Social media usage in Africa is predominantly achieved through mobile phones. Major brands across all industries have deployed campaigns to engage their customers wherever they may be. Increasingly customers are interacting with brands online through omni-channels. Based on statistics available on socialbakers Facebook, Twitter and Youtube are the predominant networks on which brands choose to encourage interaction.
Kenyan and South African brands have a total fan base following of 52.6%. What is interesting to note is the diverse collection of brands which cuts across Banking, Sports, Telecoms and Fashion. Nigeria has a less diverse spread which is dominated by Banking an Telecoms. The top financial and telecom leaders in Nigeria are all represented in the top 30 listing,
Zenith bank, closely followed by GTB has a slender overall lead with 7 other financial institutions. Surprisingly Jiji.com is the only non-bricks and mortar or pureplay ecommerce entity in the list beating out 9Mobile and Safaricom.
Kenyan’s seemingly prefer Twitter as an engagement platform representing 30.3% of our selected nations. South African’s are less so enthralled.
GTB takes the number one position on Twitter. Some of the major brands like MTN, Safaricom double down with two major accounts, a company and customer care. The composition of the top list is even more diverse with representation from the airlines
Ford Motor company of Southern Africa, headquartered in Pretoria and started operations in 1923 is the only major brand that has a social media strategy which stradles all three nations. Albeit predoominantly on Facebook. Jiji originally OLX and Travelstart originally Swedish are the only ecommerce platforms with an effective Facebook presence.
Brands represented on Facebook in Kenya, Nigeria or South Africa
Brands represented on Twitter in Kenya, Nigeria or South Africa
In conclusion MTN, Stanbic and Shoprite all South African major brands engage with their customerson Facebook and Twitter across in at least two of the three key subsaharan markets. This feat places them squarely positioned to service and satisfy their customers.