned videos can also be fun and that is where trends like the “Battle of Hits” hosted by top music producers across the world, falls.
In Nigeria for example, when music producers, Shizzi and Sarz had their “Battle of Hits” Live video, it got as much as 25,000 views, at a time. The trend is based on two things young people love good music and nostalgia. Which leads me to my next point:
  • That Edge: What’s that edge your live video has? Is it just another concert? Another training session? Another platform to have your influencers and ambassadors look like they were forced to be there? Or is it a video with an edge hinged on your target audience’s interests?
  • Engage with the audience: When I watched FalzTheBahdGuy’s “Ask Me Anything” Live video, I was hooked. I sat through what didn’t feel like at least four hours and shared the video with everyone who cared to watch. Why? Because Falz got us all involved. Even his family joined in.

Successful Instagram videos like his, which had as much as 20,000 views, at a time, saw Falz speak with multiple fans. The live video had Falz interact with numerous fans giving them a chance to get to know him better, breaking the celebrity facade.
  • Bringing Diverse People Together: At least that’s what Diddy did with Team Love Dance-A-Thon, and exactly what Global Citizen will do on April 18, 2020, with its “Together At Home” Concert.

    Diddy brought creatives from across the world, like LeBron James, Jennifer Lopez, Alex Rodriguez, Drake, Justin Bieber, Lizzo, Tiwa Savage and Burna Boy to discuss the effect of the epidemic on their vicinity, their art and his new show. Tagged The Team Love Dance-A-Thon, the show was put together to celebrate health workers in the forefront fighting the global pandemic Coronavirus.

  • Branding = Repellant: From the trends over the past few weeks, it is quite obvious that branding repels views. It’s almost like a turn-off. I have joined a number of overbranded live videos and I’ve cringed at the numbers. And this is exactly where our brands get it wrong. As brand managers, we always want to brand everything and heavily too. Brand custodians are guilty of shoving their brands in the faces of their customers, consumers and fans.
  • For The Average Nigerian, Data Is Expensive: Have we even thought that maybe Nigerians can’t afford to watch live videos? Widespread poverty is a cruel reality for us in Nigeria. Unlike other countries where data plans are relatively affordable, and there’s a 47% YoY increase in the consumption of live videos, Nigeria is not one of them. The bulk of the population earns less than the N30,000 minimum wage and are spending 95% of it on food and survival. It is quite expensive to spend at least N1000 on 1gb of data and squander it all on live videos.
So, how do we get our live videos to be the centre of interest, to be shared by thousands and to be the most talked-about?
Here’s a clue – Find that one thing that people care about, that one thing that’ll make them use all the data that they would have otherwise saved, and no it is not your brand or your ambassadors.
If unplanned videos work, how do we make our videos to be just as random, not too branded but just as interesting?
That’s the question. And I hope as brand custodians we can take a learning or two from the masters of influence – celebrities, artists, actors and socialites amongst others.
A key thing to note though is that this season is not about your brands but about your consumers. It is more about bringing people together and giving them something to find interesting and engaging.
I can’t wait to see what brand eventually breaks the cycle of the uninteresting brand-related live videos.
I’ll be on the lookout!

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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Cybersecurity Firm Warns Against Gift Card Scams @ Saint Valentine’s Day

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Looking for a gift for your soulmate on February 14th and think that a gift card would be a nice option? Just remember that when digital trends rapidly rise in popularity with customers, they are also gaining traction with scammers looking to use them as bait.

With Saint Valentine’s Day approaching, Kaspersky has identified several phishing and malicious campaigns targeting gift card owners and those who’re looking for a digital present for their loved ones. To help stay safe, the security experts at Kaspersky have also shared practical advice on how not to be tricked.

A “check‑your‑balance” that drains your gift card

Kaspersky’s latest global survey* shows that 80% of respondents consider giving digital presents such as subscriptions, gaming credits or gift cards. Scammers are actively exploiting this trend capitalising on well-known brands, creating fake online stores and even crafting fake verification portals designed specifically to steal gift card value.

Kaspersky’s phishing detection identified deceptive platforms offering victims a “secure” system to check their gift cards validity, status or balance. Targeting those who recently received a gift card, phishers steal the card’s identification data and get an opportunity to activate the certificate before the user themselves.

To stay protected from such scams, Kaspersky recommends double‑checking that a website is real. Look carefully at the web address, any links you’re asked to click, and spot any odd pictures or designs that might hint the site is fake.

