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Opinion:The Science Of Live Videos And The Art of Getting It Right

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By Enitan Kehinde, Lead Consultant of the FMCG portfolio at BHM

 

Watching Andrea Bocelli live, on Sunday, April 12, 2020, was so surreal!
But what made it even more special was watching it with my grandpa!
You see, my 80-year-old grandfather is the absolute king of swank and growing up around him, I fell in love with some of what have now become my favourite things … red wine, croissants, cheese platters, jazz and of course the opera, so it was a blessing sharing the live concert with him.
My colleague shared the link to the concert with me and I hurriedly sent it to my grandpa. It was a wonderful experience to share in our love for Andrea Bocelli’s music even though we were miles apart.
And that’s the reality of the world today.
Now more than ever, the world is turning to technology to stay connected. This is as a result of the global pandemic which has forced human beings across the world to keep their distance from one another.
And with features like calls, videos, photos, games and of course, live streams, things like social distancing are now a breeze.
Live videos have especially become very popular but the phenomenon didn’t start today.
With platforms like Livestream (launched in 2007) and YouTube Live (launched in 2008) who first introduced us to the world of live videos online and Facebook, Twitter, Instagram, Snapchat, Periscope, LinkedIn and others introducing the Live feature to their apps, the successful element has come to stay.
In Andrea Bocelli’s case, Italy has had over 155,000 confirmed cases and almost 20,000 deaths, and the world-renowned opera singer used a live video to bring people together, spreading the message of hope. Hosted on YouTube, the Live video had 2.8 million peak concurrent viewers, according to YouTube and yielded over 26million views in less than 24 hours.
Where the message has been to cure boredom and engage with fans, musicians like Tory Lanez and FalzTheBahdGuy have proven that Live really does work. Tory, for example, has broken Instagram Live records, reaching over 350,000 views, at a time, and even launching merchandise for his Instagram Live-based show, Quarantine Radio. For these celebrities, Live videos have become a platform to engage with fans, showcase their art and bring people together for the fun of it.
Beyond pop-culture, one of my favourite pastors, Pastor Poju Oyemade, about two weeks ago, started a live series. One of the sessions with Reverend Sam Adeyemi, which focused on leadership, the pandemic and the state of the country, recorded thousands of views.
But why are brands not getting it right?
Why are brands not getting as many eyeballs as the pop-culture and faith-based “influencers”?
I have found myself joining a number of live videos initiated by brands, and even with the presence of a brand ambassador, celebrity, artist or DJ, the numbers were not impressive.
What could be the reason for this?
To find the answers, we have to dig deep into the reason why Live videos are successful in the first place:
  • Planned but not stiff: Planned videos can also be fun and that is where trends like the “Battle of Hits” hosted by top music producers across the world, falls.
In Nigeria for example, when music producers, Shizzi and Sarz had their “Battle of Hits” Live video, it got as much as 25,000 views, at a time. The trend is based on two things young people love good music and nostalgia. Which leads me to my next point:
  • That Edge: What’s that edge your live video has? Is it just another concert? Another training session? Another platform to have your influencers and ambassadors look like they were forced to be there? Or is it a video with an edge hinged on your target audience’s interests?
  • Engage with the audience: When I watched FalzTheBahdGuy’s “Ask Me Anything” Live video, I was hooked. I sat through what didn’t feel like at least four hours and shared the video with everyone who cared to watch. Why? Because Falz got us all involved. Even his family joined in.

Successful Instagram videos like his, which had as much as 20,000 views, at a time, saw Falz speak with multiple fans. The live video had Falz interact with numerous fans giving them a chance to get to know him better, breaking the celebrity facade.
  • Bringing Diverse People Together: At least that’s what Diddy did with Team Love Dance-A-Thon, and exactly what Global Citizen will do on April 18, 2020, with its “Together At Home” Concert.

    Diddy brought creatives from across the world, like LeBron James, Jennifer Lopez, Alex Rodriguez, Drake, Justin Bieber, Lizzo, Tiwa Savage and Burna Boy to discuss the effect of the epidemic on their vicinity, their art and his new show. Tagged The Team Love Dance-A-Thon, the show was put together to celebrate health workers in the forefront fighting the global pandemic Coronavirus.

  • Branding = Repellant: From the trends over the past few weeks, it is quite obvious that branding repels views. It’s almost like a turn-off. I have joined a number of overbranded live videos and I’ve cringed at the numbers. And this is exactly where our brands get it wrong. As brand managers, we always want to brand everything and heavily too. Brand custodians are guilty of shoving their brands in the faces of their customers, consumers and fans.
  • For The Average Nigerian, Data Is Expensive: Have we even thought that maybe Nigerians can’t afford to watch live videos? Widespread poverty is a cruel reality for us in Nigeria. Unlike other countries where data plans are relatively affordable, and there’s a 47% YoY increase in the consumption of live videos, Nigeria is not one of them. The bulk of the population earns less than the N30,000 minimum wage and are spending 95% of it on food and survival. It is quite expensive to spend at least N1000 on 1gb of data and squander it all on live videos.
So, how do we get our live videos to be the centre of interest, to be shared by thousands and to be the most talked-about?
Here’s a clue – Find that one thing that people care about, that one thing that’ll make them use all the data that they would have otherwise saved, and no it is not your brand or your ambassadors.
If unplanned videos work, how do we make our videos to be just as random, not too branded but just as interesting?
That’s the question. And I hope as brand custodians we can take a learning or two from the masters of influence – celebrities, artists, actors and socialites amongst others.
A key thing to note though is that this season is not about your brands but about your consumers. It is more about bringing people together and giving them something to find interesting and engaging.
I can’t wait to see what brand eventually breaks the cycle of the uninteresting brand-related live videos.
I’ll be on the lookout!

