2020 has been such a unique year for the whole world, a year that has turned everything upside down, but also a year that has led us to wonder about the "world after." Since health measures were put in place in several countries around the world, we have become more aware than ever of the importance of digital technology.
Despite the health crisis, ADICOMDAYS remains the major event that brings together and mobilizes the entire digital communications community in French-speaking Africa. Initially scheduled to take place in Dakar on October 22 and 23, Adicomdays was held digitally, live, inviting participants from around the world to reflect on the future of digital communications.
Today, creative African youth are influencing the world, so despite Covid, elections, and everything else, we couldn't let this year go by without holding this edition,"
said Kahi Lumumba, co-organizer of the event.
Here's a look back at the main highlights of the Adicomforum.
The future of African social media users
The Covid-19 health crisis has led to a change in consumer behavior, which has a direct impact on companies and brands that are facing a real dilemma, particularly in terms of how they communicate. Kantar went out to meet African consumers to decipher the new trends that are decisive for brands in French-speaking Africa. For Aissatou Mar Fall, Country Lead at Kantar, the African social media users of the future will be engaged and connected in a highly digitalized world influenced by trends such as "Afroptimism," "Tech is good," and "local consumption." Social media users are increasingly numerous on the web and social networks, and they even use platforms such as Facebook and WhatsApp in indirect ways, turning them into veritable marketplaces. In this context, brands will have to adapt and understand that they are operating in a digital environment.
On the theme of the "New Normal" for African content creators, Ngorba Niang, the entrepreneur who is the star of Senegalese TV series, is already imagining the future: it will be marked by a real awareness of the power of digital technology and the potential of influencers to win over new audiences.
From fashion to the small screen, Ngorba Niang has taken advantage of lockdown to launch a "quarantine" radio station created to entertain and distract his online community. Starting with a free model, he has gradually attracted sponsors seduced by the concept. Today, the radio station is evolving digitally but also on TRACE Senegal.
The future of tech in Africa
The continent continues to catch up in terms of connectivity, even if the challenges remain significant. The health crisis has disrupted advertisers' digital strategies, forcing them to adapt and reinvent themselves.
For Habib Bamba, Director of Transformation, Digital and Media at Orange CI, beyond the main social networks, new platforms such as TikTok are arriving on the continent. These new players, along with the development of new video content, are changing the game and shaping a new future for digital communication. In this context, data is a major challenge. Data consumption is increasing, and this must be taken into account by digital players, particularly telecoms companies.
Beyond connectivity, new uses and new modes of content consumption are becoming more widespread on numerous platforms.
According to Sarah Camara Fatim, Digital Communication & Performance Manager at Orange CI, social media use is unique in Côte d'Ivoire. The culture of buzz and newsjacking is a ubiquitous trend, particularly on Facebook, the most widely used social platform in the country, and advertisers must take these uses into account in their communications. Covid-19 has also allowed live streaming and video to stand out. Many advertisers have incorporated these formats to stay close to their consumers, even in times of crisis.
What does the future hold for media and entertainment?
With the rise of digital technology, how will African content producers position themselves in this new market, where content is increasingly consumed via online platforms?
Alex Ogou (director), Diane Audrey N'Gako (founder and CEO of the Omenkart agency), and Claire Pesnel (co-managing director at Universal Music Africa) took part in the latest panel discussion on the future of media and entertainment.
On the music side, the director gave an overview of the market. In the French-speaking world, despite an undeniable pool of artists, there are major obstacles to the development of music streaming. Although Apple Music has announced the launch of its activities in French-speaking Africa in 2020, other global leaders such as Spotify are not yet pursuing business opportunities in the sub-region.
In terms of audiovisual production, digital technology and social media can be a lever for content creators. Alex Ogou, director of the series "Invisibles" and "Cacao," points out that some players have been able to take advantage of digital technology, such as the Senegalese production company Marodi TV, which has built a viable business model thanks to series such as "Maîtresse d'un homme marié" (Mistress of a Married Man) broadcast on YouTube and television.
The future of "voice" and podcasts
In Africa, as in the rest of the world, digital technology gives pride of place to creativity, as this period of health crisis has repeatedly demonstrated.
Creator of the podcast "Si maman m'avait dit" (If Mom Had Told Me), Diane Audrey N'Gako stands out with her audio content. Although the format is not yet widespread in French-speaking Africa, the young Cameroonian entrepreneur points out that radio remains a traditional medium that is widely used. "Culturally, we are used to consuming radio content, consuming 'oral' content, and we should not forget the potential of this format, especially when it comes to social issues." During this health crisis, podcasts have been very well received by African audiences, in addition to their success on major streaming platforms. Voice content is likely to become more widespread in Africa and could enable traditional players to continue their digital transformation, while also helping to enrich the digital audio ecosystem by welcoming new content creators.