The Rise of Video Content Marketing Among Nigerian Banks

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There’s a rising trend among banks in Nigeria: the creation of content marketing platforms, and Diamond Bank is the latest to hop on the train. Earlier this week, the bank tweeted about their MyDiamondTV app:

Diamond Bank joins a club which already has GTBank, Access Bank, and First Bank of Nigeria as members. These banks have realized the importance of content marketing and have created platforms for it. Notably, the trend started with GTBank’s introduction of NdaniTV – which has enjoyed massive success over the space of three years.

Each of those Nigerian banks has taken a different approach with their content marketing. First Bank’s Loop being the most atypical. Here is a breakdown of these platforms and what they are all about.

1. NdaniTV – GTBank

GTBank was the first Nigerian bank to launch an online video content vehicle, NdaniTV. Since its launch, NdaniTV has gained traction and has become popular with productions like Frank Donga’s The Interview, The Juice (hosted by Toolz), Skinny Girl in Transit and Ndani Sessions.

NdaniTV doesn’t just give viewers entertaining, informative content, it provides instructional (how-to) videos from GTBank too.

NdaniTV has more than 10 million YouTube views and over 52,000 subscribers.

2. My Diamond TV – Diamond Bank

The Diamond TV platform is a web and mobile platform with which Diamond Bank engages with their customers, showcase their products and offer features with themes ranging from health and fitness, to financial advice, movies, series and music.

Diamond TV already started offering content on their YouTube channel since June but the channel hasn’t gained much attention yet. There’s only one video on it with more than 100 views. The whole channel has less than 450 total views and 7 subscribers.

However, there’s content on the website that suggests some YouTube videos are hidden, only to be accessed through the website or app. There are videos from D’banj’s 10 anniversary; one of them featured Amber Rose’s arrival to Lagos. There are other videos of interviews with celebrities and lifestyle features.

From what I observe, however, the platform isn’t ready to compete with NdaniTV for attention or programme quality.

3. Accelerate TV – Access Bank

Access Bank calls Accelerate TV its social interaction platform dedicated to the youth. Accelerate TV has a blog and video channel. The blog covers topics ranging from entertainment to business news; it also covers feature articles about Access Bank.

Accelerate TV’s YouTube channel contains hundreds of videos with a little over 104,000 total views and 602 subscribers. The videos cover celebrity interviews, DIYs, comedy shows, etc.

From what I see, Accelerate TV is optimized for desktop users; I can’t find a mobile app for it.

4. Loop by FirstBank

Loop is a content marketing app developed by First Bank of Nigeria. Loop is different from the others that have been mentioned. It’s more of text than video content.

Loop curates content that users are interested in, presenting them on a news feed. Basically, Loop “keeps you in the loop.” It works, in someway, like Facebook or Twitter. Which begs the question: what will Loop offer that Facebook doesn’t already offer? I signed up to the app to find out.

Apparently, with the Loop app, First Bank customers can have access to Firstmonie and FirstOnline (First Bank’s internet banking service). Loop is First Bank’s attempt to converge their services while giving customers access to other things such as news and social connection with other First Bank customers.

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Because the number of people consuming online content is growing by the minute and with easier accessibility to internet services, it will be interesting to see how other banks will approach this.

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