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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Ecobank Guarantees Seamless Digital Banking Services Throughout the Christmas and Year-End Period

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Ecobank Nigeria, a member of Africa’s leading pan-African banking group, has assured customers of uninterrupted access to banking services throughout the year-end holiday period via its secure and robust digital platforms. The Bank also urged customers to remain vigilant against fraud and scams during the festive season.

Ecobank Guarantees Seamless Digital Banking Services Throughout the Christmas and Year-End Period

Ecobank Bank

Speaking on the development, Victor Yalokwu, Head, Products & Analytics, Consumer & Commercial Banking, Ecobank Nigeria, said the Bank’s digital channels – including the Ecobank Mobile App, Ecobank Business App, USSD *326#, Ecobank Online, OmniPlus, Omnilite, EcobankPay, RapidTransfer, Ecobank Cards, ATMs, PoS terminals, and over 35,000 Ecobank Xpress Point (Agent Banking) locations nationwide – will remain fully available to support customers throughout the yuletide and year-end holiday period.

He noted that customers will continue to enjoy a wide range of services during the period, including local and international funds transfers, bill payments and airtime top-ups, merchant payments, balance inquiries and account statements, as well as cardless cash withdrawals via ATMs.

According to Yalokwu, “Ecobank encourages customers to leverage these digital solutions for safe, fast, and efficient banking, especially during the festive season when convenience and reliability are essential.

“While physical branch operations may be subject to adjusted working hours in line with public holidays, customers can be assured that Ecobank’s digital platforms are designed to deliver uninterrupted service and enhanced security at all times.

“Ecobank remains committed to providing innovative financial solutions and exceptional customer service, and we wish all our customers a joyful festive season and a prosperous New Year.”

Yalokwu also cautioned customers to remain vigilant against fraudsters and scammers during the period. “Before you wrap up the year, tighten your security. December brings online sales, travel, and year-end distractions—this is exactly when scammers are most active. From fake festive deals to cloned merchant sites and suspicious messages, staying vigilant helps keep your money safe.”

He advised customers to shop only on trusted websites, never share their PINs, passwords, or one-time passwords (OTPs), avoid banking on public Wi-Fi networks, be cautious of urgent or emotionally charged messages, and regularly review their account activity.


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Woherem Proposes Pragmatic Roadmap to End Terrorism and Banditry in Nigeria

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Dr. Evans Woherem, an award-winning African technology researcher, analyst, and writer, has proposed a comprehensive and implementable strategy to end terrorism, banditry, and criminal violence in Nigeria, warning that the country’s prolonged insecurity has reached a critical point that demands urgent, coordinated action.

Titled “A Comprehensive Strategy for Ending Terrorism, Banditry, and Criminal Violence in Nigeria: A Pragmatic, Multi-Layered, and Implementable Framework,” the paper presents a holistic roadmap designed to reverse more than a decade of escalating violence that has claimed thousands of lives, displaced communities, weakened local economies, and eroded public trust in governance.

According to him, insecurity has become deeply entrenched in everyday life across the country. “Terrorism, banditry, and criminal violence have become so commonplace that they now dominate daily conversations among Nigerians,” Dr. Woherem noted, adding that while the crisis is most acute in the North-East, North-West, and North-Central regions, “its effects are now being felt even in the southern parts of the country.”

Citing the 2025 Global Terrorism Index, which ranks Nigeria sixth globally in terms of terrorism impact, Dr. Woherem described the ranking as “a sobering statistical confirmation that terrorism still weighs heavily on the Nigerian state.”

The paper traces the roots of the crisis to the emergence of Boko Haram in 2009 and the subsequent rise of splinter groups such as ISWAP. It recalls high-profile incidents including the 2014 abduction of schoolgirls in Chibok, the Dapchi and Kankara kidnappings, and a series of mass abductions and attacks on schools and places of worship recorded in 2025.

Dr. Woherem observed that banditry, largely driven by ransom payments, “has spread across the entire nation, creating fear, weakening productivity, and pushing millions of households deeper into poverty.”

While acknowledging the role of military action, the author cautioned against relying on force alone. “Nigeria cannot defeat insurgency and violent crime through arms and ammunition alone,” he said. “Any sustainable solution must confront the internal conditions that allow insecurity to thrive.”

Among the key drivers identified in the paper by Dr. Woherem, are porous borders, arms proliferation, youth unemployment, economic stagnation, and persistent conflicts over land and resources, challenges Dr. Woherem stressed can be addressed through “a deliberate, intelligence-led, and whole-of-society approach.”

