At the turn of the new century, everyone wanted to be tagged a millennial, but unfortunately, you only turn 18 once.
The average Naija millennial is defined as that urban guy or girl- up to date with the latest trends and upwardly mobile . They stay connected to everyday activities and their world is usually shaped through creative thinking.
The preference and behaviour of the Nigerian Millennial is changing the way brands have traditionally engaged consumers. Therefore, enterprises in Nigeria need to find ways to connect with these diverse millennial as they are the major market drivers and product pushers of today’s market. They will eventually become loyalists.
This demographic is part of the “always connected” generation and are ready to see your content especially in the language they prefer.
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From Brexit in the UK, US elections and the change campaign in Nigeria, 2016 & 2016 were volatile years with unprecedented uncertainty. The world of marketing was no exception.
From changing algorithms across key social platforms to new evolutions in IoT and Virtual Reality to fundamental challenges with trust in advertising, connecting with the right audiences has never been more complex for marketers.
While disruptions caused by technology and innovation are not new, the growing focus with using the latest tools rather than growing the bottom-line seems to be. With no shortage of new solutions that promise to be the one answer, marketers should be careful not to focus too much on the tools they use, but rather what they can achieve using those tools.
In the end, what matters most is one thing: business impact.
HERE ARE SOME OF THE TRENDS TO WATCH OUT FOR IN THIS YEAR
MOBILE VIDEO CONSUMPTION
Trends: Efficient Streaming + Data Are Everything
More audiences will begin consuming a majority of their content on mobile devices with the introduction of 5G wireless. Weekly share of time spent watching TV and video on mobile devices has grown by 85% from 2010 to 20161 . On fixed screens, consumption has decreased 14% over the same period. Large telecoms are investing heavily in content and they will need to support video consumption through efficient and quick stream loads.
- Expect change in traditional content formats from 30 minute shows to less than 7 minutes.
- Media companies will continue to push “live streaming” as a way to inform their audiences on social. Live-focused digital media companies such as Cheddar will continue to emerge.
- In 2017, there will be a rise in 360-degree video advertisements on mobile devices.
- Anticipate an evolution to 5G wireless which will support telecoms’ emphasis on mobile video content.
How Brands Should Respond
- Brands should place more emphasis on short form video content since audiences will begin consuming more video content on mobile devices.
- Brands can distinguish themselves by creating mobile highly impactful 360 degree advertisements.
- Brands should partner with video influencers on live streaming, mobile first campaigns via Facebook Live.
- Brands should explore creating live content to document their presence at real-time trending events
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