The safest way to confirm a gift card’s balance is to go straight to the brand’s official website – don’t follow any other links. To prevent clicking on a malicious link, use a security solution such as Kaspersky Premium with a strong AI-powered anti-phishing component.

Is it a gift card for you or for cybercriminals?

As gift shoppers flood online marketplaces with flash sales and limited-time deals, cybercriminals are watching closely, ready to strike when users are most vulnerable.

Kaspersky experts detected a fake website that mimics Amazon, one of the most famous marketplaces, offering $200 gift card. With this tempting offer, scammers encourage customers to press a “Get your Amazon gift card” button.  However, when the user clicks it, they get an MSI installer with a backdoor that cybercriminals use to remotely control the victim’s device.

This fraudulent scheme highlights the importance of complex cybersecurity protection, showing that clicking on a wrong link may result in not only money and data loss, but also device infection or loss of control over it. When a fake site copies the original store’s look exactly, it’s hard to tell which one is real and which is a scam.

Kaspersky Premium protects users from fraudulent online stores through advanced detection technology that analyses website characteristics and URLs to identify suspicious patterns.

For its excellent performance in AV-Comparatives Fake Shops Detection certification in 2025 Kaspersky Premium was awarded an “Approved” certificate, making it the right choice for confident online shopping.

“As Valentine’s Day approaches, cybercriminals may increase their efforts to exploit the emotional vulnerability and romantic spirit that define this holiday. They’re creating fake gift card websites, spoofing popular retailers, and launching phishing campaigns that prey on your desire to make your loved ones happy.

The best defence is to stick to well-known retailers, check URLs carefully, apply a security solution with advanced phishing detection and remember that if a deal seems too good to be true, it probably is,” comments Anton Yatsenko, Lead Web Content Analyst at Kaspersky.


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NITDA, Wigwe University deepen talks on AI, agriculture collaboration

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National Information Technology Development Agency (NITDA) and Wigwe University are laying the groundwork for a far reaching collaboration centred on artificial intelligence (AI) research, agricultural innovation and digital talent development, following a high level engagement between both institutions in Abuja.

NITDA, Wigwe University deepen talks on AI, agriculture collaboration

NITDA

The discussions, led by Wigwe University Vice Chancellor Professor Marwan Al Akaidi and senior NITDA officials, revealed an alignment of expertise, priorities and national objectives that could accelerate Nigeria’s technological advancement.

Professor Al Akaidi, who leads the young but ambitious Wigwe University established under the vision of the late Herbert Wigwe, said the institution was created to become “the university of Africa”, providing high quality teaching and transformative research for Nigeria and the continent.

He emphasised that Nigeria has immense talent but often lacks the opportunities and platforms to channel it effectively—an issue the university intends to solve through strong industry and government partnerships.

Drawing from his long academic and research career in the United Kingdom and the Middle East, Professor Al Akaidi shared that the university is already conducting work on AI for Health in Nigeria with a team of ten researchers.

He stressed his determination to build a full AI centre in the country, similar to the one he helped establish in Abu Dhabi, noting that although funding setbacks followed Herbert Wigwe’s passing, the ambition remains intact and urgent.

According to him, Wigwe University does not seek to become a passive user of foreign AI tools but aims to “create the Nigerian AI”—a locally driven, world class AI engine that reflects the country’s needs, languages and realities.

He further explained that the university’s location in Rivers State provides a natural foundation for AI enabled agriculture and food production research.

Surrounded by extensive farming communities, the institution sees opportunities to apply AI to livestock management, land use, food processing and agricultural efficiency.

Using Nigeria’s cattle population as an example, he argued that technology can dramatically improve productivity: “In countries with fewer cattle, output is far higher because of new feeding systems and technology. If we apply AI properly, Nigeria’s agricultural wealth can multiply.”

He also pointed to AI’s potential in hospitals and medical diagnosis, especially for widespread illnesses like malaria.

NITDA’s representative, Dr Aristotle, welcomed the visit warmly, calling the Agency “Nigeria’s technology powerhouse” with mandates covering IT development, regulation, innovation, research and standards.

He said the Vice Chancellor’s proposals align strongly with NITDA’s strategic direction and existing programmes, highlighting the National Centre for Artificial Intelligence and Robotics and the National Adaptive Village for Smart Agriculture as key areas where collaboration can take shape.

He praised Wigwe University’s focus on entrepreneurship, innovation and skills development, noting that academia is a crucial stakeholder in the national tech ecosystem.

