The social media giant, Facebook, has offered six ways for Nigerian brands and businesses to plan and adapt during Ramadan 2021 to mitigate the negative effect of COVID-19 pandemic.
The COVID-19 pandemic has significantly impacted the way people live, connect, shop and discover. This was more evident during Ramadan, a period of introspection and celebration for nearly 2 billion people.
During Ramadan, people want to come together, whether virtually or socially distanced, to share the joy with loved ones. Despite inevitable differences to recent years, we will see the emergence of new discovery and shopping behaviours.
To better understand the behaviours of people who observe Ramadan and who shop for this season, Facebook IQ, Facebook’s insights and research division, in partnership with YouGov, a global public opinion and data company, has unveiled findings of a study conducted during Ramadan 2020, with over 17,000 respondents across eleven countries including Nigeria.
Approximately 1,500 interviews were completed with samples that were representative of the adult online population across age, gender and region in each market. The research explored a range of areas, including people’s purchasing and media habits, the impact of COVID-19, the role of influencer content and how communities give back.
The research highlights the booming e-commerce industry is significantly driving the digital economy in Nigeria. Here are six tips forNigerianbrands and businesses to effectively adapt and plan this Ramadan:
● Discover new ways to support businesses
The theme of giving back is deeply rooted in Ramadan. People are increasingly giving back with time and money – and this extends to local businesses too. 90% agree that brands should find ways of giving back during Ramadan. As people personally contribute to their communities, they increasingly expect the same of businesses. They want brands to express their values, speak authentically and stand up for causes they care about. In fact, the research also shows that 77% of survey respondentsin Nigeriabecame more interested in a brand after learning about their business practices. That is why brands must raise awareness of their support for local businesses and the community during the pandemic in a clear and simple way.
● Discover mobile audiences
During Ramadan, people look to technology, especially mobile, to stay up-to-date and connect with family and friends. They also use mobile to shop and stay entertained. Because of the COVID-19 pandemic, mobile has become the constant companion driving additional time spent on the small screen. The research shows that 52% of survey respondents in Nigeria spend more time using their mobile during the season. This means that more people are now using mobile across discovery, research and purchase compared to going in store. Knowing this, brands must leverage the rise in mobile entertainment and resources to reach the right audience where they are adapting to how and where they like to discover new things.
● Discover partnerships
Creators offer a new source of credibility. Amongst the Ramadan observing and shopping community surveyed in Nigeria, 58% agreed that public figures and celebrities influence their purchasing decisions. They look to public figures for self-improvement content as well as deals, especially when it comes to discovering and purchasing new products and services. Brands must therefore engage with partners and creators to help reach new audiences in an authentic way and should explore collaborating with creators who can inspire, generate deals and announce trends.
● Discover new demand
The demand from shoppers to browse and shop safely online is greater than ever as they spend less time shopping in physical stores. According to the research, 67% of survey respondentsin Nigeria spent more time shopping online during the Ramadan and Eid season because of COVID-19. On average, shoppers in Nigeria are 3x more likely to feel safer using mobile to shop, compared to in store. This year, brands must understand their audience’s needs and safety concerns when shopping online and on mobile, offering cross-border shoppers a frictionless experience throughout the entire purchase journey, both safely and conveniently.
● Discover new opportunities
Ramadan is one of the biggest shopping moments of the year, yet most advertisers switch off spending during this time, based on the misapprehension that most people finish their Ramadan shopping early. People, however, are continually preparing their homes, meals and gifts for loved ones and are looking out for the best deals before and during the season. While 28% of the respondents in Nigeria started planning by March last year, about a month before celebrations started, only 18% had completed their shopping when Ramadan actually started. The research also indicates that the periods just before Ramadan and Eid are the biggest shopping periods. Brands must plan ahead to stay relevant and prepared for these shopping peaks, reminding people of what they love by tapping into their preferences.
● Discover bargain hunters
As the impact of COVID-19 is felt locally, shoppers are increasingly price-sensitive and look to Facebook for deals and inspiration. 68% of the respondents in Nigeria look to discover more bargains during Ramadan and Eid. This price sensitivity applies to essentials like food and beverages, as well as to clothing and gift items, making mega sales all the more important during Ramadan. The research also indicates that in Nigeria, 67% of the respondents said they use Facebook platforms for inspiration, research and to discover new shopping ideas.
You can also take a closer look at the FBIQ Ramadan Interactive Report explore, compare and filter the findings to inform your Ramadan planning, understand audience expectations and forge more meaningful connections.
Through Facebook’s partnership with Getty Images, brands and marketers can also access the Yalla Ramadan stock image library to adapt their Ramadan campaigns and find visual inspiration.
Meta Announces Upcoming Business Verification and Innovative Features for WhatsApp
Meta, the parent company of Facebook, on Tuesday announced plans to commence verification of businesses on WhatsApp.
