Video is where attention lives
Across African markets, short-form video has taken over how younger, mobile-first audiences spend time and discover brands. Traders scroll TikTok and Reels daily. A broker absent from video is absent from a huge slice of attention, and a broker present with the wrong content wastes it. Getting video right is no longer optional for reaching this audience.
Lead with value, not hype
The content that works is useful or genuinely engaging: short lessons, market explainers, myth-busting, honest looks at how the platform works. Hype-driven promo with flashy promises gets scrolled past, or worse, flagged. Value-led video earns attention and trust, which is what eventually converts. The feed rewards what helps, not what shouts.
Authenticity beats production
A polished, corporate video often performs worse than a raw, authentic one. These platforms reward content that feels real and native to the feed. Real faces, real voices and creators who actually understand trading land far better than a glossy ad. This connects directly to our KOL and UGC thinking.
Compliance is critical in video
Video makes claims spread fast and far, which makes compliance even more important. Profit promises, fake gains screenshots and pressure tactics are dangerous in a clip that can reach thousands. Keep video honest, with no profit claims and clear context, both to stay within platform and regulator rules and to keep the trust of a skeptical audience.
Localise the video too
What resonates differs by market and language. Video for Nigeria is not the same as for the Francophone markets or Tanzania, where Swahili content wins. Create for each market, not one global clip with subtitles.