How to Advertise in Africa Without Getting Lost In Translation.
The world is ever-changing, and so is the internet. With new technologies at our fingertips, we’ve seen a big change in how people communicate, especially with the advent of social media and text messaging apps. So if you want to get your message across in Africa, it would be best to do so now before the continent becomes unrecognizable. Making your advertisement more relatable to the target audience is key in getting your message across.

As you look for ideas for your own advertisement campaign, consider these tips on how to advertise in Africa without getting lost in translation.

Africa is changing
dramatically

The internet is changing Africa in a big way. In the last five years, the continent has seen a dramatic increase in internet access. It’s also becoming more tech-savvy with an increasing use of smartphones and apps.

How to get your message across
in Africa

We know that different cultures have different ways of communicating. And when it comes to advertising in Africa, what works for you may not work for the African market.

One way to get your message across is by having an ad campaign that is culturally aware. We are able to see this in Nigeria with Coca-Cola’s “Share a Coke” campaign, which had more than 100 names on the bottles of soda! The idea was so successful because it made it easier for people to connect with the company and relate their own name to the product. This humanized the company and allowed them to reach a new audience.

Another way to get your message across is by considering your audience’s socio-economic status. If you are trying to advertise your luxury car, but most of your ads are being seen on slums, then you have wasted your money! Unless you are targeting individuals who are living in slums as well as those who live in upper-class neighborhoods, then this will not be effective marketing because those people don’t cross paths often.

Get the information you need
to create your campaign

It’s important to understand the culture and people of Africa if you want your advertisement to be successful. This way, you can make your ad relatable to the target audience.

Here are some things you can do to get started:

-Do some research on the history and traditions of the continent.

-Learn about popular foods, music, religions, and clothing.

-Create a list of words that are popular in the region, like “chai” or “kale”, then include them in your ad.

-Find out how much money is worth in that country relative to dollars.

-Learn about any major events happening there or coming up soon so that you know when is best to advertise your product or service.

What to avoid when looking for an African advertising partner
Since Africa is so diverse, you might be tempted to hire a company that has experience with the continent. But, before you contact any potential companies, be sure to ask them what languages they speak.

The last thing you want is for your advertisements to only reach people who speak French or English – 72% of people in Africa speak one of these two languages.

You’ll need to find a company that will translate your advertising campaign into one of the many other languages spoken on the continent, such as Swahili or Hausa. And if you’re going to do business in any country outside of Kenya, don’t forget about Nigeria’s 400+ million population!

Conclusion
As Africa continues to grow economically, its advertising industry is quickly evolving. The IAB Africa is committed to providing a forum for the industry’s stakeholders to share insights on the latest developments in the industry, share best practice and debate challenges.

For many companies looking to advertise in Africa, the challenge of getting their message across is a problem they face. There are several factors that come into play when approaching advertising in Africa. Understanding these factors will help you find the right partner for your campaigns.