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As long as you are in the public space, you need to be online. Most people ignore their insights or analytics because they think it's the boring side of communication and marketing. Yes, it is but it is also better to know the how, why and so what, because it always leads to the best campaigns, the best solutions, and most importantly, the right message to the right people. 

There are loads of statistics out there about Africa, the world, social media platforms, and so on but the most important data to you shouldn't be the one that relates to you, but to your niche and what your target audience cares about. For instance, a video content creator should be more concerned about what the viewing metrics are and what platform algorithm matters to that particular platform. If you are using YouTube, people need to like your video, recommend it and or subscribe to your channel. You need to have your notifications on. 

If you are a comedian, or a musician and your music career isn't going as well as it should be, then consider Tik Tok and make challenges around your music or comedy or you could simply go ahead and run a reels campaign, or even consider a fans group on WhatsApp, where you sample your music.

If you understand your social media analytics, you will understand that people check their phones over 300 times a day. The use may go beyond that for junkies but let's say the minimum will be 200 times. That's the possibility of converting someone because they're looking at their phone that number of times a day. 

Another insight that is key is where brands are discovered first. It's usually on the internet by word of mouth, adverts on TV, or messaging on the radio, but it's more refined online, and here's why. Most brands are discovered through search engines. Word of mouth which is going to be the influencer marketing, or that conversation you're going to see on the social media platform timeline, whereby someone is recommending a shoe product or cosmetic brand or music and so on. So people are searching for options online, meaning brand discovery is very big online. 

Look at the famous social media platforms. Facebook is still leading and will be for a while, but they need to watch out for Tik Tok. There's always that first runner who starts and the fastest runner. And so, when it comes to social media platforms Facebook is leading followed by YouTube and Whatsapp.
Producers and photographers should focus more on instagram because it's the best display platform. It has one of the best search options embedded in it, which is open to the entire globe, especially if you utilize hashtags very well. 

Tick Tok, initially a creative video portal is now doing LIVE content because they understand just how important it is to have a connection with your audience. So be as engaging and as creative as possible. This world has a lot more creators now as opposed to content consumers, but remember, the creator is also a content consumer. So it's an open ended space. Think about it like a blank check. You simply have to put in the figure that you've dreamt of because it's achievable on these platforms but only if you understand your analytics so maximize use of data. Find out how many people listen to your stream. Ask yourself why few people liked this post, versus another.
Ask yourself why this gender prefers this content versus the latter. This is why data is important. 

Danze Edwin

The other important thing to consider is good online branding. It creates quality messaging, builds loyalty and allows you to stand out. You could be three comedians on the same platform but you probably niched in doing voiceover comedy skits, like Dave Chappelle does. 

Online branding creates experiences. People love to experience things and you can do this by appealing to their senses and emotions through sharing quality content via any platform you choose to use. 

Online branding creates loyalty as well. It bridges the gap between your offline persona and your online persona, especially if you're consistent. The quality of messaging improves because you care about the grammar, your post appearance, your images and your videos. 
Lastly, online branding ensures credibility. You become the go to person, you become the go to influencer. You become the go to brand. Stay consistent, creative and curious.

About Danze
He is currently the Head of Digital Marketing at Next Media Services. 
Part time TV Host NBS TV on Another Round Ug.

He’s worked for various brands such as The Sylvia Owori, African Woman Magazine as a social media manager, Digital Manager at Fireworks Advertising, Brainchild Burson Marsteller in 2017 he joined NBS Television as the Head of Digital Marketing.

Danze is trained in Digital Marketing by BBC World Service, Voice of America - U.S Agency for Global Media and DW and studied Industrial and Fine Arts from Makerere University. 
He was born in 1988. Kampala, Uganda