Insights1 min read
Follower count is not a media plan
Reach tells you how many people could have seen something. It tells you nothing about whether anyone was persuaded. Here is what we look at instead.
By Leah Banda · Head of Content
Culture
Leah BandaHead of Content1 min read
African creators are not a single market
The continent is fifty-four countries and the media plans keep treating it as one.
We see a version of the same brief regularly: a single "Africa" budget line, a single creative platform, and an expectation that the same content will work from Dakar to Durban.
What actually differs
- Platform mix. The dominant platform is not the same in every market, and neither is the format that performs on it.
- Language and register. Not just which language, but which register of it.
- Payment and commerce infrastructure. A call to action that assumes one payment method will simply fail elsewhere.
- Cultural references. Which travel, and which very much do not.
What to do instead
Hold the strategy constant and let the execution vary. One creative platform, locally made. That costs slightly more in production and considerably less in wasted spend.
Tagged
- culture
- africa
- strategy
Leah Banda
Head of Content
Edits the Celebrityze journal and runs growth strategy for the roster.
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