Localisation In Nigeria

April 14th, 2016

Say hi to Chinwe Obinwanne who is our Local Social Media Manager of the Month. Chinwe is from Nigeria and knows a lot about local social activation in the country.

What’s your background? And when did you start working within social?
I'm a graduate of Computer Science, a trained journalist and a Copywriter. I started working within social in 2008 when I was part of the pioneers that started and managed the social media platforms of a popular newspaper in Nigeria. I've since then been working within social.

How long have you been collaborating with Mindjumpers?
I've been collaborating with Mindjumpers since July 2015.

Which social network do you use the most yourself?
I use Twitter, Facebook and Instagram the most.

Which social network is the most popular in your country?
The most popular social networking platforms in Nigeria are: Facebook, Twitter, Instagram and YouTube.

Which brand do you enjoy to follow and why do you think they are doing an excellent job on social?
I enjoy following fashion, Nollywood and fitness brands such as Nollywood Observer, Feels (fashion) and Workout motivation (fitness) among others. I feel these brands are consistent with their brand messages, impacting, timely, relevant and most of all they serve the need for their existence.

What makes you most excited about social media?
I'm most excited about social media because it is a world of its own. One where there are no barriers created by distance, culture, religion, class or status - a virtual world where anything is possible. Where anyone can even become a superstar.

Are there any dos or don’ts for communicating on social in your country?
To communicate on social media in Nigeria, one must share something relevant to Nigerians. Communicate in certain ways that we can relate to and make use of the platforms that we use the most. It is all about understanding us and what we find interesting at any point in time. For instance, who would think that of all things, #jollof would be such a big deal to us that it would trend? But hey, that is just us. We don't play with Jollof rice and make it known loud and clear on the social platforms.

When it comes to our celebs, we are an unpredictable lot too. Don't you dare abuse any of our celebs just because you see us do the same on social platforms; we may well turn the tables on you and I tell you, Nigerians fight dirty on social platforms to protect something they hold dear. So you see, you've got to be in Nigeria to really understand what makes us tick on social at any given time. Today it may be sports, trivia, jokes or music and tomorrow politics or entertainment. It is all in our stride to change anytime. Communication? It varies for us when it comes to language used for interacting on social. Sometimes we feel like doing it in English and at other times we do slangs, pidgin English or even our local dialects.

Want to know more about local activation in Nigeria? Chimwe also did a blog post on the topic. Take a look here: https://www.mindjumpers.com/blog/2015/11/local-activation-social-media-nigeria/