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Facebook Tips Nigerian Businesses How to Adapt During Ramadan

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Facebook has unveiled findings of a study conducted during Ramadan 2020, with over 17,000 respondents across eleven countries including Nigeria to help businesses plan and adapt during this year’s Ramadan.

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. It highlights the booming e-commerce industry is significantly driving the digital economy in Nigeria.

Conducted by Facebook IQ, Facebook’s insights and research division, in partnership withYouGov, a global public opinion and data company, the study showed that during Ramadan, people want to come together, whether virtually or socially distanced, to share the joy with loved ones.

Over 17,000 respondents across eleven countries including Nigeria participated. 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 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 theFBIQ 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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SME

N101 Women Entrepreneurs To Receive N202 million Y’ellopreneur Equipment Grant

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One hundred and one female entrepreneurs have made it to the final stage of the Y’ellopreneur initiative and will each receive equipment loans of up to N2 million at a fixed interest rate of 2.5% and 36-months repayment duration from the MTN Foundation. 

The loans, which will be disbursed by the Bank of Industry, are expected to help the women scale their businesses thus contributing to reduction in female unemployment.

SMEs in less wealthy economies are mostly faced with sociocultural barriers and infrastructural deficit. They also lack poor access to finances and continuous education, and government support. Nevertheless, a 2022 report by Mastercard, shows that women in less wealthy economies are making their mark as vital economic contributors with over 25% significant business ownership of all local businesses, despite prevailing socio-economic constraints. The Y’ellopreneur initiative was established to contribute to tackling these problems in Nigeria, through capacity building, advisory and business support services.

Speaking about the equipment loan, Executive Secretary, MTN Foundation, Odunayo Sanya stated that the equipment loan is to facilitate the expansion of more sustainable women-led businesses. “Women-led businesses are powerful sources of job creation and economic growth. According to a report by PwC Nigeria, women account for 41% of business ownership and 3.4% of female employment within micro-enterprises, but they continue to face challenges in accessing finance. Through the Y’ellopreneur initiative, MTN Foundation and Bank of Industry are helping female entrepreneurs in Nigeria. By working together, we can build a fairer, more prosperous future,” said Odunayo Sanya, Executive Secretary, MTN Foundation.

 “This time, the MTN Foundation is concentrating on female entrepreneurs. Five hundred out of the nearly 42,000 applicants for the Y’ellopreneur programme were trained, and following careful assessment of their respective pitches, 101 women have qualified to receive the equipment grant and loan,” she added. 

The Y’ellopreneur initiative in partnership with the Bank of Industry (BOI) and the Enterprise Development Centre (EDC) is part of the MTN Foundation’s strategic efforts to support the government in attaining Sustainable Development Goals (SDG’s) 1,2, 5, 8 and 17 which seeks to eliminate poverty and hunger, achieve gender equality by empowering all women, and promote inclusive economic growth.

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17 Tony Elumelu Creative Storytellers Receive USD30,000 Fund from Heirs Insurance and Heirs Life

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Leading insurance companies, Heirs Insurance Limited (HIL) and Heirs Life Assurance (HLA) in partnership with Africa No Filter (ANF), have announced seventeen (17) young creatives across Africa as the recipients of the USD30,000 Tony Elumelu Storytellers Fund, a CSR initiative of both insurance companies.

The 17 finalists, selected from 3,600 entries, will receive $30,000 in grants (between $500 to 2,000 each) to develop projects that shine a light on entrepreneurs and entrepreneurship in Africa and challenge the negative stereotype of Africa.

The finalists represent 12 African countries, with 60% female and 40% male representation. Working with ANF, they will begin work on their submitted projects ranging from film to visual arts, journalism, and digital content creation. Named after African business leader and philanthropist, Tony O. Elumelu, CFR, and sponsored by Heirs Insurance and Heirs Life, the $30,000 creative fund is an extension of Elumelu’s commitment to redefining an African success story that is powered by Africa’s youth and their creative ideas. The Fund is a standalone initiative, not affiliated with the Tony Elumelu Foundation.

Speaking on behalf of both companies, Chief Marketing Officer, Ifesinachi Okpagu, congratulated the finalists, reiterating the confidence in the project’s mission to place Africa firmly on the map.

She said, “We commend the finalists of the Tony Elumelu Storytellers Fund on their ideas and commitment to this joint mission. We are confident that this CSR initiative will progressively change the often-negative stereotype about Africa.

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SME

NCC To Deepen Broadband Access Among Business Owners

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The Executive Vice Chairman and Chief Executive Officer (EVC/CEO) of the Nigerian Communications Commission (NCC), Prof. Umar Danbatta, has reiterated the Commission’s commitment to continually drive initiatives that accelerate broadband deployment to increase penetration and make internet connection readily available to telecom consumers.

The EVC stated this at the 10th edition of Business 360 Clinics organised by Abuja Enterprises Agency (AEA) in Abuja. 

Speaking on the theme of the event, “Technology Utilization and Innovation: Effects on SME Profitability and Productivity” in the context of the regulatory activities of the Commission, the EVC, who was represented by Assistant Director, Digital Economy, NCC Paul Okeke, noted that NCC has been at the heart of providing the digital drive for transforming businesses and sustaining socio-economic activities in Nigeria.

During the panel session titled “Technology Adoption: A must for MSMEs Sustainability and Competitiveness (Challenges and Ease of Use),” Okeke highlighted the Commission’s commitment towards technological and digital transformation in a manner that makes entrepreneurship seamless.

While addressing the issue of challenges on digital literacy, Okeke informed the audience that the Commission has strategic partnerships with various organizations including Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) which birthed initiatives such as Digital Economy Academy where business owners learn about security risks and online threats in a 12-course programme for 3 months.

Okeke charged entrepreneurs to leverage technology to harness the benefits of these initiatives to sustain their businesses.

“As a regulator of Telecommunication, the Commission is in active collaboration with other agencies in the Ministry of Communications and Digital Economy,  as well as with other public sector institutions such as the Economic and Financial Crimes Commission (EFCC), Office of the National Security Adviser (ONSA) to ensure that policies become effective in curtailing cyber-attacks and threats on businesses,” Okeke stated.

The participants and business owners also seized the opportunity of the platform to make complaints and resolve their business-related challenges while adopting technology for their various businesses during the interactive session. Representatives of relevant agencies at the event also seized the opportunity to attend to enquiries from participants who are running businesses and those who are aspiring entrepreneurs. 

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