The Impact of Social Media Marketing on Nigeria's Photography Industry

This report delves into the influence of social media marketing on the Nigerian photography industry, examining its impact, challenges, and opportunities. The introduction highlights the evolution of media and the increasing importance of social platforms like Facebook, Instagram, and others in promoting businesses. A literature review explores how social media marketing has become a crucial tool for businesses, particularly in Nigeria, providing avenues for customer engagement and brand visibility. The methodology section outlines the use of secondary data, case studies, and statistical analysis to assess the impact of social media marketing on the Nigerian photography industry. The analysis reveals the industry's growth and transformation through digital photography, emphasizing the low barriers to entry and increased creativity. The report identifies challenges such as global competition and fluctuating revenue while highlighting opportunities like increased customer dependence on visual communication. The report concludes with recommendations for leveraging social media to enhance the marketing efforts of the Nigerian photography industry.

IMPACT OF SOCIAL MEDIA
MARKETING
Running Head: SOCIAL MEDIA ADVERTISING 0

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Table of Contents
Introduction................................................................................................................................2
Literature review........................................................................................................................2
Methodology..............................................................................................................................4
Analysis......................................................................................................................................6
Challenges..............................................................................................................................6
Opportunities..........................................................................................................................7
Conclusion and recommendation...............................................................................................7
References..................................................................................................................................9

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Introduction
This is necessary to have a collective infatuation with technology. Twitter, Flickr,
Tumblr, Pinterest, Facebook, and Instagram are known as the best part of social media. The
social media has generated a large number of a platform that creates a potential for
photographers to present their work to the world. Media has changed over time from
newspaper to radio, to Television, and the internet. Human beings have a strong connection
to memories. Many philosophers argue that photography has spread a connection to
experience a massive evolution over the centuries. The photography art in Nigeria dates back
to colonial times and has increased to become the behemoth by acceptance as a profitable
profession. This is generally accepted that a reputable number of professionals has grown
more than 58 % among the Nigerian elite population (Jonathan, 2012). It gives a glimpse into
the people lifestyle at a given time and immortalizes that moment. The social media has
boasted many important progress and seen as a creative industry. Social media has improved
photography to provide potential to customers by providing available information about the
amenities and products to make inquiries that lead to purchases. This also enhances the
chances of advocacy and loyalty from customers (Okechukwu, 2011). The following
discussion covers the impact of social media marketing on the Nigeria photography industry.
Literature review
According to (Gogoi, 2014) social media advertising has emerged as an important
new tool in previous years and regularly integrated by organizations plans of marketing
communication. In Nigeria, social marketing networks are fully mainstreamed into the
promotional channel actions that are useful for global marketing actions. The secret to
efficient social marketing is a focus. A limited number of sites serve the needs of the target
market of photography. Marketing is a structural function with a set of procedures for
delivering, communication, and creating values to customers for handling relationships in a
method that benefit directly. Social media marketing’s are sites or platform that build a social
relationship among people of different race and deliver opportunities to a photographer to
share real-life connections, backgrounds, actions, and interest. (Church, 2017) Argued that
the effect of social media advertising on the industry of photography in Nigeria has emerged
as an important new tool in previous years and regularly integrated towards marketing
communication plans. The social marketing network in the industry of photography has

