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<\/a><\/p>\nFor the main tech giants, such as Google, Facebook or Amazon, the race is fierce to get an access to the emerging markets. The developed world is already quite saturated and each user cost a lot to enroll, while we know that before\u00a02020, more than 3bn people will get online within the emerging markets.<\/strong> Hence the \u00ab\u00a0battle of the air\u00a0\u00bb<\/a> between Facebook solar drones and Google balloons to connect new countries to their web.<\/p>\n The case of Nigeria<\/strong> is pretty interesting, with both Facebook<\/strong> having an awkward place, and local players taking advantage of their better knowledge of the local users. Back in 2013, Facebook was still gaining users in Nigeria, but they peaked at about 6.5m, a drop in a country with 170m people and 10m more every single year (they will be about 440m in 2050).<\/p>\n It’s not that users are not using Facebook, which still has about 5.5m monthly active users. But Nigerians are not using the Facebook app, deemed too guzzling in data and not enough light for a local infrastructure reputed for its unreliability and high price. Instead, they use 2go<\/a> and Eskimi<\/a><\/strong>, the two mobile social platforms who connect to Facebook and the likes, while offering a truly local service people stick to.<\/p>\n 2go screenshots on Android Play<\/p><\/div>\n Eskimi screenshots on Android Play<\/p><\/div>\n 2go has about 10m monthly active users in Nigeria<\/strong> (and 12m overall in Africa), while rival Eskimi has 8.8m MAUs<\/strong> on its side. Both apps operate in a similar way, starting with free messaging<\/strong> and adding quite a lot of features, such as paid-for \u00ab\u00a0rooms\u00a0\u00bb for private chats, games, job search and news. They also aggregate the main other social media platforms sur as Facebook Messenger and Google Chat.<\/p>\n Where these apps make a difference is both on the technology and the content:<\/strong><\/p>\n <\/p>\n Interestingly enough, both apps still built a desktop app<\/strong> for credibility. Many speakers and startupers at Mobile West Africa shared the power of having a multi-platform strategy, even though max 5% of their users access the service from a PC\/desktop computer.<\/p>\n Of course, both apps are free to download and include a few paid-for features, though it’s not how they can make most of their money. Just as Facebook, the sheer amount of data they collect among a fast-growing, young population is a boon for brand managers, marketing execs and advertisers.<\/p>\n On 2go Nigeria<\/strong> for instance, 85% users are between 18-35 years<\/strong>, with a profile of young professionals<\/strong>, ambitious, fashion conscious who can find both a link to the brands they like in the equivalent of pages as well as with ads. Advertismement formats include full screen splash adverts, text adverts, market research with polls, for a CPM of $4.80 and 5-10% CTR<\/strong>, which is quite a nice average. Campaigns also target political needs, such as registration of new voters in the 2014 South Africa elections.<\/p>\n <\/p>\nNigeria social media platforms: where Facebookers don’t go on Facebook<\/h2>\n
2go and Eskimi: from chat apps to multi-content and multi-services platforms<\/h2>\n
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.<\/p>\nAdvertising on mobile in Nigeria: this is how it works<\/h2>\n
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