Insights

How do your customers find you for the first time? It sounds like a simple question. Yet, for most African marketing teams, it is one of the least well-answered questions in their entire intelligence stack. Brand discovery is inconsistently tracked, rarely benchmarked, and rarely analysed across markets at a pan-African...

Most African Brands Are Watching Their Competitors And Still Losing to Them Here is an uncomfortable truth: the brands doing the most competitor monitoring in Africa are not always the ones winning market share. Walk into any marketing meeting in Africa, and you will find someone ready with a competitor's...

Every year, marketing teams across Africa sit down to set their annual goals. And every year, a version of the same conversation plays out in boardrooms, strategy off-sites, and budget meetings. We hear things like, “Let's grow our social following by 50%.” “We need to increase brand awareness.” “We should...

Year in, year out, hundreds of millions of Africans observe Easter. They fast, they pray, they attend multi-hour church services in outfits pressed and chosen with care. And then, almost without missing a beat, they eat, they travel, they gather, they spend. This is not a contradiction. It is one...

What if I told you that most content calendars are little more than digital junk drawers? They are what I love to call “a collection of good ideas" and "trending topics" scheduled to fill a void. In our current market, where consumers pay more attention to what they consume than...

Every year, as March arrives, something predictable happens across African brand accounts. Profile pictures gain a purple tint. Carousels feature headlines such as 'Celebrating the Women Who Inspire Us.' Some brands go further with campaigns, hashtags, panels, etc. By March 9th, it's done. Back to business as usual. There is...

Recent data shows that nearly six in ten (about 60%) Nigerian shoppers switched brands in the past year due to pricing pressures, a trend that continues to shape spending patterns heading into 2026. This insight underscores a broader evolution in the Nigerian FMCG market. As consumers navigate inflationary pressures and...

Are you spending ₦500,000+ monthly on social media marketing but don't know if your 1% engagement rate is good or terrible? You're not alone. For years, Nigerian marketers have been making million-naira decisions based on benchmarks from the Western markets with completely different audience behaviours, platform preferences, and content consumption...

From Lagos to Johannesburg, where African CMOs are discovering that the measurement frameworks built for mature Western markets often mislead rather than illuminate in African contexts. While global CMOs rely on standardised KPIs developed in stable economies, African markets demand a fundamentally different approach, one that accounts for mobile-first consumers...

In a continent where consumers are more connected than ever but also more cautious about how their personal information is handled, transparency in data use has become the marketing world’s new frontier. The rules of engagement have shifted: success is no longer just about who has the most data, but...