the nigerian millennial report (revised edition)

How online content encourages engagement & loyaltyA quantitative research study conducted by GetUpInc in 2016

Report

Report

Media Partners:

Spot your photo, share the page #NMR

Early 2016, GetUpInc conducted a research across multiple urban centres in Nigeria (majorly, Lagos and Abuja) and the relevant data gathered are entries of 588 millennials. The results reveal that 97% of those surveyed feel that visual communications, when paired with informative content, conveys brands messages better.

Methodology

All figures go�en have data as proofs. Getupinc’s Nigerian Millennial Survey 2016

*www.wikipedia.com

Millennials (also known as the Millennial Genera�on or Genera�on Y) are the demographic cohort following Genera�on X. There are no precise dates when the genera�on starts and ends; most researchers and commentators

use birth years ranging from the early 1980s to the early 2000s.

Millennial

Getupinc’s Nigerian Millennial Survey 2016

Why the millennial generation matter.

The largest generation alive today.

1.8 billion globally (out of 7 billion world population)

75% of Workforce by 2025 - means higher aggregated purchasing power.

* Inmobi Insights, 2013

BIG.They are


Influential They impact marke�ng decisions.

They will outpace boomers earnings in

<10 years.say they influence purchase decisions of other generations*

They are

74%



They are the first inherently digital genera�on;

Smartphones and tablets are the argument-se�lers and fact-checkers for every conversa�on.

Millennials that consume online 100%

UniqueThey are

content would increase by at least by 2025



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.

Introduction


The preference and behaviour of the Nigerian Millennial is changing the way brands have tradi�onally 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” genera�on and are ready to see your content especially in the language they prefer.

Assessment


1. Why content is failing with millennials.

2. Sta�s�cs: How, why and when to share content / Behaivor.

3. Few brands that get it right.

4. Appendix & Sta�s�cs

Content


Why content is failing with millennials.


1.

Your content is not tailored to their interest.

60% of Nigerian millennial only create �me to view content relevant to them.


Before connec�ng with these people, each brand has to put in mind relevant details about them:

Ÿ Age groupŸ Cultural interestsŸ Environment/loca�on.

Its 2016, the average a�en�on span is decreasing by the minute. There are a hundred other marke�ng related messages in a day. If your content isn't mind cap�va�ng, innova�ve or engaging, it will be ignored.


Make it entertaining. Make it educating. Make it make their day.

They’ll share.


2.

You went with boring, stereotyped & non-informative.


When asked the type of content most appealing


8/10 of millennial respond positively to contents that are informative.

66%millennial share content that are entertaining.

58%millennial are attracted to content they feel is funny.


They are bombarded daily with content, both relevant and irrelevantand are forced to wade through and somehow sieve the important informa�on from the oral chaff.

Crea�ng content with thick vocabulary but no informa�on (immediately) go�en could make them shun your brand or make it a joke.

As long as content is staggering and boring, it becomes very easy to discard.


3.

Your brand communication doesn’t connect with millennials

Emo�ons play a huge role in building long las�ng rela�onships, everyone needs a reason to connect with your brand. Building emo�onal connec�ons with millennial means you have earned their trust and they can vouch for your brand anywhere and anytime.

Your brand needs to ascertain what emo�onal feedbacks work with your ethos.


4.

Your content has dull images or no images at all.

The kind of picture that gets their attention.


Unit: % of sample popula�on

97%

60%

7/10

42%

millennial prefer content with visual representa�on.

millennialfind photography & illustra�on effec�ve.

millennial prefer graphics & illustra�on.

millennial get a�racted to staged photographs.


The importance of visual representa�ons cannot be over-emphasised.

Interes�ng visuals are generally en�cing, finding ways to play with colours and engage the mind usually creates interest not only in millennials but also with people in older age ranges.

Stick to 1080px by 1080px to keep up with retina and other high resolution displays available on smartphones, tablets and laptops.

Please understand that good typography art can work as picture words.


(Well, maybe if you have a call for a Vscocam competition)

5.

You shared a link on Tumblr.

GetUpInc found out that Google, Facebook and Instagram are s�ll the top social pla�orms for millennials in Nigeria to discover content.Gist could be on Twi�er.

Its logical for brands to have online recogni�on on Google search engine and social media pla�orms.

Interes�ngly, in Nigeria, there are few other growing pla�orms suchas snapchat, blogs and video channels e.g YouTube, and some Vimeo for the millennial to discover content.


Talking world wide, more than unique users visit 1 billion YouTubeeach month, spending more than watching videos.4 billion hours

According to a study by Cisco, by 2017 videos will account for nearly 70% of all traffic on the Internet.

You need a video budget

in 2016.

* www.newscred.com

6.

You probably did not share content at the right time.

7/10surf the web from 9pm and above!

61% 38%

32%

check social media pla�orms from 9pm �ll they sleep.

check social media pla�orms between 6pm-8pm

surf the web between 6pm-8pm


GetUpInc’s survey show that the Nigerian Millennial majorly peruse both on the web and social media platforms from 6pm and above.


