The Influence of Cultural Heritage on Nigerian Tech Products

Do talking drums 🪘🪘 and 'shekere' have a place in tech? 🤔🤔

Dear Innovator, how far na 🫡🫡

If we’re keeping it real, the rains have been something else this past week… Hope it hasn’t affected your building and innovating plans too much? 👀👀

Anyhoo, Happy Weekend, World Changer! 🎉🎉🎉

In exactly a week from now, we’ll be telling August ‘Sayonara baby!’ (that’s japanese for buh-byee) and saying helloooo to September.

It’s been an eventful month, so far.

Annd it’s been fun too, hasn’t it?

(No, don’t answer. It’s been fun. Let’s just leave it at that 😅😅)

But hey!, if you wannna extend the fun-bug 😁 to other Innovators who need to be here, tap-tap below 👇 to share this newsletter. Thanksssss

PROCEED TO THE GOOD STUFF…

The other day, a Xiaomi ad popped up on IG and Asake’s song ‘Active’ made it very vibey, in a feel-good kind of way.

Tech companies do these kind of ads all the time, and seeing how the song used a mix of an old Fuji line and a modern tempo, you just know that it won't take long for their audience to fall in love 😍 with the authentic ‘Nigerian-ness’ of it

So it set the wheels turning and got us thinking, how are other Nigerian tech products and companies influenced by the culture and heritage of the country?

Most importantly, Dear Innovator, how can you use this to identify and relate better with your users? 🤔🤔

In a market where tech products are often somewhat similar, cultural elements help create a distinctive brand identity. For some Innovators, this might be all-encompassing for their product. For others, they might reflect this through specific campaigns.

Take Eyowo, for example.

This fintech company uses a cowry shell in its logo—a nod to the days when cowries were used as currency in Nigeria. This isn’t just branding; it’s a cultural statement. Eyowo is saying, 'We’re not just a fintech company; we’re part of your cultural journey.'

This connection builds trust and a sense of belonging in users 💫 and the numbers back this up too!

A 2023 report by Brand Africa¹ found that brands that incorporate cultural elements in their messaging are 28% more likely to be recognised and preferred by consumers. This is a testament to the power of cultural integration, and a means for your tech product to stands out in a crowded market 💯

74% of consumers also prefer brands that recognise their individuality² and this personal touch translates directly to brand loyalty. This loyalty is reflected in higher retention rates and stronger customer relationships, which are crucial for the long-term success of any tech company.

Dear Innovator, you should know that user experience shouldn’t just be about how easy it is to use your app—it’s also about how it makes your users feel.

So, how can you start integrating cultural elements into your products?

1. Research Your Cultural Landscape. Before you can integrate any kind of cultural elements, you need to understand the cultural landscape of your target market. Which cultural ideals would appeal to them the most?

2. Create a Cultural Narrative. Culture isn’t just about visuals; it’s about stories. Use your product to tell a story about the culture that you want to portray, its history, and its people. This narrative approach can make your product more engaging and memorable.

   For example, if you’re developing an app for financial literacy, you can incorporate stories about traditional Nigerian trade practices, the significance of certain symbols in commerce, or the history of currency in Nigeria. These stories can be woven into the app’s content, making the learning experience not just educational but also culturally enriching.

Now, you might be thinking 🤔 , “This all sounds great, but why should I care?”

Here’s the bottom line: Integrating cultural heritage into your tech products can be a strategic advantage to set you apart in a crowded market. When your users see their culture reflected in your product, they’ll feel a deeper connection to it.

So, next time you’re working on a new product feature, think about how you can incorporate cultural elements into your design, branding, and user experience.

Your cultural roots are your greatest asset—embrace them, celebrate them, and let them guide you as you innovate for the future. 🌍💡

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See you back here on Wednesday too

Toodles! 👋👋

1. 2023 report by Brand Africa

2. Percentage of consumers that appreciate their brand’s recognition