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Social Media Marketing in Africa: A Guide for Women Entrepreneurs

In “A Beginner’s Guide to Social Media in Africa for Women Entrepreneurs,” we looked at popular social networks in Africa, and the importance of sharing stories, championing causes, and making connections on social media. Now, we will look more closely at social media strategies that can support and empower women’s entrepreneurship in Africa.

Images Delight and Surprise: Images are widely shared in Africa, especially on WhatsApp, Instagram, and Twitter, emphasizing the personal, and bringing causes and stories to life. But WhatsApp, which is often a favorite African social network, poses challenges for image marketing due to its reliance on personal messaging. The privacy that users value when chatting on WhatsApp makes it harder for them to share images widely.

For a powerful example of WhatsApp image marketing, however, check out this famed Coca-Cola campaign. Inspired by the question, “Can you share a Coke on WhatsApp?” Coke’s marketing team built a robot that, upon receiving your details, would automatically send a virtual Coke bottle with your name on it, ready for sharing. The campaign achieved six million shares, which is evidence of the delight and connectivity that personalized images can bring when they are transformed into messages that bring people closer.

Tell Stories that Matter: Storytelling has long been important in Africa, and no campaign illustrates its power more than that of APA Insurance, Kenya. Take a look at this video in which a family shows their female home aide how deeply they appreciate her. The personal and universal story promotes the hash tag #Asante, and is subtle in its inclusion of APA Insurance’s brand. This makes it feel less like marketing and more like a vital message.

Social causes are popular in Africa, including amongst feminist entrepreneurs who often support one another through hash tags, groups, and shares. It is important to find support through feminist groups and networks, and I discuss such options in a future post entitled, "Helpful Networks for Women Entrepreneurs Doing Business in Africa."

 Share Information and Chat: Sharing content that helps and informs has long been a powerful way to engage and promote your brand. Twitter hash tags and chats provide a great way to reach a wider audience in Africa. By supporting social causes, for example, you can build your voice while networking with like minds. (For an example of feminist smarts in this area, take a look at this selection of African hash tags of 2016, which include #TheOtherRoom). Also check out how companies like She Leads Africa reach out to African entrepreneurs using hash tags (like #SLAchat). Providing a space for discussion and sharing of information can position your business in a specific marketplace, and associate your brand with knowledge and generosity.

Infographics are also popular in Africa, and, as Mac-Jordan Degadjor of Ghana explains at dw.com, they can offer information in an easy-to-understand format. Infographics are a great way of content marketing, and are helpful in appealing to different levels of literacy and language use. Seeking to reach both Ghanaians who can and can’t read, Degadjor’s project Ghana Decides made excellent use of high-quality infographics. “If I were to show this infographic to an 80 year-old grandmother,” said Degadjor, “she would probably understand. Infographics make data very sexy and easy to comprehend.”

Infographics are easy to share on Instagram, Twitter, Facebook, and other social channels. By creating and sharing them, you can prove your expertise and position your brand as a reliable go-to source.

No Internet? No Problem: Although social media has been taking off in Africa, only an estimated 9 percent of Africans have access to the internet. So what happens if your customers or clients have limited or no web access?

The preponderance of cell phones in Africa means that apps can be a way forward. For instance, Sylvestre Ouédraogo, a digital innovator from Burkina Faso, has seen success with creating apps that young women can use to share information about health issues. “If the women need extra information,” explains Ouédraogo at dw.com, “they can then call a number. We can then add this new information to the next version of the app. It is a sort of interactivity.”

However you decide to share and interact on African social media, storytelling, image sharing, and contributing to the knowledge of your connections will empower you as a woman entrepreneur—and help your business to stand out.

—Chimuka Moore

    

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