Why Millennials are not impressed with your content.

Despite the fact that content marketing provide brands with the opportunity to express themselves, they have to be observant while tailoring it to a specific demography.

*

Content marke�ng is a strategic marke�ng approach focused on crea�ng and distribu�ng valuable, relevant, and consistent content to a�ract and retain a clearly-defined audience — and, ul�mately, to drive profitable customer ac�on.

contentmarketinginstitute.com


The Nigerian millennial are special breeds. They are attracted by light-hearted humour and inspiring content. Although they have a knack for consuming content at an alarming rate, they have little or no patience for irrelevant details.


Few Brands that get it!

YBNL is great at crea�ng content for their songs that dominate the Nigerian Pop-Culture. They simply talk the environment, pick events from everyday ac�vi�es and use it as ad libs in their music.

Even if you don't understand the language they speak, you want to do the dance and use the ad libs because its relevant to the Nigerian (millennial) mind.


Although they don't exist as a group anymore, they introduced a phase that reinforced excellence in music produc�on and delivery.

This immediately spread like wild fire in the entertainment industry and birthed the beginning of the compe��ons we have today. Psquare bu�ressed the point for other ar�stes and excellent produc�on sieved some out of the game.

They understood Nigerians, talked Nigerian, topped trends on the li�le social media at the �me and soon became the model for Africa’s hip-hop, ge�ng the a�en�on of GoodMusic.

All they did was simple: they were very relevant to our environment in content and they did all they could to be excellent in every ‘beat’.


Perfect �ming for News cas�ng, 10pm! The �me the urban upwardly mobile millennial seems to be get home or probably res�ng from the day’s ac�vi�es. You could call it the ‘chilling’ period. Majority now seem to quote their report as what they ‘saw on the News’.

They took it further to let viewers report news by having strong engagement on their social media pla�orms, introducing a feature called Viewer’s Report to an audience that finds joy in gossip!

They are known to be the source of street and household jokes of government officials in recent �me.

They understand Nigerians, they take things from their space and return it as News. They get the Nigerian millennial a�en�on.


Such a so� hearted bank to allow zero account balance for opening a savings account! They kept the rela�onship with appealing visuals and fast banking processes.

They presently dominate the banking social media space with content relevant to everyday ac�vi�es than boring talks of financial terms.

They understand the a�en�on span of the millennial, therefore, they convey their messages through excellent visuals, informa�on on everyday living, relaxing webisodes, and constant innova�ve ways to keep banking less stressful.

They obviously don’t have a strong compe�tor in this regard.


Football (or American Soccer) is the top sport seen in Nigeria and the highest number of EPL fans are on the streets.

Gambling is a culture of the street-millennial, SureBet offered a pla�orm for that cultural ac�vity.

The use of musicians known for street music as PR placed SureBet ahead of it’s compe�tors.

The street dude wants to be like Olamide and subscribes to FC Barcelona fana�cally or because of Lionel Messi, this brand simply latched unto this thought and is doing well leading the Naija football be�ng game.


They came in with a cool culture of event and lifestyle for the somewhat creme ladies, they began to look be�er with features like having a ‘web-page cameo’ on Lynxxx’ Alabukun music-video.

They posi�oned themselves at the blog that had beau�ful Nigeria as its content and would be almost invisible when sharing links with dirty content.

They maintained excellence and began featuring ac�vi�es from Nigeria’s top kind of event, Wedding! Now they have the ladies’ a�en�on the more. Of course, you’ll expect fashion and face-beats at such events, now that was a winner.

It’s the desire of every Nigerian female millennial to get featured in sometype of way on any of the BellaNiaja pla�orms.

They understood Nigerians and went excellent wth content.


NIGERIANS ARE NOT LIKE THE WESTERN WORLD, THEY ARE NIGERIANS.

HAVE A GLOBAL EXCELLENCE WITH EVERY PRODUCTION

MAKE IT RELEVANT: DON’T TALK SUPER-BOWL.

USE GOOD TIMING.

THE NIGERIAN MILLENNIAL IS THE NUCLEUS OF AFRICA, GETTING THEM MAKES YOU GET THE CONTINENT.

TheNigerian

Millennial


Full disclosure:This report was created by a bunch ofmillennial at GetUpInc.

APPENDIX & STATISTICS

When asked if pictures enhance the effectiveness of a content?



When asked where they often share content.



Where do you discover content you are most interested in?



Most effective type of content.



Time of the day to check social media platforms.



Most used social media platform.



Best time for surfing the net.



How do you often check for content? (According to Insights Inmobi,2013)

Mobile Phones& TV top devices for

checking content.


Photography references:www.mavin.comwww.reddit.comwww.ndani.tvwww.instagram.com/nobleigwe

Cover collage collated by @funny_african_pics (Instagram)@naijapr (Twitter)

Traditional Media AwarenessBusinessDay Media Ltd

New Media Awareness:Ynaija.comNaijapr.com


www.getupinc.com

Thankyou

the nigerian millennial report (revised edition)

Data & Analytics