Lucy Muthui talks about Content (Films) Marketing and Distribution in Africa
Content distribution and marketing is a strategic approach that involves creating and disseminating valuable and relevant content to reach and engage with a target audience. It encompasses a range of tactics and channels, such as social media, email marketing, SEO, paid advertising, and content partnerships, to maximize the visibility and impact of content assets like articles, videos, infographics, and more.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Series for Small Businesses.
The primary goal of content distribution is to attract, educate, and build trust with potential customers or followers, ultimately driving desired actions. This is whether you intend to make them purchase a product, subscribe to a service, or simply increase brand awareness and loyalty.
Effective content distribution and marketing leverages data and analytics to refine strategies and ensure content resonates with its intended audience, delivering measurable results and ROI.
See the full podcast interview with Lucy Muthui
Africa’s film markets and video content distribution
The African economy and its film industry are dynamic and continuously evolving, so it’s important to pay attention to the most recent data and industry reports. Here are some key points to consider:
- Growing Film Industry: Africa’s film industry has been steadily growing in recent years. Nollywood in Nigeria, for example, is one of the largest film industries globally, producing a substantial number of movies annually. Other countries like South Africa, Kenya, Ghana, and Ethiopia also have growing film industries.
- Diverse Content: African filmmakers are producing a wide range of content, from traditional dramas and documentaries to innovative genres that showcase African culture and talent. This diversity is appealing to both local and international audiences.
- Digital Distribution: The rise of digital platforms and streaming services has opened up new opportunities for content distribution. Streaming platforms like Netflix, Amazon Prime Video, and local services like iROKOtv and Showmax are increasingly investing in African content.
- Mobile Viewing: In many African countries, mobile phones are the primary devices for accessing digital content. This presents opportunities for filmmakers to create content optimized for mobile viewing and to partner with telecom companies for content distribution.
- Co-Productions: International co-productions have become more common, allowing African filmmakers to collaborate with global partners, access larger budgets, and reach wider audiences.
- Festival Circuit: African films are gaining recognition at international film festivals, helping them secure distribution deals and reach a global audience.
- Local Language Content: While English and French are widely spoken in Africa, creating content in local languages is a growing trend. This caters to diverse regional markets.
- Piracy Challenges: Piracy remains a significant challenge in Africa’s film industry. Content creators and distributors need to address piracy concerns to protect their intellectual property.
- Government Support: Some African governments are offering incentives and funding to support the local film industry. These initiatives can help stimulate production and distribution.
- Emerging Markets: Africa’s growing middle class and urbanization are creating a burgeoning consumer base for entertainment, making it an attractive market for investors and advertisers.
To tap into these opportunities, filmmakers and content creators should consider the following:
- Market Research: Understanding the specific demands and preferences of African audiences in different regions is crucial for successful content creation and distribution.
- Digital Marketing: Leveraging digital marketing and social media to promote content and engage with the audience can be highly effective in Africa.
- Collaborations: Partnering with local production companies and distributors can help navigate the complexities of the African market and establish valuable connections.
- Quality Production: Investing in high-quality production values and storytelling is essential to compete in a growing and competitive market.
Remember that Africa’s film industry offers significant opportunities for growth, driven by digital distribution, diverse content, and a growing middle class. However, it also comes with challenges such as piracy and regional diversity that need to be addressed strategically.
Staying updated with the latest industry trends and adapting to the evolving market dynamics is essential for success in Africa’s film and video content distribution landscape.
About the guest – Lucy Muthui
Lucy Muthui is a Media Specialist with experience spanning over a decade. Lucy, an ICT graduate, turned her passion for TV and media into a career in Content Acquisition, Distribution, and Production.
She has created award-winning channels for PayTV and now helps content creators showcase their work in front of investors, broadcasters, and fellow industry players worldwide through her expertise in content distribution.
She’s overseen the content acquisition and sales for various companies in Africa, Asia, and Europe such as Wananchi Group, Cote Ouest Audiovisuel, Discovery Learning Alliance and the Dubai International Content Market, The NGO International Film Festival among others.
She is also a Media Events Curator and has trained hundreds of filmmakers in Kenya, Uganda, Tanzania, and Ethiopia on film marketing and distribution. She has also been part of the production of award-winning talk shows, documentaries, and feature films such as Journey to Justice and Chaguo. Currently working at Ubongo International as a Broadcast Manager, she oversees the distribution of their content globally.
Her aspiration is to make the beautiful stories of Africa reach every corner of the world. In her free time, she holds community screenings of films addressing social and cultural issues, with the aim of provoking thoughts and behavior change. She is also a mental health ambassador and uses her Facebook platform to share information on mental health.
Learn More About Obehi Podcast
Obehi Podcast brings you leaders and experts from different industries to share their experiences, relating to the African diaspora, business, and storytelling. Listen to Obehi Podcast across different platforms: Spotify, Apple Podcast, YouTube, and much more.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Series for Small Businesses.