Nikila Srinivasan, Meta’s Vice President of Business Messaging, shared the exciting news.
Meta’s aim is to bolster user trust through platform-granted verifications, signify the legitimacy of businesses and assure users of their authenticity.
To attain this coveted Meta verification, businesses must substantiate their credibility to Meta, reaping rewards such as a verified badge, enhanced account support, and safeguarding against impersonation.
Srinivasan further elaborated on the forthcoming features, stating, “For businesses interested in signing up, Meta Verified will offer additional premium features. These include the ability to create a customized WhatsApp page that can be easily discovered through web searches, as well as multi-device support, enabling multiple employees to efficiently respond to customer inquiries. We plan to initiate testing of Meta Verified with small businesses using the WhatsApp Business app before extending it to businesses on the WhatsApp Business Platform in the near future.”
In addition to the verification system, Meta also unveiled another exciting feature called “Flows.” This innovation will empower businesses to provide a comprehensive range of services without requiring users to leave the chat.
Srinivasan explained, “With Flows, businesses will have the capability to offer rich menus and customizable forms to cater to diverse user needs. We aim to make Flows available to businesses worldwide through the WhatsApp Business Platform in the coming weeks.”
This strategic move by Meta not only bolsters the credibility of businesses on WhatsApp but also introduces user-friendly features that are expected to enhance the overall user experience.
As Meta continues to invest in evolving its platforms, business owners and users alike can look forward to an increasingly innovative and secure WhatsApp environment.
Reddit Unveils Mod Helper Program to Mend Frayed Moderator Relations
In response to escalating tensions between Reddit and its moderators, the social media giant is launching the “Mod Helper Program” as part of its efforts to mend relations with its community of moderators.
The program aims to reward moderators who provide valuable assistance to their peers, coupled with an enhanced moderator help center.
The root of this issue lies in the fallout from Reddit’s API pricing changes, which led to the shutdown of several third-party apps that many moderators relied on for managing their subreddits.
Reddit’s native moderation tools were seen as lacking compared to these now-defunct third-party apps, sparking discontent among moderators. To protest the API pricing changes, some moderators even made their subreddits private, leading to the removal of entire mod teams by Reddit’s administrators.
The Mod Helper Program is structured as a tiered system that bestows trophies and flairs upon moderators who receive upvotes for their comments in the r/ModSupport subreddit.
The various ranks, ranging from “Helper” to “Expert Helper,” serve to acknowledge and highlight moderators who consistently offer valuable insights to their fellow moderators.
Reddit’s commitment to fostering a more supportive atmosphere among moderators is also reflected in the recent launch of the Modmail Answer Bot.
This automated tool responds with relevant links from the site’s Help Center and, if necessary, creates a ticket for human admin intervention, streamlining moderator requests and allowing the admin team to focus on more complex issues.
Also, Reddit is consolidating its moderator-specific Help Center with the sitewide Help Center to improve resource accessibility.
X (Formerly Twitter) Announces Enhanced Ad Revenue Sharing for Content Creators
X, formerly known as Twitter, has unveiled significant updates to its advertising revenue-sharing program, benefiting content creators by lowering eligibility thresholds and offering greater incentives.
Within a three-month span, the platform has reduced the required impressions for ad revenue sharing from 15 million to 5 million, allowing more individuals to participate in the program.
In addition to this, X has lowered the payout threshold for ads revenue sharing from $50 to just $10. This change has an intriguing implication: eligible users may now potentially enjoy X Premium, previously known as “Twitter Blue,” for free.
Elon Musk, a prominent figure known for his influence on social media, emphasized the implications of these changes in a tweet.
He stated, “This essentially means that X Premium (fka Twitter Blue) is free for accounts that generate above 5M views.”
Musk also highlighted the importance of verified accounts in this context, as views from unverified accounts can be easily manipulated by malicious actors using bots.
X Premium is Twitter’s premium subscription service designed to elevate the quality of conversations on the platform. This opt-in, paid subscription offers features such as a blue checkmark on the account and early access to select features, providing users with an enhanced experience.
For those interested in signing up for X Premium, the process is straightforward. Users can follow these steps:
- Open the Profile menu on the app or the side navigation on x.com.
- Select “Premium.”
- Click the “Subscribe” button.
- If necessary, verify your phone number.
- Follow the in-app purchase instructions for iOS or Android and confirm the subscription payment on the web.
Regarding the calculation of Twitter’s ads revenue, eligible users must generate enough verified replies to begin receiving payments.
The monetized portion of tweets will come from replies within tweet threads, provided the replies are impressions made by verified users.
These monetized Ad Revenue earnings will be shared directly with the user’s Stripe Express account. Once the minimum threshold of $10 is reached, users will receive the funds.
This significant update from X not only expands the pool of eligible content creators but also creates a more accessible and attractive platform for those seeking to engage with premium features while generating ad revenue.
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