The Nigerian Millennial Report (Revised Edition)

How online content encourages engagement & loyalty
A quantitative research study conducted by GetUpInc in 2016
Report

Report
Media Partners:
Spot your photo, share the page #NMR

Early 2016, GetUpInc conducted a research across multiple urban centres in Nigeria
(majorly, Lagos and Abuja) and the relevant data gathered are entries of 588 millennials.
The results reveal that 97% of those surveyed feel that visual communications, when paired
withinformativecontent,conveys brandsmessagesbetter.
Methodology
All ﬁgures go en have data as proofs. Getupinc’s Nigerian Millennial Survey 2016

*www.wikipedia.com
Millennials (also known as the Millennial Genera on or Genera on Y) are
the demographic cohort following Genera on X. There are no precise dates
when the genera on starts and ends; most researchers and commentators
use birth years ranging from the early 1980s to the early 2000s.
Millennial
Getupinc’s Nigerian Millennial Survey 2016

Why the millennial
generation matter.

The largest generation alive today.
1.8 billion globally
(out of 7 billion world population)
75% of Workforce by 2025
- means higher aggregated purchasing power.
* Inmobi Insights, 2013
BIG.
They are

InﬂuentialThey impact marke ng decisions.
They will outpace boomers earnings in
<10 years.
say they inﬂuence
purchase decisions of
other generations*
They are
74%

They are the ﬁrst inherently digital genera on;
Smartphones and tablets are the
argument-se lers and fact-checkers
for every conversa on.
Millennials that consume online
100%
Unique
They are
content would increase by at least
by 2025

At the turn of the new century, everyone wanted to be tagged a millennial, but
unfortunately,youonlyturn18once.
The average Naija millennial is deﬁned as that urban guy or girl- up to date with the
latesttrendsandupwardlymobile.
They stay connected to everyday activities and their world is usually shaped
throughcreativethinking.
Introduction

The preference and behaviour of the Nigerian
Millennial is changing the way brands have
tradi onally engaged consumers.
Therefore, enterprises in Nigeria need to ﬁnd
ways to connect with these diverse millennial as
they are the major market drivers and product
pushers of today's market. They will eventually
become loyalists.
This demographic is part of the “always-
connected” genera on and are ready to see your
content especially in the language they prefer.
Assessment

1. Why content is failing with
millennials.
2. Sta s cs: How, why and when to
share content / Behaivor.
3. Few brands that get it right.
4. Appendix & Sta s cs
Content

Why content is failing with
millennials.

1.
Your content is not
tailored to their interest.

60%
of Nigerian millennial
only create me to view
content relevant to
them.

Before connec ng with these people, each brand has to put in
mind relevant details about them:
Ÿ Age group
Ÿ Cultural interests
Ÿ Environment/loca on.
Its 2016, the average a en on span is decreasing by the minute.
There are a hundred other marke ng related messages in a day. If
your content isn't mind cap va ng, innova ve or engaging, it will
be ignored.

Make it entertaining.
Make it educating.
Make it make their day.
They’ll share.

2.
You went with boring,
stereotyped & non-informative.

When asked the type of
content most appealing

8/10
of millennial respond
positively to contents
that are informative.
66%
millennial share content
that are entertaining.
58%
millennial are attracted
to content they feel is
funny.

Theyare bombarded dailywithcontent, both relevant and irrelevant
and are forced towade through and somehowsieve the important
informa on from the oral chaﬀ.
Crea ng content with thick vocabulary but no informa on
(immediately) go en could make them shun your brand or make it a
joke.
As long as content is staggering and boring, it becomes very easy to
discard.

3.
Your brand communication
doesn’t connect with millennials

Emo ons play a huge role in building long las ng rela onships,
everyone needs a reason to connect with your brand. Building
emo onal connec ons with millennial means you have earned their
trust andtheycanvouchforyourbrandanywhereandanytime.
Your brand needs to ascertain what emo onal feedbacks work with
yourethos.

4.
Your content has dull images
or no images at all.

The kind of picture that
gets their attention.
Unit: % of sample popula on

97%
60%
7/10
42%
millennial prefer
content with visual
representa on.
millennial
ﬁnd photography &
illustra on eﬀec ve.
millennial prefer
graphics &
illustra on.
millennial get
a racted to staged
photographs.

The importance of visual representa ons cannot be over-emphasised.
Interes ng visuals are generally en cing, ﬁnding ways to play with
colours and engage the mind usually creates interest not only in
millennials but also with people in older age ranges.
Stick to 1080px by 1080px to keep
up with retina and other high
resolution displays available on
smartphones, tablets and laptops.
Please understand that good typography art can work as picture words.

(Well, maybe if you have a call for a Vscocam competition)
5.
You shared a link
on Tumblr.

GetUpInc found out that Google, Facebook and Instagram are s ll
the top social pla orms for millennials in Nigeria to discover content.
Gist could be on Twi er.
Its logical for brands to have online recogni on on Google search
engine and social media pla orms.
Interes ngly, in Nigeria, there are few other growing pla orms such
as snapchat, blogs and video channels e.g YouTube, and some Vimeo
for the millennial to discover content.