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become fully mainstreamed in promotional channels for marketing actions that are very
useful for global level marketing actions.
According to (Olayinka & Sunday, 2013) photography industry in Nigeria regularly
use social media marketing. The most popular examples is Instagram that gets around 25
million visitors every month. It specifies that a large number of people enjoy interconnecting
by others in interactive communities. This is useful for photography industry of Nigeria as an
increasing number of clients by high profile pictures and quality. The factor of industry
success depends on goals. A large number of customers increased by promotion. The other
way is to solve customer complaints in a specified time window. The main secret of social
media marketing of photography industry of Nigeria is a focus. A large amount of social
media marketing experts has recommended targeting a limited number of sites that delivers
the needs of a specific target market in place of focusing on many bookmarking and social
media sites.
According to (Fatai, 2015) all visitors and web readers not purchase service or
product. In place of fishing for traffic in high irrelevant sites get a real audience at sites that
deliver web visitors with similar or related amenities that the photography industry offers.
Social media marketing of photography industry has created many ways to identify strength
and weakness that is helpful to increase the potential for the industry. Social media marketing
has helped professional photographers to expand social marketing skills and capture a larger
audience to maximize profit. Content publishing of industry has predicted a higher frequency
as management receive more attention. There are many challenges that marketer regularly
face are the generation of adequate resources. (Ihebuzor & Samuel Odu, 2016) Referred that
new user of social marketing does not give importance to proper methods and tools. Social
campaigns give more heed to the availability of accurate methods and tools to reach the target
audience. This has increased a large number of opportunities for the photography industry as
deliver immediate feedback. It has established a traditional form of marketing communication
like advertising that allows performing many functions like alter images, make inquiries, and
respond to queries by making a purchase. The social media marketing of photography has
offered a great advantage over channels of marketing related to interactivity and useful in
promoting the Nigerian global market. It has developed a procedure in many ways to design
and implement many marketing strategies and communicate programs to media that
incorporated in marketing strategy.

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The development and advent of technology in photography industry of Nigeria have
convergence traditional media in a new communication medium of the internet. This is
encompassed by all visual and print elements of journal media, as the internet has become a
bridge for the industry to cross over from conventional form of newspaper ads, magazine, TV
commercials and radio to internet marketing like pop up ads and web banners. The social
media marketing has delivered a good channel for marketing at a global level that has an
impact at a large level on Nigerian global marketing actions. (Olalekan, 2015) Observed that
the popularity of social media marketing of photography industry has grown in past years.
This has ensured the effective efforts that help the industry to grow. (Benson, 2014) The
research found that it has solved the problem of the industry to measure the rate of success. A
large number of advertising and marketing executives measured the return of social media
marketing with the effectiveness of campaigns by getting support. This present the
willingness to invest in marketing and increased the quantity with effectiveness. It has cleared
all doubt about social media marketing as a viable channel in the promotion of Nigerian
photography industry as a unique potential.
Methodology
The discussion of paper includes logically adapted steps to provide surety about the
accuracy and validity of research work and elements like population for the study and sample
size to carefully select sources, sampling techniques, and data collection methods with the
use of techniques for the data analysis. For this secondary data and information has been
collected for the research purpose. It will enable the direct examination of a phenomenon to
establish the analysis of business opportunities in photography. According to (Babs, 2018)
case study is a form of qualitative analysis that involves complete and careful observation of
institution, situation, and person. This is a meaningful way to organize social data by
preserving the character of social object. This method is a way to analyse and explore the life
of social unit that a person, institution, family, entire community and cultural group. It
emphasizes the full situation by factors combination, process description and events
consequences in that behavior occur according to the study of individual behavior in the total
analysis, setting, and comparison of cases that lead to the formulation. These data collected
from the prepared records. This research work includes the collection of information from
available articles, journals, and magazines.
For a determination sample size of the given population developed and re-evaluated
by a population of more than 100000 than sample size is 384 with the error margin of 5% and

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a significant level of 95%. It has adopted the total number of 384 as a sample size for the
study. The data analysis was done with the descriptive statistical analysis to indicate
percentage scores of respondents. In this analysis data reduced to an interpretable form with
the relation of the research problem to study. This research simply includes simple random
sampling process in which only 200 were successfully filed based on the analysis. The
research use case study to collect data from the 200 respondents.
 Table 1: Frequency analysis use social media network by respondents
Number Social Media Name Frequency Percentage %
1 Nijapals 20 10
2 Twitter 60 30
3 Youtube 40 20
4 Facebook 80 40
5 Total 200 100 %
This tabular format present frequency of social media network according to
respondents as statistic present that users of Facebook dominate. It present response use to
social media.
 Table 2: Social media often get marketing information
Number Social Media Name Frequency Percentage %
1 Nijapals 20 10
2 Twitter 10 05
3 Youtube 70 35
4 Facebook 90 45
5 Total 200 100 %
This table present that most of the response of marketing information on Facebook.
This is an indication that a large number of respondents get information from Facebook. It
demonstrates Facebook popularity between the respondents that can tap for a market of
Nigeria.
 Table 3: Base of marketing information
Number Social Media Name Frequency Percentage %

