Communications Lessons to Live by in 2022 and Beyond – THISDAYLIVE

Everybody wants to be heard and seen; this desire has existed since ancient times and is still quite relevant in our 21st-century, fast-paced world. On a personal level, this desire is met in relationships we build with the people in our world— parents, siblings, friends, and colleagues.

The ad integrated experiences that the average Nigerian can relate with— the love for titles and the culture of bearing gifts when visiting family. The results? In Nigeria, the campaign recorded major success across major media platforms— with several awards recognising the campaign’s reach and impact.

After listening to the target audience to extract the data needed, due attention must be given to the mode and medium through which messaging is communicated. The general principles of communication need to be adhered to in creating messaging— it needs to be clear, concise and correct. Your messaging must be clear and concise to stand out; this entails great attention paid to the language and the medium used. The medium goes a long way in determining how the messaging is crafted; conveying a message through video adverts is quite different from conveying it through a radio jingle or a design on social media.

In today’s society, which is influenced mainly by millennials and GenZs— generations that value transparency and social action— articulating a brand’s ESG stance is always a plus. Social proof is such a powerful tool for communications players to leverage, and statistics show that brands still have so much to gain from leveraging it. A 2021 State of Influencer Marketing report released by Linqia— a leading influencer marketing platform situated in the United States— revealed that companies who used TikTok-led influencer marketing campaigns in 2020 experienced 325 percent in interest, with more companies taking advantage of this platform and others like it.

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