Talking world wide, more than unique users visit1 billion YouTube
each month, spending more than watching videos.4 billion hours
According to a study by Cisco, by 2017 videos will account for
nearly 70% of all traﬃc on the Internet.
You need a
video budget
in 2016.
* www.newscred.com

6.
You probably did not
share content at the right time.

7/10
surf the web from
9pm and above!
61%38%
32%
check social
media pla orms
from 9pm ll they
sleep.
check social media
pla orms between
6pm-8pm
surf the web
between 6pm-8pm

GetUpInc’s survey show that the
Nigerian Millennial majorly
peruse both on the web and
social media platforms from
6pm and above.

Why Millennials are not
impressed with your content.

Despite the fact that content marketing provide brands with the
opportunitytoexpressthemselves,theyhavetobeobservantwhile
tailoringittoaspecificdemography.
*
Content marke ng is a strategic marke ng approach focused on crea ng and distribu ng
valuable, relevant, and consistent content to a ract and retain a clearly-defined audience —
and, ul mately, to drive profitable customer ac on.
contentmarketinginstitute.com

The Nigerian millennial are
special breeds. They are
attracted by light-hearted
humour and inspiring
content.
Although they have a knack
for consuming content at an
alarming rate, they have little
or no patience for irrelevant
details.

YBNL is great at crea ng content for their
songs that dominate the Nigerian Pop-
Culture. They simply talk the environment,
pick events from everyday ac vi es and use
it as ad libs in their music.
Even if you don't understand the language
they speak, you want to do the dance and use
the ad libs because its relevant to the
Nigerian (millennial) mind.

Although they don't exist as a group anymore,
they introduced a phase that reinforced
excellence in music produc on and delivery.
This immediately spread like wild ﬁre in the
entertainment industry and birthed the
beginning of the compe ons we have today.
Psquare bu ressed the point for other
ar stes and excellent produc on sieved some
out of the game.
They understood Nigerians, talked Nigerian,
topped trends on the li le social media at the
me and soon became the model for Africa’s
hip-hop, ge ng the a en on of GoodMusic.
All they did was simple: they were very
relevant to our environment in content and
they did all they could to be excellent in every
‘beat’.

Perfect ming for News cas ng, 10pm!
The me the urban upwardly mobile
millennial seems to be get home or probably
res ng from the day’s ac vi es. You could
call it the ‘chilling’ period. Majority now seem
to quote their report as what they ‘saw on the
News’.
They took it further to let viewers report
news by having strong engagement on their
social media pla orms, introducing a feature
called Viewer’s Report to an audience that
ﬁnds joy in gossip!
They are known to be the source of street
and household jokes of government oﬃcials
in recent me.
They understand Nigerians, they take things
from their space and return it as News. They
get the Nigerian millennial a en on.

Such a so hearted bank to allow zero account
balance for opening a savings account! They kept
the rela onship with appealing visuals and fast
banking processes.
They presently dominate the banking social
media space with content relevant to everyday
ac vi es than boring talks of ﬁnancial terms.
They understand the a en on span of the
millennial, therefore, they convey their messages
through excellent visuals, informa on on
everyday living, relaxing webisodes, and constant
innova ve ways to keep banking less stressful.
They obviously don’t have a strong compe tor in
this regard.

Football (or American Soccer) is the top sport
seen in Nigeria and the highest number of EPL
fans are on the streets.
Gambling is a culture of the street-millennial,
SureBet oﬀered a pla orm for that cultural
ac vity.
The use of musicians known for street music as
PR placed SureBet ahead of it’s compe tors.
The street dude wants to be like Olamide and
subscribes to FC Barcelona fana cally or
because of Lionel Messi, this brand simply
latched unto this thought and is doing well
leading the Naija football be ng game.

They came in with a cool culture of event and
lifestyle for the somewhat creme ladies, they
began to look be er with features like having
a ‘web-page cameo’ on Lynxxx’ Alabukun
music-video.
They posi oned themselves at the blog that
had beau ful Nigeria as its content and would
be almost invisible when sharing links with
dirty content.
They maintained excellence and began
featuring ac vi es from Nigeria’s top kind of
event, Wedding! Now they have the ladies’
a en on the more. Of course, you’ll expect
fashion and face-beats at such events, now
that was a winner.
It’s the desire of every Nigerian female
millennial to get featured in sometype of way
on any of the BellaNiaja pla orms.
They understood Nigerians and went
excellent wth content.

NIGERIANS ARE NOT LIKE THE WESTERN WORLD, THEY ARE
NIGERIANS.
HAVE A GLOBAL EXCELLENCE WITH EVERY PRODUCTION
MAKE IT RELEVANT: DON’T TALK SUPER-BOWL.
USE GOOD TIMING.
THE NIGERIAN MILLENNIAL IS THE NUCLEUS OF AFRICA,
GETTING THEM MAKES YOU GET THE CONTINENT.
The
Nigerian
Millennial

Full disclosure:
This report was created by a bunch of
millennial at GetUpInc.

When asked if pictures enhance
the effectiveness of a content?

When asked where they
often share content.

Where do you discover content
you are most interested in?

Most effective
type of content.

Time of the day to check
social media platforms.

Most used social media
platform.

Best time for
surﬁng the net.

How do you often check for content?
(According to Insights Inmobi,2013)
Mobile Phones
& TV top devices for
checking content.

Photography references:
www.mavin.com
www.reddit.com
www.ndani.tv
www.instagram.com/nobleigwe
Cover collage collated by
@funny_african_pics (Instagram)
@naijapr (Twitter)
Traditional Media Awareness
BusinessDay Media Ltd
New Media Awareness:
Ynaija.com
Naijapr.com
www.getupinc.com

The Nigerian Millennial Report (Revised Edition)

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