He also explained that NITDA’s work aligns closely with the government’s priority agenda and the Agency’s Strategic Roadmap and Action Plan, built on pillars such as knowledge, research and development, entrepreneurship, innovation and partnership.

He assured the visiting delegation that NITDA sees collaboration as essential and is committed to implementation rather than discussions alone: “Whatever we commit to, we will do. We understand the importance of partnership because no single institution has all the answers.”

Building on this, NITDA’s Director of Research and Development, Dr Kumo, said the Agency is working to develop a technology research ecosystem capable of moving Nigeria into the top 25 per cent of global research performance.

He noted that many of Wigwe University’s interests—AI, robotics, unmanned aerial vehicles, the Internet of Things, blockchain and additive manufacturing—mirror NITDA’s research priorities.

He also emphasised the value of virtualising education, allowing learners anywhere in Nigeria to access Wigwe University’s programmes through technology, improving national inclusivity.

From the Digital Literacy and Capacity Building Department, Dr Tambuwal stressed that NITDA prioritises building a digitally literate population and developing talent from basic education through to tertiary level.

He noted that many workers today still lack the digital skills required to use modern systems effectively, making it essential for universities to produce graduates who are digitally fluent and ready for the workforce.

He expressed readiness to partner with Wigwe University and explore shared learning opportunities.

Returning to curriculum and industry alignment, Professor Al Akaidi stressed that academia needs industry just as much as industry needs academia.

He described the need for constant curriculum review, especially in computing, engineering and technology, to ensure students are not learning outdated content.

He explained that teaching must be underpinned by active research and that the real value of education lies in producing graduates who understand the technology and can lead in their fields.

At Wigwe University, he said, students are already demonstrating remarkable capability—second year students are set to launch a major educational app, showing what young people can achieve when supported and challenged.

He insisted that Nigerian universities must produce graduates who are not only job seekers but job creators, noting that Wigwe University is building such a culture deliberately.

His call to action was clear: “We need to work together. If we combine our strengths, we can produce something real for Nigeria and beyond.”

The meeting ended with mutual assurance that the collaboration will move into concrete action. Both sides agreed to identify dedicated contact teams and map out specific workstreams for AI research, agricultural innovation, virtual learning, digital literacy, curriculum development and emerging technologies. With this shared resolve, NITDA and Wigwe University appear ready to build a partnership capable of shaping Nigeria’s technological future.


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Identy.io Targets Nigeria, Kenya in Its Africa Expansion Strategy

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Nigeria and Kenya are the next target markets for Identy.io, a global provider of digital identities, as it expands into Africa. Facial, fingerprint, and palm identification are among the safe, mobile biometrics that the company specialises in.

According to Indenty.io, its platform runs locally on smartphones, eliminating cloud storage while maintaining security and privacy.

It goes to say this is achieved by leveraging standard smartphones for fingerprint and face scans, the company aims to bridge the continent’s digital divide, where a significant number of adults still lack basic identification.

To spearhead this rollout, the firm has appointed a specialised regional leadership team, including industry veterans from Nigeria’s Bank Verification Number programme, to integrate their automated Biometric Identification System into national digital public infrastructure.

The company says the significance of this move lies in the departure from traditional, “clunky” biometric models.

Historically, digital ID enrollment in Sub-Saharan Africa has been throttled by the high cost of specialised scanners and the logistical nightmare of deploying them to rural areas.

Identy.io notes that its approach shifts the heavy lifting to mobile software.

Identy.io is positioning itself to capture a market the World Bank’s Identification for Development initiative identifies as critical for financial inclusion.

If successful, this could accelerate government-to-person payments and healthcare access in regions where coverage currently sits below 70%.

“We are transforming the traditional industry model, which often relies on expensive and inflexible digital infrastructure,” says Antony Vendhan, Co-founder of Identy.io. “This allows our clients to reach underserved communities by providing individuals with multimodal access to secure their digital identities.”

The company will face established players like IDEMIA and Thales, who have long dominated government contracts.

Furthermore, Identy.io will face competition from up-and-coming regional fintech identity firms such as Smile ID, which already has a significant presence in Know Your Customer services throughout Africa.

To gain an edge, Identy.io has aligned itself with Modular Open Source Identity Platform (MOSIP).

By being listed on the MOSIP marketplace, the company says its tech becomes “plug-and-play” for governments building open-source national ID systems, a growing trend among nations wary of “vendor lock-in.”

While the primary focus remains on Nigeria and Kenya, Identy.io’s long-term roadmap includes a phased rollout to other emerging markets.

 


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