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General News

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

General News

Over 53 Percent of Nigerians Aged 15 to 24 are Jobless- Salami

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Zainab Salami, executive director and co-founder, MSwitch Creative Hub, on Sunday revealed that over 53% of young Nigerians aged 15-24 are jobless, emphasizing the urgent need for strategic interventions to tackle the crisis.

Over 53 Percent of Nigerians Aged 15 to 24 are Jobless- Salami

She emphasized MSwitch’s commitment to empowering young creatives and digital professionals by equipping them with the skills and opportunities needed for sustainable careers.

Salami disclosed this in Abuja during the MSwitch launch of the ‘Remote Job Initiative,’ a groundbreaking program in partnership with AfriLabs, aimed at positioning Nigeria as a global hub for digital excellence.

She emphasized that the initiative seeks to connect Nigerian talent with global employers, strengthening the country’s presence in the international digital economy.

She noted that the program aims to bridge the gap between talent and opportunity by equipping youth with essential skills, access to global employers, and state-of-the-art co-working spaces.

Salami said: “Over 53% of young Nigerians aged 15-24 are either unemployed or underemployed. This program will create 2,000 remote job opportunities for young creatives and tech professionals, enabling them to earn, grow, and contribute to the nation’s economy without leaving the country.

“Beyond job placement, this initiative is designed to equip young professionals with the tools and environment needed for long-term success.

“To support this, we are investing in infrastructure and establishing fully equipped co-working spaces with 24/7 electricity, high-speed internet, cutting-edge technology, and industry-standard tools to maximize productivity.”

In his remarks, Ajibola Odukoya, chief operating officer, AfriLabs, described the organization’s expansive footprint across Africa and its dedication to capacity building.

He emphasized that beyond training, the next step is placing Africans in gainful employment.

Odukoya said: “AfriLabs is the largest network of innovation and technology hubs in Africa. We operate in 53 countries, across 225 cities, with 500 physical locations, and have about 80 million people in our ecosystem.

“We have partnered with international businesses and generated a pool of over 200,000 job vacancies targeted at Africans of all ages, as long as they qualify. To solve infrastructure challenges associated with remote work in Africa, we are using our innovation hubs, such as MSwitch in Abuja, as dedicated workstations with world-class facilities to support productivity,” Odukoya added.


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Nigeria, Ghana Partner to Leverage Science, Technology for Development

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Uche Nnaji, Minister of Innovation, Science and Technology, has emphasized the crucial role of Science, Technology, and Innovation (ST&I) in tackling national challenges and fostering economic growth.

Speaking at the launch of the Sankore Project, a collaborative initiative between Nigeria and Ghana, Nnaji highlighted how ST&I can drive economic diversification, job creation, climate resilience, improved public health, food security, and sustainable energy development.

“The Sankore Project promises to deliver innovative solutions that will significantly enhance economic growth, improve public service delivery, and raise living standards across our region,” Nnaji stated.

He added that the initiative aligns with President Bola Ahmed Tinubu’s 8-point agenda, particularly in advancing technology, capacity building, and economic growth.

The project, supported by the UK’s International Development arm, is backed by an accountable grant delivery mechanism worth up to £1.9 million. It aims to strengthen ST&I systems in both Nigeria and Ghana through structured project delivery and rigorous monitoring of impacts.

Susan Mshana, Deputy Development Director at the British High Commission, explained that the funding, provided by the UK’s Foreign Commonwealth Development Office, will be executed in two work streams to reinforce science and technology partnerships between the UK, Nigeria, and Ghana.

Ghana’s Minister of Environment, Science, and Technology, Dr. Ibrahim Murtala Muhammed, underscored the importance of collaboration in Africa’s development, urging Nigeria to take a leadership role in the continent’s innovation landscape.

“Nigeria is a sleeping giant that needs to wake up, so the rest of Africa can wake up. This initiative provides an opportunity to drive innovation, create jobs, and collectively overcome shared challenges”, Muhammed said.

He further stressed the need to commercialize research output, urging stakeholders to shift from skepticism to practical application.

As both nations forge ahead with the Sankore Project, stakeholders express optimism that the partnership will catalyze scientific breakthroughs and sustainable development in the region.

 


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Nigeria to Launch $40 Million Fund for Tech Startups

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Nigeria has plans to launch a $40 million fund to support early-stage tech startups, aiming to strengthen the country’s entrepreneurial ecosystem and reduce young companies’ reliance on private investors.

Nigeria to Launch $40 Million Fund for Tech Startups

The fund will be equally financed by the Japan International Cooperation Agency (JICA) and the Nigeria Sovereign Investment Authority (NSIA), which manages the national sovereign wealth fund.

Kashifu Inuwa Abdullahi, director general, National Information Technology Development Agency (NITDA), confirmed the final agreement would be signed within the next month.

The initiative is part of Nigeria’s Startup Act, adopted in October 2022, which aims to create a favorable environment for startups through tax incentives and financial support.

The act established a 10 billion naira (approximately $8.6 million) annual fund to finance certified startups through seed funding, grants, or loans.

According to Disrupt Africa, Nigeria’s startup ecosystem attracted over $2 billion in investments between January 2015 and August 2022, positioning the country as Africa’s leader.

Companies like Flutterwave, Andela, and Opay achieved multi-billion-dollar valuations.

, fundraising dropped to $224 million in 2023, down from $531 million in 2022 and over $1 billion in 2021.

This decline highlights the need for government intervention to revitalize the tech ecosystem amid investor caution.

The new fund marks a significant step for Nigeria, which aims to foster local innovation.

Currently, 12,948 companies are registered as startups, benefiting from a three-year tax exemption. Low awareness of the law’s benefits has prompted the government to plan a nationwide information campaign.

By facilitating access to funding, the initiative could strengthen support for existing startups and stimulate new tech ventures, reinforcing Nigeria’s position as a leading hub for digital innovation in Africa.


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