As an overseas brand, social media marketing is an important stage for jumia to increase its visibility and shape its brand strength. Even for some early brands, it is the main way to break through the market. Let’s take a look at jumia’s international brand fancy social media marketing methods.
01 Create a camp, and the whole network will be happy together
Social media platforms hide a key that can help cross-border brands effectively start in the international hot market.
In the Internet age, the deep development momentum of social networks is strong, which has facilitated everyone’s life, opened up new ways for brand development, and provided new business growth opportunities. According to Statista data, the number of social network users in Africa exceeded 375 million in 2022, accounting for 8.18% of the total number of social network customers in the world. It can be seen that a wave of social media is sweeping the ground in Africa.
Among them, WhatsApp and other social platforms with the highest local application rate are also stepping up their layout. This is the main scenario for cross-border brands to achieve marketing growth.
Relying on this marketing scenario, the brand can establish its own camp on the social media platform. By connecting customers from different circles through different media fields, brands can cleverly transform traditional marketing into the entire network, and promote on this basis, while increasing brand influence, promoting instant interaction and communication with fans, and promoting marketing growth.
02 Content-oriented, creative communication
Relying on creative, interesting or knowledge-based content, content operations can deepen the connection between the target group and the brand business.
It can be said that traffic determines the marketing effect, and content determines the life cycle of traffic. If brand marketing wants to be more efficient, it must work hard on content creativity. These interesting, stalk-like and story-telling contents are more likely to attract users’ attention, thereby guiding users’ cognition and completing consumption behaviors.
Four processes of brand creative marketing:
?Focus on the core of the brand, and the design of content and intellectual property rights needs to be considered from the perspective of market positioning and marketing purposes.
?Design content and intellectual property rights to cater to the market, and grasp the characteristics, requirements, preferences and content consumption concepts of market positioning and people.
?Good creativity and inspiration are important factors for the success of content operations.
?The actual methods and platforms suitable for bearing content and brand communication are also the key to success.
For new brands, content manipulation can make the granularity of consumer attention particularly small and have extremely important drainage value. As long as the brand has the ability to export high-quality content to users, it is possible to break the traffic ban.
03 Targeted promotion, Internet celebrity marketing
Co-create high-quality content with a large number of KOLs and users to supplement the insufficiency of existing content production capacity.
As we all know, KOLs have always been the trend leaders of social media. Cooperation with Internet celebrities can bring more accurate and personalized dimensions to brand promotion, which in turn becomes a huge driving force for increasing brand awareness and attracting platforms.
First, young people have become the new generation of mainstream consumer groups, and they are more inclined to seek independent evaluation judgments or refer to friends’ suggestions to make consumption decisions;
Second, in the fragmented Internet environment, customers are more inclined to care about people and things they are interested in on their favorite social platforms;
Finally, brands work with KOLs or KOCs according to product positioning and marketing purposes to create content that meets the characteristics of social platforms. Only in this way can brands and brand culture continue to spread and disseminate on major platforms, thereby maximizing marketing effects.
04 Adapt to the times and promote locally
Global localization refers to the adoption of localized innovative development strategies based on local culture, customs, laws, market demand and other factors when brands or products enter different countries and regions under the trend of globalization.
In fact, every brand cannot avoid the problem of “localization” when planning overseas marketing. They narrow the focus and pay attention to the cultural features of cities and regions; innovative brand experience will consider factors such as products, scenes, landmarks, and folk customs.
The international brand jumia has successfully shaped its brand image on social media and increased its visibility and strength by creating a camp and creative communication that can be shared by the entire network, using targeted promotion and cooperation with Internet celebrities, and localized promotion that is adapted to local conditions.