At the heart of the proposed framework, Woherem noted, is a call for intelligence-driven security operations, including the establishment of a National Counter-Insurgency and Intelligence Fusion Centre. “Security operations must be guided by accurate, actionable intelligence rather than fear-led mass actions that often harm civilians and undermine public trust,” he stated.

The paper also advocates comprehensive policing reforms, including the creation of constitutionally backed state police systems supported by a more specialized federal police structure. “Nigeria’s over-centralised policing model is structurally incapable of effectively addressing widespread criminality across such a vast and diverse country.”

Recognising the realities at the grassroots, Woherem calls for the formal regulation of community-based security groups, and noted that “ignoring vigilante groups is dangerous, and banning them outright is unrealistic,” but stressed that their roles must be clearly defined, regulated, and subject to strict oversight.

On border security, particularly in the Lake Chad Basin, the author warned that instability in neighbouring countries continues to fuel Nigeria’s insecurity. “No permanent solution is possible without deep regional cooperation,” he said, advocating an Integrated Border Management system supported by joint operations with neighbouring states.

The paper places strong emphasis on prevention through economic inclusion, youth employment, and skills development. “Jobs and income remain the most powerful tools for preventing recruitment into violent groups,” Dr. Woherem asserted, adding that immediate livelihood opportunities significantly weaken the appeal of extremist narratives.

He also called for structured deradicalisation and reintegration programmes, noting that “a humane, community-accepted process is essential for breaking cycles of violence and preventing relapse into extremism.”

Dr. Woherem further emphasised the need for governance reforms and accountability in the security sector. “Without transparency, oversight, and institutional integrity, even the best security strategies will fail,” he warned.

The white paper outlines a phased implementation plan from 2025 to 2030, beginning with intelligence fusion, pilot state police initiatives, community security registration, drone surveillance, and financial crackdowns on terror networks, before expanding into nationwide reforms and long-term consolidation.

Concluding, Dr. Woherem expressed cautious optimism about Nigeria’s future. “Nigeria can overcome this prolonged phase of insecurity,” he said, “but only through political will, coordinated institutions, and the active participation of society.”

He added that the proposed framework offers “a realistic pathway to restoring security, rebuilding public trust, and unlocking Nigeria’s vast human and economic potential.”


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REDAN Seals Landmark MoU, Validates Sytemap’s Real Estate Infrastructure

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In a market where less than 3% of land is formally registered and property fraud remains systemic, infrastructure, not apps, is becoming the defining battleground for real estate innovation.

REDAN Seals Landmark MoU, Validates Sytemap’s Real Estate Infrastructure

L-R: Ndifreke Ikokpu, COO, Sytemap, HRM Oba Akintoye Adeoye, President REDAN & Cholatte Odunlade-Akeji, Director, RightHome

That reality came into sharp focus on December 18, 2025, as the Real Estate Developers Association of Nigeria (REDAN) signed a Memorandum of Understanding (MoU) with Sytemap Technologies Limited, signaling a major industry endorsement of Sytemap’s land and real estate transaction infrastructure.

The partnership centers on RightHOME, a jointly developed digital real estate platform powered by Sytemap’s secure cloud infrastructure, mapping systems, transaction monitoring, and fraud-prevention architecture, with REDAN driving ecosystem adoption through its nationwide developer network.

Nigeria’s real estate sector processes transactions worth trillions of naira annually, yet remains heavily manual, fragmented, and vulnerable to disputes. Industry data suggests unresolved title issues alone lock up ₦36 trillion in dead capital, limiting access to finance and slowing development.

“This MoU represents a shift from fragmented digitization to coordinated infrastructure,” said Nnamdi Uba, CEO at Sytemap. “When the industry body itself aligns around shared standards, verification, and technology, innovation can finally scale responsibly.”

Under the agreement:

·       REDAN will onboard registered developers and promote adoption of the platform as a trusted digital channel.

·       Sytemap will deliver secure hosting, real-time monitoring, escrow-aligned transaction workflows, and compliance with Nigeria’s data protection regulations.

·       Joint standards will be developed for digital verification, transparency, and asset mapping.

From a technology perspective, the partnership reflects a growing consensus that solving African real estate challenges requires deep infrastructure, not surface-level marketplaces. Fraud detection, uptime reliability, auditability, and regulatory alignment, areas often overlooked in proptech, are central to Sytemap’s approach.

HRM Oba Akintoye Adeoye, representing REDAN noted, “This collaboration allows developers to operate in a system where trust is embedded, not assumed. That is critical for long-term growth.”

For the broader tech ecosystem, the MoU stands out as a rare example of industry-led validation, where a national association formally aligns with a technology provider to modernize an entire sector.

Ndifreke Ikokpu, COO at Sytemap signed on behalf of Sytemap while Cholatte Odunlade – Akeji, CEO of RightHome signed on behalf of the Special Purpose Vehicle.

As pressure mounts to unlock housing finance, attract institutional capital, and reduce transaction risk, the REDAN–Sytemap partnership positions digital land infrastructure not as an optional upgrade, but as a foundational requirement for the future of real estate in Nigeria.


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