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Facebook Research Unveils Tips For Nigerian Businesses To Plan and Adapt During Ramadan

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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.

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Trump Media & Tech Group Plummets, Wiping Out $2.8 Billion in Value

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Trump Media & Technology Group Corp., the social media predominantly owned by former U.S. President Donald Trump, has lost $2.8 billion in market value in the last few days.

The tumultuous downturn comes as a wave of retail traders who once fervently boosted the stock have begun to offload their holdings.

The company, which encompasses the Truth Social platform, has seen its stock plummet by 36% since its closing high on March 26.

This nosedive not only erased the gains achieved in the aftermath of its merger with Digital World Acquisition Corp., but it also pushed the stock below its pre-merger trading levels.

Initially, Trump Media enjoyed a meteoric rise in its early days as a publicly traded entity following the merger with DWAC, the blank-check company facilitating the deal.

However, the allure of the stock among individual investors, who saw it as a means to express support for the former president’s potential 2024 reelection bid, has waned significantly.

As the stock continues its downward spiral, the once-projected paper windfall for Donald Trump himself has also dwindled.

Trump’s anticipated gains from the venture have plummeted by approximately $1.6 billion, leaving him with an estimated $2.9 billion in paper wealth.

However, realization of this wealth remains contingent upon a six-month lock-up agreement, delaying Trump’s ability to sell shares.

The timing of Trump Media’s downfall coincides with a flurry of legal troubles facing the former president. With just a week until the commencement of his first criminal trial in Manhattan, Trump faces charges related to falsifying business records in connection with hush money payments to a pornographic actress prior to the 2016 election.

Also, Trump is slated to undergo deposition in a civil lawsuit filed against him and Trump Media by two co-founders alleging share dilution prior to the merger.

Despite the substantial loss in value, Trump Media retains a market capitalization of approximately $5 billion, underscoring the paradoxical valuation dynamics in the current market environment.

The company’s meager revenue of $4.1 million in the preceding year contrasts sharply with its lofty market capitalization, raising concerns about the sustainability of its valuation.

The dramatic downturn of Trump Media & Technology Group mirrors the volatile trajectory of past meme stocks like GameStop Corp. and underscores the inherent risks associated with companies emerging from SPAC mergers.

As the company grapples with its dwindling valuation and mounting legal challenges, the future of Truth Social and its associated ventures remains uncertain in the ever-shifting landscape of the digital realm.

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TikTok Faces Existential Threat as US House Votes Overwhelmingly to Ban Unless Sold

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The US House of Representatives has voted overwhelmingly to ban TikTok unless its Chinese owner, ByteDance Ltd., sells the video-sharing app.

The measure, passed by a vote of 352 to 65, marks a significant escalation in the ongoing scrutiny of TikTok, which has come under fire over concerns about national security and data privacy.

The bill, if enacted into law, would require TikTok to divest its US operations within 180 days or face a ban from US app stores, including those run by Apple and Google.

This move represents the most serious challenge yet to TikTok, which boasts a massive user base of 170 million Americans but has been criticized by some lawmakers as a potential national-security threat due to its Chinese ownership.

President Joe Biden has signaled his support for the legislation, stating that he would sign it into law if it passes the Senate.

However, the bill’s fate in the Senate remains uncertain, with Majority Leader Chuck Schumer yet to endorse it and some members, including Republican Rand Paul, expressing opposition.

TikTok has vehemently opposed the proposed ban, arguing that it would violate the First Amendment and have a detrimental impact on the economy, small businesses, and the millions of Americans who use the platform.

The company has also faced accusations of being a tool for Chinese propaganda, although it has consistently denied sharing user data with the Chinese government.

The House passage of the bill comes just days after its introduction, reflecting growing bipartisan concern over TikTok’s influence and potential risks to national security.

The swift action underscores the urgency with which lawmakers are seeking to address these concerns and highlights the mounting pressure on TikTok to address them or face significant consequences.

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Reddit Eyes $748 Million in Landmark Initial Public Offering

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Reddit Inc. is setting its sights on a colossal initial public offering (IPO) aiming to raise $748 million.

This ambitious move represents one of the most significant IPOs of the year as Reddit looks to capitalize on its vast user base and unique market position.

The social media giant, beloved for its diverse forums and vibrant community discussions, plans to offer 22 million shares at a price range of $31 to $34 each, according to sources familiar with the matter.

If successful, this would catapult Reddit’s valuation to as high as $6.5 billion, solidifying its status as a major player in the digital landscape.

What sets Reddit’s IPO apart is its innovative approach to shareholder inclusion. The company intends to reserve approximately 1.76 million shares exclusively for its dedicated users and moderators who created accounts before January 1st.

This groundbreaking move not only fosters a sense of community ownership but also underscores Reddit’s commitment to its grassroots origins.

Despite its meteoric rise, Reddit has faced its fair share of challenges.

From navigating volatile market conditions to addressing user concerns over content moderation and profitability, the company has weathered storms while staying true to its core values.

With heavyweight investment banks like Morgan Stanley, Goldman Sachs, JPMorgan Chase, and Bank of America spearheading the IPO, anticipation surrounding Reddit’s market debut is palpable.

As the company prepares to trade under the symbol RDDT on the New York Stock Exchange, all eyes are on Reddit, poised to witness history in the making.

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