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1 Local market 40 20
2 Regional market 30 15
3 All market 10 05
4 Foreign market 120 60
5 Total 200 100%
This tabular presentation indicates the most information about marketing on the
network of social media that rebased on the foreign market. This is an indication to get
information and demonstrate popularity. It is an indication that informs the local market is
not very common on social media networks. This development affects the speedy promotion
of the market of Nigerian at a global level.
Analysis
Photography industry in Nigeria by digital photography has become the most
lucrative and big business with the digitalized pictures. The business of photography is highly
thriving globally. There is a large number of photographers in Nigeria in this field. This
industry has witnessed many transformations with technology advancement. It has become a
part of the culture as create lasting memories by the art of capturing photos to grow and keep
the change. Social media marketing has changed the photography digital era as a prestigious
profession. There is a low barrier to enter and Nigerians are working into the business of
photography and increase the relevance of profession in Nigeria. A large number of creativity
has been made in the photography art in Nigeria. (Shule, 2014) Explain that this has gone
beyond the events by taking pictures for clients. Photography industry of Nigeria is breaking
limitations and exploring new themes by the support of social media marketing. Following
are the opportunities and few challenges are generated by social media marketing of the
photography industry in Nigeria.
Challenges
Referred that (Spring, 2019) photography industry of Nigeria has from visual
appearance and are prepared for master new technology with the use of more immersive,
cooperative and augmented customer experiences. Following are the challenges.
 Global competition
Social media marketing has generated a large number of designers and writers to push
down amounts in all arenas of photography including editorial, wedding, and so on. One of

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the main transformation from design to online has generated the volume and type for
photography industry that necessary for broadsheet and marketing purposes.
 Size of business
Business size and opportunities of marketing have differed from the marketing of
social media as vary from region to region and city to city. The industry of photography in
Nigeria has a period of fluctuating regarding revenue that is a challenge. The industry of
photography supposed to get higher income as a wedding is more frequent. The nature of
seasonal work leads to many problems with the flow of cash during slow periods.
Opportunities
(Ukpere & Smith, 2018) Argued that this is a general fact that people have become more
dependent on communication at a visual level. People are getting less information from
reading and printed pages are giving more information from websites and publications.
Organizations, families, and corporations are looking for more information and photography
is a powerful way to present the story. This is as a talent that present ways of stories. This is
an art to present the situation. Following are the opportunities.
 Photo merchandise
Many of the trends has predicted that merchandise of photo has surpassed to $2.2
billion by 2014. Many labs of photo and firms of digital printing are prepared to produce an
extensive range of calendars, greeting cards, and books and specialty objects of photos. These
look good as images are sort by professionals.
 Consulting
The social media marketing of photography industry of Nigeria has replicated with
newly developed technologies as a potential to researchers, engineers and present envision to
the full commercial potential of new inventions. This has helped to the researcher by a better
understanding of many ways as new imaging technology used.
 Online sale of photo
Social media marketing has increased the revenue of images by a growing total of
agencies of stock photography and sell directly to customers and its e-commerce portfolio
sites. Departments of corporate marketing have become publishers. The corporation is
attempting to develop the quality of magazine content by websites to help and establish

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online contact and credibility for promoting two-way communication with customers. This
has generated many options for photography industry that can supply photographs.
Conclusion and recommendation
Based on the above analysis, this is clear that the social media marketing of
photography industry of Nigeria plays an significant role in the process of global marketing.
Business organizations, government agencies, corporate bodies, and multinational
incorporate with social media marketing in the actions of global marketing. Individuals turn
to social media sites like Instagram, Twitter, and Facebook for promotion and development
as sites are cheap and effective to provide information on marketing beyond limitations. To
increase the capacity of social media as a tool of promotion, it is recommended that the
industry of photography keep active by relevant contents. These content should be in a
manner to present view to look forward to posts on the account of social media marketing.
These should be in a manner to promote tool by looking forward towards posts on social
media accounts. This is important to be in the form of images and info graphics. These are
helpful to make the account alive and appealing. This is important to have and paid the
respond to user and comment according to inquiries and services on pages.

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