Facebook announced in June 2014 that it had reached a significant milestone in its growth in Africa, with 100 million users logging in every month. More than 80% of these users access the platform via mobile devices.
Just like anywhere else in the world, people across Africa use Facebook to connect with friends and family, discover global happenings, and share what’s important to them.
Nicola Mendelsohn, EMEA VP at Facebook commented that people in high-growth countries are eager to be connected to the world created around them. She noted that countries such as South Africa, Nigeria, and Turkey, people are increasingly using mobile devices to access information and share experiences. Mendelsohn added that Facebook also recognizes that people’s experiences on the platform vary widely across different regions, particularly in high-growth areas like Africa.
Rob Norman, Chief Digital Officer of Global Group M, describes the growth in Africa as “explosive” and “incredible”. Considering the high cost of connectivity in many countries, Norman suggests that mobile services need to be highly efficient on a wide range of devices while consuming the smallest amount of data – and Facebook provides this.
Understanding that a “one-size-fits-all” approach doesn’t work globally, Facebook is focused on creating solutions suited for high-growth markets.
To optimize user experience, Facebook has tested new ad units like “click to missed call” based on user behaviour. It has also enabled advertisers to tailor campaigns based on users’ device and connection speeds using bandwidth targeting. These efforts are guided by the aim to provide the best experience for its expanding user base.
Jay Altschuler, Director of Global Media at Unilever, indicates their strategy in Africa is to put “people first”. Altschuler reveals that in Africa, connecting their brands with consumers through mobile has proven to be the most effective strategy.
Mendelsohn acknowledges there is more work to be done but expressed that they have a dedicated team focused on these efforts. They are partnering with clients and agencies to test mobile-first solutions and working together to provide brand messages at lower data costs through methods such as bandwidth targeting or new products.
*This article was updated in 2021 to use more concise language. The information remains relevant as Facebook continues to prioritize growth and user experience in Africa.*